What is popular today may be seen as outdated mere months from now. In an age of instantaneous information we can become bored with things that are less than new. That is why direct marketing has an ever changing landscape. Direct marketing ideas need to be kept as fresh and up to date as the message they are attempting to convey.
Many businesses keep to tried and true methods of advertising. These direct marketing methods have been proven to be successful after all. Sometimes though trying something unusual to get the public’s attention has the populace grapevine buzzing louder than you might think possible.
Want to grab a client’s attention? Use something more than literature to promote your business. A company sends a bottle of aspirins to prospects to get them to sign up for seminars which are designed to “ease the pain” of learning a new program. A vacation rental property company uses small packets of sand to sell beachside vacations. What could you send to your prospects and customers?
Sponsor a raffle with a charity receiving the profits. Offer a few of your products or services as the winning prize. People like to feel good about helping others but they want a chance to receive something themselves. A raffle covers all of that. Invite a local journalist to pull the winning ticket giving your company and the raffle free media coverage.
Do you know your top five customers? Make it a point to take each one to dinner once a year to celebrate their loyalty to you and your business. If you cannot take them to dinner, make an appointment and drop by with a basket of special items produced locally for the owner to share. Ask these customers to help you identify prospects who might want to become clients. Remember, it costs six to ten times more money to find and direct market to a new customer than to sell something again to an existing customer.
Network! Affiliate your business with others that offer complimentary services or products. Combine your marketing efforts with a package deal from all. A local restaurant can join with a hotel, limousine service and day spa by providing a “Stress Reliever Weekend”. The client is picked up at their house, pampered, fed, treated to a quiet getaway and returned home the next day. Think what kind of direct market package your business can be part of and be creative.
Your business envelopes probably consist of lots of empty space. Why not turn that empty space into a billboard? Create a ” teaser” of a one-line description of your business, or a special offer and imprint it on the outside of your envelope, right under your return address. Time-sensitive messages, and curiosity-builders, are ideal for this purpose. With available technology, you can easily change your direct market message whenever you so desire by using a digital print supplier offering web-to-print abilities and short run capabilities.
Offer college scholarships. The amount you award does not have to be much. Every little bit helps a struggling college student. Five hundred dollars can help pay for the expense of books for a semester. Do it twice a year for more company awareness. For more direct marketing coverage, qualify the scholarship by offering it to students with red hair for example that will be attending a community college of their choice nationwide.
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