Direct response marketing is based more on attractive product promotion than targeting a specific niche. It is becoming one of the most successful ways of product promotion and should not be confused with direct marketing, which uses teams to contact prospective customers. Whereas this method, as the name suggests, invites the customers to respond to the advertisements directly.
Though there is some effort put into niche research, direct response marketing bases its campaigns on its advertising style. This is the only element where any form of niche research is concerned, as it is used to determine how a certain demographic will respond to a particular style of advertisement. No attempt is made to identify individual targets.
The most obvious method of this form of marketing is the use of infomercials. These can be split into two categories. There are the ones that are placed between certain television programs because they are targeting members of the demographic who watch that kind of program. The others are more generally aimed at people who watch television at specific times, especially late at night.
A typical advert is based on a specific offer, that involves the customer responding to the associated contact information that is clearly shown. This normally generates an immediate response. Other forms of television advertisements are based on a specific product, but then the prospective customer has to remember the advertisement, and do their own research to finding where to purchase it from.
In DRM adverts, they specify a problem, the product that can solve the problem, the price and the contact information. All the customer has to do is dial the number. There is no risk of the viewer doing their research and finding a similar product and buying that instead. The incentive is there for them to live product there and then, and not to research it..
The marketing copy for these adverts has to be written in a specific way. A conversational manner is needed, to engage the viewer and keep their interest. You must also keep to the pertinent points about the product you are promoting so that they do not start to think they could solve the problem another way.
The success of direct response marketing is probably one of the easiest to measure. The product can only be purchased from a specific series of telephone numbers or addresses, rather than randomly as with other promotions. You can also measure which particular advertisement got the most response by asking the purchaser to quote a certain code when ordering the product. In fact, one promotional campaign is doing the ground work for the next one in the respect of placing of advertisements and collating customer demographics.
Though there is some effort put into niche research, direct response marketing bases its campaigns on its advertising style. This is the only element where any form of niche research is concerned, as it is used to determine how a certain demographic will respond to a particular style of advertisement. No attempt is made to identify individual targets.
The most obvious method of this form of marketing is the use of infomercials. These can be split into two categories. There are the ones that are placed between certain television programs because they are targeting members of the demographic who watch that kind of program. The others are more generally aimed at people who watch television at specific times, especially late at night.
A typical advert is based on a specific offer, that involves the customer responding to the associated contact information that is clearly shown. This normally generates an immediate response. Other forms of television advertisements are based on a specific product, but then the prospective customer has to remember the advertisement, and do their own research to finding where to purchase it from.
In DRM adverts, they specify a problem, the product that can solve the problem, the price and the contact information. All the customer has to do is dial the number. There is no risk of the viewer doing their research and finding a similar product and buying that instead. The incentive is there for them to live product there and then, and not to research it..
The marketing copy for these adverts has to be written in a specific way. A conversational manner is needed, to engage the viewer and keep their interest. You must also keep to the pertinent points about the product you are promoting so that they do not start to think they could solve the problem another way.
The success of direct response marketing is probably one of the easiest to measure. The product can only be purchased from a specific series of telephone numbers or addresses, rather than randomly as with other promotions. You can also measure which particular advertisement got the most response by asking the purchaser to quote a certain code when ordering the product. In fact, one promotional campaign is doing the ground work for the next one in the respect of placing of advertisements and collating customer demographics.
About the Author:
If you need help from the experts and professionals in the field of direct response marketing you can go to the internet for information about the top ranked people in eCommerce marketing. Gary Halbert is recognized as a leader in the industry.
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