Direct Marketing is major part a lot of marketing plans. Everybody loves the ability, with direct marketing, to measure dollars spent vs dollars generated and the variety of strategies and tactics that can be used to accomplish concrete objectives.
This post is the first of 19 tips for success as described by Lester Wunderman in his book, Being Direct: making advertising pay. (Lester is credited with creating the term "Direct Marketing" during a 1967 speech at MIT and was inducted into the Advertising Hall of Fame in 1998)
Tip #1: Direct Marketing is a Strategy, Not a Tactic
Direct marketing is not a postcard; it's not an e-blast; it's not a website; it's not a mailing. It's a strategy based on the foundation of intelligent thoughts and ideas to accomplish a desired objective. Tactics are the tools used to carry out the strategy. A direct marketing campaign should always include an objective, strategy, and tactics. For example:
Objective: Retain current customers
Strategy: Initiate a loyalty program
Tactics: Distribute loyalty cards. Send targeted emails, direct mail, and social media posts encouraging repeat purchases for points towards a reward.
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