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Article Excerpt
When it comes to advertising their company, most small business owners rely on a handful of resources: a sign on the door front, an ad in the phone book and merchandise bags with their company's name and logo. A few go a step further and dabble in radio, local television and newspaper ads, but their efforts are typically inconsistent and they neglect to measure the ads' effectiveness. No wonder so many small businesses feel they can't compete with the big national chains. However, by employing some simple direct marketing strategies, you can attract more customers and enjoy the long-term business growth you desire.
"But wait a minute," you may be thinking, "I tried mailing postcards to customers a few years ago and got zero response. So direct marketing won't work for me." Realize that just because a previous direct marketing campaign didn't work doesn't mean you should give up. Perhaps you targeted the wrong type of client. Or maybe the campaign did work, but you didn't have a proper way to measure the response, so you mistakenly thought it was a flop.
The fact is that direct marketing can and does work in a number of industries, for companies of all sizes. For example, consider the pharmaceutical industry. Up until a few years ago, pharmaceutical companies weren't permitted to advertise...
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