B2B Marketing and Direct Mail information: You have control. Direct mail is like no other form of advertising in that you control the medium and the message. When you buy an ad in a magazine or newspaper or a commercial on the radio, or even set up a Web site, you're buying only a portion of the medium. With direct mail your message is alone.

Now we will turn to the specifics of business-to-business direct marketing. First, we need to define our markets so that we have some common ground for comparing and contrasting media, offers, and creative approaches. The broad market for direct marketing can be divided into two "worlds"—the consumer world and the business (or business-to-business) world.

The consumer world is composed of every suspect, prospect, or customer who considers the purchase of a product for him-self, herself, or another consumer. The purchase is a "personal" buying decision.

Another marketing opportunity should the prospect move on to another company where he or she may be in a position to influence a purchase. Audience strategy drives the process of evaluating and selecting mailing lists. As you may know, there are three basic kinds of lists.

 

 

About B2B Marketing

Buy means to authorize the purchase of the product or service. At a small firm, the owner, president, or general manager is the person who has the authority to purchase the new computer software. The controller and the head of IS probably don't have the authority to say to you, "OK, it's a deal," even though they may act as if they do..

 

You can get your reader involved in writing down answers to a quiz, peeling off stickers to see what's underneath, or opening an envelope sealed within an outer envelope. Just the act of opening your outer envelope starts to involve a recipient in your message.You usually don't compete with other messages in the mailbox. The control direct mail gives you also means you rarely compete side by side with rival advertising messages. Your ad is not going to fight an ad on the opposite page.

Your message is not sandwiched between two other commercials.

 

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