For the most part, any marketing and advertising campaign contains its potential to succeed in the mere consideration of numbers, i.e. if you have a sales offer for a product or service which has a demand, all you really need to do is get it in front of as many targeted sets of eyes as possible.
That said, the absolute best way of going about getting a sales offer in front of a targeted audience is through direct marketing, which entails deploying affiliates who are able to earn commission by being the ones to pass on your offer to the people in their personal and professional networks. The likes of Facebook are only well too aware of this and yet for some reason they’re finding it hard to get it right.
I mean I for one pretty much have a totally different taste and preference in just about anything and everything to that of my peers, so it really doesn’t move me at all when platforms such as Facebook suggest something on the grounds that one of the people in my contacts list indicated to like something or to have interacted with it in some or other way. To be fair though it’s been a while since I’ve seen something like “Your friend so-and-so likes this” as part of what is a clear advertising campaign, but what I do still see is a recommendation to perhaps download the app instead of using my browser, well “because a growing list of my friends are using it!”
There are a number of outstanding reasons as to why direct marketing is still the best sales model though.
Delegation of the marketing and advertising costs
Whether or not there would be some kind of joining fee to become a sales agent/affiliate of a certain product or service which is sold via the multi-level marketing / direct marketing model, the costs for the marketing campaign are shared between the vendor and the affiliates. As the sales agent you would either pay for some marketing material and pay for the advertising campaigns you’re going to put into place in order to try and get the sales, or it’s going to cost YOU in some way to go out there and try and get sales.
It’s not a bad thing at all because then it means the vendor can concentrate on further developing and refining their core offering so that you have something of real quality to sell as the agent.
Delegation of the sales offers
In the same way that the marketing budget is shared between the vendor and their sales agents, direct marketing is highly effective because the actual extension of the sales offers is delegated to the agents. The agents make the offers and naturally they have more opportunities to extend these offers as compared to what the vendor would be able to achieve alone.
It’s highly targeted
Lastly, direct marketing is highly targeted in that usually it is someone of a very similar demographic to that of the people they’re extending the sales offer to who is selling to them. They are in the same boat, so to say, so it hardly gets more targeted than that.
Author: Oliver Curtis
Hi there. I’m Oliver. I’m just a young boy from the outskirts of… Okay, that’s a lie, I’m not a young boy anymore, although I certainly feel that way at heart.