For years marketing professionals have been trying to determine the best way to reach a highly targeted audience through direct marketing in a way that will engage them and make them receptive to buying. What has come to light is that consumers simply want to choose how and when they receive content and face-to-face marketing has become so successful. Here, AJG Direct explain how customers want content delivered to them and why direct marketing is the way to accomplish this.
Paul Gillett, director of AJG Direct says, “Have you ever noticed how commercials are so much louder than the television show you are watching? Of course everyone knows that sponsors demand this of the networks because most viewers use this time to run to the loo, get a quick drink and maybe even check the kids who are asleep in their beds. Knowing this, wouldn’t you think businesses would take another look at how they are appropriating their advertising budget?”
According to market research, 86% of television viewers don’t watch the commercials. If you wonder why companies continue to spend money on TV commercials, what about direct mailings? At least 44% of those goes without ever being opened and to add even more disparaging information, 91% of those receiving email subscriptions opt out of those they had chosen to receive.
“The reason for this is really quite simple,” says Paul, “and a wonder why it hasn’t been more thoroughly addressed in the past. People simply want to be in control of the content delivered to them. With the preponderance of commercials that aren’t relevant to them, of course they will tune them out. Face to face marketing, on the other hand, is highly focused on demographics and presented in such a way that the consumer is engaged.”
Direct marketing can engage consumers in a two-way conversation. They can discuss products and services, ask questions, find out what interests a potential buyer and address any concerns they may have. Few people buy for the sake of buying so face-to-face engagement is vital. “We seek to find out what they want, what they need and give it to them.”
Salesmen have always worked to ‘create a need’ in the market so that they can sell the ‘fix’ to consumers. This is why interactive marketing is so successful and why more and more businesses are outsourcing their sales.