{"id":887,"date":"2011-07-21T13:39:35","date_gmt":"2011-07-21T12:39:35","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=887"},"modified":"2019-06-10T21:22:37","modified_gmt":"2019-06-10T20:22:37","slug":"door-drop-marketing","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/de\/business-marketing\/door-drop-marketing\/","title":{"rendered":"Lassen Sie die T\u00fcrklinken nicht fallen - der Wert von gedrucktem Direktmarketing"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nHallo zum digitalen Marketing zu sagen bedeutet, sich vom gedruckten Direktmarketing zu verabschieden, oder?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-21892\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2011\/07\/door-drops-poster.png\" alt=\"Kopfzeilenbild f\u00fcr den Blogbeitrag Door Drop\" width=\"600\" height=\"900\" \/><\/p>\n<p>Falsch. Zumindest nicht, wenn es nach der Royal Mail geht, deren neuer interaktiver Postdienst (genau genommen <a href=\"https:\/\/www.royalmail.com\/business\/services\/sending\/specialist-services\/door-to-door\">Direktmarketing von T\u00fcr zu T\u00fcr<\/a> gedruckte Kampagnen, die mit dem Cyberspace verkn\u00fcpft werden k\u00f6nnen!) erweist sich als \u00fcberraschend erfolgreich in einer Zeit, in der andere Marketingmedien wie E-Mail-Marketing und mobiles Marketing usw. in Mode zu sein scheinen.<\/p>\n<p>Aber da es im Interesse der Royal Mail liegt, f\u00fcr ihren neuen interaktiven Dienst zu werben, w\u00fcrden sie das doch sagen, oder?<\/p>\n<p>Nun, ja, aber die Erfolgsquoten von Direktmarketing-Kampagnen (gemeinhin als \"DM-Kampagnen\" bezeichnet), die von allen m\u00f6glichen britischen Unternehmen gestartet, verwaltet, verfolgt und anschlie\u00dfend \u00fcberpr\u00fcft werden, machen DM zu einer Taktik, die kein Unternehmen ignorieren sollte.<\/p>\n<p>Es ist wirklich ein Fehler, gedruckte DM-Kampagnen als \"getrennt\" von Online-Kampagnen zu betrachten. Warum? Weil jetzt mit einem einzigen Scan des Smartphones, Ihr <a title=\"Gedruckte Flugbl\u00e4tter\" href=\"https:\/\/www.solopress.com\/blog\/de\/flugblatter-prospekte\/\">Flugblatt,<\/a>\u00a0<a href=\"https:\/\/www.solopress.com\/blog\/de\/geschaftsdrucksachen\/envelopes\/\">Briefumschlag<\/a>, ein dickes Paket oder eine andere Art von Mailer kann Ihre Kunden noch weiter bringen - direkt ins Herz Ihres Webspace und dar\u00fcber hinaus...<\/p>\n<p>Die Erfolgsquote von DM-Kampagnen kann nat\u00fcrlich von einer Reihe von Faktoren abh\u00e4ngen. Oberste Priorit\u00e4t bei der Planung, Durchf\u00fchrung und Nachverfolgung einer DM-Kampagne ist jedoch zweifellos, dass die Informationen, die Sie an Ihre potenziellen Kunden senden, n\u00fctzlich sind. Versuchen Sie au\u00dferdem, die Informationen \u00fcber Ihre Produkte oder Dienstleistungen anders zu formulieren als Ihre Konkurrenten und die Informationen anders zu pr\u00e4sentieren.<\/p>\n<p>Indem Sie Ihren Umschlag attraktiv gestalten und dem Adressaten einen Vorgeschmack auf das darin enthaltene Sonderangebot geben, k\u00f6nnen Sie Ihre typische Antwortquote auf etwa 3% - 4% erh\u00f6hen (gegen\u00fcber 1% - 2% Antwortquote, die ein schlichter wei\u00dfer C4-Umschlag mit roter Gesch\u00e4ftsfrankatur, der einen Brief und ein paar Brosch\u00fcren enth\u00e4lt, normalerweise erzielt).<\/p>\n<p>Wenn Ihre Werbekampagne darauf abzielt, potenzielle Kunden in Scharen auf Ihre Website zu locken, dann sollten Sie vor dem Versand Ihres gedruckten Marketingmaterials eine aussagekr\u00e4ftige Landing Page einrichten, die auf deren Besuch wartet. (Wenn Sie es vorziehen, dass sie anrufen, wie w\u00e4re es, wenn Sie im Rahmen Ihrer Kampagne eine eigene Telefonleitung einrichten?)<\/p>\n<p>Die Landing Page Ihrer Website k\u00f6nnte Informationen \u00fcber Ihr neues Produkt, ein Anleitungsvideo, eine Funktion, mit der sich Kunden f\u00fcr Updates registrieren k\u00f6nnen, und sogar eine Feedback-Funktion enthalten.<\/p>\n<p>Das Thema Ihrer Landing Page sollte nat\u00fcrlich leicht erkennbar mit Ihrem gedruckten Material verkn\u00fcpft und \u00fcberzeugend geschrieben sein, um potenzielle Kunden zum Kauf zu ermutigen, was uns zu den Aufforderungen zum Handeln bringt...<\/p>\n<p>Gedrucktes und Online-Direktmarketing ohne Handlungsaufforderung ist ein bisschen wie ein Witz ohne Pointe oder ein Thriller ohne H\u00f6hepunkt - alles lief so gut, bis zum Ende, als das Publikum feststellte, dass es nichts hatte, worauf es reagieren konnte, und der ganze Aufbau eigentlich reine Zeitverschwendung war. F\u00fcgen Sie also unbedingt eine Handlungsaufforderung in Ihr DM ein, die die Leute dazu bringt, zu reagieren, oder besser gesagt, zu HANDELN: Sie anzurufen, Ihnen eine E-Mail zu schicken, JETZT eine Bestellung f\u00fcr ein zeitlich begrenztes Angebot aufzugeben, \"bevor es jemand anderes tut\", \"bevor die Zeit abl\u00e4uft\", \"bevor die Lagerbest\u00e4nde versiegen\", bevor das Produkt oder die Dienstleistung, die Sie verkaufen, \"am kommenden Freitag um Mitternacht zum vollen Preis zur\u00fcckgeht, wenn der Mond (und das Auftragsbuch) voll sein wird!\"<\/p>\n<p>Capice?<!--\/codes_iframe--><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":13,"featured_media":21892,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-887","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Value and Benefits of Direct Marketing | Solopress<\/title>\n<meta name=\"description\" content=\"Printed and online Direct Marketing without a call-to-action is a bit like a joke without a punch- line, or a thriller without a climax.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/de\/business-marketing\/door-drop-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Value and Benefits of Direct Marketing | Solopress\" \/>\n<meta property=\"og:description\" content=\"Printed and online Direct Marketing without a call-to-action is a bit like a joke without a punch- line, or a thriller without a climax.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/de\/business-marketing\/door-drop-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2011-07-21T12:39:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-10T20:22:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2011\/07\/door-drops-poster.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Aron Priest\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aron Priest\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"3\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/door-drop-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/door-drop-marketing\\\/\"},\"author\":{\"name\":\"Aron Priest\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#\\\/schema\\\/person\\\/48b967ba047cb36781b5820a5bc366a2\"},\"headline\":\"Don\u2019t drop the door drops &#8211; 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