Response
marketing is a two way communication which occurs between buyer and seller,
where the seller directly implores a response from the buyer. There are a
number of aspects contributing to the success of Response marketing. It has
precise consumers who are current or potential users of a particular product or
service. The transcript is written in a very personal style, like in a private
conversation. Usually, the products offered through Response marketing
practises are not accessible in traditional retail advertising, or they vary in
price, type, or certain benefits over competing brands. The Response marketing
is a part of any marketing media from direct mail to bill boards, print
advertisements and online ads. The secret to positive Response marketing is totally
one and the same as compared to any other advertising or promotional activity.
The 5 main key elements of Response marketing are,
· There
must be a benefit-oriented headline.
· There
must be a real marketing message involved.
· There
must be an offer of some kind.
·
There must be a
response device or instructions on how to retort.
Start
with clearly described marketing goals and determine how Response marketing can
fullfil the role that it has in the marketing plan. For full impact, Response
marketing should be seen as part of the overall promotional plan. To be
operative, it must make the most from the chances offered by databases. Direct
response offers a number of exciting replacements to outmoded advertising in
the media. Magazines winkle over 50 per
cent of all Response marketing done in the media. They offer advertisers with
direct response, a number of features ideally combined. Magazines have a number of added values for
companies desiring to advertise with direct response:
·
Audience selection:
Magazines have the capability to attract readers with common aspects and
interests. Focused publications provide an environment friendly with publishingadvertisements that hold them, confirming that the reader has “the appropriate
state” for an advertisement.
·
Response marketing in
magazines may reach a group of readers that generally would be excluded by
other modes of communication.
·
Sustainability:
Magazines have a longer life, allowing the coupons to be cut or responses to
offers to be sent days or even weeks after the magazine has been received
·
Sizes and colours: The
distinctive advertisement in a magazine contains enough space for vouchers and
detailed information about the product.
·
Reputation: Magazines
afford many of the advantages of direct mail, but with an additional status to
their advertising agency.
The
approach of direct response should be
· action-oriented.
· targeted
demographically and geographically.
· short-term
focused; you get results immediately.
· measurable.
· translate
directly into revenue.
· relatively
small investment in creative support.
· simple
to reproduce your best results; once you know what’s working, you can do it
over and over again.