Brand Marketing vs Direct Response Marketing
One of the main reasons that the marketing strategies of many Small to Medium sized businesses does not work is because they do not fully understand the difference between brand marketing and direct response marketing. As a result, they try to implement a combination of both and, as a result, achieve neither. Read more…
Do you know who your customers are?
At a recent training course we were discussing how to set up customer accounts and one of the participants said that all of her sales were direct to customers who walked into her shop (she sells car stereo systems). She asked if there was a way to record the sales in such a way that she did not have to record the n ame and address details of the people she sold to. Read more…
Measure the Results of Your Direct Marketing Campaigns
You may find it surprising that many of my clients fail to measure the results of their direct response marketing campaigns. In not measuring their response rates, they are missing a huge opportunity to improve their marketing processes and, as a result, their profits. Read more…
The Importance of Measuring Lifetime Value
Too many companies measure the results of advertising and other promotional and marketing campaigns on the direct results from those campaigns. This can be very misleading and can cause companies to abandon successful campaigns through a lack of appropriate information. Read more…
