Yet again, so much money wasted through paying these creative people to draw pretty pictures. For the record, I am not saying design isn't important. Of course, designing the look of your business is important. In the example above I'm making the point that a lot of money had been spent on creating the brand, but nothing had been done to identify the target market and craft a compelling message to create a customer.
So, What's The Difference Between Direct email list Response Marketing and Institutional Marketing? Simply put, direct response marketing crafts the message you wish to convey to your target market or existing customer. And, there is some form of response mechanism within the piece i.e. letter, advert, flyer, calling for specific action by the reader.
A marketing letter may ask the reader to pick up the phone and quote a specific code in the letter to get the special offer. In other words, using this form of marketing allows you to accurately measure your results from a campaign. You can't do that with institutional marketing. The classic business phrase "if you can measure it, you can manage it" really sums up the power of direct response marketing. In a nutshell, unless you have money to burn, you should only be running direct response marketing campaigns to drive your sales.