Well, the good news is, you now have the opportunity to plan a really great marketing campaign. The bad news is, your boss actually expects to see results!
Let’s take a look at your budget. You have $20,000 to spend? That’s a big budget! Really cool! Now… let’s see what kind of campaign we can come up with. To start, we need a really great Creative Concept. What self respecting marketing campaign goes without a creative concept? Then of course, we just have to have that huge full page advertisement in the most prominent daily. Maybe a short burst on the radio or television would be good.
With $20,000? You could not even get out of the door with that campaign. Let us put things into perspective. You have a marketing campaign to run, and you need to see results. So, you need to have a solid marketing concept, then you need to have a great marketing plan to execute that marketing concept. So, besides the creative concept (it ain’t free!), the marketing plan and the execution, then you have to create the visuals and get down to the actual print work, online stuff and so on. Now, if you want to know the RESULTS, you will also need to budget some kind of market survey. This is needed to see a before/after scenario. Otherwise, your marketing campaign is over, how do you know what the results are?
As a small marketer, you need to be aware that you are constrained by budgets. You do not have the hundreds of thousands of dollars to spend on an elaborate marketing campaign. Just to raise consumer awareness using a traditional advertising campaign will require a frequency of exposure that will likely make it beyond the reach of most small to medium sized companies.
But all is not lost. Direct Marketing is a very powerful and often over-looked tool in the marketer’s arsenal. Your marketing campaign can be made so much more targeted and results more grounded by employing direct marketing in the campaign.
A quick definition, direct marketing as we are talking about here, refers to any kind of direct response marketing that is targeted to an individual (as much as it is possible to do so). Examples of direct marketing would be
– Flyers mailed to a customer
– Email campaign
– Coupons
Of course, there are other direct marketing methods, and the above is just a sampling. Why would you want to add direct marketing to your marketing campaign? On the surface, it always looks like direct marketing is much more expensive than a general advertising above-the-line program. Your $20,000 above can easily translate to a few advertisements in several local print media and reach hundreds of thousands of people.
But consider this:
– direct marketing is highly targeted, noise (wastage) is extremely low
– direct marketing allows a direct response
– direct marketing is easily tracked (from a returned coupon, a phone call, a form…)
Your $20,000 can be well spent if you set aside a portion of it to create a flyer with a simple discount coupon and mail it to your customer base. This simple action, would have increased the power of your marketing campaign at many levels. While your print advertisements will reach its hundreds of thousands, the flyer will reach your existing customers. They will USE the coupons, get a discount and actually buy something from you. Therein lies the “results” that your boss is so hungry for!
Better yet, the side effect is that for everyone who has seen the advertisement, but is not a customer, they have no discount coupon! Now THAT will surely spur them to try to get on your mailing list. Suddenly, it becomes important.
Word of mouth now comes into play. OK, before we get too carried away by how exciting a simple direct marketing campaign can become, let’s get back on track.
Your simple print advertising campaign, supplemented with a small direct marketing campaign can yield results for your marketing campaign that would be significant. Don’t get me wrong, it is doubtful that a $20,000 marketing campaign can beat a $2 million advertising blitz, but working within your means, the addition of direct marketing will add a measure of impact that is more than worth its cut of your budget.
thegrounds
web.uwa
suburbandevelopment.vic
agedcareengagement.health
daf.qld
studentsuccessjournal
handmade-engagementrings
aese.psu
prouds
epa.sa
arc
cesphn
ccyp.vic
springfieldhouse
engagementsboutique
brilliantearth
tiffany
community.duke
pcori
visit.berkeley
acq.osd.mil
engagements.ceres
legacydocs.hubspot
udlguidelinesst
sprinklr
kristenmarieweddings
engagementscholarship
zales
icahn.mssm
actforyouth
mapc
civicengagement.illinoisstate
globalengagement.ucsb
boeing
kay
nssediana
americangemsociety
bluenile
sustainalytics
oia.osu
climateaction100
agorapulse
ieso
nordea
forevermark
tvmnews
criollomarketing
wordwebonline
theonlineadvertisingguide
iihl
blocdeesbozos
politische-bildung.nrw
engagement-staerken
engagement-macht-stark
eine-welt-netz-nrw
der-artikel
buergergesellschaft
haus-des-engagements
deutsches-ehrenamt
blogolunteer
b-b-e
l
deutscher-engagementpreis
engagement-global
jungwild
aktivoli
freistaat.bayern
cric-online
verbformen
synonyme.woxikon
institutional.union-investment
dzbank
caritas
nachhaltigkeitfo
messepro
shmh
deutsche-stiftung-engagement-und-ehrenamt
tc-stiftung
buchstaben
arbes-bw
bvr
epiz
leader-eifel
ortenau-engagiert
kolibri-software
foerdernundwohnen
ilga
regenbogenportal
duesseldorf
ici-berlin
thetrevorproject
williamsinstitute.law.ucla
iglta
gaycenter
thetaskforce
arquives
muse.jhu
one.usc
glsen
oyez
nglcc
galeriebuchholz
mardigras
queerarchives
glma
lgbtqia.ucdavis
htmi.hwr-berlin
glaad
ctclearinghouse
glreview
scholars
outrightinternational
bmcpsychiatry.biomedcentral
cglcc
stadtfest.berlin
glbthistory
lgbtqbar
lalgbtcenter
nlgja
sflgfb
advocate
london
archiveshub.jisc
queereurope
newyork
mglc
gaylesbian.za
iglyo
emergency.unhcr
glrl
clags
lgbtq.unc
glccnv
txca
nationaltoolkit.csw.fsu
styluspub.presswarehouse
glfd
scholarworks.smith
galanorthtexas
lgcsf
glapn
lgbt.ucsf
scholarships
glyswny
princetonreview
sagenyc
galacc
weho
council.nyc
urban
agla
cureus
cfgalla
lgbac
clgbthistory
leslielohman
aamft
bishopsgate
lgbt.foundation
libertybridgeroadgp
mlgc
crowdfunder
lgballiance
corambaaf
myhealthgroup
woroni
gaytimes
leicesterlgbtcentre
ilcuk
eglsffo
accesshc
bmcresnotes.biomedcentral
myagedcare
you.childstory.nsw
sglba
givenow
dfvbenchbook.aija
switchboard
glitfvic
pridecentre
youthservicesdirectory
sglc
nma
comorbidityguidelines
acon
visitgayaustralia
merrihealth
journal.media-culture
cityartsydney
michurch
arrow.latrobe:8080
gendercentre
tapri
rainbowstore
lgbtiqhealth
rainbowhealthaustralia
viator
newcastlefringe
vicpridelobby
twenty10
dictionaryofsydney
glta
parlezvousanglais
sensefo
icj
harvardclub
nglhrc
germanyfo
arcc.sdcounty
india.diplo
cityclerk.nyc
plan-international
themarriagecourse
rom.sg
health.hawaii
theweek
girlsnotbrides
service.niedersachsen
nationalmarriageproject
data.unicef
moms.mn
www2.hse
clerkofcourt.maricopa
multco.us
allprodad
idaho
bristol
alabamapublichealth
browardclerk
ocrecorder
revere
bexar
healthymarriageinfo
newsroom.churchofjesuschrist
jec.senate
emrs.ehawaii
clerkandrecorder.elpasoco
icrw
clark.wa
countyofsb
marriagecare
marriagefoundation
nrscotland
n-somerset
marriage-week
dumgal
medway
flour
en.powys
renfrewshire
north-ayrshire
nottinghamcity
cilexlawschool
australianmarriageequality
accesscanberrat
justice.tas
ivylawgroup
buildingmarriage
mybluesky
simpleceremonies
bronteprice
perthmarriageoffice
worldvision
catholicaustralia
vocationcentre
marriagecelebrants
thailand.embassy
brisbanecatholic
elderscrolls.fandom
bdm.justice.wa
simpleweddings
marriage.sg
fr.usembassy
registration.telangana
shaadi.edisha
dph.georgia
rgmwb
smartreadinessindicator
chc1
interculturalreadiness
forestcarbonpartnership
decal.ga
thepmr
greenclimate.fund
mandiant
networkreadinessindex
scalingreadiness
adaptation-fund
bealearninghero
saferfamilies
floridaearlylearning
readinessit
applicationreadiness
empower1.fisglobal
implementationscience.biomedcentral
forumfyi
natot
developers.redhat
