5 Questions About Direct Marketing

Laureen Carlson talks about making direct marketing work.

5.12.2016

At 5 by 5 Design we believe it’s possible to change the world by posing the right questions, listening to the honest answers, and following the path that emerges from the dialogue. Today we’re asking about direct marketing.

Laureen Carlson, co-founder of CLICK, is an experienced media planner and buyer. With 30 years in the industry, she’s seen a lot of change. We’ve asked her to share insights about connecting customers with brands and what to expect next in the field of direct marketing.

1. How do you define direct marketing?

At Click, direct marketing means creating a connection with the end user. That connection can take many forms—engaging them in a radio spot, inviting them to a Facebook post, or serving them ads for products and services that they have expressed an interest in. The key is the connection. We strive to deliver the message in a format that the end user is receptive to. That’s tricky. Everyone responds differently. It’s our job to determine what mediums work and how many times we need to deliver the message for it to resonate.

2. What goals are you trying to accomplish?

Cash is king. Clients want to sell products.

Media campaigns are all about delivering a message in a way that is relevant. Relevancy has three components: Have we delivered it to the right people, at the right time, and at the proper frequency? If we have done our job correctly, brand awareness and sales increase.

3. What’s the first step in your process?

Our first step is always intelligence gathering. How long and when is the purchase cycle? What are the competitors doing? Who are we trying to reach? What forms of engagement do we have available? Once we answer these questions, then it’s our job to use that intelligence to develop thoughtful, strategic media plans.

4. What roadblocks or challenges have you encountered?

The world of media is changing every day, and the change is happening at an astonishing speed. As media experts, we must dedicate time to learning. That sounds easy, but in today’s busy work world, setting aside learning time requires a deliberate effort.

5. What trends do you see in the future of direct marketing?

Social media continues to evolve. New apps continue to enter the marketplace. Content is an integral part of many media plans. More and more efforts are being made to engage with consumers on a personal level.

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