Normal
0

false
false
false

EN-US
X-NONE
X-NONE

MicrosoftInternetExplorer4

Many
small business owners know that direct marketing is one of the most cost
efficient methods of marketing to both new and existing customers.  It allows you to focus the postcard mailing
or other marketing materials directly to consumers who are part of your target
market, but on a large enough scale to make an impact on business.  The process of designing a mailing, having it
printed, developing a mailing list then mailing the postcards through your
local post office is a very time consuming task.  The best way to simplify the process is to go
through an online printer who will help you design, print, develop a mailing list,
and mail your postcard for the lowest postage rates. 

Money Well Spent

While at
first the total cost of this all-in-one service may seem high, it actually is
the most cost effective method.  Not only
is it time saving, but a printing company is able to provide you with a
targeted mailing list which you may not have had access to without a fee
otherwise.  A company which offers a
mailing service is sending out a large number of mailings which means they can offer
you the best shipping rates for your mailing.  And since time really is money when you are
juggling multiple tasks as the owner of a small business, mailing services are
priceless.   Also, all of this can be done right on your
computer from one of the numerous online companies which offer this
service.  This simplifies the process so
you can spend more time on other matters within your business and less time in
line at the post office.  To get the most
out of your mailing though, there are several key points to remember. 

Build the Correct
List

This is
where some people tend to panic, but if you take your time and put some thought
into what your target market truly is, you’ll be successful.  Narrowing down a list from an online source,
for example, is very simple if you understand the demographic that you think
you might have the best chance of turning into a customer beforehand.  If you’re operating a flower shop, it’s best
to target a female demographic above the age of 30.  If it’s a landscaping business, you’ll want
to first target homeowners within a certain area close to your home base. 

If you
aren’t sure which demographic to focus on, think of your main core of customers
and decide which categories they would best fit into, such as income levels,
gender, age, and location.  This will
give you a good starting point to narrow down your list.  Once you determine which audiences are most
successful, you can continue to market to them to keep on top of mind, while
expanding and testing into other areas and demographics.

There is
also this to consider:  sometimes a
failed direct marketing campaign can also be turned around and deemed a
success.  Don’t be afraid to test new
demographics from time to time because you may find an untapped market.  By finding out what works and what doesn’t,
you can better streamline your efforts to ensure that you’re only getting the
potential customers you really feel will give you the best chance to thrive.  Many companies that have mailing services
allow you to upload your own list or rent a list from them which has been
tailored to your demographics, and then send out your creative all from one
place.

Ensure
the Creative Is Effective

Here is
probably the single most important aspect of the direct mail campaign, since
it’s your actual postcard which will catch a customer’s eye and bring them to
your company.  The standout nature of
your postcard or brochure can’t be understated, or it will get lost with all
the other mail consumers receive.  Not
only does it have to be noticeable and bold in terms of color, text, and appeal
but it also has to have a clear call to action, and an offer that the potential
customer will act upon.

Sending
out a direct mail campaign without an effective offer conveyed in a clear, bold
manner, turn out to be nothing short of a waste of time and money.  Your call to action should tie directly to
the product or service your company offers – for example a free estimate for a
company providing a service.

It’s
also important that the creative is unique, and clearly represents your company
brand. Uploading graphics and specifically your company logo also adds a nice
touch, and will hopefully start to generate brand awareness for your small
business.  The design and overall look
and feel are only bound by your own imagination.

Keep
It Going, Keep It Consistent

Most
consumers need to hear from a company multiple times before they buy. Build a
contact plan to make sure that customers see your message multiple times –
focusing on the time of year when they are most likely to use your products.
This will make it more likely that you are in their consideration set when they
are ready to make a purchase.

In order
to make these multiple mailings truly effective, remember to track your results
and test different options.  Testing is
every direct marketer’s best weapon because it lets you determine what works
and what doesn’t so you can learn for the next campaign.  In fact, every direct marketer should learn
from every single mailing so each consecutive one becomes more successful.

Testing
doesn’t have to be difficult, or extensive. 
Start by testing different audiences to see who the right target is for
your product or service. Once you have a good list to work with, test an offer
to see if a discount works better than a free product offer. Then, test the
format of the piece to determine, for example, if envelopes work better than
self mailers.  Once you’ve tested for the
most effective, most reliable kinds of marketing programs, no matter how small,
you can continue to roll them out time after time, stay on top of mind, and
continue to generate business.