Success guaranteed

We are usually surprised to receive unexpected packages like catalogues, samples or the like. The objective of direct marketing is to make personal contact with consumers. Direct marketing can be used to explain more complex messages and to get an immediate response from consumers. Direct marketing is very targeted, which means costs can be optimised easily. There are however, several preconditions to be met before using dm. We have to determine if the our message is suitable for this type of communication. We have to define our target group very precisely. We have to see if a database which would allow us to access this group exists, or not. Timing is crucial. Nobody is going to read 10 personalised offers all arriving at the same time. When communication is good, the result is almost guaranteed regardless whether it is loyalty, new purchase, or ideas for new innovations.