No doubt, digital marketing, social media marketing and online platforms is the name the marketing game in 2013. Read DON’T BLAME THE ECONOMY, BLAME YOUR WEBSITE , WHAT IS INBOUND MARKETING? , YOUR WEBSITE IS YOUR VIRTUAL STOREFRONT , SAY WHAT? CONTENT IS KING ON YOUR WEBSITE
But what about an almost forgotten (by many local, regional, and niche companies) that’s been around for about 238 years called Direct Mail.
Direct mail is my favorite direct marketing tool to use besides e-mail marketing. Arguably, direct mail is a higher delivery rate than e-mail because incorrect addresses or names are a lot lower than an e-mail marketing bounce rate. To get an e-mail address wrong can happen a lot easier than a direct mail address because many people still collect e-mails off paper or a card, verbally relay it to a point of sale person in a loud store or restaurant, give false ones to avoid just saying “not interested” and many other frail reasons.
Direct mail is potentially your most cost efficient marketing vehicle on a cost-per-sale basis. The reason is that you can choose exactly who receives your advertising mailer. Additionally, you control timing, mailing size and cost…Direct mail also fits today’s lifestyles. Busy prospects can read direct mail whenever they like. There’s no sales pressure, no-hassle. In this relaxed setting, you can walk prospects through your entire sales presentation. (Marketing Without Money)
Our newest favorite, Marketing Without Money, is a book that works as a reference book for us marketing geeks, and is a great resource for those interested in some practical and effective marketing communications ideas. Here are some tips that we believe in and they reinforce when it comes to using this forgotten sales tool:
- Pick your targets carefully – at Magnus we say we should start with your current customers, even if it takes 2-3 months to compile that list. This is more valuable than renting or buying a COLD prospect list who’s never bought from you
- Pinpoint a Big Benefit– we agree that on your mail piece, talk about all of your competitive advantages but when it comes right down to it, you need to use one major key selling point to make a big splash and catch their attention. You may already be offering discounts or price deals and you don’t even know it – let us evaluate your competitors and help you craft that
- Ask for the sale – crazy, but they’re right. In person or in a promotional material, so many times do companies, businesses and organization forget to use a proper call to action or just include “buy now and here’s how”
We have many other great ideas for you – but you need to contact us (we’re “asking for the sale” here) and we’ll offer you the most creative, cost-effective and strategic direct mail marketing ideas!
