Direct marketing verses Blanket marketing.
Blanket marketing is literally like a blanket covering your market. You put your signs everywhere hoping to catch anybody interested. Have you seen carpet cleaning signs that say, “Carpet cleaning call 555-7777” when you drive by? You may need carpet services or you may not need carpet services. If you do, you may get the number. The car behind might have pets and will see the sign as a reminder to get carpet cleaning services instead of a call to action to the particular company putting up the sign.
Let’s say this carpet cleaning company’s best service is cleaning carpets with pet damage. This is where direct marketing is most beneficial. As a marketing specialist our job is to highlight your best service and get the customers you need to be successful. So our flyer would say, “Dirty pups? Carpet cleaning services 555-7777” Not only does this method attract Pet owners but it also helps you to sell your best service and in return makes you and your company look good and gain a reputation of having the best pet carpet cleaning services.
Good direct marketing campaigns focus on promoting a specific product or service, and call on your customers to act – to receive further information, register their interest, visit your website, make a booking or a purchase.
Direct marketing gives you the opportunity to promote your products and services directly to the customers who most need them. A good direct marketing campaign will:
- help you build relationships with new customers
- test the appeal of your product or service
- tell you which marketing approaches reach your target market
- provide customers with compelling content they can share with potential customers
- increase sales.