How to speed up your message frequency and boost responses on a budget.
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It’s not a dream.
Many large B2B corporations had the resources to fully engage with their market. B2B companies, big and small, have always tried direct marketing, including mail, and usually try to use the flavor of the year in marketing, advertising, and sales that everyone loves at the time.
But is the lack of talent and commitment from employees the bigger problem?
There are probably many other reasons, but you won’t hear any Doubting Thomas act from today’s CMOs direct marketers. An experienced direct marketer would jump at the chance to present a relevant message to a consumer, many times without breaking the budget.
But back then, what was the ultimate cause of the messenger’s demise?
•Lackadaisical attitudes.
•Too much busy work.
•Customer attitudes.
•Too many variables.
•The next better way to communicate comes along with potential customers.
•Do it this way or go to the highway.
Fortunately, most, if not all, direct marketing professionals and professional salespeople all have a very strong motivational gene in their DNA, to go after the potential buyers tooth and nail.
For instance, they write powerful words. Direct marketers know they need an offer that no one can refuse. Dazzling design pulls the reader into the mail piece or website. Some of us say the frequency of messages is like finding a pot of gold, especially if you can do it below budget.
If you try that with only one communication channel, it may cost you a pot of gold. There are no discounts for re-mailing. That’s where cross-selling and multi-channel marketing tactics can save a budget. It’s more of a one-to-and for-most of it is very personal. Message relevancy and frequency can cause a consumer to stop and take notice, thinking “they must have a wonderful product!”
Consumers like to play coy.
Getting back today, in the present economy, prospective customers don’t want to be sold to. Customers can decide where, when, and how they want to interact with your brand. They want to make their own decisions. This decision could be in two weeks or two months before they make a purchase.
With the capability of better web searches, social media and even communication with business associates, there is literally a mountain of information available for a consumer to gather. That’s a big reason frequency is an important direct marketing tactic when used successfully with multi-channel communications.
