Determining Your Direct Approach

Selecting a direct marketing approach can be an educated decision. It’s not as simple as “that’s the way we always do it,” but customer demographics, budgets, and competitive differentiation can help lead you the right way.

The most obvious thing your marketing round should consider is whether your customers prefer one contact method over another. It makes no sense to use a method that is likely to produce lackluster results. For example, if your customers are middle-aged and older, and don’t attend events, direct marketing at SxSW Interactive (populated by 20- and 30-somethings) doesn’t make sense.

If your budget is small, premium direct mailers and a significant trade-show booth are probably not in the cards. But email and social media can be a logical choice.