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This example may be as artificial as a clip-on. But it's meant to point out the biggest difference between business-to-business direct marketing and its consumer counterpart: Lead generation is the main goal of business direct marketing. No matter how you look at it, however, the two forms of direct marketing are tied together more than they are separate.

A word of caution: Since direct mail is so accessible, it is just as easy, if not easier, for a small company to look much worse than its larger competitors if it jumps into DM using the "Let's see what happens" myth. You wouldn't (and couldn't) create your own TV commercials without studying the techniques of television production. Don't plunge into DM without becoming familiar with its requirements and, even more important, don't start marketing without developing long- and short-range business goals.

investment of advertising dollars. Budgeting for general adver-
Other forms of direct response advertising require different techniques to tising is an iffy proposition. Measurable direct response results give you more emphasize the urgency of an offer and persuasively communicate product/ information upon which to base your budgeting.

phone for marketing today, but handled properly and mixed with other forms A key benefit of direct mail is your ability to plan your budget and know the
of advertising, telemarketing can be a tremendous boost to your business. return on your..

Instead of just buying awareness with your advertising or just asking for small companies use direct response print ads offering free information as
the order, you can do both! More and more companies are learning that the one way of building a database.

Don't you always want the marketing professionals sometimes forget it. They may choose to concentrate the maximum number of responses? Not necessarily. You don't want to receive on "expanding their business" by trying to generate more new customers, for-
more inquiries or orders than you can effectively process promptly. It's often getting that they can also expand their businesses by simply selling more (with easier to spread out your responses over time. less effort) to existing customers.

Obviously, varying the number of mailings you send out will have an effect
on your number of responses, but other factors affect response rates, too,

More about Consumer Mailing List.   See also: Direct Mail Advertising and Database Marketing.

Response Makers - Consumer Mailing List