Direct Mail – A Long Term Committed Relationship

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As a Marketing Consultant I work with my clients in a variety of ways to suit their needs and budgets. For some this is a one off project to write them a marketing strategy that they can then implement themselves. For others it’s a short term project to deliver a specific campaign based around a key period of trading, a new product launch or to support a specific customer partnership. However the best returns that I see are from those clients who I work with on a retained basis, offering a set number of days per month.

Typically a retained client relationship will start with the creation of a marketing strategy, a chance to get to know the business, the brand, the target market, competition and previous work. From here we can map out a calendar of activity to address the business and marketing objectives which will ensure and reassure the client that their business will be promoted to their target market as often as required.

The longer that we work together, the more insights we gain, what the target market responds well to, what competitor activity resonates and what are the opportunities to evolve the plan.

This point was illustrated recently with a client, we’ve carried out many pieces of activity over the last 12 months, including newsletters, direct mail, hosting events and creating branded materials. I’m pleased to say that they all had a good level of success. This month we took the direct mail to the next level. We know that the target market have a sense of humour, this has been shown from the response to the newsletters. We know that they like the personal touch and we know that they work with a few of my clients competitors so its important to remind them that we’re there and stand out from the crowd.

Our latest direct mail was not only personalised and comical but it also contained a free gift that was designed to interrupt their day and bring a smile to their faces. Once they had received the DM they also received a follow up phone call to chat about the services.

The results, well, we’re quite chuffed to report that out of the small number sent out (this is a very niche service my client offers) we received 42 positive responses, 13 requests for more information three invitations to speak at seminars and one immediate new booking. Given that the industry average response for DM activity is just 2% you can see why we’re pleased with ourselves!

So if you’re looking to see results from any piece of marketing activity, they key is to build up a picture based on market research. Ensure your activity resonates, reminds and interrupts and wherever possible always add the personal touch. In this day and age where we’re bombarded with thousands of messages each day, the main aim is to achieve cut through and sometimes all that’s required to achieve this is a little bit of planning and thought.

If you’d like to chat about how we can help plan and deliver your marketing please do get in touch.