Online Business Blog

Unfortunately there are still a large amount of company owners who believe that advertising their brand or product is a “Waste of money” and “Doesn’t bring results.” This maybe true, perhaps in the past they have worked with an agency who doesn’t know what they are doing, producing adverts and campaigns that weren’t properly thought out.

Alot of marketing/advertising budget is spent on adverts that attract the consumer but not necessarily to act or make a purchase. This is called “Image advertising” designed specifically to stay in your mind next time you want a drink, chocolate bar etc. The only problem with this is unless you have the cash flow of a marketing giant like Coke, Mars or Walmart you just won’t be able to compete.

The solution? Direct Response Advertising. This type of advertising is made exclusively to attract or generate a specific action or response. There are many different ways of getting your advert across be it TV, newspaper, radio or magazine. Direct response advertising is designed to generate leads, to make the consumer think a bit more about the brand or product. This means that you will have their details and can contact them with future campaigns, sales or offers. The question is how would the ideal UK Advertising Agencies go about doing this?

Step one - Create a quality/resourceful piece of content that will become an authority in that sector. This can be done through trial products, newsletters, tips, reports etc. Once you have decided what to write about and what format you are going to put it on. (email, mail, website, blog) Leave it alone and wait for people to request, download your content.

Step two - Once the requests and interest rolls in send, send send! Why does this form of advertising work well? It means not having to cold call or force the consumer into a place they don’t want to be. The discussion can be had on their terms even if they are only interested in spending a small amount of money. People don’t generally like being sold too, if you can show that your service or product offers good return on investment and have read your reports then a bond of trust has already begun.

It’s an obvious but very effective way of marketing. Think about it, if the person is calling up for your free information or after reading it then they are obviously already interested in what you have to offer. Now all you have to do is push the sale through. This also means that you can measure the popularity (or not) of your advertising campaign. Lack of interest? Change the campaign and try again!

The other benefit of direct response advertising is that you now have information on people who have previously shown interest in your product. Invite them to events, send them monthly newsletters. Invest your money in something that works!

Tags: Direct Response Advertising, UK Advertising Agencies

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