Direct or relationship marketingWith the increasing need to obtain measurable results in return for your marketing spend, more businesses are looking to develop forms of direct marketing. Also known as relationship marketing, these marketing communications have long been used in certain economic sectors and have been successful in financial services marketing. The basic premise is that sending a specific message to a named recipient allows you to message a prospect repeatedly to get their attention and build a series of messages which develop a relationship with the prospect all before they have become a customer.

Such marketing communications can be effective when volumes of customer data exist in order to reach a wide audience on a relatively personal message. It can be ideal for realising upsell opportunities and loyalty generation. The results are valuable too as they create more opportunities to develop and vary your market proposition in line with these measurable results. Direct marketing works best when it forms a component of your marketing mix with the aim of realising longterm goals such as increasing market value and increasing customer retention, and customer value.

We have experience in producing marketing creative which supports such a programme of marketing investment and can offer some guidance in the development of your direct marketing plans