Don't Gamble with Your Direct Mail Advertising ROI Possibilities
When charting out a campaign course, even little things must be readied, we have put together a basic list of the most common and seemingly trivial mistakes that have the power to change the outcome of any marketing pursuit:
- Be sure to research your business to business list, speak with a consultant to brainstorm the possibilities for your industry. The mailing list represents your market . A company can beef up a sales letter using the most applauded copywriter on Earth, they can put the offer on the highest grade bond cotton filled letterhead paper and they can have timing that creates it's own expectation; but if that same piece of direct mail marketing is sent out to the wrong market they can forget the pie chart of profit.
- Test, try out, put through the paces, pilot, evaluate, appraise. test test test, a small-scale prototype test: put to the test, experiment,; check, examine, assess, evaluate, appraise, analyze, scrutinize, study, probe, explore, sample; screen, do trials. It can't be said enough.
- New enterprises should have a marketing company go over any recent measures that apply to their demographic, no matter the size of the campaign or whether it is for a trial run or a flagship mailer. There must be an investigation to see what clicks with a prospective market.
- What about your message? If a clear call to action that will entice your business prospect to take action is not present, well, your just wasted a stamp my friend. Always make it clear as to what you want the to do, whether it is a trial, a call, or any other response type you can add to your mailer.
- Offering your product or service samples is next in importance to the mailing list in your company direct mail package. The offer must serve as proof that your company is successful over the fiercest competition. This is to mention all aspects that matter to any consumer such as the, quality, terms of payment, price and guarantees.
- Offers could also attract curious prospects that could be interested in your business. You can get personal information of those who show interest at a free demonstration, free is a magic word, free analysis, free samples or any other freebies you can think of will draw a crowd.
- Watch Out For Poor Direct Mail Advertising Copy. The reader is biased against the "junk" mail he or she may have had or heard about in the past. This leaves your company business mailer approximately a five second look to reverse the negative state of mind that would proceed to place all B2B mail (including sometimes just mail people throw out because they are not in the mood.).
- Give the executive a good reason to go on reading your letter, brochure or whatever printed material that your company carefully considered, created, paid for and mailed.
- Because your company cannot wait forever for the result of a advertising campaign, include a time limit like " offer ends May 31, 2009." Offers with time limits put the reader into action. Further, advertising material should ask the reader to act on your advertising message. Messages like "Order Now!" and "Buy Now!" should work to guide the reader to act.
- Poor or No Follow Up. Thi s is a big one, over 70% of the leads genereated by the fortune 1000 list in1999 admitedly were not followed up with properly. Have a follow up mail go out to those that did not yet respond. More importantly remember the reason for the campaign and act swiftly on every response that the mailer generates.
Many outside resources from conventions to the internet, help to explain the most effective way the utilize direct mail advertising. Better yet, ask a professional marketer and avoid the trial and error phases that can be so discouraging.
Call us today and take advantage of a free 15 minute consultation.
Learn More about Business Direct Mail Marketing:
B2B Mailers - Business To Business Mail Tutorials and Information - Use our Do it yourself Guide to increase Response.
Executive Mailers - An Advanced Business Mailers Page that discusses how to choose the contact at your business targets.
Targeted Business Mailers - More on the targeting abilities offered by direct mailers - Call us at 800-529-0927
Zip Code Mailers - Learn to choose the right audience by researching zip code demographics.
SIC Code Mailers - Learn How and Why The Standardized Industrial Code is used during mai marketing campaigns.
Small Business Mailers - Reach Smaller companies with your direct mail - Learn to identify companies by size and sales volume.