The fist advantage of direct marketing that Edward Nash talks about in Chapter 2 of “Direct Marketing: Strategy, Planning, Execution,” is Concentration. Concentration is the term used to describe direct marketing’s ability to target a group of people who are in need of or who are interested in your product or service.
In his book, Nash gives an example to help illustrate this ability. According to Nash, “When General Electric wanted to promote its wide line of television sets and other video products, it turned to direct mail. Where general media would have spread a diluted message to a general audience, the direct mail campaign offered high-tech products with explanations of engineering excellence to lists of people who would understand and appreciate technological advantages…”
Unlike other forms of marketing that attempt to reach people by sending out a message through mass media, direct mail marketing allows you to focus on only those who are likely to have an interest in your product or service. Instead of wasting money, you have a much better chance of turning your marketing dollars into profits.