How to Use Direct Marketing to Advertise
Instead of focusing on creating a call to action for recipients of your direct marketing materials, you can instead use those materials to simply advertise a specific product or to create brand awareness for your company.
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Instructions
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Go through your contact list to target individuals who would be most interested in the product or service you are advertising. If you are advertising something very specific, it may not appeal to all demographics represented in your contact list.
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Use the purchase of the item you are advertising as your call to action when developing your direct marketing materials. Plan your campaign around this central message.
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Decide whether you are going to develop an online, direct marketing or telemarketing campaign for this product. You will need to adapt whatever general promotional materials you may already have to the appropriate format.
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Design your mailer or email. You may need to consider hiring a professional copywriter or designer if you are uncomfortable with any of the conventions of direct marketing materials.
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Send out your direct marketing materials through the medium you selected. You may find that, especially with email, recipients are more likely to consider advertisements as spam or otherwise unwanted correspondance than other direct marketing materials such as newsletters.
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Track responses to your advertising campaign. Typically, you can just use the numbers of sales that result from your marketing materials to analyze how they are received. You may be able to use this information to tweak how you plan to promote future products.
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Tips & Warnings
Advertising differs from direct marketing because it is usually intended to create awareness about a brand or product, while direct marketing is meant to push consumers towards a specific action, such as purchasing a service or responding to an email.
Using your direct marketing contact list for advertisements can help you target your ads to consumers who are more likely to be interested in purchasing products from your company.
If you choose to advertise a product through direct marketing, you will have a lower ratio of responses than you might through more traditional advertising venues, such as newspapers or television stations. However, the cost will be usually be lower.
If you regularly send advertising to your contact list, they may become less likely to respond when you return to traditional direct marketing techniques. This is especially a problem with email contacts because they can mark one ad as spam and prevent any future emails from your address from ever reaching their email inbox.
