Walt Denny Inc. Blog

Trigger Measurable Actions with Direct Response

Achieve a direct and immediate response from target audiences with strategic direct marketing campaigns. While direct mail continues to play an integral role in this industry, a high volume of interactive direct response initiatives are also implemented.  Interactive direct response marketing, includes but is not limited to, email campaigns, online offers and interactive ads.   

Generate new leads, update current customers, demonstrate thought leadership, gain insight from your audiences and build your brand with a captivating direct response campaign.  To ensure the highest level of success for any direct response campaign, one must consider several elements.  Be sure to target the correct audience, deliver eye-catching creative and make an offer impossible for your prospects to refuse.

CultureWorx, a behavioral management software firm, implemented a direct mail campaign to 300 presidents of Fortune 500 companies.  The unique series included colorful mailing cartons, each containing unusual items.  To take a humorous perspective of traditional  management styles, the boxes contained items such as bullwhips to scary masks and stopwatches to a pad of pink slips.  The campaign delivered a response rate of 7.5%, well above the industry average of 1%.  

The campaign provided unique offers which kept CultureWorx in the forefront of the targeted recipients’ minds.  The campaign boosted revenues and helped sell the company, which was the ultimate goal. 

Mobile Marketing: The Future of Targeted Ads

 

Mobile marketing is a cost effective and measurable strategy to deliver highly-targeted messages to the large mobile device-owning population.  97% of ads sent via text message are opened (83% within the first hour).  With reports suggesting US mobile penetration will reach 100% by the end of 2012, now is the time to take advantage of the receptive mobile audience.  Command attention through text messaging campaigns, interactive contests and sponsored applications for smartphones like the iPhone, Blackberry and Android phones. 

According to the CTIA, a wireless industry trade group, 3.5 billion text messages are sent and received every day.   Identify your target audience’s mobile habits to deliver effective messages.  H&R Block partnered with mobile search engine ChaCha, a text message based search engine, during the 2009 tax season.   For every inquiry ChaCha received regarding taxes, a text was sent encouraging the recipient to visit H&R Block’s mobile site where they could learn more about Free Online Tax Prep service.

According to a Gartner report, mobile advertising will become a $13 billion global industry by 2013.  Consider attracting prospects through an interactive campaign that counts votes, encourages people to text in or sign up to receive notices.