Yes! The great thing about direct marketing is that it can be anything you want it to be.
Unlike other media – print, television, websites and posters – there are few constraints on how you can present your idea I've sent brass keys to marketers to sell Fiberglas, cardboard to prospects to dramatize the plight of the homeless and packages of sugar to make a point about the cause of obesity in our children.
Another great thing is that direct mail is interactive; in fact it is the original interactive medium.
And talk about branding, it can be three-dimensional and tactile. It is the ultimate vehicle to enhance brand experience in a way no other medium can match. It involves all your targets' senses.
No other form of marketing allows you to test to find the best solution. No other provides so much data that can be used in the future to get the best results and ROI.
Isn't it the greatest when you get a loved-filled letter from your son or daughter, grandchild, a sibling, parent or even a friend?
Letters have magical powers. They give us joy on special occasions like weddings and births; strength when we are dealing with sadness; hope when we are weary and delight when we hear from a long lost friend.
Often it is the best way to show we understand the needs and aspirations of our customers, one at a time, not to some amorphous mass.
As a copywriter I enjoy direct marketing because letters contain words and can produce as striking a visual image as any storybook. And the child in me still loves stories.
WHAT’S SO GREAT ABOUT DIRECT MARKETING? - To learn more about this author, visit Billy Sharma's Website.
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Billy Sharma
(Visit Billy's Website)
BILLY SHARMA
Billy holds a Bachelor of Science degree
and is a Summa Cum Laude graduate of J.J.
School of Art (Bombay) and the Hochshüle
für Gestaltung (Bauhaus School of Design,
Germany).
After many years of working for other
companies, Billy founded Designers Inc. In
1999 he became Managing Director and
Creative Director of Brann Worldwide in
Toronto. Under his stewardship the agency
grew three-fold in two years when Brann
Worldwide was elected the number one
direct marketing agency in the world in
2000.
Billy has extensive advertising and direct
marketing experience gained in many
national and international advertising
agencies in Europe, U.S. and Canada. This
has honed his creative skills to help
provide breakthrough creative ideas for
his clients.
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