Direct Marketing

Correctly done, direct marketing turns an existing database into a marketing goldmine. Alternatively, if your organisation has no database, a direct marketing campaign can generate leads to form one.

And why is having a database important? Because database marketing targets each individual directly and personally with a correspondingly higher success rate than the hit-and-miss nature of advertising. After all, success in any business is all about building relationships.

Example - an insert in Urbis magazine offering a free furniture catalogue generated a 15 per cent response rate (0.5% to 3% is normally expected; 5% is really good; anything above that is dancing-in-the-aisles good!) giving the company access to a large number of qualified leads.

The determinants of direct mail success are the quality of the list and the quality of the offer.

Example - a promotional offer mailed to 76,000 "chocolate lovers" generated a response rate of over 60% for Cadbury (that zero didn't slip in by mistake, it was 60%!), stimulating multiple purchases and extending the seasonal sales peak. For a market as big as the block chocolate market, this was a BIG deal.

Evolve direct marketing agency will create a specific campaign to promote a specific product. We will design the campaign, write and design the copy, and implement the plan for you.

Evolve Marketing: Whereas advertising is like fishing with a net, direct marketing is like hunting with a rifle. Messages are targeted; individually addressed. There's no wastage. They go only to the prospects or customers you want.

Email marketing is fast, effective and dirt cheap - a godsend for marketers in an economy that has crunched advertising budgets.
- TIME Magazine

Examples of recent projects...

CLIENT: Apartmento Contemporary Furniture
DESCRIPTION: Evolve direct marketing agency designed a reply-paid postcard insert to go in Urbis design magazine. Respondents received a free copy of Apartmento's catalogue. Doesn't sound like a strong offer, does it? But the list was perfect - we achieved a 15% response rate and added a huge number of quality new names to the database.

CLIENT: Meo Realty
DESCRIPTION: Real estate agents are better marketers of property than self-marketers. How many cheap photo-copied flyers insult your letterbox each day? Evolve Marketing designed a postcard campaign for Meo Realty, each one featuring an historical photo of the area and a free information offer. The postcards became collectors items, with people displaying them on fridges and noticeboards, and generated a significant amount of goodwill and sales leads.

CLIENT: Solutions Financial Services broker
DESCRIPTION: Lead generation campaign. Our client wanted to promote its critical illness insurance cover. Men in particular are renowned for their "It'll never happen to me" attitude, so we crafted a letter to each man's better half. The 5-page sales letter (direct marketing experts know that long copy sells) was designed to generate appointments from which our client could sell critical illness cover and other downstream products.