How to Do a Direct Marketing Campaign
Direct Marketing Creative Advice
Written by Trynka Shineman for Gaebler Ventures
Struggling with creative concepts for a direct marketing campaign? This direct marketing creative advice from a top marketing expert will get you back on track.
Executing a direct marketing campaign flawlessly means nothing if you've done it with a creative concept that won't achieve your business goals.
How many times have you received a direct marketing piece, only to either just quickly throw it in the trash or wonder: What on earth where they thinking?
If you are in charge of a direct marketing campaign, here is some direct marketing creative advice that will maximize your results.
How to Ensure That Direct Marketing Creative Is Effective
Using good creative in a direct marketing initiative is probably the single most important aspect of the direct mail campaign, and unfortunately it's sometimes overlooked.
The standout nature of your postcard or brochure can't be understated.
Not only does it have to standout and be bold in terms of color, text, and appeal but it also has to have a clear call to action, and an offer that the potential customer will act upon.
If you don't take the time to make sure that your offer is an effective one, and that it is conveyed in a clear, bold manner, then sending out a direct mail campaign will turn out to be nothing short of a waste of time and money.
Your call to action should tie directly to the product or service your company offers - for example a free estimate for a company providing a service.
It's also important that the creative is unique, and clearly represents your company brand.
Uploading graphics and specifically your company logo also adds a nice touch, and will hopefully start to generate brand awareness for your small business.
It's a good idea to start collecting examples of good direct marketing materials. When you see something in the mail that grabs your attention and makes you want to pursue the sending company's call to action, file it away in a folder for good direct marketing postcards, letters or other materials.
When it's time for you to do your own direct marketing campaign, you'll have a readily available source for inspiration and ideas.
Remember, the design and overall look and feel of your direct marketing materials are only bound by your own imagination.
Trynka Shineman is chief marketing officer of VistaPrint, the small business marketing company. VistaPrint (www.vistaprint.com) is a leading online supplier of high-quality graphic design services and customized printed products to small businesses and consumers.
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