Do you want to advertise a new product in such a way that the prospective consumer could give you immediate feedback about your product? Why not try direct response marketing techniques?

The success of direct response marketing can be attributed to the fact that this form of marketing allows the prospective consumers to be able to contact the marketer immediately. It does not matter whether these potential customers are individuals or companies, the job of direct response marketing is to put them in touch with the marketer. This communication can be facilitated in several ways

- By mail ( also known as direct mail marketing). This is by sending out postcards or letters to prospective consumers.

- Via email as a means of saving time and expenditure .

- Over the telephone

- Through door-to-door salesmen carrying samples of the product with them.

For all the above methods, it s important that you first construct a list of potential consumers. For this you need to be clear as to what you target group would be. For example if your product is more likely to appeal to teenagers, your list should contain addresses of this age group only. Although you could try direct response marketing with other age groups, you would only have wasted time, money and energy if they simply throw away the leaflet.

No matter how convinient it sounds, you need to take extra measures to make sure that direct response marketing will not impede anyone's privacy.

Let's look at effective ways of emotional direct response marketing:

Remember that your advertisements need to beattractive and eye-catching! Try personalizing any promotional material that you send by adding your logo and maybe even pictures of the product.

Make it easy for people to able to respond to your letters and emails. Your telephone number and address must be clearly stated should they decide to drop by and have a look at the products.

Use simple language in your correspondence. If reader's can't unerstand what you are trying to say, they will not bother to clarify.

Finally, educate the public as much as possible about your direct response marketing campaign.

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