Direct response marketing and advertising is different from traditional advertising in a good way.
Direct response is marketing and advertising created to evoke an immediate response by encouraging prospective customers to take a specific action. Direct response advertising differs from conventional advertising in its structure and intent. This advertising technique is best for companies selling products or services directly. As direct response advertising requires an area of expertise separate from conventional advertising, it’s a good idea to hire an agency specializing in direct response.
The Characteristics of Direct Response Marketing
Direct response marketing and advertising can take place through various channels. People often think of mailers when they think about direct response advertising, and this is undoubtedly one effective method. However, direct-response advertising can utilize TV, email, digital channels, social media, and even radio. No matter what channel you use, direct response advertising must encourage prospects to take a specific action, such as purchasing a product, signing up for an event, sharing the ad with others, et cetera.
What Makes Direct Response Advertising Unique?
One of the most important things that make direct response advertising unique is its sense of urgency. Conventional ads often focus on spreading brand awareness or improving a company’s image. Instead, direct response advertising goes to great lengths to influence the consumer to take immediate action. Standard techniques used to communicate urgency include limited-time offers and limited inventory promotions. Not only will this entice the customer to act, but they will also be motivated to act quickly.
A Specific Call-to-Action
It is common for ads to include a call-to-action (CTA). However, conventional ads often have a vague CTA. For example, a traditional commercial for food might invite viewers to try the product. However, a direct marketing ad would tell viewers to purchase the product and let them know how to complete the purchase.
Targeting & Personalization
It is also common for ads to target specific groups. However, direct response ads target specific audiences who have already expressed an interest in the product or service. In addition, advertisers may personalize ads with the prospect’s name and other info.
Conventional advertising focuses on either the product or the brand. In contrast, direct-response advertising focuses on the customer or targeted audience. Rather than communicating a company’s brand identity or the specs of its products, a direct response ad needs to communicate the benefits to that specific customer. One of the best ways to do this is to put out a direct response ad that invites customers to sign up for a newsletter containing plenty of valuable info. If they do this, the company can also send them promotional emails.
The Advantages of Direct Response Advertising
One of the challenges of conventional advertising is that it can take time to track how much revenue each ad brings in. However, direct response ads inspire immediate action from the customer, so tracking conversions from these ads is easy.
For example, it is straightforward for a company to track how many people purchased a product online after clicking on a link in a direct response email. Tracking conversions from traditional media like print or mail is also challenging for advertisers. However, it is possible. For example, the company could tell prospects to call a phone number specific to that ad.
Customers who respond to conventional ads may be curious about a product or service. However, customers responding to a direct ad are usually ready to purchase, making it quicker and easier to close sales with these leads.
Stronger Connections With Prospects
Personalizing direct response ads helps companies form stronger connections with their prospects, making it easier for companies to close sales and making the customer more receptive to future communications from the company.
Tips for Direct Response Ads
Always Follow Up
One of the most important things companies can do when running a direct response campaign is follow up. It is common for direct response ads to sway customers partially, enabling follow-up communications to lead to sales. Companies may take it slow by sending the customer more ads. However, many companies will have their salespeople contact customers several days after they receive a direct response ad.
Utilize Attention-Grabbing Copy
Direct response ads must utilize attention-grabbing copy. One of the best ways to do this is by personalizing the ad using all available info about the prospect or audience. Using their name is a start, but it is best to tailor the ad to their interests, requiring companies to have a great deal of information and analytics on their audience. Advertisers should spend time collecting this info before launching a direct response campaign.
See how ProMedia uses audience analytics to improve direct response performance ->
Focus On The Call-to-Action
The most important part of a direct response ad is the call-to-action (CTA). While the rest of the content intends to prepare the customer for the call to action, the CTA is what should close the deal. It must be clear and persuasive without being pushy. The CTA must also give the customer all the necessary information to take action. Finally, it is essential that the CTA focus on inciting a single action. For example, a CTA asking customers to purchase a product and also sign up for a newsletter could confuse prospects.
Finding an Agency for Direct Response Advertising
It’s imperative for companies who want to run direct response campaigns to work with an agency that specializes in this area. Unfortunately, traditional agencies don’t always have the expertise to make direct response ads perform optimally. However, ProMedia is a full-service agency with the right skills and experience to carry out successful direct response campaigns for companies in a variety of industries.