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!

DIGITALLY SPEAKING

As the world consumes iPhones, iPads and iPods at a rapidly accelerating pace, it appears we are moving to a paperless society in which your product or service will be need to be advertised through magic screens and megapixels to maintain market share. Just don't go investing every penny of your marketing budget in online advertising just yet... and here's why:

Marketing should be a multi-pronged approach to reaching your audience.
Business cards have been used since the industrial revolution, while the phone and fax were essential tools to advertise and communicate for the past sixty years. As we enter the digital age, websites, QR codes and social media are enhancing methods of transmitting information and should complement, not replace, your current marketing efforts.

The majority of consumers are looking online to research products and compare pricing and are not yet completely comfortable making every purchase from their home computer.
While Applications such as Google Wallet are making it easier and more accessible to pay for purchases through your smartphone, people still have security concerns and limited access to the internet. Experts believe it will be another ten to fifteen years before buying habits shift more to the digital dollar than our traditional paper or plastic, which gives your business plenty of time to adapt.

Ad specialties and print media are tangible products.
One of the strongest senses for memory retention is touch; sending a personalized invitation is going to leave a more memorable impression than that online invite. There is still a very large percentage of consumers who have not joined the digital age, even more who still prefer the traditional tri-fold brochure and business card for their rolodex. (For anyone under thirty reading this blog, a rolodex is what people used before cell phones became your address book!)

No matter what medium your using to reach your audience, compelling and effective graphic design stands behind every ad campaign as the difference behind striking an emotional chord with your audience, or turning them off with outdated or cluttered design. Join us next time for tips on how to hire the right designer to develop your brand image!