Q. What are the advantages of direct marketing to marketers and consumers? 
A. Marketing expert, Joe Gracia, responds: Excellent question! Here are just a few of the many advantages of direct marketing to marketers and consumers. TARGETED Direct marketers focus all of their resources on the very best prospects for their particular products and services. If they are selling bowling accessories, they market directly to bowlers. Pool supplies are marketed to people who own pools. Because of this, they can address their target groups' specific concerns and needs. COST SAVINGS While Awareness marketers are spending enormous sums trying to reach 'everyone' within a marketplace, direct marketers only spend what is needed to reach their particular target group. They don't waste 90% of their budget trying to influence people who have absolutely no interest in or need for their products or services. Because they target their marketing, they generate a much higher response rate at a much lower cost. IMMEDIATE RESULTS Awareness marketers are not looking for immediate results. Instead they are simply hoping that their marketing will make a positive impression on their audience. When a direct marketer places an ad to generate prospects, he gets prospects responding to his offer immediately. When he sends a special offer to his customer list, his customers respond within a few days. Direct marketing means immediate results. PREDICTABLE RESULTS Direct marketing is a numbers game. By running a few simple tests, a direct marketer can determine a close estimate of what percentage of his target will respond to his offers. If she knows that she can get a 1% response from her target group, she knows that she will get 10 responses for every 1,000 people she presents her offer to. This predictability allows her to plan appropriately. Other marketing strategies don't give you this predictability. BENEFITS TO CONSUMERS The biggest benefit of direct marketing to consumers is the fact that they can receive specific offers on just the kinds of products and services that interest them. Plus, they can receive preferred customer treatment and special offers from the companies they buy from regularly.
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