The Lost Art of Direct Response Marketing
Direct response marketing is fast becoming a lost art in some sectors of the marketplace. Today with everything moving in the direction of the Internet and on-demand and instant information sources, I often see hotel clients not allocating enough of their advertising budget to the more conventional, time-tested mediums of lead generation to sales. I often find myself reminding clients of the unique opportunity they have in the hotel industry to make their presence known in a very physical and real way with direct response marketing.
What is Direct Response Marketing?
Direct response marketing is marketing that demands a direct response from your potential customers or guests. This type of marketing is used to answer questions, present your branding, product, special promotions, events or any hospitality-related business or service. It is the reason we do what we do. Customers and guests love this, as they are offered the opportunity to respond, whether they are taking advantage of specials, sales or membership offers. They might be signing for your newsletter, posting a comment on your site or hotel’s blog, or booking a stay at your property.
What Does Direct Response Marketing Look Like?
Direct response marketing is still an excellent way to market your hotel, restaurant or event space no matter where you are located. But what does direct response marketing look like?
Well, it comes in all forms, including:
- Direct mail
- Print ads
- Radio and TV ads
- Coupons or other incentives
Some of the advantages of direct marketing are:
- A great way to use free time during lulls in business
- Productive way to communicate and empower you to create more relationships
- Great way to up-sell and cross-sell to current customers
- Low-cost way to rustle up new business
- Use as leverage to turn small sales into large sales
- Supplement your current marketing program
- Cost-effective way to reach target markets
- Offers measurable results
- Reach outside your local area for new business
- Increase the effectiveness of your sales force
These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.
“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.” -Jay Abraham
Direct response marketing is one of the best ways to launch your hotel, a new service or a new hotel frequent guest program on a large scale and reach out to everyone in your target market whether they are in your local area or not. Our FREE test drive can help you put together a great direct response marketing plan and get you on your way to heightened success.