Direct Marketing

Direct marketing is at the heart of how we do what we do for our clients every day. That is because we know that the direct marketing we practice is testable, measurable, adaptable, and personal.

Marketing General Incorporated’s direct marketing programs build strong one-to-one relationships between our clients and their members and prospective members. We do that through a mix of channel selections, creative designs, messaging, and offers.

The MGI Membership Lifecycle serves as the framework for the direct marketing membership programs we develop for our clients.

Each element in the Lifecycle’s five-step membership marketing model—Awareness, Recruitment, Engagement, Renewal, and Reinstatement—can stand alone and be treated as a single membership solution.

Yet, since each element in the Lifecycle is linked to the other four, it makes sense to combine all of the steps in a coordinated strategy that optimizes resources and return on investment. Marketing General Incorporated often assigns several direct marketing tools to each of the Lifecycle steps.

Direct advertising and the exchange of information for obtaining contact and opt-in from prospective members are brand builders and key elements in growing Awareness.

Direct mail’s ability to personalize and target messages means it frequently plays a central role in every stage of membership marketing, particularly Recruitment and Renewals.

Email supplements direct mail’s primary messaging with its great efficiency. Its strength lies in the embedded links that perform instant connections to microsites and websites for Awareness and Recruitment.

Teleselling can be a very personalized communicator and works well in Engagement and Renewal programs.

When these tools are used in coherent, integrated programs such as the Membership Lifecycle, direct marketing is the most powerful and successful way for membership organizations to generate and keep members.