Published May 2005

Integrating direct marketing
can increase sales

Marketing “integration” has been in practice for many years. This approach typically drives branding and tradition (mass media) advertising programs. The same principles applied to direct marketing, in conjunction with advertising, drive higher sales conversion.

If there is any selling involved in your enterprise, direct marketing should be a staple of your business development strategy.

There is one requisite for direct marketing to be effective. You must have the ability to profile and access your target market — either through your own database (of leads) or an acquired list. Direct marketing is not a catch-all tactic; rather, it focuses on a select group of prospects with the greatest propensity for needing or benefiting from your product or service.

There are many levels at which you can integrate a direct-marketing program. This column focuses on the three points (message, mode and management) that have the greatest impact on the bottom line.

Message: Based on what you sell — along with its associated selling cycle and complexity — determine the sequence and frequency of your messages. If you’re selling a big-ticket item or one with a complex operation, the more linear and frequent your communications should be.

• Sequencing — consider how your prospects consume information and what their learning pattern would be for your product or service. Because the goal is to move prospects from awareness to action, think about how to best sequence your information in a series of communiqués.
• Frequency — there is a direct relationship between frequency and consistency of exposure to an offer, and the sales conversion ratio. A yearlong Harvard study demonstrated that it takes an average of nine exposures to a marketing message to move someone from “apathy to purchase readiness.”

Mode: As with mass media advertising, a mix generates better results than relying on a single mode of communications. If there are publications that efficiently reach your core market, advertising during a direct-marketing program develops brand awareness and credibility that can lead to higher sales conversation.

• Example progression — advertising followed by a direct-mail series (and/or e-mail) and then a succession of sales and follow-up calls. Outbound sales efforts alone are usually met with resistance, but when a prospect is aware of a product or service — and the benefits it provides — they’re usually less reluctant.

Management: Every direct-marketing program should be integrated with a CRM (customer relationship management) system. CRM facilitates far better documentation, prioritization and communication with leads generated by direct-marketing activities. As with all marketing endeavors, measurement is a critical success factor.

In summary, direct marketing is a process, not an event. It requires well-sequenced and frequent communications. Incorporate a mix of communication modes, and season the market before making sales calls. Also, be sure to incorporate a clear call to action.

Above all, maintain a consistent presence. Most of us forget 90 percent of what we learn in one week’s time. You want to be top-of-mind among your best prospects when they’re ready to buy — so stay in touch.

Andrew Ballard, president of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses. He can be reached at 425-672-7218 or online at www.mktg-solutions.com.

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