Effectiveness of Email and Direct Marketing

Direct marketing refers to a wide range of approaches to eliminating the middlemen and establishing direct relationships between growers and end-users of business products.  Increasing numbers of Washington business owners are seeking to improve profits by selling products and services directly to consumers at prices well above wholesale prices.  Direct marketing is a tool that offers innovative business owners a way capture a larger share of the consumer dollar. With many commodity products and services, long-term trends of falling or stagnant wholesale prices and falling market shares have made this option increasingly attractive.  From a consumer perspective, purchasing business products from nearby businesses allows them to actively participate in strengthening the local economy, preserving businesses, and helping the environment.

Factors to consider in developing a marketing strategy are many and varied.  Careful consideration of your business goals, physical and financial resources, and personality attributes, paired with systematic market research can help identify the optimal approach for you. Tailoring your business enterprise to fit your goals and circumstances can go a long way toward limiting undue stress and greatly enhance chances for success.

It is important to honestly assess your values and personality type. For example, if you know you are not a people person, then selling at a business owners market all day will bring you little joy. Something less interactive like an honor system business stand, internet or mail order system, or selling direct to retailers or restaurants might be more satisfactory. Do not overlook your personal values when you think about how to market your products. If it is important to you to spend as much time as possible on your business or with your family, then a marketing alternative that depends on extensive driving and stints away from home may not be for you. What proportion of your time are you willing to invest?

What resources do you have to work with?

Taking stock of your resource base should involve detailed consideration of your existing assets such as labor, financial, time, land, infrastructure and equipment, expertise, transportation, skills, computer, location etc.  To establish the scale of your operation, consider the size of your land and your community, your sales goals, and your labor needs.  The value of starting small and expanding gradually cannot be overemphasized.

Successfully direct marketing requires that you provide a product or service the public desires in the right quantity, shape, package, time, and place.  It also requires developing a strong marketing and promotional plan to attract customers and establish name recognition and a business identity. Increasing numbers of consumers prefer to buy products from an identifiable source that they perceive as authentic and trustworthy and feel that they have a personal relationship with. What are the distinguishing characteristics of your business and your products?  You need to be able to clearly define your product or service and spell out the benefits it will provide to consumers.  Finally, good direct business-to-consumer marketing requires establishing strong communication lines and personal relationships in order to obtain ongoing feedback about whether your product is meeting their needs.