Direct marketing to consumer:A targeted audience
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This direct sales route is a detour from the mass media of newspapers, radio or tv and their large audience numbers. It concentrates on the smaller, but more significant group of core product/service users.
Perhaps one of the purest forms of direct marketing to the consumer at a retail store would be participation in a promotional display.
The display gets the individual customer to notice an item and hopefully motivates them enough to make a purchase.
Today, the buying habits and locations of most consumers can be identified and segmented into small groups by targeting.
Then you can use the thousands upon thousands of mailing lists, telephone listings and e-mail addresses that are readily available to find whatever and whomever you, the small business owner desires.
Mailing lists have been around for years and years, but with today's computer power, all sorts of specialized lists can be harvested from the main data-bases maintained by all of the major list houses. And the data on Facebook participants is a fertile area for informed marketers.
On a larger scale, financial and drug marketers use sophisticated mathematics to obtain and maintain their mailing, phone and e-mail lists. The goal is to keep the lists "clean" of outdated or incorrect information to increase accuracy and response.
A highly specialized list can cost more per thousand names than a non-descript list of consumer names. But it pays off in the long run because you are sending your message only to the people most likely to respond. Not everyone wants everything!
Naturally, your own small business customer and prospect list is the most productive and valuable to your business. These are names you have collected or compiled yourself. They need to be interested in your special offerings and geographically targeted as well.
So if you are looking for more customers like the ones you already have, you'll need to profile your list to determine what characteristics exist in terms of consumer demand and behavior.
Then you'll want to contact a list broker to see what kinds of lists they have available that match the demographics of your direct marketing to consumer profile.
If you are a franchise operation, your headquarters people most likely have plenty of demographic information available to you.
If you seriously look at the buying patterns of your customer, you will be able to profit quite well from the direct marketing to consumer focus.
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