Direct Marketing – Your first time too?

eft size-medium wp-image-366" title="thinking" src="http://www.i-audience.com/wp-content/uploads/2012/11/thinking-200x300.jpg" alt="" width="200" height="300" />Afraid, uncertain, in doubt, confused? Every first time can be a tough especially when you don't know what to ask...and a Direct Marketing campaign is no difference. We're here to share some of our experience with you and help you in understanding your choices - before you make them.

Direct Marketing – Your first time too?

So you have a brand, product, service or idea and you want to present it to a special audience, reach certain people and start a certain reaction. Direct Marketing seems right for you, you’ve heard of people having good or bad experience with it but there are still many questions in your head: “Lists, data cards…huh? B2B/B2C lists – is it some kind of code? What’s my target audience – how should I make my choice? Selections – what are those? Choosing selections – going to town! Counts – who’s counting? List purchase or rental – what’s the difference? How do I know their stuff is worth my money?...”.

From our personal experience, these are some of the most common questions and doubts our clients present to us on a daily basis. It doesn’t matter whether you’re driving your own small business or spearhead a multi-million international flagship – you’ve given us your trust and it’s only courteous to repay you in kind. So, here we go…

  • Lists, data cards…huh?

This is the start of your Direct Marketing journey – choosing the right list is as important as having a good offer. Lists are basically databases and data cards can be regarded as their packaging – they show you the list name, B2B/B2C segmentation, how the list has been compiled, whose names are in there and the relevant pricing.

  • B2B/B2C lists – is it some kind of code?

Although at first glance it might seem that way, this is not an Enigma code. B2B is short for business – to – business and B2C stands for business – to – consumer and they make all the difference at the beginning of your DM journey. You have to choose which sector to address and this choice is purely product/service dependent – you will not want to offer MBA training to cobblers or power tools to a Marketing Director. Analyzing your product/service and its core value is the first step.

  • What’s my target audience – how should I make my choice?

You’ve defined your product; know what you want to offer so now you have to decide WHO the people you want to reach are. To put things into perspective, let say your product is a specialized financial software and you want to present it to an emerging market in X city. The people you think of will probably be IT managers or Financial CEO’s in certain companies. And that’s fine. But what about the actual software users? The bankers, traders, financial advisors and all others that could benefit from your product? If you motivate your end – users it’s more likely they’ll push the decision makers for a purchase. So, by thinking a bit outside the regular boundaries, you can get more results than hoped for.

  • Selections – what are those?

In terms of DM, Selections can be regarded as certain attributes that define the audience you want to reach. Location, Company name, Job title/function, Product purchase, Family status…all of these are examples of Selections that allow for better targeting. It’s good to keep in mind that DM is all about vertical segmentation whereas regular marketing is more focused on the horizontal. In short, the constant battle of Quality vs. Quantity.

  • Choosing selections – going to town!

Now that you have some idea about the possible Selections you have available, you’re probably ready to segment that audience in as much detail as possible. While having a clean idea about whom you want to reach is excellent, the Selections can be a double-edged sword. For example, if you apply the basic Selections for our initial financial software project, like: Region (Japan), Industry (IT & Financial) & Job title (Financial/IT managers), you’re very likely to get a good number of counts AND reach the relevant audience that will spread word about your offer. On the other hand, if you go into too much detail and opt for additional Selections like Income (Managers with xxxxxx income) and certain Company names (y+z trade…) it’s more likely that the counts will be too low and that those people won’t yield much ROI for you.

  • Counts – who’s counting?

In the previous example we mentioned Counts – Counts are the actual number of records available for your project after the database has been filtered through your Selections. Example: – the database has 20.000 emails and after filtering it returns 3.000 emails. Those 3.000 emails are referred to as Counts. If you change your Selections too often or make them too detailed, it might happen that the Counts are too low to provide you with any useful result.

  • List purchase or rental – what’s the difference?

The account manager has provided you with Counts that you’re satisfied with; you’ve chosen which list to use; you have a target date for starting the campaign…so do you purchase or rent? The main difference is concerning how many times you’re allowed to use a certain lists. While Rental allows for a one-time-use only (this message will self-destruct in 10..9..8..), Purchase gives you the option of using the list unlimited number of times per a 1 year period. Maybe you think of renting a list and using it a number of times…who’ll notice? Well, the lists are Seeded – this means that it can be traced how many times a certain list has been used and may incur some penalties.

  • How do I know your stuff is worth my money?

Well, we didn’t get the “Largest Leads Provider in Asia” title for free you know. If we leave out the Account managers that are constantly helping you in choosing the right marketing channel, monitoring your project and providing you with detailed follow-up, one of the most user-friendly Portfolio you can find anywhere on the Web and a variety of lists to choose from, large network of Suppliers and Clients…did we mention our Accuracy guarantee? You see, every list you order from us comes with an Accuracy guarantee on the data you want to use – the common AccG is 95% for Postal/Email data and 85-90% on Telephone records.

We hope this small questionary helped you get a better idea about who we are and what we strive for. For all your additional questions we’re at your disposal and don’t forget – we value your trust above all else!