Why Your Small Business Should be Doing Direct Marketing
Do you want paying customers or window shoppers?
The advertising agencies of Madison Avenue do a great job of selling feelings and illusions. It worked with cigarettes, and it still works with brands like McDonald’s, Disney, and Target. But, their techniques don’t work well for small and medium businesses.
Why?
They don’t work for several reasons. One, slick advertising campaigns need mass media to work. Glossy magazine ads in premier publications and clever TV ads that you see hundreds of times build brand recognition and help connect certain feelings towards the brand.
You don’t have the budget for that.
Have you ever seen a television ad for a local business? What was your first clue it was for a local business? The quality was noticeably inferior, and it was probably on at a non-peak time of the day.
Another problem with trying to imitate the marketing of big brands is that you need revenues now. You can’t wait for enough people to recognize your brand in three months, six months, or even a year.
The best way for small and medium businesses to drive revenues right away is to invest in direct marketing. Plus, unlike with prestige advertising, you can track the…
