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Posted by Tom

How does 10-15 to 1 ROI sound?


"The reports of my death have been greatly exaggerated." Mark Twain famously uttered these words, but this quote always makes me think about one of our areas of expertise...direct marketing.

People say it's dead, and they couldn't be more wrong.

Direct marketing remains a tried and true way to find new, and engage former, customers. There, I said it.

As part of an integrated marketing communications program, direct marketing - on and offline – provides a unique ability get the right offer in front of a qualified prospect, with the constant ability to benchmark, measure, and track.

Yes, paid and unpaid social strategies are critical today, and yes, PR and earned media are key to awareness and brand building; we focus there as well. But when you are ready to make a specific ask or offer a specific opportunity to your target market, direct marketing should be in the mix.

Ask yourself these questions: If yes, perhaps direct is a strategy that will work for you.

In my experience, clients have seen returns as high as 10-15 to 1 when a well-crafted message accompanies a solid offer, delivered to the right audience, through the right channel at the right time.

Another advantage is direct marketing is 100 percent measurable. You plan, execute, measure and evaluate. You will know if the effort worked or didn't.

So don't believe everything you hear. Direct marketing is alive and well and may be the right discipline for you to achieve your business goals.

It is one way we Align for Success® with clients everyday.



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