There are two types of direct marketing: FAB direct marketing; and Classic direct marketing. Both types are being used by business-to-business and business-to-consumer marketers today. What's the difference and when should you use them?
Two Types of Direct Marketing
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FAB Direct Marketing
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Classic Direct Marketing
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What's the difference?
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- Copy is features, advantages, benefits driven (FAB)
- Copy platform focuses on company and its products.
- DM art ties in with overall company advertising and image standards.
- Assumes that the product is so good that it will sell itself and doesn't need to be pushed.
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- Copy is offer- deal driven.
- Copy focuses on the recipient.
- Benefits and features are the reason to take advantage of the offer.
- Key drivers are recipient's emotions - greed, fear, guilt, anger, exclusivity and salvation.
- Art direction is purposefully interruptive and intrusive.
- Underling assumption - product must be sold, and hard.
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When to use it?
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- When you're established and have credibility with your target audience.
- When you're selling a new product.
- Product w/ feature superiority.
- Major product upgrade.
- Truly high-tech product.
- Considered purchase based on specifications and price.
- Product solves major problem.
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- When you are trying to establish your place in the market.
- When you're selling a mature product.
- Feature parity w/ the competition.
- Minor upgrade.
- Product has become a mass market product.
- Product is bought on impulse.
- Product is nice, but not necessary.
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