Marketing 101: Target Your Direct Mail Campaign
Posted on July 17th, 2008
Sometimes old school is the way to go. When we talk about advertising on this blog, the first thought that pops in the minds of many readers is online advertising. They think of Google AdSense, banner ads, and other marketing materials that show up on the various websites on the Internet. Maybe you think about newspaper spots and television commercials too.
Along the way, many companies neglect one of the oldest styles of advertising: direct mail. To many people, direct mail campaigns are no different than junk mail. We’ve all received countless pamphlets and other piece of mail that are meant solely to advertise a product or service to us. Perhaps you’ve received a direct mailing around election time from a particular candidate.
There has to be something about direct mail that has allowed it to survive all these years. Before you consider adding direct mail to your overall marketing plan, you will want to make some preparations. First, it is important to hire a good copywriter to produce the most effective text possible. Next, you will want to look toward a good typesetter or graphic designer to assist you with the layout. Good words won’t go far if the format is not appealing.
The most important element of all is distribution. Blanketing the entire city with your pamphlet is not going to be cost-effective. Instead, look into targeted mailing lists from customers that are more likely to convert. This is why so many retailers ask for your postal code at time of purchase. By compiling the demographics of their clientele, they are better able to understand which neighborhoods they should be targeting. Otherwise, it’s just a waste of money.
Shout out to Etienne Teo for the inspiration for this post.
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Related Topics:
Marketing 101: Effective Email MarketingMarketing 101: Are You Deceptive?Marketing 101: The Art of the TeaserMarketing 101: Bell’s “Er” CampaignMarketing 101: Competing for No Competition
2 Comments
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Interesting post — I agree that we shouldn’t forget about “old school” tactics. They do work. The problem is, their effectiveness is fading. Direct mail is no worse than others, but we should remember that it’s a long way from the mailbox to your audience.
I posted on that awhile back: http://underdogeffect.typepad.com/index/2008/05/the-long-trip-f.html
Keep up the good work!
-Jeff
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