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Direct marketing emphasises trackable, measurable response, results and costs from prospects — regardless of which channel is used.
Direct marketing is used by businesses of all sizes — from start-up businesses to large blue chip companies. A properly constructed direct advertising campaign can give a positive return on investment by showing how many potential customers responded to a clear call-to-action.
The demonstrable result of Direct Marketing is the reason for its increasing popularity, however due to the likely need for up front investment, this has caused some companies to prefer online marketing such as pay per click and search engine optimisation.
In reality, as online marketing methods become more mainstream the costs are likely to rise to same or higher levels, as less people are delivering direct marketing messages.
If you put two marketing experts in a room and ask them what is the definition of direct marketing they will likely give you twelve different answers! While direct marketing is one of the many distribution channels available to you as an artist it also describes many marketing tools.
Direct mail is often referred to as “junk mail” but if it is used properly it is anything but junk. Secure a list of past customers, prospects, people who are likely to buy or buy complementary products. Try using FedEx, UPS, or other courier services for your “high value” targets as these have a higher chance of getting opened and read. If you choose to do some kind of postcard, be sure to check out printing companies that specialize in postcards.
Those obtrusive calls you used to receive at dinner time have been on the wane since the establishment of “do not call” legislation.
You can buy phone lists from a list company, get them from a business database at the library or find them with some research on the internet.
It seems that the internet has invaded all parts of our lives and direct marketing is no exception.
With the proliferation of smart phones and the ability to serve up content from the web a new industry has started and is now referred to as mobile marketing. Trade shows (including art shows), seminars and exhibits or any other place where people gather to look at products or ideas are a great place to market and sell your art. Leaflets are a versatile and relatively inexpensive compared to direct mail because there is no postage involved. If you don’t live in a cave without a TV then you probably know what direct response television is – think Ginsu knives or the Pocket Fisherman or a hundred other products that you didn’t know you needed.
Infomercials keep their audience’s attention with a mix of entertainment and sales pitches.
As you have seen there are many different marketing tools available to you in the world of direct marketing. Neil has over 30 years’ experience as a management consultant and marketing executive, working with some of the world’s top brands. Integrated Marketing Communication or IMC is the use of different promotional methods to achieve the objectives of a marketing campaign.
Direct Investment:- The Ultimate form of foreign involvement is direct ownership of foreign based assembly in manufacturing facilities.
Generally, direct marketing involves businesses and organisations communicating straight to a customer or prospect.

Besides the direct communication itself, actionable insight, analytics, and measurement of results and return on investment, are critical to a Direct Marketing campaign. The data can be selected by contact address, demographic information,spend potential  historical company information, financial history. This only increases the potential return on investment as there is less competition for the attention of the prospect.
A short definition of direct marketing is where the producer or artist deals directly with the end user with no other intermediaries involved – the end user could be either a consumer or business. To have an effective direct mail program you need to have your market targeted and secure a list which matches your target customers. Think outside the box and try some 3-dimensional pieces that come in a box or other “non flat” packaging.
Have a call to action and direct them to call you, visit your website or mail in a postcard. It is likely that this medium is not for you but you may want to use telemarketing to contact galleries and other retailers in your distribution chain. According to the Mobile Marketing Association, “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network”. These are also great places to meet new customers and spend a little time telling them about your products and brand.
There are companies that specialize in placing leaflets on doors, cars in parking lots and to people passing down the street. They seem to follow the old marketing adage of “you can’t bore people into buying from you!” There are television channels such as QVC and some weekend radio stations that devote all of their time to selling products.
With direct selling there is no one between you (and your sales people) and your prospect competing for their attention.
Direct marketing can be an extremely effective way to market your art once you get the right formula.
Neil is a frequent lecturer to artists and arts organizations, a guest columnist for Colorado Biz Magazine, where he covers the creative sector of the economy, and the author of several articles for Americans for the Arts, a national arts organization. It is a strategic marketing process specifically designed to ensure that all the messaging and communication strategies are centered around the customer. Direct marketing techniques include email marketing, SMS messaging, websites, display advertising, paper based fliers, promotional letters and other direct channels. The enhanced information is used to develop a list of targeted entities with preferable characteristics. Methods of marketing communication can include email addresses, phone numbers, fax numbers and postal addresses. In the article Distribution For Artists – Who Will Sell Your Art?, intermediaries in the distribution channel such as agents, galleries, retailers and wholesalers were discussed. Unless you are selling pizza or some other product which most people use then a mailing to a whole neighborhood of “occupants” probably won’t be very effective for you.
There are many companies that specialize in direct mail lists and they can help you with finding the right list. You are creative so put some of this creativity into your direct mail piece – make something that screams “open me I want to find out more!” In addition to printed materials you may want to include items such as CDs or DVDs. As postage has gone up cost has become even more important to watch your costs and response rates.

Catalogs can be expensive but they can also serve other purposes such as your brochure and as hand outs at events or shows. Having a website today is like having a business card and if you don’t have one it may be hard for people to take you seriously. When you get junk mail it usually goes into the trash without a second look and with many emails they get trashed by an email filter. With the user’s permission a marketer is able to communicate to its audience in a direct manner. In addition to having your art together make sure you have your “marketing act” together as well. This form of direct marketing might be useful when you are participating in show, event or festival and you want to get people to visit your booth or exhibit.
Some of them offer art related products such as jewelry, crafts and prints as a part of their total offerings. Some kiosks are interactive with the addition of computer screens and possibly an internet connection. There was no computer screen and he relied on brochure racks to tell the prospects about his art and how to contact him to order. As with all marketing, direct marketing requires that you choose your customer targets carefully, find the best way to reach them and test and retest your approach.  There is something in the direct marketing world for you and your art! With direct marketing remember you are connecting with the consumer, end user or collector.
Catalogs have a longer staying power than most marketing pieces and may end up on a table in an office or in a home.
If you are going to use email marketing make sure you have permission from your target to send them an email. I have seen way too many artists spend a lot of time and money to participate in a show and fall down when it comes to marketing. You may also want to consider using some form of coupon with your leaflets that offers a discount or free gift. Infomercials are the king of using a “call to action”; as a matter of fact you see or hear a number to call every few seconds. In order for this type of direct marketing to work the promoter will need to have a substantial quantity of goods to sell and a suitable offering for their audience – maybe this will work for you? By definition these companies are not engaged in direct marketing because they use independent sales representatives or consultants. Unsolicited emails are probably not going to get read and worse yet you may alienate your prospects. The reason they do this is because it works, when they tell people to call their phone banks light up.

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