Tag Archives: direct marketing

Direct VS Mass Marketing

13 Oct

I have a new product coming out for Nosey Parker.  It’s fabulous, however, I  have to decide to Mass Market or Direct Market.  The decision is difficult because I can see all different types of women enjoying the product, however, typically Nosey Parker is geared towards a higher income demographic of shopper.

Seth Godin says ‘A mass marketer needs to reach the masses, and to do it in many ways, simultaneously. The mass marketer needs retail outlets and fliers and a website and public relations and tv ads and more more more and then… bam… critical mass is reached and success occurs.  The direct marketer, on the other hand, must get it right in the small. That pitch letter can be tested on 100 houses and if it gets a 2% response rate, then it can be mailed to 100,000 houses with confidence.  The mass marketer is betting on thousands of tiny cues, little clues, and unrecorded (but vital) conversations. The direct marketer is measuring conversion rates from the first day.  Get it right for ten people before you rush around scaling up to a thousand. It’s far less romantic than spending money at the start, but it’s the reliable, proven way to get to scale if you care enough to do the work.”

You would think that would help with my decision.  The issue is that his opinion is great when you are trying to get business.  I’m not.  I am relaying information for clients.  So, I am helping them get business.  Do I want to create a stir with everyone or do I only want to hit those who would shop with my clients?  I won’t create buzz as fast if I don’t mass market.  However, creating ROI for my client should be of utmost importance. I think I answered my question. 🙂

 

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