Things to do and not to do on a direct-mail campaign..
1.) First off, the reason most mailing campaigns fail is because the the business owner and his pulling the plug before has a chance to be successful. Has been estimated many times that a person must see you’re at least four times before they even contemplate on purchasing from you.
I’ve said this before, and some of the articles I’ve posted that direct marketing works a lot like brainwashing. Every person I’ve ever talked to for as long as I can remember told me that appetizing works to frequency clients have to see a product again and again and to the repetition. You’re able to create sales.
2.) One thing that a lot of people fail to do in marketing campaigns is to create some type of form of testing and measuring the results of that advertisement. As I mentioned before, I’m working with the business coach presently for my businesses, and she was working with a client or spending roughly $18,000 a month in print ads. Should mention to this gentleman if he is ever done a test and measuring to find out what his actual return is on his investment. He replied that he had not ever tested. The actual ad, but he wished pretty sure that was working fairly well. Needless to say they came up with a practical way of creating some type of value within that had that will have people call it his business to take advantage of that or for. What they found was disturbing to say the least. They found that he was spending $18,000 a month for last three years. And apparently the publication’s readers were not interested in what he had to offer. This is you could imagine was very disturbing to her client. That’s what I tell people on a regular basis that I run into is make sure that your testing and measuring your direct-mail campaigns. All of your print ads in your various different magazines and publications. Even if you doing TV commercials to me it’s very important to create some type of value to the viewers of that as well.
3.) I have tried to send out various different postcards, as well as letters folded down into an envelope. And it seems to me when I create an actual value. People generally call. I created an ad sometime back and read in one of these local free newspapers. It was funny because in that newspaper. I advertise a lot of different prices. The one price that people seem to really chime in on was 5000 full color business cards starting as low as $99. Looking back at it now. What I would’ve done is to just do one ad, 6″ x 9″ strictly promoting 5000 full color business cards for only $99. He is a would end up happening as a result of this marketing and what happens in most marketing ads. People would come into our office with the intention of purchasing 5000 full color business cards for $99. Bowl would end up happening is they would come in and purchase those business cards for $99 and then end up spending a heck of a lot more than that to very stiff and products that they need to go with those business cards I remember a client came in one day for the business card special. What ended up happening was by the time they left the office that day than is spending $5,000. Obviously was worth it to do a special like that because the end result was. People actually in the purchasing things from us.
4.) These are important methods to think about the next time that you’re coming up with a marketing campaign.
Whether it’s a full-color brochure, full-color rack card for mailing purposes, full color postcards for direct mailing, or full-color flyer to do hand-to-hand distribution within the conference center. Make sure you have a strong call to action.