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Start using Direct Mail to build your Brand
Identity
Looking for a simple yet effective,
cost-efficient marketing tool for your small
business? Why not consider a Direct Mail Campaign?
Direct
Mail can be used for a variety of functions...
- as
an invitation to a sale or special event
- to
celebrate an anniversary
- to
announce a new product or service
- to
recognize a new employee
...
and is unique in that it allows you to control
the specific direction, timing and frequency
of your message while taking on different
forms and sizes.
For
example, select the option that best complements
your message...
- letter
- sell
sheet
- letter
with coupon
- flyer
- post
card
- brochure
Remember,
you don't have to spend a fortune on dazzling
designs and flowery copy to create a winning
campaign. However, you MUST ensure your creative
and copy are consistent with your BRAND IDENTITY!
If you need help building your Brand Identity,
look for our white paper called "What's
your Brand?".
This brings us to the message you wish to
convey to your prospect or customer. Simple
and effective works best, clearly stating
the benefits you offer. Also, remember to
enclose a reply card (or response information)
so that your prospective customer knows how
to reach you. If you are able to include an
incentive or discount, so much the better!
Next
on our list is... your list.
In
a Direct Mail Campaign, a mailing list is
not just a way of reaching your market, it
is your market. Selecting and testing the
right list is one of the most important decisions
you'll make. You may wish to begin with your
current customer base - your "house list"
-which includes all previous prospects and
clients. It is a great place to begin to advertise
promotions and encourage repeat business.
(To attract new customers, an "external
list" may be purchased or rented, but
keep in mind that your house list can pull
double the response of an external list.)
Also, consider partnering with other mailers
in your community or business network.
Ever
heard the saying "Timing is everything!"?
With
a direct mail campaign you can plan your mailing
to arrive at the right time of the year...
month... and week. The cost of mailing your
package can vary with size, volume and the
method you choose. If your budget is restricted,
perhaps targeting a specific geographic area
with an unaddressed mailer would be a viable
solution.
As you begin to experience response from your
readers, be certain to record the numbers
and from where they came. This information
will be of tremendous help in future campaigns.
And remember, if you are promoting a sale,
be sure to have enough product available and
enough staff to handle the demand.
As a final thought, if Direct Mail is something
you think you would like to try for your business,
look for advice from other companies with
years of experience marketing in this manner.
NEBS
DELUXEPINPOINT
has Canada's largest design team ready to
help you Build your Brand with Direct Mail!
Other
Articles:
Positioning
Funnel
Promo
Products: Using Promo Products to Attract
and Keep Customers
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