DIRECT MARKETING SERVICES
FLIERS & CIRCULARS
Fliers and circulars are the most well known tools of direct
distribution. It is easy to read and can catch the customer's
attention with special offers and sharp visuals. Its large
paper size can sufficiently convey the advertiser's message.
COUPONS
Coupons reduce a product's price and are used to prompt customers
to try new or established products. In addition, they increase
sales volume quickly, attract repeat purchasers and introduce
new package sizes or features. Savings may be deducted from
the purchase price or offered as cash. For best results, the
coupons should be easy to recognize and state the offer clearly.
Print advertisements with coupons are often more effective
than non-promotional advertising for generating brand awareness.
Generally the larger the coupons cash offer, the better the
recognition generated. Another advantage is that coupons reward
present product users, win back former users, and encourage
purchases in larger quantities. Because they are returned,
coupons also let a manufacturer determine whether it reached
the intended target.
PACKAGES & PRODUCT SAMPLES
As anyone knows, for a product to be successful, it has to
sell itself. This is the philosophy behind product sample
distribution. Sampling is the free distribution of a product
to a prospect market. It virtually guarantees that consumers
will try a product. It can be used to either introduce a new
product or penetrate new markets with an established one.
These sampling programs can be accompanied by coupons for
future purchase. Research indicates three times as many people
use a coupon received through a sampling program than coupons
alone. It stimulates trial of a product, increases sales volumes
in the early stages of a productÍs life cycle and obtains
desirable distribution. Examples are CD ROM's or Disks for
computer or Internet use; Shampoo, Makeup, Perfume, Balls,
Pens, Medicine, etc.