DM for SMES - 5 Easy Steps — Data Driven Direct Marketing Consultants Ireland

Direct Marketing- From Zero to Hero!! – Direct Marketing for SME’s

For those of us that have been in the DM industry since BC, we can all vouch for the value and measurability of Direct Marketing across the channels. Great targeted campaigns with great ROI’s. But spare a thought for the SME’s sector that have little or no experience in DM practice and are unsure where to begin. As we see more and more SME’s emerging the disciplines of data driven marketing have never been more relevant. In my experience of working within this sector there is a phobia of the unknown, the fear of investing what little budget they have into something that they do not feel comfortable with or can see tangible results.

Here are some guidelines .....

Do your Homework !!

Research and Plan any direct marketing strategy. Put the time in at the outset for research and planning without it the campaign will be crippled and won’t deliver the objectives

Start by carrying out analysis of where your business is now by doing internal research
Undertake online and offline research – there is plenty of existing free information out there
Know how many customers/clients you have or need, to be profitable? If it is a start-up then create a profile of your ideal customer
Do some in-depth competitor analysis
Re-evaluate usps and make sure that they can be delivered
Analyse data – Is there a customer database? If yes, what fields are captured? Is the data in a useable format?
Segment and analyse the data, even if it is small numbers and forecast order values based on previous transactions for product or services?
Are there more customers needed? – Where will you get them? There are many experts in the marketplace that provide advice, lists and demographical mapping and profiling services.
Review how to communicate with customers and if there is a contact strategy now and /or what has worked in the past, bear in mind how customers go through the buying process

Set Your Targets and Create your Plan

Set objectives and forecasts together for acquisition and retention activity
Research any relevant DM in your sector – for example are there any case studies available? Who is active and what has been produced effectively in the past
Review resource allocation – some items can be self-administered, it is suggested to get expert help in if needed
Set target data groups from your database
List the Channels that are going to be used – e.g. direct mail , e shots - integrated
Create task lists for each stage – for the strategy, campaign management, creative content and any mailing and fulfilment. It is recommended to really get into specific detail of what needs to be actioned and who is doing what and when.
Set up each activity for analysis to measure results

3. Engage Creative agency and copy-writer

Getting the creative and copy right is vital to gain trust with new customers and ensures the content is relevant and engaging bringing consistency. Be wise – get help with this area if there is a need.

Test Test and Test Again!

Where possible avoid rolling out any part of the DM programme if you are not fully happy with it. Do your own testing if necessary

Control and Measurement

Review your timings, get set and Press the button!
Manage each stage on the task list and keep an eye on the budget
Look at the results as each direct marketing activity is implemented
Make any changes where possible

Remember - Direct Marketing is proven, can be very cost-effective for SME’s to reach new customers and build on existing customer relationships. It’s not only about the Direct Marketing activity itself, it also about the operational and time commitments needed to succeed. SME’s starting out should think about what can be managed. Consider the possibilities of using personalisation and ensure that the content is relevant always and especially who is going to do what. Remember there is alot free advice available and experts in the field – Don’t be afraid to ask.

Enjoy being a Hero!!

Kathy Clarke