mass media works wonderfully well when you are looking for
a mass market. But, what happens when you are looking at a
specific segment. Like say, a specialized product for textile
mills? Advertising in the mass media would mean a spillover
and works out extremely expensive too.
The solution –
Direct Marketing. Here, you can reach a
specific and well-targeted audience/niche at a cost much
lower than the Mass Media. You’ll find this a Personal,
Powerful and extremely Persuasive communication vehicle.
And, if you choose to use the internet, you get the added
advantage of extremely quick delivery too.
The greatest strength
of DM is that it aims at selling by building a relationship.
The major advantage is that since the target consists of
qualified leads, the proportion of conversion to sales is
high. Unlike, other forms of advertising which end with
a single sale, this seeks to build brand loyalty and customers
who will continue buying for a lifetime.
DM starts with customer
research through a series of pre-sale communications aimed
at identifying their interests and aspirations and also
feedback from the sales force. This is followed up with
communication during the sales process. After this, irrespective
of whether the sale has been closed or not, communication
is continued since customer’s needs too change with
the advertising great, Ogilvy advocates DM strongly, "Direct
response was my first love," and later became my secret
weapon”, he said.