Direct marketing refers to any form of marketing communication that
takes place directly between the organisation and the potential
customer. Direct mail has been popular for a long time. Telephone
marketing is a growing element of direct marketing. The Internet is one of
the fastest growing forms of direct marketing, with both domestic and
Direct marketing also includes sales promotion — the use of samples,
competitions, coupons and information handed out at shopping centres,
train stations or airports, or included with other purchases, and catalogue
telephone sales (telemarketing);
The use of direct mail is becoming increasing popular in the arts and
entertainment industry. Mailing lists can be developed from an
organisation’s own customer or visitor information. Mailing can also be
done through commercial mailing houses, which can target specific groups
such as members of professional associations (architects, doctors,
Some organisations work co-operatively with others, when they feel there is
a good membership ‘match’ and their products are not in competition with
Direct mail can be an extremely effective way to reach a target audience.
It goes to the person directly.
It can be very cost-effective.
It is especially useful for communicating with existing or lapsed
It can be valuable if you want to reach your target market to tell them
about new services or products, give them news, or seek support.
Direct marketing has serious drawbacks if it is not done correctly. The
major problem is the accuracy and usefulness of the mailing list. If you
advertise your ballet production in a newspaper, targeting adult males
interested in physical fitness, your ad may or may not reach the people you
intended. But there is also the chance