Madonna’s Material World aside, there’s no doubt we are living in a virtual world. It’s the place where we keep our friends, where we post what we’re eating and drinking, and show off our sunset vacation pics.
And since the commercialization of social media made it the must-spend commodity for businesses capitalizing on targeted groupings by swooping and conquering market sectors, is it possible to add some “tangibility” into a contemporary digital marketing strategy? Dare I say direct mail?
No, you needn’t settle in for a lecture about “doing it old school” and why you should mail a bunch of postcards cause no one else is doing it and you can stand out…blahbedity, blah, blah. (Well, maybe a little.) But do get that bulk postage permit and do it; just do it different.
Don’t Do This
Look at us! Look at us! That shiny card full of stereotypical stock images with the teaser copy about how wonderful you are — lose it. Marketing is not about you, it’s about them. Give them something that means something. You can still subtly brand the piece and certainly the means by which your company can be contacted for more info or for an order to be placed, but sending items with a high perceived value make this effort worthwhile.
Shake it Up with Some Direct Mail Alternatives
First take the time to do an assessment of where your business is coming from – are your new clients being referred from existing ones? Do you know who your Top 100 contacts are? Who are your raving fans?
Create that list and select four times a year that you reach out and show them your appreciation. If they’ve referred someone lately, it’s a thank you in additional to that hand-written note of gratitude or lunch date you’ve already scheduled. If they haven’t referred a new client lately, it’s a reminder that you are grateful, still very much in business, and ready to impress the hell outta your next new client.
Make it useful, show some dimension.
- Mail seeds for spring
- Magnets that offer 20% discounts on every service visit; that way your info stays on their frig and handy for those essential referrals
- Flat mobile holders that fold for mailing and travel that serve as a cell phone stand
- Or perhaps the classic, lightweight mouse, or charging pad
- There are thousands of pieces that can be sent that relate to your goods/service
Who, What, and Why?
If you’re looking to cultivate new clients by direct mail marketing, it’s an obscene waste of money to print (5000) 4×6 cards and blanket mail them until you’ve exhausted the supply. Everyone is not your client. Get ahold of yourself.
You therefore must turn your attention to refining that mailing list – an analytical science in itself – but thoughtful consideration of what you have to offer and who needs to hear about it is the stone cold deal.
It’s only “snail mail” if you think of it that way. It’s actually a frontier – one full of juicy demographic data. So:
- Find your market
- Understand their needs
- Build a dynamic campaign full of unexpected nuance
- Factor in timeframes for design and printing
- Get those delivery dates nailed down
- Get out there
You just need a plan, man. And the recipient, a mail box.
I like your tip to use direct mail alternatives. Sending something that someone can use is a nice gesture as well as a great way to give customers a tangible representation of your business. Whatever gets sent through your mailing service will be a great messenger for your business. Great tips!