AURA of Direct Marketing

Off late the direct marketing is both dying and gaining importance. Here is my thought on it as to how it should be approached.The direct marketing should be done on the three factors as mentioned –

• Addition
• Understand
• Reasoning
• Alarm

The first communication should contain ‘what is in it for you’. How can it add value and benefit you in your life and business. The first set of your customers who are really interested in your product will be catered to following the Addition strategy. Under which you can help them to know the additions the product will make to their business.

After the first communication is done it is of utmost importance that the behaviour pattern of the consumers is understood so as to have the future course of communication to be better defined. Understanding a consumer with some background to it becomes easy. This helps us in formulating strategies of next level to engage the customers and to have a more meaningful communication

The second set of communication in the case of direct marketing should be based on Reasoning. Some people do not get convinced just on the basis of the value proposition; they want to have reason for each and everything and how it will affect their business. This part of the target segment can be catered using the Reasoning strategy. In which provide them with the facts and figures to help them take a decision

The third and the final part of the target segment which us not convinced by Addition or Reasoning strategy has to be taken care of by alarm strategy. Alarm is not in literal sense but it means the alarm of scarcity. Communicating customers that a resource is in demand in the market and will soon become scarce. The current resource is the talk of the town and hence they should have it.

All the three strategy are subjected to the business model and the kind of market in which we are dealing and hence should be applied accordingly.