Creative Direct Marketing

All creative direct marketing programs are designed with one goal in mind. That is to increase awareness of a product or service. And, four positive things should then happen. First, the campaign must increase sales and profits. Second, the program sets a person or company apart from the competition. Third, it must gain a greater share of the market place. Finally, creative planning must expand the customer base. In addition to effectively increasing awareness of products and services, online marketing is also a quick, inexpensive, and efficient way of sharing the Gospel of Jesus Christ. Basically, creative direct marketing opportunities are limited only by imagination. Generally, there are three ways of sharing product news and information with a target audience: traditional mail service, email, and newsletters. All have pros and cons. Research each method before deciding on one to use. For example, online newsletters are the most cost effective and efficient method of reaching large groups of people, such as church congregations. In comparison to their snail mail counterparts, costs are minimal once a database is established. Postage, the largest expense of mailing hardcopy, is eliminated. Time-consuming activities like collating, folding, stuffing envelopes, and trips to the post office are also cut out. The environment benefits as well with the reduction of paper usage and fuel consumption that's required to deliver the same information by traditional mail. All good direct marketing schemes allow a company or individual to communicate with customers or clients. This can be done with email addresses, toll-free telephone numbers, and postage paid cards or envelopes. Creativity is what taps into the unlimited potential. Obviously, some methods or models are more effective than others. But, according to online business sites, most direct marketing models are based on what is known as AIDA: awareness, interest, desire and action.

Fortunately, the internet has made creative direct marketing easier. But is hasn't changed the basic AIDA model. Regardless of available tools such as the internet, imagination is the driving force behind any effort. Dull, boring advertisements, emails, and newsletters turn people off. No matter the technique or method used, people must be made aware of a product or service before anything else can happen. In a multi-media world people are bombarded with sales pitches for both new and old products and services. People are more savvy consumers than in the past. And, they want to be entertained. As a result, marketers are continually struggling to create new ideas that will separate their product from others. So, it's important to know such things as customer needs and spending habits. Marketers must also be aware of how customers are responding to related products or services. Researching the target audience is important. This allows the company to judge whether or not a creative direct marketing program is working.

Awareness, as the first step, of a creative direct marketing scheme is also the time for imagination and innovation. Some businesses model their marketing on old and time-worn ideas. However, the most successful companies are the ones that stay away from the mundane. In other words, they blaze a new path. Some television viewers tune in during the Super Bowl each year just to see the commercials. Companies tend to unveil their most creative work. Commercials with unusual twists or bizarre endings get remembered. Innovation is hard at work for products and services that have been around for a long time. Sales and marketing is always changing and is a difficult arena to survive in, so new ideas must be generated rapidly. Quick thinking often leads back to common and boring ideas because going with well used ideas, themes, or concepts is easier and faster.

The next step in the creative direct marketing system is interest. Returning or prospective new customers or clients have been made aware of a product or service through mass media outlets, mail, email, or email newsletters. A catchy well crafted ad, slogan, or article has piqued their interest. Hopefully, phone calls, emails, and customer response cards requesting more information are arriving in bunches. In some cases a customer has seen enough and is ready to buy. That's great. But, most likely, a marketer will be happy the creative direct marketing campaign has generated interest and desire on the part of the customer. Now, it's important for the customer be taken to the final step: action. Obviously, if no action is taken, the marketing scheme has failed. It's important to keep faith throughout the entire process. The Bible connects faith and action together. "What doth it profit, my brethren, though a man say he hath faith, and have not works? Can faith save him? If a brother or sister be naked, and destitute or daily food, and one of you say unto them, Depart in peace, be ye warmed and filled; not withstanding ye give them not those things which are needful to the body; what doth it profit? Even so faith, if it hath not works, is dead, being alone." (James 2: 14-17)

Not surprising, the most difficult part of a creative direct marketing effort will be generating new ideas. Creativity can be a challenge for many people. Companies or individuals of means can always hire a copywriter or marketing team to do the work for them. Fortunately, marketing is not a solitary activity. So, get a group of people together and brainstorm ideas. But, don't let a hierarchy form. Develop a goal from the onset. Consider everybody's ideas, even if they are ultimately rejected. This will be more conducive to an imaginative environment. Also, working in a group can reduce anxiety and alleviate fear. Don't doubt the group's potential even when things are moving slowly. And, don't be afraid of failing. Allow only positive thinking people in the group. Negative thoughts and feelings will only slow things down. Once several ideas have been generated, start a process of elimination. Decide which ones support the group's goals and discard the rest.