Direct Mail Tips
In this day of age with social media, tv, radio, print, advertising has become so crowded and noisy. It’s getting harder and harder to stand out. The one thing that we learned over the years is that NOT one thing works but a combination of things does. Here at ProValue Media we love digital, because its fast and on that same token: it’s also gone, just as fast. When it comes to print, ” it lasts!” People still love to receive postcards with a great design and save on incredible offers. What we suggest is nice blend of both. This year add direct mail to your marketing mix by re-enforcing your marketing message. Here are a few tips to make your next direct mail campaign a success.
1. Target Audience.
Before you get excited and start going crazy on what to put on your postcard. Decide who is your audience? Is it a business owner, father, mother or a younger demographic. Next you can refine that list by zip code, families, business industries, employee size, etc.
2. The Design.
Simple and easy to read. As business owners we try to get our bucks worth by overloading your postcard with every service and detail to maximize all the space on the postcard. The reality, people are lazy and no one is going to ready. Stick to the bullet points. Go bold with one image to draw your customers in. and don’t forget “ a call to action”, which brings me to the next thing.
3. The Offer.
Now a days, a 10% off just doesn’t cut it. Bogos or buy one get free have worked famously. You don’t have to give away the farm but sometimes it pays off to get creative. And last but not least and expiration date. It’s a crucial to create a sense of urgency. You want people clicking, phones ringing, customers walking in sooner rather than later. You don’t want to set a date not too far out. Depending on your product or service it can vary from 2-12 weeks.
4. Timing. Have you ever noticed that department stores like Walmart and target always have their Christmas items out by late October. Halloween is not even over and we see the isles loaded with red and green everywhere. You say to yourself “Halloween is still a week away”. Plan ahead and look at a calendar. Note all the big holidays that your business would benefit, or some cases avoid.
5. Consistency or frequency. As with all advertising, sometimes people need to see your ads 7 times or more. If your budget allows, mail to the same audience a couple times. Create multiple touch points. Try emailing your customers a special offer followed up with a print reminder even better a personal invite. That extra touch goes a long a way. It serves as an extra reminder to use your offer.
Last, but not least test, measure and repeat. Sometimes, you offer is great, but your timing or audience is off. If you need help with who, when and what to mail out. Try giving us a call for a Free consultation on how to better your direct mail campaigns.