marketing services : direct marketing
At
4sight we would describe
direct marketing less by way of the medium used – letters,
postcards, leaflets, flyers, coupons, email, internet banners etc. –
and more by the way it is used to create or enhance a
direct relationship between an organisation and its customers.
The following key components will be at the heart of any direct marketing exercise conducted by 4sight:-
- Recipients will be presented with a clear ‘call to action’ i.e. encouraged to respond in ways that are convenient to them
- The exercise must have measurability (e.g. response levels) and traceability built in
- ‘Segmentation’ will be used to target those most likely to have an interest in the offer - thereby avoiding counterproductive, ineffective ‘waste’ e.g. junk mail or spam
- The impact on building, maintaining or reinforcing the buyer-seller relationship is considered paramount, and
- Return on investment (ROI) and control over marketing expenditure be considered from the onset.
This approach should reinforce the move away from data-driven or mass-marketing – towards more individualised interactions with customers or prospects.
Over the years 4sight's consultants have helped create and deliver scores of direct marketing exercises - Marketing that has been proven to be cost-conscious, value-driven and measurably effective.
From clarification of the 'message' and response mechanism, creative input, overcoming compliance issues, data management and prospect list sourcing to printing and fulfilment, 4sight consultants are highly experienced and able to manage the entire process for its customers.
End-customers have included a diverse range of highly demanding organisations. Brands have included Audi, BMW, Jaguar, Land-Rover, Mercedes-Benz, Porsche , plus a wide selection of estate agency and leisure market companies.
