31-01-2008
Businesses advised to offer incentives to customers
News by Adfero for Simply Business - independent providers of public liability insurance, business finance, landlord insurance, buy-to-let mortgages & commercial mortgages.
Companies have been advised to offer customers an incentive that is simply irresistible, as part of their marketing campaigns.
David Thorp, a representative from the Chartered Institute of Marketing (CIM), believes that business can also better engage with their target audience by employing a number of other techniques.
Some of the methods suggested include developing better copywriting skills, as the window of opportunity for attention grabbing is small.
Above all, Mr Thorp believes that marketing specialists should endeavour to think like the customer.
Irrespective of the quality of the mailings, it is important to bear in mind that direct marketing can offer a number of disadvantages - in addition to the physical cost to the business of the campaign, it is also possible such techniques may lead to customer alientation.
"Make your copy as good as it can possibly be; study good copywriting techniques before you design a communication," said Mr Thorp. "You only have a few seconds to grab the reader's attention before they bin the letter or delete the email."