Give consumers the choice

June 13th, 2017 by
give consumers the choice
He got the catalog in the mail and is going online to check out the website

I always tell my clients that they need to give consumers the choice. There is no one-size-fits-all approach to marketing, which is the beauty of direct response. We have the ability to personalize our marketing.

Remember the old saying “different strokes for different folks”. The same applies to how people read, react and respond to the different media channels.

According to Experian, 60% of direct mail recipients visit a website mentioned in direct mail, making it easy for marketers to link consumers to both off- and online experiences. This is an important statistic because it shows how one media channel drives response to another.

Marketers need to remember to give consumers the choice, not only in the outbound channel, but for the response mechanism as well.

Use New Technology

New technology allows advertisers to reach the same prospect through multiple channels. By blending the various media channels, marketers will maximize the response of their campaign. Some people will respond best to direct mail; others to email and still others to Facebook marketing.

QR Codes can help you drive prospects from your direct mail right to your website. Many advertisers also print the QR code on the newspaper ads. This helps move people from print to digital.

In addition, these communication channels needs to drive the reader not only to the website but to a solid landing page. This landing page is where you have your offer and your response mechanisms.

Don’t Forget the Tried and True

Make sure consumers have a toll-free number to call. Test your lead generation form. The fewer fields you have, the more likely people will complete it. And don’t forget your offer. You need to entice them to either call you or push the button to submit your lead form.

By hitting all the outbound marketing channels, marketers can insure that their message reaches their prospects.

By giving consumers the choice for response, marketers can insure that the respondent can reach them.

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