If your business is eager to try new ways to reach customers, search the myriad of direct marketing information resources. Direct marketing takes many forms today, such as direct mail campaigns, e-mail blasts and promotional item giveaways. All have the same purpose, to get your company's message to potential customers. Direct marketing resources can guide you to the creative folks that can make that happen.

As your business plans its marketing campaign, collect as much direct marketing information as you can. This should include direct marketing research to help you gauge ROI (return on investment) and direct marketing references for leaders in the field. As your company utilizes direct marketing information resources, keep the following things in mind:

1. Direct marketing industry information is time sensitive. What was a big splash yesterday can be an expensive bust today.

2. Information about direct marketing will include several different specialties, from creative artists to mail houses.

3. It's a good idea to verify direct marketing references. Companies go in and out of vogue quickly.

Action Steps
The best contacts and resources to help you get it done

Find the latest direct marketing reference materials online

You can find up-to-date resources for direct marketing on the Internet. Search directories of direct marketing businesses by specialty as well as general information on direct marketing. Prepare a rough idea of your campaign before you check direct marketing resources so you look in the right places.

I recommend: Find the direct marketer to suit your needs at Elance or Direct Marketing Research. Both sites allow you to search for marketers by several parameters including specialty and location.

Use direct marketing events as resources for direct marketing information

To fully prepare your business for a large-scale direct marketing campaign it is wise to educate yourself and your employees on the basics. Attending direct marketing events is one of the best ways to obtain the latest direct marketing information. If attending an event isn't convenient or is too expensive, you can also organize a seminar at your place of business.

I recommend: The Direct Marketing Association allows you to search its events by date, location and specialty. Or, hire a specialist from Direct Marketing Speakers to conduct a seminar at your company.

Buy industry books and reports to use as handy direct marketing information resources

When you need to have direct marketing resources at your disposal in the office and on the go, get your hands on the most up-to-date industry publications.

I recommend: Target Marketing has a wide selection of direct marketing publications available for purchase, some with the option of immediate download. The DMA Bookstore offers many top industry-related books as well as important research reports.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Consider becoming a member of industry organizations such as The Direct Marketing Association to gain access to a wide range of resources and receive discounts on books, reports and many other industry products and services.