Direct Marketing
Few marketing mediums can deliver your message with the laser-like precision-targeting of direct marketing. As long as you follow some simple guidelines, direct marketing will usually reward you with a handsome return on your time and investment.
Direct marketing can be a hard-copy letter that you post out, or an email, or even a text message. The medium isn’t important; what is important is that it’s a one-to-one, personal mailing.
Five Reasons Why Direct Marketing is so powerful
#1 It can be precisely targeted
Direct marketing is a sniper, not a machine gun. Unlike newspaper or magazine ads, or even Radio or TV, you pinpoint every single person who’ll receive your marketing; they don’t pick you.
#2 It can be precisely tracked
You can’t afford to waste money on marketing, and that’s where direct marketing has a huge advantage over most other media. Not only is it possible to determine your response from every campaign, but also to measure the response from each individual piece within that campaign.
#3 It delivers a quick response
Most media needs weeks of planning and waiting before you see any results, think about putting an advert in a local paper or magazine, or commissioning a radio campaign, it’s a long haul. Direct marketing is different – it’s as quick as you are.
#4 It’s fully customisable
It doesn’t matter how much you know about your prospects, if you’re trying to target them all with the same advert then you’re forced to make a broad stroke pitch to a majority. It’s a different story with direct marketing. You can completely customise each piece, and tailor it perfectly to an individual prospect, something that we take to the limit in our Explosive Marketing System for Restaurants.
#5 It’s invisible to your competitors
Unless they somehow get on your list your competitors will have no idea what you’re doing and what you’re up to. If you advertise in the press – they see it. Send a thousand direct mail pieces next week and they won’t have a clue – not only about what you’ve done, but they won’t know about the offer you’re making either. It gives you a huge competitive advantage.
The simple fact is that direct mail works. Many millions of pounds worth of products and services are sold every year in the UK using direct mail and we know that it works for restaurants too, both for bringing existing customers back AND for getting new customers.
If you’d like to see some examples of the kind of work we do for our clients, get in touch, we’d be happy to share some of them with you…
The 10 Secrets to Profitable Restaurant Marketing
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