Direct Mail and Telemarketing in SME Marketing
Direct Mail
Using mail shots to get the attention of customers is very common and is done via the postal system. E-mails can also be used to do the same job and can be the more cost-effective approach. Promotions such as leaflets, brochures and newsletters are often the main content for mail shots, although there are no limitations.
Although you must appreciate that most people will show no interest towards your mail, you can reduce this effect by targeting your audience using mailing lists.
Further, not only will you be saving money targeting uninterested parties, but also you will reduce the effect of people giving your business a bad image through the continuous receiving of unwanted mail (junk mail).
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Look out for our detailed article on Making the Most of Email Marketing, which will be appearing very soon.
Telemarketing
Telephone c alls c an be used to make independent sales or can be used as a follow up procedure to mail shots. Once a customer has received and browsed your mail, they may have little or no intention to act and so a telephone call may just build up their level of interest. Telephone sales can be very annoying to most people, so again, it is important that you target your customers to avoid wasting their time and yours.
If you are trying to make a sale over the phone, many people may never have heard about or seen your product, so you may decide to use telemarketing to draw people to your shop, office or even web site. If they are interested, you can then make appointments for them to visit so that you can offer them personal assistance and information regarding the product or service.
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Printing
Printing can be used to market your business name on stationery such as letterheads, invoices, compliment slips, etc and advertising such as leaflets, brochures and posters.
Printing can be integrated into many of the areas listed in this article and so you have to acknowledge that it is an integral part of marketing. If not done properly, the quality of your designs and promotions may be affected by the poor quality of the final print.
Having your business name printed on such stationery will give your business a more professional look that customers will be attracted to. Different weights of paper (less than 100g to 400g) can be used for different purposes. For example, heavier paper can be used to print brochures that customers will be impressed by, and lighter paper can be used for extensive use such as letterheads and compliment slips (as the lighter paper is cheaper).
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