Defining the Strategy

After setting these objectives, the next step is to prepare the strategy. The strategy is the "bits and bytes" of how  we help you accomplish your goals. As the saying goes - If you don’t know what direction you want, any road will get you there; however, you just won’t end up where you want to be! We help you reach your goals.

The strategy, at a minimum,  includes specifics of what is included in the mailing, measures of success, timing expectations, projected ROI, targeting parameters, and the "offer". Be sure you have a realistic assessment of the likely results and have the break even point determined.

Make an Offer!

Direct Marketing is sometimes referred to as Response Marketing. The "Heart" of response marketing is the Offer. The Offer is what invites, provokes, even requires the prospect to take some action in response to your package. The B2B Direct Package has dual offers. The B2B Direct offer gets the prospect to open the packet and almost forces them to look at the second offer, "YOURS"

A mailer that is informational only will get some attention but will hit the trash can remarkably fast. However, an Offer that gives the mail piece an intrinsic value will provide a reason for the prospect to keep the mail piece and likely see it multiple times. The word FREE always gets attention!

Typical Offers are:

Also, as a matter of technique, if you mention a price it should be mentioned last. By then you can convince the prospect that your service or product is certainly more than worth it.

Make the Offer clear and only make one. Multiple Offers only invite confusion and a diminished response. Be very specific what the prospect must do to benefit from the offer, (i.e., call, subscribe, send the reply card, come to the store, etc.). If possible make an offer they can’t refuse like a Free Sample or Money-Back-Guarantee, Remember, the "right" offer is critical to success in response marketing.

Targeting the Audience

Targeting the right audience for your message accounts for about 40% of the success of the mailing. That's why our Contact/Address lists are specifically targeted to a narrow set of Category Groups that you can choose for your specific market. These business to business lists are selected by Standard Industry Classifications (SIC) Codes. B2B Direct has done everything possible to make your marketing campaign successful.

Experienced direct marketers know the variations are limitless. With the continuing increase in direct mail and consumer receptiveness the opportunities are better than ever. Go for it!

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