The power of direct mail, and why post is en vogue again
There are so many ways of reaching out to customers these days.
A few years ago, a start-up business would have a decent logo, a set of business cards and letterheads (and possibly a leaflet or brochure), get a nice website designed and sit back, feeling pretty smug that they'd got the 'marketing thing' done. These days of course, it's not so simple; the marketing mix of the modern day business consists of social media strategy, e-shots, video, SEO, guest-blogging and much, much more to capture the attention of today's time-poor consumer. And that's great; marketing has moved on as it should. But recently, there's been something of a kick-back against all of the marketing noise that we're exposed to on a daily basis - our inboxes are chokka with uninvited and unwelcome sales messages, we're bombarded with a constant stream of adverts online and we can't even log on to Facebook to see our friend's wedding photos without being deluged with marketing fluff. And therein lies the problem - the marketing messages which companies have carefully planned, crafted, and deliberated over have become no more than an annoyance. So much so that many of us just block them out - we don't even take any notice (here's a challenge for you - I bet last time you checked your twitter feed there were several sales-driven tweets in there. Can you remember what they were? No, thought not).
So, as these things do, marketing has gone full circle. Direct mail is enjoying somewhat of a moment right now - a fantastic targeted way to achieve great results from your marketing budget. It's quick, it's measurable and it gets noticed - particularly if it's personally addressed to the recipient.
Our recent Let's Get Growing promotion was sent out in the form of direct mail; we posted our clients a pack of Forget-Me-Not seeds along with an invitation to join us for a complimentary brainstorm session. We've had wonderful feedback so far, with the most frequent comment being that 'it's so lovely to receive something in the post' (one client told me it was 'lovely to receive something other than sales nonsense or a request from HM Revenue & Customs for money for a new tiara for the Queen'). There you have it. And that promotion just wouldn't have been as effective over email.
As with any promotion, you need to keep a keen eye on costs and ensure that you know what you need to generate in sales in order to pay for the promotion (we can always give you a hand with that) - and it's wise to use a mix of platforms to promote the same message. Direct mail is definitely a trend to watch out for - and you should be thinking of how you can take advantage of it. Need some ideas on how to make direct mail work for you? Give us a call and we'll show you how.
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