A Brief History of Direct Marketing and Its Application For Business Owners

Most people think they know what direct response marketing is all about. When you say the words ‘direct marketing’, most people don’t even heard the word marketing. Instead, they hear the word mail, as in direct mail, junk mail, or just plain old mail marketing. But direct marketing is much more than the tangible material used to make the marketing piece. It’s a way of marketing that’s measurable, accountable, and trackable.

Direct mail has been the workhorse of the marketing world since Montgomery Ward launched its first catalog in 1872. Back then, the idea of offering a world of goods through the U.S. Postal Service was revolutionary. To our farm dwelling ancestors, for whom shopping was a three-day trip with wooden cart and horse over rough terrain, ordering coal burning stoves, ice boxes, dresses and harnesses through the Montgomery Ward, Sears, and other catalogs was a blessing.

What helped the start of the direct mail industry? The U.S. Postal system, with its ability to reach nearly anyone, anywhere, was the catalyst for the direct mail surge. The growth of mass-produced items, America’s rapid expansion and reconstruction period after the Civil War also helped fuel the rising middle class and their appetite for newer, better and more fashionable things.

Direct mail continues to rise in prominence, supported by the famous catalogs. Direct response print ads soon joined the world of direct response. Print ads captured the imagination, attention and wallets of people for decades. Direct mail letters, with their classic Johnson boxes, postscripts, and multiple inserts also made their debut in the 20th century, followed by the ubiquitous donation requests and credit card offers of the 1980′s and 1990′s. Direct response television, in the form of infomercials and commercials for products, added demonstrations of products to the direct marketing world. With the advent of cable and satellite television, channels solely devoted to direct marketing products, such as HSN (Home Shopping Network), QVC and others bring beautiful, useful products into our homes and follow all the basics of direct response marketing.

Today, the growth is online. Although initially getting a bad rap thanks to spammers worldwide who send us such gems as advertisements for medications, drugs, and sexual enhancements, email marketing is now a respected player in the world of direct response. Display advertising, surging ahead of the older banner advertising, remains a prominent means of capturing attention and click throughs, especially when it’s placed next to relevant articles and content.

The latest tool added to our direct marketing toolkit is the use of keyword searches, both natural and paid, to enhances responses and online marketing. Measurable, accountable and trackable, keyword marketing is the latest interactive marketing technique to help businesses worldwide acquire, retain and create loyal customers.

Some marketers lump social media marketing and web 2.0 technologies in with direct response marketing. While these are valid forms of online marketing and can prove quite effective, they are not pure direct response marketing. It is difficult to quantify the exact return on investment (ROI) of Twitter, Facebook, and other social marketing campaigns. It’s also nearly impossible to track responses from each so-called campaign. Social networking is more about making connections and fostering relationships. Like trade show and event marketing, it is about reaching people and starting or cultivating relationships rather than marketing activities with measurable outcomes.

Key Takeaways

This brief history of direct marketing and its current status clarifies the changing world of direct marketing. Examining the marketing mix, managers need to ask the following questions to determine if a direct response campaign is the right tool for the job:

o Will we gain by understanding exactly where our responses come from?

o Will it benefit my company more by cultivating relationships with many, or dialogues with a few?

o How will we use customer data Secure it? Manage it?

o If we gather the data from the campaigns, will we use it?

The marketing mix is often a blend of various tactics to reach many and converse with a few. Direct marketing of one type or another is usually part of the marketing mix. Deciding how much of a part is predicated upon how much one needs to cultivate actionable, measurable transactions with customers.

farm safety 31 december 2021

The term housekeeping, when applied to farming and agricultural operations does carry some sense of what it means in the hospitality industry, and in general domestic and commercial service.

Housekeeping is a word that prefers really to all areas of a operation being kept in good order, being kept clean and being kept safe.

On a farm or agricultural operation, there are a number of different areas that need to be kept continually safe and clean, both the good running of the business itself, but also for the safety of the employees and of the family who own or run a company.

Farms traditionally revolve around agricultural machinery, mainly tractors, combine harvesters, utility vehicles, as well as a number of different cars and trucks.

Depending upon the nature of the work at the farm is involved in, there may well be different chemicals, different pieces of machinery and different tools all of which could pose a potential hazard.

Housekeeping is are keeping all of these areas safe, on a continual basis, and making sure that anyone involved in any area of this work has an attitude that these areas are important and need to be kept free from any risk or danger to any individual, whether an employee, a member of the family or a member of the public who may be on the farm for different reasons.

Any area that is considered a work area, whether it includes machinery or livestock or anything else, needs to be designated as a potential risk zone, and such strict housekeeping protocols need to be in place in order to safeguard the well-being of everyone who may on any occasion be there.

Housekeeping practices include the need to recognise appropriate storage, how any materials or equipment that are kept in this area are used and also how any mistakes or spillages or damage machinery are cleaned up or dealt with for repair.

Where good housekeeping practices are protocols are not in place it creates a potential hazard. Housekeeping is a preventative measure, and is about attitude and practice.

Encouraging people to keep an area clean is a prerequisite of most good housekeeping protocols. This can include informal picking up of rubbish or debris that may be lying around, as well as a more formal cleaning protocol with certain people designated to make sure that all areas are kept clean on a regular basis.

Storage is crucially important, both at a practical level and also has an attitude of good housekeeping practice. The old expression a tidy mind applies very much to this area. If an area looks unkempt, it is likely that there are a number of practices that could be considered unsafe or sloppy, which could ultimately lead to more hazards and risks.

Housekeeping is primarily about preventing injury. Health and safety has become a term that many people either slightly ridicule, or think it’s just an excuse to be risk averse. It is in fact quite the opposite. It is about understanding the nature of risk in order to evaluate the acceptability of a risk, and take whatever precautions may be necessary.

Direct Marketing – Face to Face Communication

Direct Marketing is this: If you are going to a party and you see a gorgeous girl in front of you, you go and talk to her and say, “Hi, I am George, who are you beautiful lady?” Seriously direct marketing is all about direct communication, feed back, call-to-action etc.

Marketers demand direct marketing because sometimes marketers wants quick responses from customers for the their promotions. As a marketer you can talk directly to the customers and can explain the pros and cons of the product and you can even demonstrate them too. Its give you an opportunity to convey the qualities of the your brand, product or any services. It is a one to one interaction between you and your client that acknowledges the clients need and offers to fulfill their demand and need the feedback of client to make the business successful. In this you have to meet people, form a good relationship, demonstrate the product, clear their doubts, sell the products on the spot, get positive response and then pack up and move to other person. This direct marketing at local level but with great response.

Secondly, Internet is accessible to every one now a days so it is easy for marketers to use direct marketing through internet and get quick response at huge mass level. you can reach to an extremely large number of your target audience. But the probability of response from target audience is very low. that’s why the companies which are involve in online direct marketing make ad also to attract the audience and to have visual communication with them, which is better them verbal communication. Similarly you are not able to talk to customers directly. And your competitors can steal you ideas can make better progress than you. It is not necessary that your target audience can understand what you want to say so it is quite difficult to explain the product or services through internet.

So, do you agree with me that success is not that how much you earn from the marketing but it is by the number of people who understand that what you want to say or give?