Better Marketing Results

Direct Response Marketing

Patrick Zuluaga - Wednesday, March 15, 2017

A recent presentation on Direct Response Marketing is available at our Marketing Seminar Presentations page.

It is my view and experience that the best marketing technique to drive new business development is direct response marketing!

What is direct response marketing? It is a marketing technique designed to generate immediate business results from a promotional offer.You can read my article about using AIDA (Attract, Interest, Desire, Action) to help you prepare your promotional offer from our many articles at our Marketing Resource Library.

Your promotional marketing message or direct response offer will have the following attributes:

  • Creative - to ensure that your marketing information will stand out from the crowd and draw the recipient to read or view your promotional offer immediately
  • Target Market - is a highly focused and targeted selection of prospective customers for your marketing message offer
  • Content - utilise an emotive personalised and relevant marketing message that will resonant with the recipient, it must have a compelling and powerful offer with a 'call to action' framed with scarcity or a limited time frame to drive the response

Over the years, my clients and I have successfully used direct response marketing techniques using the following communication channels:

  • Postal Mail
  • Email Marketing
  • Social Media
  • Leveraged Personal Selling
  • Cross/Multi-Media

I am interested in hearing from you on your own direct response marketing results, what has your experience been in using direct response marketing techniques?

Please share with us and join the discussion.

A Retailer's Guide to social, local, and mobile (SoLoMo) communication channels

Patrick Zuluaga - Tuesday, November 12, 2013

I thought I should share this with you all. It is an American based infographic from Monetate (www.monetate.com), however the information is relevant to businesses here that have both a physical 'brick & mortar' retail shop and a online web store.  I find that most retail businesses that have this scenario have yet to take advantage of the all powerful mobile device and how it is now driving their purchase options and actions.  Why do you think this is the case?

The Retailer’s Guide to SoLoMoMonetate Marketing Infographics

Marketing Challenges of Small & Medium Enterprises (SMEs)

Patrick Zuluaga - Wednesday, August 29, 2012

The three of the most common and difficult small business and medium enterprises marketing challenges are:

  • Finding new clients and customers
  • Using engaging marketing messages that generate results
  • Implementing business oriented marketing systems

I have published an article on the Marketing Challenges of Small Business & Medium Enterprises (SME) that provides useful information and tips on how these challenges can be handled.

Many of you that have been in business a number of years will have encountered these challenges and have survived the experience to grow their businesses.  For those of you that have kindly share with us your successes in managing these small business and medium enterprises marketing challenges.

What is Preventing Growth for Small Businesses?

Patrick Zuluaga - Wednesday, December 14, 2011
Did you know that more often it is the things that you may not be doing that will have a much greater impact on your business growth than those that you do? These are areas that I have found as a business consultant as the most prevalent in holding back the growth of small companies:
  • Understanding your Customer Market
  • Adequate Planning
  • Managing Cash Flow
  • Operating a Marketing and Sales Development Process
  • Targeted Marketing Campaigns and Programs

What do you think? In your own business situation have you faced these issues or other more significant challenges? Share with us your views and expereinces.

[Read the complete article]

The 5 Step Roadmap to Successful Email Marketing

Patrick Zuluaga - Tuesday, November 01, 2011
Email marketing is one of the most cost effective communications mediums when used properly to add value and build relationships with your recipients. Here are the five steps to follow in building an effective email marketing program:

One: Define your business objective

You need to be absolutely clear about what you want to achieve.

Two: Build your email list

Put a plan in place to start growing your list.

Three: Prepare your message

Plan ahead and spend most of your effort on the message you want to get to the recipient and what action will result from it.  Follow the AIDA guide; attract the Attention of the reader, generate their Interest, create a Desire for the reader to act and provide them with a call to Action.

Four: Test and test again

Test for open rates with different email subject lines and test click thru rates for different call to actions.  Once you have the email that best performs send it to your target list.

Five: Measure and track your results

Use your email marketing analysis tools to measure the results of your effort versus the objectives you have set for the email marketing campaign.

Share with us your views on how you have used email marketing to promote your business - what works and what does not work.

[Read the complete article]

Better Marketing Results with Integrated Multimedia Direct Mail

Patrick Zuluaga - Tuesday, April 26, 2011
What makes direct mail campaigns successful? 
  • Addresses a specific group of people or targeted audience
  • Uses creative to cut-thru the clatter of the mail box
  • Offers a personalised message that communicates a compelling benefit
  • Creates a sense of urgency and excitement with the mail piece
  • Provides a your clear and visible ‘call to action’
Using this structure approach will achieve superior response rates from direct mail campaigns.

How can we  use integrated multimedia to dramatically improve the results from direct mail campaigns? Consider the following factors:
  • Personalise all communications with the recipient across the different media
  • Using several multimedia channels in the promotional campaign
    • Letter, postcard or mailing piece
    • Mobile phones and other smart mobile devices
    • Web landing pages with personalised URL (PURL – define)
    • Email marketing and auto-responders
  • Using a QR image (QR Code define) image to support the ‘call to action’
Essentially, an integrated multimedia direct mail campaign allows a one to one personalised engagement with the recipient.  It has the ability for the recipient to immediately accept the offer or secure additional information with readily available technology such as their mobile phone or access to the Internet.

What is your own experience with integrated multimedia direct mail campaigns? Let's hear from you.

Group discussion on marketing challenges and solutions

Patrick Zuluaga - Sunday, April 17, 2011
At a recent small networking business group (SBNG) breakfast meeting, we discussed the challenges in marketing and what were their successful experiences in reach out to their target markets.  Here is the list complied from the meeting:
  • Face to Face meetings (Personal Networking & Selling)
  • Understanding exactly who is your target market/customer (targeting potential customers)
  • Using a system to generate a prospecting funnel and manage the conversion process
  • Testing marketing first before bulk roll-out of the campaign
  • Having the right attitude toward communications with your prospective customers - helping instead of selling
  • Target your own customer database using RFM segmentation (define)
  • Market & sell your benefits not features (how) or use an Objectives-Benefits-Features (define) chart
  • Use marketing mediums that your customers use not what you are comfortable with.
What did you think? What is your own experiences with successful marketing?

How to Make your Customer Database your Best Friend

Patrick Zuluaga - Monday, October 25, 2010
Many businesses neglect this very valuable asset - your own in-house database. Why? Most think it is too time-consuming to keep updated or simple fail to realize the potential goldmine from using and maintaining their database.

You may have heard of the marketing phrase “Content is King”, however, you may not have heard that the “Database is Queen”!

Your database must be viewed as a valuable resource asset. It is a potent source for marketing intelligence and a powerful tool for building relevance while nurturing relationships.

To make the most from your database you must be able to answer these five questions:
  1. What is your database objective?
  2. What information is available?
  3. How can the information be captured?
  4. How can you use the information?
  5. What is the best way to segment your database?
What do you think? Have any of you taken the time to segment your database to achieve better marketing results?

View my presentation titled "Why your database should be your best friend" at the recent Email Marketing Summit Australia EMSA 2010 held at the Art Gallery of NSW in Sydney.


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