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Direct-response Marketing | direct-to-market

Posts Tagged ‘direct-response marketing’

Bracknell Business Directory – GotBracknell – pre-launch Announcement (PRESS RELEASE)

A new Bracknell Business DirectoryGotBracknell – was ‘leaked’ to listeners on Radio Bracknell Forest yesterday morning.

Andrew Pearce, who presents the internet radio station’s weekly Business Briefing, told listeners that his company has been working quietly in the background on this project for some time now and gave them all an opportunity to get a free entry in, and ‘backlink’ from, this local business directory.

Andrew Pearce, who runs the locally-based firm Direct-to-Market (a direct-response marketing consultancy that focuses heavily on internet-marketing strategies and technologies) often advises in the show about how businesses can better leverage the internet to assist with their local marketing efforts. Listeners are also able to email questions to the radio station to be answered on-air.

In last week’s Business Briefing, Mr Pearce explained about the importance of topically and geographically relevant inbound links – known as back-links – to a business website and promised all loyal listeners the opportunity to get a valuable backlink that is both geographically and topically relevant for free.

In yesterday’s Business Briefing (to be repeated later this week) he invited all listeners to visit the GotBracknell website and create up to 5 entries for themselves, each with a backlink that would normally cost £30, for free. He went on to explain that at present the website is still in development and not being actively promoted, and that if Radio Bracknell Forest listeners were to “skip through” the payment process without paying, then Direct-to-Market’s administration staff would manually approve any entries made pre-launch.

In addition to a comprehensive Bracknell business directory the GotBracknell website also features free classified advertisements for local people, whether business owners or private, and topical news derived straight from Radio Bracknell Forest’s news team. The aim is for the Got Bracknell website portal to become “the place to go” for local people, and in this way Andrew Pearce hopes to give something back to the community in which he lives.

The website will launch formally in the near future, and while basic business directory entries will remain free those that include a URL (for a powerful backlink) will become subject to a fee, so anybody wanting a free entry to assist their business is advised to visit the Got Bracknell website sooner rather than later.

You can find the Bracknell business portal website, Got Bracknell, at: http://www.GotBracknell.co.uk

You can find Andrew Pearce at: http://www.Direct-to-Market.co.uk

Radio Bracknell Forest is at http://www.RadioBracknell.com

Top of Mind Awareness – Brand Awareness

You may not have heard the expression Top of Mind Awareness before but I’m prepared to bet that you’re familiar with the idea of Brand Awareness. In simple terms, it’s about making sure that whenever your prospect thinks of a particular product or service they automatically think of you as their most-likely (and first choice) supplier.

One of the best examples of this for many years was the vacuum cleaner, as manufactured by the Hoover company (http://www.hoover.co.uk). How many times have you said “we need a new hoover” or “I’ll just hoover the carpet” without even thinking about it? Their name, and thus the word, has become so common in the English language that we have even started to use it as a verb!

Hoover is 100 years old this year, so it’s taken them a while, but they have definitely achieved top of mind awareness. Dyson is pretty much there too now, of course, but not so ingrained that we use their name as a verb, as in “I’ll just dyson the carpet”!

As a business owner you should strive to achieve this same top of mind awareness with your own prospects and customers to ensure that, when they need to purchase whatever you are selling, you are the first person they think off. It doesn’t matter if you are an accountant or run a beauty parlour, an estate agent or provide a septic tank emptying service, sell newspapers or the fish & chips that once used to go in them …the principle is the same.

Whenever somebody thinks of whatever it is that you are selling, you must ensure that you are right there – at the top of their mind – as the most obvious, and first realised, solution to their need.

You do this by keeping your name – your brand to be precise – in front of them, at the top of their mind, hence the term top of mind awareness. And it really is as simple as ensuring that your brand is the first one they think of: i.e. brand awareness. If you run a large company then obviously the company name is the brand, but if you are a sole trader or small partnership it may well be that your own name is the brand of which people should be aware: “Bodgit & Scarper Builders” for example.

If you have a huge advertising budget then it’s easy enough to keep plastering your name and logo in front of people, but we’re in a recession at present so for most people throwing money at advertising isn’t as easy as it once was. The answer then is to use effective and well-targeted advertising (as should really have been the case all along anyway).

For most small businesses the most cost-effective advertising by far is to keep in touch with your existing customers: build a list of them and then stay in touch. Your current customers are almost without doubt your business’s most valuable asset (I’ll cover the psychology behind this in another post) so don’t neglect them; keep yourself, and your brand, at the top of their mind. After all, you don’t want them saying “I know that the last time I bought XXX from YYY I was really happy with the product and the service, I just can’t remember who I bought it from!” …and then going to your competitor, do you?

So stay in touch with your customers.

The same principle applies to prospects too (you know, those browsers that take up your time and then leave without spending any money). They expressed an interest in you, your brand, your company and what you sell. You have spent time and money educating them; you have begun to build a relationship. So don’t now sit back and let them go and buy from one of your competitors.

Stay in touch with your prospects.

Achieve Top of Mind Awareness – Brand Awareness – with all your prospects and customers by making, and maintaining, regular contact. And if you use direct-response marketing to do this, your messages are laser-targeted and thus very effective (a high ROI).

Does this need to cost you a fortune? Absolutely not! Certainly postage is now becoming expensive and by the time you have printed a letter, folded it, stuck it in an envelope and (the most expensive part) stuck a stamp on it you can easily find yourself approaching a cost of £1.00 per letter. If you need to contact 1,000+ people each month, that can become very expensive, very fast.

But how much does it cost to send an email?

The answer is nothing if you do it yourself, but you do need to ensure that you don’t spam people (send them unsolicited email they didn’t ask for and don’t want), handle requests from those that wish to unsubscribe from your list, manage those that want to stay subscribed but change their email address etc. So while it’s cheap, it can take up a lot of your valuable time, and time is money!

The good news is that we have systems in-house that can do all this for you, and as we’ll even write the sales-letter (sorry, monthly newsletter :)) for you if you wish, achieving and maintaining that vital top of mind awareness with your prospects and customers can take as little as 15 minutes of your time each month, for the phone call to tell us what you want in the email.

Our prices are very reasonable too, and I can practically guarantee that you won’t find a cheaper way to stay in touch with 1,000 (or whatever) people each month, or achieve a higher ROI on your advertising spend. To learn more about how we can help you cut your advertising costs and simultaneously increase your sales, either phone us on 0333 444 0340 (and leave a message if you get voicemail as we are often busy with clients but we will always call you back) or send us an email through our Contact Us page.

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