Why I (and you) should prefer direct marketing
BTL (below the line) is where I feel at home. I prefer to think (delude myself) that there is a fixed list of customers for my service and that I can know who they are, individually and addressably. When I was in the Real Estate business, I loved selling shops. There are a limited number of people who can afford to rent a shop premises. Compare that with offices - loads of punters.
And the rub?
You never meet and deal with the same one twice. Just like catching a black cab in London - no chance of repeat business through good service! It’s a lousy business model IMHO.
So, below the line, direct marketing, direct selling, B2B - this is MY SPACE. I love it.
Here’s why….
1 - you CAN know your audience
2 - you can sell to the more than once
3 - you can build a relationship
4 - you can become a trusted advisor
5 - more £ all round plus the opportunity of referred business
Think about it…. why is advertising dying. Why are agencies trying
so hard to become "integrated" or "through the line"? It’s all bollocks
used to describe the phenomenon of the dying hugh advertising budget
needing justification as response rates fall. (Even direct marketers
will tell you response rates are falling). Plus the impact of The Long Tail as a phenomenon that niche B2B players have to respond to.
Advertising agencies hate people who can make websites find customers for their services and products. Here’s why 11 Reasons Advertising Agencies Hate Search Engine Marketers (numbers 1, 6 and 7 are the real hard hitters).
So the lesson for today is KNOW YOUR AUDIENCE.
That’s it.
Action list
1 - ideal customer profile
2 - fantastic database - spick and span and bang up to date with single customer view
3 - relationship building campaigns
4 - DO IT!
P.S. if you’re a client of mine and you feel I haven’t successfully
got you working on these things please let me know! This is my
reputation at stake…