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Marketing direct to the prospect can be a superb, measureable and targeted strategy. However, it is also a common strategy. That is, there exists an incredible amount of clutter.
The key to success with this proven strategy is a combination of innovative tactics to cut through the clutter and utilizing emerging technology to personalize the communication and precicely measure the response and follow-up for your next direct mail campaign.
JDM has loads of experience in this. From dimentional mailers to post cards, JDM has the expertise, the technology and the partnerships to make it happen—on time and on budget.
Typical (non-traditional) direct mailers include:
- Doorhangers with detatchable business cards
- Great for B2C neighborhood targeting marketing products and services with a low average selling price
- Dimensional Mailers
- Mailers of strange proportions, unusual weight or texture that are sure to stand out from the clutter and generate a response.
- Post Cards
- Excellent if you only get 3 seconds to get your message across
- No need to open an envolope or unwrap a package
- BRM Mailers
- Business Reply Mailers (BRM) are great to follow the first law of marketing sales support: "Don't make it difficult for your customers to give you money."
Direct mail is sure to create a positive return on your marketing investment when it's coupled with emerging technologies like variable data printing, digital printing, email, and dynamic landing pages. It's also important to remember the priorities for successful direct marketing campaigns. We call it "LOC" (pronounced, "LOCK"). |
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Get a "LOC" on Direct Mail Marketing
Successful direct mail marketing begins with a few priorities. They are "List", "Offer", "Creative" and they are in that order.
List
Most important part of any direct mail campaign is the list. This is the "direct" in direct mail. If you're sending your message directly to the wrong audience, what's the point. Don't just buy a list of zip codes if your business is not regionally-focused. Don't purchase a list at all at first—rent one. We are generally weary of list brokers. Consider purchasing/renting a portion of a publication or event list. These lists are usually opt-in.
The list is the single most important part of any direct marketing activity Don't even begin to think about possible promotions or creative design until you've locked down your list. Even the world's best offer and creative will fail if it's sent to all the wrong people.
Offer
Once you've nailed down the list, the next step is developing a relevant, aggressive incentive or offer for taking some action. "Call today" is neither incentive-based nor much of a call-to-action. Ask yourself, "why should they call today?" It's human to act on something with an incentive.
Creative
Traditionally, people think about list, offer, creative in exactly the opposite order. However this is certain failure. Creative should speak to a specific audience, promoting a relevant and action-provoking offer. That's it. Non-traditional print sizes. Attention getting design or headlines are also great, but don't let yourself get carried away with creative. Remember the list and the offer and the creative will flow from there.
Contact JDM regarding Direct mail marketing for more information.
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