DM and Brand. Friend or Foe?

Ok, so we know that Direct Marketing (DM) is a way to not only lower marketing costs but also boost overall revenue. Did you also know it could improve the brand image as well?

Crazy, I know.

We often think of brand and DM being in contrast to one another. I’m however, suggesting that its actually a way to connect with the consumer and create the kind of lasting relationships that benefit both the business and the consumer for years to come.

First, the obvious: DM is specifically generated for a select group of consumers with a specific goal in mind, thereby getting a higher result per capita than with a simple mass marketing campaign.

What does this mean? Well, by reducing the need for an advertising blanket effect on a large population or a regional area, a business can reduce the overall costs of a marketing campaign, saving a great deal on their marketing budget. This, in turn, allows for achieving the same or better result than a mass marketing campaign that sent advertisements to double or triple the amount of consumers as a direct mail marketing campaign.

But it gets better.

The quirky little bonus to direct mail marketing is that we are able to truly adapt to a consumer’s desires and needs, thereby creating the specific brand image that a consumer wants to see or that will result in a profitable outcome. Instead of creating generic advertisements that can leave a consumer feeling indifferent, confused or annoyed by a campaign that they are unable to connect with, we can use direct mail marketing to communicate in a meaningful way. By allowing that connection and loyalty to form, an image, OR BRAND, will improve as the consumer actively uses word-of-mouth to talk about their affinity and loyalty to the brand to friends, family, co-workers and so forth.

And this is just the beginning, really…

Tags | Direct Marketing vs. Brand Image targeting consumers results brand direct