Believe it or not, there are people out there that may be interested in your product or service. Are you targeting the right prospects? To improve your response rates, you must target an audience. This also aids in keeping your expenses down for a direct mail marketing campaign.
Does your piece stand out? People live cluttered lives thanks to numerous media outlets. Don't take a chance of your mail piece getting lost in a pile of junk mail. Your piece should stand out, grab the prospects attention, and use some sort of hook to draw people in.
Does your target audience care about your company or do they care about what you can do for them? Your prospects care about what you can do for them. In your direct mail marketing campaign, tell people how the features of your product will benefit them. A direct mail campaign is about your consumer and their needs.
Many companies alienate their prospects by using industry-specific jargon. In your direct mail campaign, it's crucial that you research what language the average consumer is using to describe your product, industry, or service. Then you can join the conversation on their terms and increase your chance of them hearing your message.
As stated earlier, we live in a cluttered world. Prospects will need to view a message multiple times before they're likely to do business with a company. If you forget about your prospect, they will forget about you! Make yourself consistent by keeping your company name in the forefront of their mind. The next time that they see your mail, they're more likely to engage with it. Another key factor in your marketing is to use multiple strategies. Not everyone responds to specific marketing strategies. Some people are very receptive to direct mail while others prefer email marketing or social media. Use direct mail marketing in combination with other marketing techniques to ensure that prospects engage with your company however they feel the most comfortable.
One of the easiest ways to encourage consumers to engage with your direct mail is by including a Personalized URL (PURL) on mail pieces. A PURL is a "custom micro website created specifically for the recipient of a particular direct mail piece. Not only does each recipient have a unique URL, but the landing page will greet that recipient by name!"
Think about what you want to do differently in your next marketing campaign. Visualize what you want to accomplish from your campaign. There are numerous high quality products and businesses that fail due to poor marketing. Don't let your business or product be one of them! Think of some of the low quality products that succeed because of their marketing. McDonald's is not known for their gourmet burgers and steak fries. They're known for their offers, catchy promotions, and low prices. And they've got $24 billion in revenue to prove it. Anyone knows that Pizza Hut is not the best, gourmet pizza in your town. There's always that one hole-in-the-wall, mom-and-pop pizza shop that knows your order before you even walk in. Pizza Hut is successful because they focus on their marketing and view themselves as a marketing business - NOT a pizza business.
We want to know: Pizza Hut and McDonalds are just two example of businesses that have succeeded because of their marketing, not necessarily their products. Can you name any others?
Many companies alienate their prospects by using industry-specific jargon. In your direct mail campaign, it's crucial that you research what language the average consumer is using to describe your product, industry, or service. Then you can join the conversation on their terms and increase your chance of them hearing your message. As stated earlier, we live in a cluttered world. Prospects will need to view a message multiple times before they're likely to do business with a company. If you forget about your prospect, they will forget about you! Make yourself consistent by keeping your company name in the forefront of their mind. The next time that they see your mail, they're more likely to engage with it. Another key factor in your marketing is to use multiple strategies. Not everyone responds to specific marketing strategies. Some people are very receptive to direct mail while others prefer email marketing or social media. Use direct mail marketing in combination with other marketing techniques to ensure that prospects engage with your company however they feel the most comfortable.
We want to know: Pizza Hut and McDonalds are just two example of businesses that have succeeded because of their marketing, not necessarily their products. Can you name any others?
