Salon Buyers Group

Direct Marketing

Direct marketing covers a wide range of advertising methods.

To name a few

• Mail
• Newspaper
• Magazine
• Marriage Mailer
• Regional Radio
• Regional TV
• Phone

That is a lot of options and these choices are also the most expensive means to communicate with your customer. This entire range of marketing is location based.

While generally direct mail is the most effective marketing technique of any kind, it is also true that in some locations other methods will cost less and work better.

Ultimately the results can be gleaned by speaking with area business owners that have already tried these methods. Consult with people that actually track results and have a concrete means to determine how well each one worked.

Use unique coding on the various programs launched and make sure you minimize the overlap of programs so that accurate results can be determined once the advertising has run it cycle.

Seek to repeat the methods that impact your business and do not repeat ones that are unsuccessful

Make sure that the program offered is attractive enough to elicit a response from those that read your ad.

If you have run the same ad several times and see a drop in results it is past the time when the program should be altered.