We shake things up with Direct Marketing

Direct marketing is an often misunderstood discipline within the broader scope of the marketing practice. Some businesses are built entirely on the direct response model, while for others, brands may use direct as simply a support tool to their wider consumer marketing efforts.

What’s important to understand are the core differences between the two approaches. In the typical/traditional construct, producers sell to consumers through any number of intermediaries, depending on the category. There may be one, two, or even three intermediaries that “separate” the producer from the consumer. (See image above.)

In this case, there may be multiple marketing messages for the consumer to decipher: one from the producer about the brand, one from the retailer about sales periods and specials, and maybe even messages from another party, like a centralized organization interested in spurring category sales (think Milk Board, or the Beef Checkoff, as examples.)

In direct marketing, the producer and the consumer have a direct, one-to-one relationship. (See image above.) With no intermediaries to interrupt the conversation, the producer can usually pass on a significant value to the consumer. As a result, the conversation is almost solely focused on closing the sale.

Very often, direct marketing brands may not have the operational structures to support the costs associated with intermediaries, or may have specialized products that might not be effectively merchandised through retail.

moddern has extensive experience in the direct marketing channel, and if it’s right for your brand, we’ll recommend a program that makes sense.

We shake things up with Direct Marketing

Direct marketing is an often misunderstood discipline within the broader scope of the marketing practice. Some businesses are built entirely on the direct response model, while for others, brands may use direct as simply a support tool to their wider consumer marketing efforts.

What’s important to understand are the core differences between the two approaches. In the typical/traditional construct, producers sell to consumers through any number of intermediaries, depending on the category. There may be one, two, or even three intermediaries that “separate” the producer from the consumer. (See image above.)

In this case, there may be multiple marketing messages for the consumer to decipher: one from the producer about the brand, one from the retailer about sales periods and specials, and maybe even messages from another party, like a centralized organization interested in spurring category sales (think Milk Board, or the Beef Checkoff, as examples.)

In direct marketing, the producer and the consumer have a direct, one-to-one relationship. (See image above.) With no intermediaries to interrupt the conversation, the producer can usually pass on a significant value to the consumer. As a result, the conversation is almost solely focused on closing the sale.

Very often, direct marketing brands may not have the operational structures to support the costs associated with intermediaries, or may have specialized products that might not be effectively merchandised through retail.

moddern has extensive experience in the direct marketing channel, and if it’s right for your brand, we’ll recommend a program that makes sense.

Who says direct marketing can’t be conceptual?  In this post card offer for LowCostPower, we made the simple selling claim that switching power suppliers would be easy based on the proposition that “your new bill will look just like your old bill.”  It worked.

Who says direct marketing can’t be conceptual?  In this post card offer for LowCostPower, we made the simple selling claim that switching power suppliers would be easy based on the proposition that “your new bill will look just like your old bill.”  It worked.

Why we love Direct Marketing

One of the many reasons we like direct marketing so much is that it puts the consumer first. Direct marketers agonize over choosing the perfect timing, crafting the perfect offer, and making the perfect media choices. All that fussing over the consumer is a welcome change in an otherwise spray-and-pray marketing landscape. And the best part?  Direct is an excellent tool for business to business communications, too.

Other benefits that direct marketing consumers realize:

  • Highly targeted, often personalized communications
  • Immediacy and interactivity
  • Shopping and shipping convenience
Why we love Direct Marketing

One of the many reasons we like direct marketing so much is that it puts the consumer first. Direct marketers agonize over choosing the perfect timing, crafting the perfect offer, and making the perfect media choices. All that fussing over the consumer is a welcome change in an otherwise spray-and-pray marketing landscape. And the best part?  Direct is an excellent tool for business to business communications, too.

Other benefits that direct marketing consumers realize:

  • Highly targeted, often personalized communications
  • Immediacy and interactivity
  • Shopping and shipping convenience