Don't neglect these marketing basics

Share this content:
Rick Doss
Rick Doss

Most of us know the keys to direct marketing success are multifaceted and includes many — if not all — of the following techniques.

Define the goals of your program with a clear and concise call to action. Create and scrub your list. The creative approach needs to be compelling enough to break through the clutter. Add multiple touchpoints using varied media whenever you can, and follow up with a live sales calls throughout the process.

This all sounds pretty basic, right? It should, but I can't tell you how many times I've seen companies get 90%
of it right, and then fail miserably on one very critical piece: follow-up. To better illustrate my point, here's an example of how a company brilliantly marketed to me last year, but failed to follow through.

Last year, a postcard arrived from a company. It was personalized with the correct spelling of my name and information (good), and it teased me into visiting my very own personalized URL (good again). While I didn't take the bait and visit the PURL (I remember being quite busy the day it arrived), I did save the postcard as I liked the creative approach and wondered what would come next.

About three days later, a box arrived on my desk sent via FedEx. This easily made it past my office manager who is very good at keeping "time wasters" away from my desk. This was the three-dimensional mailer of all time. It was themed, personalized (good again), sent overnight in a box (sense of urgency) with all sorts of relevant material inside. The company also gave me a useful, creative, branded promotional item that I still have to this day.

What happened next? Silence. Crickets. No phone call, no e-mail, nothing. I consider myself a busy executive with very limited free time, but I would have welcomed a call. The company had done its research and perfectly targeted its message directly to my needs, but didn't pick up the phone to call me. Great marketing and no follow through made its campaign a complete waste of precious marketing dollars.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above