by Kenneth Hofmann

Created on: May 12, 2008   Last Updated: May 20, 2008

When you are selected as a independent advertising and direct marketing company you are about to learn the basics of sales and marketing. Get ready to be on your feet all day long and meet about two to three hundred people. In my experiences I have first hand knowledge of direct marketing and its capabilities.

What is the cheapest form of advertising?

If you say television or radio then you are wrong the cheapest is word of mouth. Billions of dollars a year are spent on advertising through television, newspapers and radio. When I was selected as an independent for an advertising and marketing company, the direct marketing approach was the model of marketing we were trained to use. The reason being was that it was the most cost effective way which was free for our clients. The results were our sales and marketing approach brought in customers from the surrounding area and the client was excited to see because that meant more sales and profit for the business at no extra cost. Our regional marketing directors would select our clients, we then met the client to go over our promotion for the business and make sure there was no confusion for the customer using the promotion.

How was this successful?

Well because the client paid nothing for our direct marketing campaign we basically were spreading the word that a business is trying to give something free for you coming into the business. Now we as independent representatives would offer a bonus promotion for a desired amount. For example, one of our clients was the Chicago White Sox and we as advertising and marketing representatives sold certificates that allowed free tickets and a bunch of buy one get one free tickets for a price of only 30 dollars. Now even if I was unable to sell a certificate for a promotion the consumer was aware that the Chicago White Sox were trying to help people save money going to a game, a good public relations move if you ask me especially for the people that normally do not go to a game.

Does this approach affect future outcomes?

Yes with this direct marketing approach in businesses and neighborhoods we are simply getting the word out. When people do buy our certificates they provide our company personal information for future direct marketing campaigns. When we sold a certificate for promotion we asked that the buyer just provide their name, address and a few extra questions but nothing too personal. With this information the customer is giving us, we as independents, now can turn this into

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