• The Business plan
• Marketing and Sales Planning
  • Marketing Strategy
  • Lincolnshire Research Observatory
  • Marketing Plan
    • Analysis for your marketing plan
    • The Four and Seven Ps
    • Developing a Pricing Strategy
    • What else should be in the marketing plan?
  • Forecasting and planning your Sales
    • New Businesses
    • Creating a sales plan
  • Selling and Advertising
    • Advertising
    • Direct Marketing
    • Trade Shows and Exhibitions
  • Selling to the Public Sector
  • Looking after your Customer
    • Use customer care to increase sales
    • How to deal with customer complaints
  • Marketing Articles
    • Does your sales approach close more doors than it opens?
    • How do I determine my marketing budget?
    • Making an exhibition of yourself
    • Marketing in the credit crunch
    • Why might your competitors be doing better than you?
• Financial Planning
• Complying with the law
• Employing for the first time
• Business Rates
• Support Schemes
• Young Traders
• Top Tips

Direct Marketing

There are lots of ways to market your business and more can be found on the Business Link national site (see related links), however it is worth pointing out a few legal issues.

Direct marketing is any unsolicited contact your business makes with existing or potential customers in order to generate sales or raise awareness.

For many businesses, it's by far the most cost-effective form of marketing. From direct mail and leaflet drops to telemarketing and email marketing, it allows you to target customers with greater accuracy than any other method.

However, careful preparation of direct-marketing campaigns is essential if you are to make the most of your investment, get the response rates you want and ensure you do not contact individuals who have decided they do not want to receive direct marketing mailings.

If you are gathering, storing or using information about customers, potential customers or suppliers, you must comply with the Data Protection Act 1998. 

Before you communicate by telephone or fax telephone, if you do not already have permission, you should check if they are registered with TPS or FPS. 

Have a look at the guide to privacy and data protection in marketing on the Business Link website .

Before sending unsolicited marketing emails check you understand the Regulations on electronic communications.  See the guide to email marketing on the Business Link website.