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Direct Response Marketing 101

Some advice on sculpting your direct response marketing plan.

When Chef Emeril sets out to whip up a mouth-watering meal, he starts with quality ingredients, invokes then refines proven recipes, prepares each item with precision and panache, and creates a work of art through their presentation. Why not employ such a philosophy as a guide to sculpting your company’s marketing plan?

Ironically, half of all businesses in the United States do not advertise on a regular basis. And many of the ones that do fail to measure the effect of advertising against the design objective of the piece, be it a television or radio spot, print ad, Yellow Pages listing, whatever.

When undertaking a new marketing project, set specific, measurable goals for the campaign. Do you want to stimulate sales? By how much and by when? Do you just want to raise awareness of your unique value proposition in the minds of your target clientele? How will you measure that before and after the promotion?

Avoid the temptation of trying to accomplish too many things at one time, changing the success criteria in the middle of development, or, worse, changing the objective after the marketing effort is launched-a common practice of management with a case of the jitters when the bill hits their books and they have to justify their decisions.

-Vince DiCecco, Your Personal Business Trainer

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