As the phrase indicates, direct-response marketing is designed to solicit a direct response from a potential customer to an offer for a product or service. The response comes directly to the advertiser. Television infomercials are a good example. The viewer sees the product on the screen and then calls in his response—whether it’s a comment or question, or better still, a purchase. People love to talk to the promoter in person, if possible. This technique is very popular with people who view the Home Shopping Network.
In direct-response marketing, sellers use broadcast media to encourage customers to contact them directly. It is referred to as direct-response marketing because the communication from the customer goes directly to the marketer without an intermediary.
As is true for all marketing events, direct-response marketing elicits action. The vendor wants the customer to make a decision to buy and then make the necessary payment on the spot. Results can be tracked and measured immediately. In addition, the most successful direct-response campaigns rely on strategies and tactics that are highly competitive or have special offers such as ordering within the next ten minutes or by a certain closing date.
Four Elements of Direct-Response Marketing
- An offer of a product or service
- Enough information for the consumer to consider and then act upon
- An explicit “call to action” (a request to purchase)
- Ways to respond, including a toll free number, web page, and email
Four Ways to Succeed With Direct-Response Marketing
Appeal to customer’s emotions in displays and sales copy.
Use news-style advertising copy, which is superior to image advertising.
Make it easy for customers to order your product or service.
Offer a money-back, no questions asked, guarantee.