If you woke up tomorrow and your accountant or office manager advised you that all you had left in your advertising budget for the rest of the year was $5000, how would you react and what actions would you take?
Oh, and one more thing…
The advertising has to produce sales results otherwise your business will go under.
This scenario above is one that many a small business owner could learn from and possibly save his or her small company. You see many small business owners still believe in the old adage that you have to advertise in order to keep the people coming to their businesses, yet they don’t have a clue if any of it really works.
And they have trusted their hard earned money to certain media outlets that say it’s working, yet can’t prove that the advertising is bringing in people who are purchasing or buying products and/or services.
So again the question arises – if all you had was $5000 for the remainder of the year, would you buy media (offline or online) that simply flashed your company name and fancy photos on the screen, channel or paper or would you buy media or create content that would bring in sales?
Yes my friend, a direct response marketing strategy could be what saves your bacon. The thing is your creative needs to be response oriented and have tracking and capture mechanisms attached so the person footing the bill can see actual results. Actual results means traffic and then you need to convert the traffic (prospect) into a new customer or client.
Direct Response Marketing Strategy
So the Direct Response Marketing Funnel & Process looks something like this…
Create Good to Great Creative (words, pictures, music, voice) that is designed to attract your target audience.
- Find and Test Media or Content (most likely online) that your target audience is involved in.
- Send Your Target Audience to a page, phone or place that they can interact with you so you can share your offer.
- Present Your Offer and Make a New Sale, Create a New Subscriber (because you captured his or her name and info), or Created a New Interested Prospect that now knows who you are and what you do.
- Follow-Up with Your New Customers and Subscribers to create more sales and referrals. Utilize email software to do the heavy lifting.
Now doesn’t this direct response marketing strategy look like a better plan versus throwing your $5000 budget up on the mass media wall with little or no chance of bringing in any new business?
Remember – you only have the $5000 and it has to last you for six months. The question is will you test, make sales or throw mud up on the wall and watch it dry and flake off?
Will you create a direct response marketing strategy?
Only time will tell and in six months we’ll see if there’s a small business with your name on it in the small biz obituaries or if your sign is still lit and the phone and email are still connected.
To your direct response marketing success,
PS – I really meant it when I said utilize email software to do the heavy lifting, and believe me when I say you can use the software for your offline marketing too…