4 reasons to use direct marketing
Updated: Dec 11, 2018
Direct marketing (also known as face-to-face or field marketing) is an extremely effective way for businesses to hone in closely on their target audiences. It’s also a powerful way to build relationships and connect directly with potential customers.
Here are four reasons why “face-to-face” should be part of your marketing strategy.
1. Human interaction with your customers
Face-to-face contact provides a level of engagement that is simply not available in other types of marketing.
Undoubtedly, TV, internet, and print advertising all have their place, but these methods provide a one-way flow of information, which means businesses can present a case for why people should buy their products or services, but aren’t able to address the individual needs of and questions from customers.
In contrast, face-to-face contact allows information to be tailored to each person. The conversational approach enables sales specialists to properly understand their prospective customer and therefore explain why products or services are suited to them. Even better, the customer has the chance to ask questions and get answers on the spot.
2. Boost customer confidence
There’s nothing like the personal touch, and that’s why face-to-face marketing is one of the best ways to boost customer confidence in your brand.
A professional direct sales representative has the knowledge, time and expertise to build a relationship with potential customers.
These customers have the chance to get more details about the business, and raise any concerns directly with the representative – and there’s no risk of your audience just turning off the TV when the ad break comes on!
3. Direct marketing is cost-effective
Marketing is clearly a major cost for many businesses, so it is crucial that that money is well spent. Appco Australia offers a performance-based payment model, which means you only pay for the results you actually get.
The return on investment in face-to-face sales is also extremely measurable.
It’s difficult to tell if a customer bought a product because they glanced at a billboard, but it’s easy to know if they purchased one because of a face-to-face interaction. The sale can be tracked from the initial conversation to sign-up/purchase and the customer’s behaviour over the lifetime of their relationship with the brand.
4. Market research
Another standout advantage of face-to-face marketing is its ability to double as market research.
Sales representatives have direct insight into how consumers are reacting to products and services, and the reasons why they are popular or not.
Each interaction provides an opportunity to gather detailed qualitative data relating to your target market’s attitudes towards particular products and services, their responses to specific branding or marketing campaigns and any issues or concerns they may have.
For the best results, it’s vital that the sales specialists who represent your brand are skilled in their roles and have detailed, up-to-date knowledge about the product or service they are promoting.
At Appco Australia, we sub-contract specialist marketing companies to conduct the field marketing conversations on our clients’ behalf. These trusted suppliers ensure that brand representatives receive in-depth product training and have access to mentoring opportunities to ensure they are highly effective ambassadors for our clients.