5 golden rules for increasing response from an advertising campaign

An advertising campaign aimed at direct response is a great idea. Distributing printed materials encouraging people to buy something, come somewhere, or take advantage of some offer works great. The result is easy to track, it is possible to obtain quantitative data and analyze the results. At the same time, such advertising is very accessible and builds a strong relationship between the money invested and the return on investment. But like any marketing strategy, direct response has its rules. If they are violated, effectiveness will decrease or be absent altogether.

Rule one: there must always be an offer

Direct marketing is aimed at immediate results. This is not a strategy that is aimed at the long term, say, building brand awareness. Accordingly, an important task is to place a specific offer in advertising to which the consumer will respond. In this case, the proposal must be voiced directly. No hints.

Rule two: hard deadline

Your goal is not just to encourage people to respond to the offer. Your goal is to get them to respond now. Not tomorrow and not next month. It is necessary to influence emotions and do it in an expressive manner. Is your product limited edition or does the offer end after the weekend? Be sure to let the reader know about this. Make him feel like he's missing out on something important if he doesn't come to you.

Rule Three: Call to Action

Report offer and limiting its terms is not all the work. You need clear instructions about what exactly you expect from the respondent. Call and make a reservation, bring a coupon, or follow the Facebook page? Whatever it is, don’t forget to indicate.

Rule Four: Correct Content and Design

Image advertising and direct response advertising differ not only in essence, but also in appearance. When advertising a brand, you can be as creative and avant-garde as possible. And if you need a quick result, then take care of the maximum number of copies, bright and catchy. A flashy design would be quite appropriate. All means are good to attract attention.

However, not everything is so simple. We need not only design, but also competent content. To create it, you need to know the audience, their problems and tell how your solution can help. Don't focus on the features of the product or service. Focus on the advantages and benefits. If your budget allows, invite a professional copywriter. He will be able to write concisely and clearly about the main thing. And the result will definitely pay off the investment.

Rule five: analyze the results

There are fantastic technologies available now that allow you to keep track of your performance. Let's say special URLs or QR codes. Use something that collects data and informs you about which offer or which channel worked best.

And finally, a few more useful tips that can increase the effectiveness of advertising:

- constantly analyze the results and redistribute budgets to those channels that bring more profit. Even if some booklet seemed more beautiful and correct to you personally, but it did not work, stop using it;

- combine the work of the marketing team and sales people. Sellers know the needs of consumers better, and marketers know the laws of the market and advertising;

- if you are not completely sure of something, try using the services of an advertising agency. Perhaps professional consultations can help you better navigate;

- do not skimp on quality printing. Even if advertising is based on the cheapest printed products such as flyers, they should still look attractive. Low-quality products, say, on translucent paper or with bleeding paint, will cause irreparable damage to the image of your company.

So, for the success of an advertising campaign aimed at a quick response, you need to have a good offer, communicate it competently, using high-quality printed products. And the result will not be long in coming.