What is a direct response promotion?
Direct response promotion is also known as dialog marketing. These are advertising measures that address potential customers directly and at the same time invite them to respond. With such Promotion campaign the benefit is directly visible. It could be a sale or lead generation.
What goal do companies pursue with direct response promotion?
The main aim of such promotions is to identify potential customers who respond to the advertising message. Interested people have the opportunity to come into direct contact with the company during these promotions. If direct response promotions are carried out, they can be enhanced by various actions. These include
- Handing out giveaways
- Distribution of inserts
- Raffles
- Invitations to events
Mailings can also include invitations to prize draws and events. Advertising messages via mailings are usually emphasized by using special designs and types of paper. If customers do not respond after the first mailing, a follow-up mailing is often sent. In this case, the approach is more intensive in order to make the recipient more curious and encourage a response.
Direct response promotion at trade fairs and events
It is always good to communicate directly with potential customers. This works very well at trade fairs. People come to the trade fair stands to find out more. Some may only want to take information material with them, but then approach the promoters directly to find out more and, in the best case, become a customer. Many companies use various events to become better known and more interesting. Quite Specially selected and trained promoters and head hostesses take on the tasks and help to make people aware.
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