Does Direct Mail work?
MARIANNE COWDERY says Yes! I
am a great fan of online media such as email, e-zines, Google places and adwords. All have
their place in this high tech world we live in. But I know from experience that traditional forms of media such as magazine advertising, exhibitions and direct mail also have their place, and still work to bring in prospects and customers. Now, in the age of the web
and email, many marketeers have moved away from offl ine media in favour of the online alternatives, which are seen as giving instant results, and are now relatively cheap. It is however, a mistake to put
all of your eggs in one basket. Although online media is a vital form of marketing these days, offl ine media can be more eff ective. There is actually less clutter coming through our doors today; fewer companies are sending direct mail. Even most people’s household bills arrive online, the volume of letters the average person receives has reduced signifi cantly. This means you have the opportunity to stand out.
the right message via the right media is vital if you are going to get a good return on your marketing investment.
In this article I’d like to focus on
direct mail and door drop fl yers, these I have found to be two of the most cost eff ective forms of offl ine marketing for Florists. Many people call direct mail
Junk mail. Mail is only junk if it’s not relevant to the person who receives it. I love Jo Malone products. When I receive a mailer from Jo Malone launching a new fragrance with a scratch and sniff card, do I think it’s junk? No, I leave it visible as a hint to my husband, especially before Christmas. When I had my fl orist business
Offline media includes,
direct mail, door drop flyers, newspaper and magazine advertising, as well as yellow pages and radio advertising. You do need to be selective
about what you do and as with any form of marketing, getting
I produced direct mail pieces to current customers that generated a 23% response rate; with an average direct mail response rate measured at 3%, this proves the point of right message to the right market via the right media. Because I knew my customers well and kept a database which included all of their details, I could mail them relevant off ers at certain times, helping me to generate revenue in what would have been otherwise quiet months.
68 F&wb Autumn/Winter 2013
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