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Business to Business Direct Marketing - Facts :

The address, "One JS&A Plaza," is a nondescript industrial building—but with a unique, very important sounding address that Joe managed to get the local post office to approve.

At its time, this advertising was a singular breakthrough. tothis T ewall Street e a journal had previously not been used this way, direct marketing medium. In fact, no direct marketer has since used it as aggressively.

As a rule, the more expensive the product or service, the more steps in the buying process. Therefore, it is not a single piece of copy that wins the sale. Rather, it takes a series of letters, brochures, presentations, ads, and mailers—supporting the efforts of salespeople—to turn a prospect into a paying customer.

 

In the context of the typical business organization, buying decisions, especially for products over a few thousand dollars, are today made by" groups of individuals. As a result, direct marketers increasingly need to extend the reach of their programs to different functional areas within an. organization, and perhaps even different levels within a functional area.

 

He identifies these steps as awareness, need, credibility, evaluation, conviction, and maintenance, which he defines as reassuring customers they made the right choice after they make the purchase. Copywriter Luthor Brock, writing in The Direct Response Specialist (March 1996), identifies three stages of selling: educating prospects (making them aware that your product exists and educating them on what it does.

 

You begin the process by surveying all available lists and narrowing down the choices based on selectable criteria available on each list. Some lists are quickly eliminated because they do not have adequate criteria. Once you make your selections, you order the lists and generally perform "merge/purge" data processing to eliminate the duplicates.

On the other hand, suppose you didn't have a sales force and wanted your letter to generate mail orders for your $349 testing meter. Now your mailing package must give complete details because there is no follow-up from a sales force. Your mailing must not only tell buyers about the benefits, specifications, functions, and features, but it must also answer any questions or objectives they have, as well as explain precisely how to order. So the purpose of your promotion also affects copy length.

 

familiarizing them with your product (filling in any gaps in their product knowledge.

More about Business to Business Direct Marketing .   See also: Direct Mail Advertising and B2B Direct Mail .

 

Response Makers - Business to Business Direct Marketing