The challenge of a direct marketing company is to come up with new and innovative was to get a message across. This is the goals of direct marketing companies, because if you are directly marketing to your target audience in the same fashion, you marketing message soon losing some of its potency. When a marketing message isn’t as strong as it should be, it’s time for change. If change does not occur nothing productive would come from the situation and it would be a waste of marketing dollars. Direct marketing is way too productive to not have every aspect work in your favor.