22-01-2008
CIM highlights benefits of direct marketing to SMEs
News by Adfero for Simply Business - independent providers of public liability insurance, business finance, landlord insurance, buy-to-let mortgages & commercial mortgages.
The UK's Chartered Institute of Marketing (CIM) has advised small businesses that direct marketing techniques should not just be utilised for obtaining new clients.
David Thorp, the director of research and information at CIM, believes that SMEs should make use of direct marketing for existing clients as, unlike larger organisations, smaller firms are better able to know their customers.
"The advantage small businesses have over larger ones is that they know their customers better - in many cases you can even get to know them as individuals," said Mr Thorp.
"The strongest benefit small companies can take from direct marketing is to target your existing customers, rather than using it solely to try to find new ones."
However, for those using direct marketing as a way to target potential customers, Mr Thorp believes that it should be employed in a way that makes a particular business stand out when compared with the competition.
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