Direct Response Advertising

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Direct Response Advertising
10.00 p.m. B. calls to order the ab dominizer
from the phone number in the television
1.00 p.m. C. picks up a coupon from the magazine

08.40 a.m. A. looks at her latest Guess Catalog
Are these called Direct Response Advertising ?
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Direct Response Marketing

• What is the direct response advertising?
• Direct Response is a marketing technique that can
  use all of the same media as general advertising,
  including print and electronic media. The basic
  difference between DM and general advertising is
  that DM requires the recipient to take some type
  of action.
• So, just as not all DM is mail, not all mail is
  DM.

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Direct Response Marketing

• For a marketing promotion to be considered Direct
  Marketing it must
• Place an offer directly in front of the potential
  customer
• Call that customer to respond immediately by
  taking an action -- a request for additional
  information or a purchase decision
• Allow the source of the response to be tracked
  accurately so that the return on the marketing
  investment can be measured.

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Direct Response Marketing

• Three element for a DM
• No offer - Not DM. buy something or do something.
  You are not just giving away information.
• No response mechanism - Not DM. a reply card, a
  phone number, a web URL, an e-mail address, an
  order form, must be part of the package.

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Direct Response Marketing

• Three element for a DM (continues)
• Not trackable - Not DM. Success must be
  measurable-- measure the rate of response, the
  value of response, able to attribute a marketing
  cost to each response
• Information about the audience is gathered to
  predict response within a close statistical
• All DM promotions dual purpose, sales and
  market research.

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Direct Response Marketing

• Also known as data marketing
• The information of the consumers are kept into a
  consumer database
• Direct mail (direct response marketer known more
  about their consumers)
• Where can you find your target group?

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Lists

• All commercially available lists can be
  categorized as one of two basic types, COMPILED
  or RESPONSE.
• COMPILED lists-- from records like phone books,
  credit records, deed registrations, occupancy
  permits, licenses, trade and professional
  directories, advertising directories, and other
  public and proprietary sources. 

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Lists

• RESPONSE lists-- the names of people that have
  actually responded to some kind of solicitation.
• inquirers about and buyers of specific products
  and services
• members of associations, clubs and other
  organizations
• contributors to various political and social
  causes
• subscribers to a general or special interest,
  consumer, trade and professional publications.

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Direct Response Advertising

• In newspaper or magazine -- Orders for sale
• In television-- good for direct response ad,
  sells or get the prospects name lists,
  Infomercial ad
• In radio -- easy to make but has a weak points --
  no visual, no coupons
• In mail -- direct mail (letter, leaflets,
  catalog, postcards, etc.)
• often go out as individual mailing
• sent in reply to a paid response -- good

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Eight Situation When Direct Response Works Best

• When you can clearly IDENTIFY your target
  audience
• When you can REACH your target audience be able
  to identify and able to reach
• When you have A LOT TO SAY about your product or
  service -- your offering is expensive, unique,
  special, unusual, different, new that a page in a
  magazine or 60 seconds of broadcast wont cut it.

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Eight Situation When Direct Response Works Best

• When your product/service has continuity, REPEAT
  SALES, and/or follow-up and follow-on sales
• An example of industries where repeat sales play
  a major role are companies which provide
  consumables, supplies, anything that gets used
  up. Such as office supplies, computer supplies,
  medical supplies.
• When you need to CONTROL the entire selling
  message or process
• Selling through an independent network-- present
  product and offer and hope the dealers get
  excited.

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Eight Situation When Direct Response Works Best

• When you want to build a predictable MODEL that
  can be repeated
• When your product/service DOESNT FIT other
  distribution channelssell direct
• It isnt glamorous, it is too complicated, it
  doesnt sell itself, it needs lengthy
  explanation, it is too low priced to be
  interesting to other channels. eg. low cost
  software
• When you want LESS VISIBILITY in the marketplace
  an excellent testing discipline eg you are in a
  test situation

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Direct Response Advertising

• What is the direct response advertising?
• Direct Response Ad Ad that sells the product
  directly to the consumers. Aims for the consumers
  to take action
• Sells both goods and services
• Small business likely to do direct response ad--
  concern product and prospects

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Ways to get action

• Works well in Magazine ad, others media can use
  this tactics too
• Describe special nature of offer -- associate
  with the bargain the product present
• Our burglar-proof system, used by thousand of
  business , has just been modified for home use.
  This means that you can now enjoy complete
  protection in your home -- professional
  protection at a price you didnt think was
  possible

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Ways to get action

• Caution that price will go up and show saving
  because price has come down -- people expect the
  good quality product with the good deal
• two ways to present good deal -- tell that the
  price will be up (warning the price hike), reduce
  the price

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Ways to get action

• Warn that there is a limit to time or supply
• Use action inducing words -- strong, exiting,
  moving words, eg. order this exciting new catalog
  now, dont delay, dont miss out on, Act now.
• Stress benefit of acting quickly
• Offer money back guarantee
• Use the coupon and urge reader to act upon it

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Keys Elements for Direct Marketing

• Its action oriented- want to sell product now --
  copy flows in logical order present
• Product benefits
• Reason to buy
• how to buy
• ways to buy
• Copy is tied to the company in the direct
  marketing transaction -- product must be
  different to the items consumers can pick up at
  any store near home

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Keys Elements for Direct Marketing

• Direct action copy is tied to sales objectives
  for a specific project
• Begin with the chief benefit supported by other
  benefits -- copy points
• Campaign must have a style related to the
  audience and product -- casual, friendly, formal
• provide selling operation and all customer
  contact
• Direct marketing copywriting is one-stop shopping
  -- provide all information necessary to make a
  sale

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Keys Elements for Direct Marketing

• Copy for Direct Print Ad
• 3 parts
• The open -- immediately gain attention from the
  reader and focus on products meaning value
• A sequence of copy point -- lead the reader
  through the offer to create the reason for the
  customer to respond
• The close -- call to action, directive on how to
  order the product -- offer in most brief form,
  include additional incentives, clear instruction
  on how to purchase, 1800, mailing address etc.

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Direct Mail

• Advantages
• Control-- keep in mind that direct mail need
  creativity too or it may be unwanted
• Flexibility
• Appeal-- if you have the peoples name on its
  even more appealing

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Messages that direct mail deliver well

• Direct Mail
• Information
• Education
• Immediacy
• Innovation
• Value

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Direct Mail

• Guidelines
• Determine the objective
• Describe selling points completely -- say
  everything good about the product. Repeat product
  points in different view
• Emphasis major benefits
• Write copy that shows what the product or
  services does for reader -- benefit -- proof --
  endorsement
• Make the layout and copy fit -- layout fit target

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Direct Mail

• Guidelines
• Offer something free or at a low price
• Include a guarantee
• Make it easy for the prospects to take the
  desired action -- appeal of the offer
• Tell your story over again -- mails many times
• Research your direct mail -- test the package
  product, services for the better
• Address correctly to the right list -- name or
  titles? What is your prospects profile
• Dont overlook the envelope

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The 10 Big Bad Ugly Mistakes in Direct Mail

• 1.Not knowing your target market --- or your
  audience.
• What will make them say "yes" to your offer?
• What will turn them off?
• What motivates them? What concerns them?
• Who exactly are they?
• What age are they? What sex are they?
• Then write to that person. Write in language that
  person will understand.

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The 10 Big Bad Ugly Mistakes in Direct Mail

• 2 . Mailing to the wrong list.
• 3. Not having a clear goal in your writing.
• Make sure you know where you're going with each
  piece you write. Then stay focused.
• Write your objective. Suggested write the
  objective clearly and post it at the working
  sight.
• 4. Price before offer.
• A price has no meaning until readers know what
  they're getting.

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The 10 Big Bad Ugly Mistakes in Direct Mail

• 5. Price before benefits.
• You need to tell readers what makes your price so
  great - in terms of benefits they'll understand
  or it may seem expensive.
• 6. Wrong price point.
• See the market price and set your own
• 7. Inadequate testing.
• Everything is testable and you should test small
  mailings until one is clearly a winner.

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The 10 Big Bad Ugly Mistakes in Direct Mail

• 8. Wrong objective to your marketing piece.
• Want leads or want sales
• 9. Wrong headline.
• Solely on the basis of this one line your reader
  makes the decision to continue - or not continue
  - to read.
• 1O . Not telling your readers exactly what you
  want them to do.
• You should tell your readers several times
  exactly what you want them to do. Be specific. --
  Do you want them to call you? To send in a card?
  To send a faxback?

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Direct Mail

• Product and Offer - two key selling aspects to a
  direct mail ad
• THE PRODUCT
• wide spread appeal - something everyone can use
• Offer unusual features - different from the
  product that can purchase in a retail store
• Copy must build upon the exclusivity of the
  product -- hard to find product, exclusive
  company offering

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Direct Mail

• Product and Offer - two key selling aspects to a
  direct mail ad
• THE PRODUCT
• The right price -- customers perceive good value
• Provide Dream Value and Story Appeal --
  interesting value and dream story behind it
• Was it discovered accidentally?
• Does it make with technology that used to develop
  the space program, but adapt to the household use?

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Direct Mail

• Product and Offer - two key selling aspects to a
  direct mail ad
• THE OFFER
• The proposition you present to the prospect --
  what will they get in return for taking an action
• Some Basic Offer
• Free information
• Sample
• Free trial

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Direct Mail

• THE OFFER
• Conditional sale -- condition eg. customer may
  respond to the free copies of the magazine
  publication for a year. The conditional sale is
  the same customers have to receive the more issue
  of the magazine and be billed for it.
• Till forbid -- the prearranged program, the
  customers will receive shipment on continuous
  basis until they forbid the shipment at the
  specific time
• Get-a-Friend -- get a friend to use the service
  and save
• Contest -- create attention and excitement to the
  product
• Discount -- discount of the order

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Direct Mail

• THE OFFER
• Free gift
• Secret gift -- fill in the secret gold box and
  get a free gift
• Add-on offer -- special of the month -- a
  discount term that can increase sales
• Guaranteed buy-back -- buy the product back at
  the original price for a period of time after the
  original purchase
• Flexible terms -- type of paying rates, weekly
  rates instead of monthly rates
• Upgrade offer -- for good customer to receive
  additional services

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Direct Mail Copywriting Format

• THE SEVEN DIRECT MAIL FORMAT
• Classic direct mail included five items
• The outer envelope
• The letter
• The brochure
• The reply device
• The return envelope
• Other possible inserts testimonials flyers, gift
  slips, samples

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Direct Mail Copywriting Format

• THE SEVEN DIRECT MAIL FORMAT
• Self mailer-- business letter or outer envelope
• Direct mail catalog
• The second letter or publisher letter -- formal
  individualize follow up letter to a previous
  mailing
• Invitation
• The closed-faced envelope -- name typed outside
  envelope
• Simulated telegram

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Direct Mail Copywriting Format

• THE SEVEN PROCESS FOR WRITING DIRECT MAIL LETTER
• promise your most important benefit in your first
  paragraph or headline
• Enlarge that benefit
• Tell consumers what they are going to get --
  features such as price, size, color, weight
• Back up the statement with proof and endorsement
• Tell the readers what they might lose if not act

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Direct Mail Copywriting Format

• THE SEVEN PROCESS FOR WRITING DIRECT MAIL LETTER
• Rephrase your prominent benefit in your closing
  offer
• Incites action. NOW

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Promotional Product/ Specialty Ad

• Promotional Product Specialty Ad -- reminder --
  things that are given to consumer without
  obligation eg. calendar, T-shirt, Mug
• Advantage -- multiply impressions over period of
  time
• Disadvantage -- Limited Copy Space

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Promotional Product/ Specialty Ad

• Guideline
• Determine what the items is suppose to accomplish
  -- reminder, introduce new product
• Write to the prospects interest
• Know what you want the items to accomplish --
  copy relate to the objective
• Copy demand will dictate the item -- pen--short
  copy
• Specialty copy best serve as a reminder -- tel.
  No. slogan, address

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