The Most Overused Concepts in Direct Marketing

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As artistic director of marketing, I can appreciate the art of a good concept. In particular, it reinforces the message that meets the strategic objectives, and promotes the brand. But in the constant search for "walk to the competition, přímý marketing tend to fall into this trap traps.One excessive use of symbols and conceptual devices. It is not always the fault of the Office. Sometimes, when a client, but to see what likeand pay the bill of sand is known as the rest of the story.

Customers can designate ideas, but none worthy of the name is, how these suggestions into consideration and their own.The first steps in creating an effective DM is to remain clear of these concepts abused. You might be tempted, because they seem so perfect for your message, but leave me the voice of reason. They are so perfect, because the larger, more Topline symbolize concepts. They are perfect, because you have seen hundreds of times before. Distinguish between the crowd: "Do not fall into this concept trap.

THE PASSPORTThe passport is so attractive, why is the symbol of travel and adventure. This is the ideal concept for a program that participation in several positions with the organization that require them to position. And 'perfect because that is the easy way out. All you have to do is print a book, dark blue and some gold leaf relief to throw the word "passport" somewhere on the hood and Insta-concept.Nancy Harhut my current creative director and in 2004 NEDMA direct marketers year, has an impressive collection of concepts passport: "A passport to savings" or a "Passport to Adventure" and "Passport to 6 new plates on the Garden" Any idea that same.

Maybe is why so many people. And the main reason why it is necessary to avoid Boat Show COMPASSThe Compass concept is often used because it indicates the direction and guidance. A great message to communicate, particularly in the field of financial planning. But even for packages that are bushes in reality, they have perceived the value of research anymore.A Branders.com from 19 different customizable compasses. And for what? What does a compass really? Supporters say it illustrates the confused customer and the advertiser who takes the initiative.

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What this does mean is that you try to buy favors from a client with a menu of inexpensive giveaway.THE MAPReal are cumbersome and impractical. And serve the purpose of you from point A to point B. Thus, marketing will use the map to a customer to make steps.Like need a passport and the compass, the card is used too often. Most maps of the time provide a greater sense of confusion of orientation. Often, the implementation of paragraph full of unnecessary frills and legends, and full of unnecessary detail.

Do a favor to yourself and try to organize different trip. Sometimes, you can say the same thing with a bullet list of good side bar or a booklet of treatment. Do us all a favor and save your maps if you really need to use one.it realize that we are the traders are hypersensitive to přímý marketing campaigns. I also understand that the average customer is not smart enough to understand the difference. But in the field of building relationships, we are both our customers and their customers to deliver messages only.

Do not worry, you get something out of it: a better response rate.Gregory Ng is a přímý marketing and associate artistic director for an advertising agency leader Boston, MA. In addition to writing přímý mail on subjects covered in his blog, http://www.GregoryNg.com portfolio, is also the founder and editor of http://www.Noodad.com http://www. Apple Matters. cz.

Tagy: compass, concept, map, passport