Frequently Asked Questions

Question: What is Direct Marketing?

Answer: Advertisements aimed directly at prospective consumers that brand a business or present an offer directly to consumers are all considered Direct Marketing, whether in print, on the internet, or in broadcast.

Defining characteristics of direct marketing are:
  • Precise targeting and market segmentation.
  • Research and testing.
  • Quick consumer response time.
  • Benefit oriented advertising.
  • Results measurement.
  • Accountability of costs.

Question: What are some traditional Direct Marketing channels?

Answer: There are many different types of media to choose from, all of which have their strengths and weaknesses.

  • Direct Mail: Allows ads to be directed at specific consumers, and response rates tracked. When used effectively, text and graphics can create visual appeal, reinforcing the message. Mailings also have their disadvantages. Solo mailings can be expensive. Joint mailings can be cluttered with direct competitors. Consumers are typically more responsive to mailings from advertisers they know and trust.
  • Internet: Ads are cheap, reach a large audience, and provide a trackable rapid direct response. Unfortunately, consumers have become aware of online advertising, and have begun blocking it. Consumers need to be seeking your product or company for it to stand out.
  • Yellow Pages: Although we are all aware of the yellow pages, they can be fairly limiting. Your ad will be lumped with all others of the same product, allowing customers to compare. These are also only published once a year so they cannot carry special offers. Technology has rendered them almost obsolete (think endangered species).
  • Cable TV: Sight, sound and motion easily capture the attention of consumers, and ads can be targeted by channel and program. Unfortunately producing quality commercials is expensive, they only show your information for a limited amount of time, relying on the consumer to take the initiative to remember. DVR’s have also limited the reach these commercials.
  • Radio: Although relatively inexpensive and fast to produce compared with TV, radio has a smaller reach, and may still have the same problems with message permanence as TV. Most car stereos today are equipped with a channel changing feature right on the steering wheel to help consumers avoid advertisements.
  • Newspaper: Inexpensive and trackable, newspaper ads can communicate detailed information. However, readership of the daily and Sunday paper Nationally has declined over 10% since 1998. Ads also frequently suffer from ad clutter since 60% of the space in a typical newspaper is filled with advertising.
  • Outdoor: Size, color, and location allow ads to be attention getting and memorable through repetition. Getting the right combination of these elements can be expensive with a limited amount of billboards available in high traffic areas. Billboards can only effectively communicate 10 words when not obscured by trees and buildings.

Question: What are the benefits of Direct Marketing?

Answer: Direct Marketing allows you to:
  • Brand your name to potential customers in your target market.
  • Make an offer that will entice them to do business with you.
  • Track your response rate to discover what works, and what doesn’t.
  • Find out more about who your best customers are.
  • Use the information you receive from each campaign to make the next one even better.

Plus much more!

Question: How can I make Direct Marketing work for me?

Answer: There are 2 keys to a successful Direct Marketing Campaign. The first (and most important) is branding. When people think of your industry they need to think of you first and you alone. The second is if you choose to put an offer out to the public. If you can get your best offer out to your best customers, your direct marketing will pay for itself. Tailor a marketing program with the right neighborhoods, products, formats, offers and frequency to assure your best chances for success.

Question: Why is BTA so effective?

Answer: Our campaigns capture consumers' attention in a way no other media can. Our advertisements bypass the mailbox straight into people’s homes. No need to rely on someone opening a mailer, turning on the computer, radio, or T.V. Your ad is right there in front of them staring them in the face! When direct marketing provides an answer to a problem or offers a solution to a need, consumers are inclined to find it useful.

Question: If it’s so great why isn’t everyone doing it?

Answer: We offer each of our clients territorial and industry exclusivity. No need to worry about whether your ad is seen first or is more memorable than your competition’s. Our clients also receive the right of first refusal for all future campaigns in their market areas…regardless of the size of their ad. Again, when people think of your industry they need to think of you and you alone.

Question: What is the Reach of a BTA Campaign?

Answer: What types of people purchase your product? Why do they purchase it? Are they repeat customers? Targeting by geographical area, demographics, consumer behavior, and consumer expenditures ensure that you reach your exact audience. Our program can reach anywhere from a simple 5 mile radius to a market wide program.

Question: What is the Cost of a BTA Campaign?

Answer: Depending on the size of your company and the reach you are aiming for we can develop a 4-5 month ad campaign for your business starting at just $190.00 for the entire campaign!

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