by Derek G Rogers

Created on: May 11, 2008   Last Updated: May 20, 2008

Direct marketing has the potential to be the most cost effective method of delivering a message to an individual or group selected as being the most likely to be interested in the product or service on offer. It is a well-organised and strictly controlled section of the media spectrum, regulated by such industry bodies as The Direct Marketing Association. And served by highly skilled advertising practitioners offering a range of Direct Marketing Services. It differs from most media by the accuracy with which the target audience can be reached and by it's avoidance of wastage.

The original method was the door-to-door salesman, in some cases (Kleen Easy and Charities) this is still used, but is labour intensive and therefore, for most commercial undertakings unlikely to be cost effective. The most widely recognised until recently was Direct Mail Marketing which despite significant amounts of wastage still made worthwhile returns on an investment. More recently the explosion in the sophisticated use of computers has made it possible to target a potential audience with such accuracy that most businesses now use some form of direct contact to establish and maintain relationships with their customers and clients.

Larger organisations regularly employ specialists in the field of Direct Response Marketing and measure their results to a fine degree. Those engaged in a Direct Marketing Agency can define the target audience, design the method of contact be it through the post or, as is becoming ever more the case, through Direct Marketing Online, book the necessary time or space and give an accurate assessment of the likely result. Such Direct Marketing is of course likely to be expensive but spectacular successes in the financial markets; insurance, banking, mortgages etc demonstrate that, if correctly planned, Direct Marketing can deliver remarkable results and in some cases change the whole sales structure of a market.

For smaller organisations much of the research work can be undertaken themselves. A visit to the local research library will provide access to such data as the Electoral Roll. The Records Offices of the Counties can give much more data on a wide variety of subjects and provide reports from Industry Bodies of both a local and national nature. It is however advisable to seek advice from a professional if a programme of Direct Email Marketing is contemplated. There may be legal restrictions that prevent or restrict such activity. Whichever of the methods are finally decided upon, remember how you feel when you are approached by an unsolicited call or receive a communication through the post or online. Do you recognise the name of the organisation? Does the approach seem friendly? Is the product or service relevant to your situation? Is the approach made courteously? What is the cost? Will a purchase lead to more approaches by others who may not be so welcome? Can I return the item or cancel the service if it proves to be unsuitable? These are some of the questions you ask yourself so they will almost certainly be those asked by anyone you are thinking of contacting. Treat them as you would expect to be treated. The results will tell you if you have got it right!

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