There was a time when the term “direct marketing” pretty much only meant direct mail, because that was the only addressable channel out there. Then, of course, came direct space ads, radio and TV, telemarketing, and finally, the Internet.
Throughout them all, the elements of great direct marketing have mostly remained unchanged. Target an audience, make an emotional connection, offer them what they want, make it easy for them to order, measure response and learn from the experience so you can do it better next time.
Always be improving, optimizing, expanding the audience while better targeting what you send them.
These ideas are no less essential today than they were 50 years ago.
What is a little different is how to employ them.
Audiences online are easier and cheaper to reach thanks to all the digital channels. But they’re less defined by their demographics than their interests and self-perception. Getting them to engage and trust you is a totally different challenge; one that often has to be met by proving the authenticity of your brand more than offering a simple satisfaction guarantee.
All About Direct Marketing
The “All About Direct Marketing Virtual Conference” is built to show how the elements of great direct marketing are still essential to succeeding in today’s marketing environment.
Targeting an audience: The show kicks off with our reigning Marketer of the Year Windsor Hanger Western, who’s built her empire on connecting with college-age women — she’ll talk about how to connect with the upcoming generation Y and Z audience. And the show closes with Julie Rezek, President North America for the Hacker Agency, sharing her world-renowned insights about how marketers should be connecting with women today.
Making an emotional connection: “5 Emotions That Fuel Sales and How to Tap Into Them” (with Mandy Marksteiner) and “Color Psychology and How It Can Make or Break Your ROI” (with Jeanette McMurtry) will show you how to connect with your audience.
Offer them what they want and make it easy to order: That may be very specific to your audience, but Gary Hennerberg’s “10 Ingredients for Your Video to go Viral” and Summer Gould’s “Bring Direct Mail to Life With Interactive Elements” will show you how to make direct marketing that breaks through the clutter and demands a response.
But perhaps the best part about attending All About Direct Marketing is that it’s entirely free and online. You can watch it right from your desk, couch, coffee shop or wherever you want, as demonstrated by Melissa Ward:
I guarantee John Wannamaker was never able to do that!
The elements of great direct marketing may be timeless, but the environment you market in is constantly changing. Join us on May 4 to learn how to bring those elements together and market better today.