MASTERING THE ART OF DIRECT MAIL

While social media and search engine optimization dominate the marketplace for effective ways to build  your brand, don't forget, neglect or abandon your offline audience who still pine for the full-color personalized postcard, full of (tangible) money-saving coupons to decorate their countertop or desk until making a purchasing decision.  
So what factors are most important when planning and executing a direct mail campaign?


The receiver makes a decision within three seconds whether to keep or toss your communication during the initial skim of their mail.
Investing in a quality design and engaging copy with a clear call-to-action is the only way to make the first cut.

Choosing the right method to mail can mean big savings when it comes to postage.
While Every Door Direct Mail is designed to provide a reduced postage rate for local, route-specific mailings, if you are using an existing database bulk rates can vary greatly depending on the post office location and presort processing.  If you are not familiar with USPS mailing regulations, hire an experienced direct mail expert to secure the lowest postal rates and save you the reprint costs of a mis-sized or incorrectly indicia'd mailing piece.

Building a qualified database of targeted leads is key.
See our previous post on how to Optimize Your Audience for more tips to make the most of your advertising efforts with an effective list.

Don't forget about catering to your digital audience!
By providing an e-mail and web address, or including a QR code to send smartphone users to your website, all will provide easy access to more information about your products or services.  

Achieving desirable response rates does not happen overnight with the purchase of the "perfect" list or design; only through long-term testing and gauging of results do direct mail campaigns truly reach their full potential.  Stay tuned for more tips on how to build brand awareness through print media and direct mailing!

SOCIAL MEDIA & ONLINE REVIEWS = PEOPLE POWER

A Nielsen Study reported 92% of consumers trust recommendations from family and friends over all other advertising.  The power of a personal referral or testimonial can be a crucial factor when someone is making a purchasing decision.  So how do you get your clients telling the world how amazing your products, services or expertise are?


Social Media
Social media is the new word of mouth advertising.  With Facebook recently hitting one billion users, many of whom log in three to fourteen times every day, the "Like" and "Share" buttons are quickly becoming a brands best friend to reaching a larger audience.  Social media provides a more casual forum to share content more often with users who have already indicated interest in your business by joining or following your feed.    

Another distinct advantage Facebook has over many other social media platforms is the accessibility and ease of sharing from mobile devices, which continues to drive increasing numbers of users to "check-in" at local businesses when finding a minute of boredom, waiting in line, or walking the street... (excuse me!)


Online Reviews
Savvy consumers are investigating local businesses now more than ever through sites such as Yelp and Google+.   These are likely qualified leads about to make a purchasing decision based upon your previous customers experiences, and your last chance to convince them that your company is a reputable, accessible and superior alternative to the competition.

Incentives, online surveys and QR codes directing your customers to review sites are great low-cost ways to generate a wealth of positive online brand endorsement before you're scrambling to bury the one bad review that someone (inevitably) posts.


Just ask!
Write a letter to your top ten clients asking for a personal endorsement; ask customers at the end of each appointment or delivery if they would endorse your brand with an online review (having an iPad handy is a smart move in this situation).  You can also create a postcard or insert to be mailed out with each invoice or statement, directing customers on where to share their experiences on.  You can then feature these testimonials on your website, post to social media, and include on print media to tell everyone how great your company is- without having to say a word.



For reviews on my company, dream ink, click around our website to read a few:
dream ink Creative Page Review

Or click the link below to a few others on our Google+ page!
dream ink Google+ Page

Join our Facebook fans for exclusive deals and techniques not posted on our website!
dream ink Facebook Page

DIGITAL vs. OFFSET PRINTING

Being an educated print buyer can save your company big bucks in the advertising department.  

Thanks to advancements in digital technology, businesses have even more options to cost-effectively market their business with high-quality, full color print collateral.  The real dilemma is finding the right print shop or press to fit your specific needs, order frequency and deadline requirements.   

Here are a few pointers to help you determine the optimal print method for your company's purchasing habits and expectations:

Offset printing:

- Lower per piece cost as volume increases

- Better image quality

- Capable for printing on a wide range of materials from paper and cloth to metal and plastic

Digital printing:

- Eliminates costly plate/set-up charges 

- Quick turnaround

- Personalize each piece with variable data printing and image customization

Working with an experienced print purchaser or broker who has an extensive knowledge of press capabilities and competitively bids your project with several sources may be the most effective way to manage your purchasing compared to your local print shop, who may only quote for the options/equipment they have in-house.  If you have any questions regarding the best process to print your materials, feel free to e-mail the Dream Team who will help point you in the right direction!