MAKE AN IMPACT with DIRECT MAIL CAMPAIGNS
“Determining a goal is vital to determining the budget and developing a plan,” said Staudt. “Is the objective to collect information or present details in order to educate? Or, is it to look for immediate sales or to generate interest?”
Identifying the best customers’ commonalities is one tried-and-true method for narrowing a prospect list. Psychographics are just as important as demographics, noted Ernest Nicastro, direct marketing consultant and president of Positive Response, a Dublin, Ohio-based marketing firm specializing in B-to-B marketing. “What are the key motivators for your audience?” he asked. According to Nicastro, distributors should find the hot buttons and push them, and heed the old salesman’s chestnut of you-talk versus me-talk. “People don’t care about your product or service, but they do care about how it can benefit them,” he added.
Make an Offer
- Companies:
- Ash City USA
- People:
- Matthew Staudt