| The number of businesses using direct
| |
| | operation or series of operations
|
| mail marketing now compared to how many
| |
| | energetically pursued to accomplish a
|
| used this medium 10 to 15 years ago is
| |
| | purpose: an advertising campaign for a
|
| staggeringly higher. More and more
| |
| | new product; a candidate's political
|
| marketers understand its effectiveness
| |
| | campaign.intr.v. cam-paigned,
|
| and are on the bandwagon - especially
| |
| | cam-paign-ing, cam-paignsTo engage in an
|
| Mortgage Brokers.Years back the novelty
| |
| | operation planned to achieve a certain
|
| of receiving an advertisement in your
| |
| | goal: campaigned through the jungles of
|
| mailbox was such that any direct mail
| |
| | Vietnam; campaigned for human
|
| pieces were not only looked at but mulled
| |
| | rights.[French campagne, from Italian
|
| over. Not so anymore. The term 'junk
| |
| | campagna, field, military operation, from
|
| mail' was coined sometime since then and
| |
| | Late Latin camp nia, open country,
|
| I'm sure you've thrown out your fair
| |
| | battlefield, from Latin campus,
|
| share of unread pieces enough to
| |
| | field.]Definition number 2 above is the
|
| understand why. So, what can you do
| |
| | one we're using. But from studying the
|
| about it as a marketer? How can you
| |
| | entire definition along with the
|
| ensure you get the biggest bang for your
| |
| | derivation (the word origin) you can see
|
| direct mail dollar? Now more than ever,
| |
| | how all the definitions tie together.
|
| you have to understand how to put
| |
| | Campaigns for marketing are, in a
|
| together a direct mail piece. More than
| |
| | nutshell, a series of advertising steps
|
| ever you have to really target your
| |
| | including repeat mailings that are
|
| mailing to go to a specific market. And
| |
| | strategically planned so that there is
|
| more than ever you need to be patient and
| |
| | maximum benefit (more new customers) for
|
| learn how to campaign - because that is
| |
| | your business.Nota bene (that means "take
|
| the key to success. Don't get me wrong...
| |
| | note" in Latin - and I do mean take
|
| direct mail is not dead - and I don't see
| |
| | note): If you are not doing repeat
|
| it dying any time soon. It is still the
| |
| | mailings then you are flushing money down
|
| quintessential part of the largest
| |
| | toilet. Sorry, I know. The truth
|
| company's campaigns. Because it works.In
| |
| | sometimes hurts.Why is this true? One
|
| this article I will teach you some of
| |
| | mailing of one postcard once is barely
|
| these three topics:
| |
| | going to get anyone's attention for more
|
| - Designing a direct mail piece
| |
| | then the minute they see it. Think about
|
| - Targeting your specific market
| |
| | it. How many times have you seen the same
|
| - CampaigningA Great Design
| |
| | TV commercials over and over? A one shot
|
| Many people think that the quality of
| |
| | in the dark postcard mailing is not going
|
| any graphic design is determined by how
| |
| | to change your business, your bottom
|
| aesthetically pleasing it is: Although
| |
| | line, your life or your anything.So, if
|
| making the card look good is important,
| |
| | you are not up to confronting that you
|
| this couldn't be further from the truth.
| |
| | need to do a campaign then maybe you
|
| The only true measure of any design, at
| |
| | shouldn't be in business. And that may
|
| least commercially, is "How well does it
| |
| | sound harsh - it is harsh. It's a harsh
|
| pull?". By pull we mean what type of
| |
| | world. And I want you to succeed in
|
| response does it elicit? Does it pull in
| |
| | it.There is another reason. Credibility.
|
| calls, or pull people into the store? In
| |
| | In some cases people will hold onto your
|
| essence, does the design accomplish what
| |
| | postcard for a while. They can hold onto
|
| it set out to do?From this fact it is not
| |
| | your postcard for six months. They may
|
| a reach to come to the conclusion that
| |
| | even hold on to your card for three
|
| the merit of a graphic designer is based
| |
| | years. But in most cases they'll think
|
| on the performance of his or her designs.
| |
| | "Oh, I may need that some day" and then
|
| You may be able to put together the most
| |
| | while tidying up they'll throw it away.
|
| beautiful ad that the world has ever
| |
| | When you repeat your mailings to those
|
| seen, but if it doesn't make the phone
| |
| | same people and they see your image,
|
| ring it isn't worth the paper that it is
| |
| | logo, slogan, message over and over you
|
| printed on.You need to make designs that
| |
| | become credible to them. Your chances of
|
| are not only attractive but, more
| |
| | them responding just got greater. Repeat
|
| importantly, that get the response needed
| |
| | mailings cannot be repeated enough.To
|
| to turn a profit. You want to ensure
| |
| | give you an example, I call it the
|
| people see your ad and want your
| |
| | 'Trickle Down Effect':Say you send out
|
| services. In short, if the ad doesn't
| |
| | 5000 postcards.Out of that 5000, 150 hang
|
| make you any money, it's not a good ad.To
| |
| | onto your postcard.Out of that 5000, so
|
| BE or Not To BE
| |
| | many call the 1st week.Out of that 5000,
|
| Easy. Say there is a monkey loose in
| |
| | so many call the 2nd week.Out of that
|
| your office and you can't seem to get any
| |
| | 5000, so many call the next month.Out of
|
| work done. The only solution is to catch
| |
| | that 5000, so many call in 6 months.Out
|
| the little distraction and FedEx him back
| |
| | of that 5000, so many never call...There
|
| to the jungle that he came from.
| |
| | is a dwindling inflow from that first
|
| Question: How do you catch a monkey? You
| |
| | mailing and therefore can give a false
|
| have to get into his head, think like
| |
| | impression of what occurs from one
|
| him. You have to "BE" the monkey to find
| |
| | mailing. Someone sends out a postcard
|
| out what is going to bring him close
| |
| | and says, "I only got four responses from
|
| enough for you to catch him.Every
| |
| | my mailing!" But there is a whole
|
| potential customer is like the monkey.
| |
| | dynamic that is going on that is
|
| They are going to do whatever they want
| |
| | continuing from that one mailing way
|
| unless you can persuade them to listen to
| |
| | after the person who sent the mailing
|
| you. You have to get into their head,
| |
| | expects things to happen. Think about
|
| think like them, "BE" them. A monkey is a
| |
| | it. Do you jump at every single
|
| simple animal so you can probably get his
| |
| | advertisement that you get bombarded with
|
| attention with the stereotypical
| |
| | that you think is a good idea? If you
|
| banana.Human beings on the other hand are
| |
| | do, you are either a millionaire or
|
| extremely complex. Then you add in the
| |
| | broke. But most likely, you see some
|
| fact that the mailing list is targeted
| |
| | advertisement that catches your interest
|
| and it can get quite challenging. To help
| |
| | and say to yourself that you'd like to
|
| you answer the question of what you
| |
| | check that out some day. Then, you see
|
| should say in your ad, you should use
| |
| | it again and remember that you wanted to
|
| three things:- Reasoning
| |
| | check that out one day. And then, you
|
| - Experience
| |
| | see it again and this time you decide to
|
| - ResearchTake an unrelated subject to
| |
| | check it out.You want continuous and
|
| your own industry - sometimes it's better
| |
| | consistent growth. So what do you do?
|
| learn that way. Pick something. Say you
| |
| | Look at this scenario:What if,
|
| have an upscale Italian women's shoe
| |
| | You send out 5000 postcards one week and
|
| boutique. You want to appeal to women
| |
| | you have all that going on that I
|
| that like that sort of thing. Get in her
| |
| | mentioned above.You send out 5000 the
|
| head. What would make her want to buy
| |
| | next week and you have all that going on
|
| from you? Remember, she gets bombarded
| |
| | that I mentioned above.You send out 5000
|
| with advertisements every day. What can
| |
| | the next week and that dwindling flow
|
| you say that really draws her in? How
| |
| | chart is going on, on each one of those
|
| about "Tired of Wearing the Same Styles
| |
| | outflows.What is going to happen?
|
| as Everyone Else?" Have a graphic that
| |
| | Eventually it is going to snowball - it's
|
| supports the message - show a fantastic
| |
| | coming in from all different places!You
|
| pair of shoes or better yet a good
| |
| | are really putting your communication out
|
| looking woman with a great pair of shoes
| |
| | there consistently in a big way.And yes,
|
| on.Now pretend you are a family man or
| |
| | it costs a lot of money to do it. (Once
|
| woman with a household income of the $75k
| |
| | you have your list which you'll use over
|
| with revolving debt of $15K and you've
| |
| | and over - only paying for it once -
|
| got two kids! Kids can be pretty
| |
| | postage is more then 55% of your costs)
|
| expensive. So, why would you like to
| |
| | So, FIND THE MONEY. If you are going to
|
| refinance?Find a Specialized Mailing List
| |
| | borrow money to do a business, spend that
|
| If there is one thing I can't say enough
| |
| | borrowed money on marketing!Start with a
|
| it is that the most important part of
| |
| | list and mail to one list one week,
|
| your mailing campaign is your mailing
| |
| | another list the next week and another
|
| list. It is vital that you put the right
| |
| | list the following week. Then you rotate
|
| amount of energy into learning about
| |
| | those lists - again. And again. And
|
| lists - who to mail to - so that your
| |
| | again.Now you ask - what if you only have
|
| mailing efforts aren't wasted. There are
| |
| | one list? You can still rotate one list.
|
| a few different ways that you can get an
| |
| | And it is always good to put it on a
|
| adequately targeted list.As always the
| |
| | spreadsheet or a flow chart to track what
|
| first step is to determine who your
| |
| | you are doing and what you have already
|
| target market will be. Say you want to
| |
| | done.For instance: You get one list of
|
| market to homeowners. Good, now we have
| |
| | 6000 identities. You can mail to 2000
|
| narrowed it down to only 291,324 people
| |
| | one week, 2000 the next week and 2000 the
|
| in your area. As a minimum, your mailing
| |
| | third week. Then you rotate. There are
|
| campaign should send to the same names
| |
| | your three different lists!A campaign is
|
| three times. So all you have to do is
| |
| | mailing to the same people over and over
|
| send out 873,972 postcards at $0.185 per
| |
| | and over again. The point is you want to
|
| piece & you get the point. We need to
| |
| | hit your prospects with different
|
| narrow it down some more.So how do you
| |
| | communication about the same thing or hit
|
| accomplish the narrowing of your list?
| |
| | them with different products with the
|
| Many factors can be considered, including
| |
| | same look and feel or both. The rest will
|
| age, gender, zip code, annual salary,
| |
| | come.Because what you are building with a
|
| profession and number of children are
| |
| | marketing campaign is credibility. You
|
| some of the more common qualifiers. It
| |
| | are building your business through
|
| may take a while to figure out what
| |
| | communication. You are communicating
|
| combination works for your specific
| |
| | consistently, so much that people will
|
| product. Don't worry about political
| |
| | believe you (credibility) and they will
|
| correctness when considering whom you
| |
| | respond; they will come, they will
|
| should mail to. It is perfectly
| |
| | spend.1744, Benjamin Franklin published
|
| acceptable to test certain lists that may
| |
| | and mailed the first direct marketing
|
| be considered "stereotypical". Many
| |
| | catalog which sold scientific and
|
| times these lists will work well. But
| |
| | academic books. Direct Mail has come a
|
| you never know until you test them.No
| |
| | long way since then, so DON'T let your
|
| matter how great an idea you have about a
| |
| | piece get lost in the mail, so to speak,
|
| certain market, ALWAYS DO A SMALLER TEST
| |
| | make it stand out by applying these three
|
| MAILING FIRST! Average test mailings run
| |
| | basics of successful marketing:- Being
|
| around 1000-1500 names. Once you see
| |
| | - Targeting and
|
| acceptable returns on the smaller mailing
| |
| | - RepeatingGood luck!Joy Gendusa founded
|
| then you can jump in with the larger
| |
| | PostcardMania in 1998, her only assets a
|
| numbers. Test, test, test!The purpose of
| |
| | computer and a phone. By 2005 the company
|
| special mailing lists is to target a
| |
| | did over $12 million in sales, employed
|
| specific type of customer for your
| |
| | over 100 people and made Inc. Magazine's
|
| specific type of business. The eventual
| |
| | prestigious Inc 500 List as the one of
|
| end result is more customers and a better
| |
| | the 500 fastest growing companies in the
|
| bottom line. And this is what we all
| |
| | nation. She attributes her explosive
|
| want, right?Repeating Your
| |
| | growth to her ability to choose
|
| Messagecam-paign n.1. A series of
| |
| | incredible staff and her innate marketing
|
| military operations undertaken to achieve
| |
| | savvy. As an Expert Author, she is always
|
| a large-scale objective during a war:
| |
| | willing to share her marketing advice
|
| Grant's Vicksburg campaign secured the
| |
| | through articles, interviews and speaking
|
| entire Mississippi for the Union.2. An
| |
| | engagements.
|
