Direct Marketing Turnaround: How Video Lifted Sales 20%

When a direct marketing campaign achieves a 20 percent lift in sales—with video as the central delivery vehicle—it deserves a deep dive analysis. As we reflected on what made this campaign so successful and lifted an organization from the marketing doldrums, we identified three transformational concepts that explain why this campaign was a huge hit. If your direct marketing results have seen a steady decline over the years, and you’re ready for a marketing turnaround, this

When a direct marketing campaign achieves a 20 percent lift in sales—with video as the central delivery vehicle—it deserves a deep dive analysis. As we reflected on what made this campaign so successful and lifted an organization from the marketing doldrums, we identified three transformational concepts that explain why this campaign was a huge hit. If your direct marketing results have seen a steady decline over the years, and you’re ready for a marketing turnaround, this message is for you.

The three words we use to describe this marketing transformation are:

  • Purpose
  • Frequency
  • Free

Using these concepts, you can supercharge email and social media using online video, and also strengthen direct mail, print advertising and other channels.

With video, you have purpose every time you reach out to connect with your installed base of customers or followers with email and social media. Your offer is transformed from “buy me now” to “engagement.”

Using an approach that builds a continuing story, with chapters unfolding with each new video, you can create videos that have purpose for email to customers and prospects. Video also leverages the power of social media because you create ongoing connection.

With video, you can more frequently reach out to your customers and prospects with email and social media by giving them free information.

Get the complete story where we describe purpose in Part 1 of this two-part video series.

(If the video isn’t just above this line, click here to view it.)

Author: Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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