Direct
Response Marketing: A New Product Launching Pad
by John TenBrink
"I have a new product,
why use Direct Response Marketing?"
Direct response
marketing has been a growing trend for over ten years, generating billions
of dollars. It shows every sign of continuing as a hot vehicle for new
product launches. More and more inventors and companies are using direct
response marketing for its amazing benefits and convenience.
What is direct
response marketing? Direct response marketing is defined as any form
of advertising that generates an affirmative response from the consumer.
The response could be in the form of requesting more information to
ordering the product. Vehicles used in direct response are short-form
(30 seconds to 2:00 minutes), long-form (28:30 minutes), newspaper,
magazine, out-of-home, and Internet.
An enormous benefit
to direct response marketing is its ability to create quick sales. Having
your product demonstrated on TV or discussed on the radio allows you
to drive home your message with persuasive, dramatic impact. The consumer
then has the opportunity to see and hear why your product is so good
and how it differentiates itself from others on the market. Show, tell
then sell the dream and magic of your product!
Another benefit
to direct response is the opportunity to harvest consumer information
into a very targeted customer database for future implication. This
provides you the added benefit of hitting your audience again with a
very strategic and targeted cross-promotion of products, increasing
your chances of producing sales from a highly targeted group of loyal
consumers.
All in all, direct
response marketing is the answer for new product launches. No other vehicle
is as cost effective and profit producing. Direct response generates quick
market penetration, helps build brand awareness, and provides you measurable
results to test against performance. |
