When is targeted marketing useful?

Here's a detailed description of how to carry out a low-cost targeted marketing campaign, using telephone selling and direct mail. The end result is to get sales appointments to gain new customers.

Further help on this topic...

You'll find further help on this topic, or closely related issues, in the side columns on this page..

When can this targeted marketing approach be used?

This particular approach works when:

• You are selling into one market sector or into a wide number of sectors (a 'market sector' is best defined here as a particular industry or type of business).
• You are selling to businesses (B2B) rather than to retail consumers.
• You are prepared to experiment a little, trying different approaches.
• Your expected average order size is at least GBP 200 (USD 300)
• You don't mind using the telephone (or have got a volunteer to phone for you!) and you have got some way of sending out 20 - 50 letters per week (say, a simple mailmerge program on a word processor).
• You need new customers!

If all of these apply to you, then read on... Follow the seven steps

Previous page

Next page