Bulk Mailing is Back!
I came accross this marketing article today as I was researching statistics on what the consumers ACTUALLY WANT (yes it matters) and can not have better expressed the current small business owner mindset in advertising right now as is done in this article by Amie Peters so I am simply reposting it here. I am glad you have come to this page and I encourge you to read the entire article and take to heart what she is saying. Enough said...read on.
Ask the Expert: Amie Peters
Back to Basics
You and I have so many new channels to choose from to get in touch with our customers. Social media represents a whole new way to interact and converse, but is it doing anything to secure sales – volume sales?
Marketers seem to be living in the land of ‘OR’ (as in Direct Mail or email or something else), switching feverishly from what works to what may or may not. There are lots of choices being made between media, based on perceived cost-savings. However this switch to cheap or free doesn’t seem to be working.
We’re asking for so much from the consumer: follow me, like me, recommend me, QR code this, enter this competition, respond, and (hopefully) buy. The ‘buy’ message is becoming diluted, as is the measurement that tracks campaign success. Soft metrics are getting more airtime such as the number of followers, number of mentions, number of re-tweets, when what really matters is cost per sale, churn, lifetime value, and revenues.
Marketers in the land of ‘OR’ forget about what works, what consumers want and like, and what will actually deliver for the business.
Integration – Land of AND
I’m not actually suggesting you choose only Direct Mail for your next campaign. Every medium has its role to play. Direct Mail included. But integration is key. We, as Marketers, need to get to the land of ‘AND’.
Ogilvy ran a campaign that extols this philosophy. They wanted to prove their digital prowess, so they sent a Direct Mail piece with 3D glasses and linked the recipient to a heart-warming online 3D experience. A perfect combination of media that grabbed the attention of the time-poor client, and won an award along the way. 
Marketers have returned to Direct Mail
In the past few months we’ve had great conversations with some of Ireland’s marketing leaders. And they’re investing in Direct Mail, they tell us, because they haven’t seen the returns from their experiments with other media.
One telco did nothing with Direct Mail this year but now plans to use Direct Mail to reward their high-value customers in 2012. Another telco has set up a new base management team that’s responsible for focusing on Direct Mail. Yet another telco is upping their Direct Mail game in their B2B space (yes we’ve spoken to a lot of telcos). And a major Utility is working on a loyalty initiative where, again, Direct Mail will play a key role. Good to note that 72% of the most successful companies in Ireland all use Direct Mail.
Universal Honda is also using Direct Mail more than ever, this year and into 2012. Frank Kennedy, their Sales & Marketing Director, tells me the reason he uses Direct Mail is because ‘it’s a cost-effective way to communicate a personal message to an existing customer’. He also says ‘that by being creative he can reach an audience who may know little about his brand and make an impact on them’. I love Frank. And Frank loves results
18-35 year olds really like Direct Mail
If there’s one mission for my team next year, it’s to demonstrate to brands targeting 18-35 year olds that they absolutely must include Direct Mail in their mix. Conventional wisdom would have us believe that this demographic will only engage via digital channels. Well, if you think online is the only way to get their attention, think again.
-
- 54% of 18 to 25 year olds say ‘When I have a catalogue while shopping online I often see additional items I would like to buy’ (they buy more)
- 56% believe it is It’s easier to shop online with a catalogue in hand
- 62% say that they are far more likely to use a coupon sent to them in the mail rather than via email.
For those who believe Direct Mail is ‘old fashioned’, this is the 2013 insight that will boost your sales and move you ahead of your competition.
Keep it simple
Of course we’re all trying new and different combinations of media. That’s OK. Testing is one of the core principles of direct marketing. But let’s keep marketing simple, and keep our eye on the prize. Daniele Fiandaca, the keynote speaker at the MII Conference, suggested brands set aside 10% of their budget to test unproven and emerging channels. I think that’s sound advice. It keeps focus on the business results needed today and allows the scope to try new things. And that’s what direct marketing is about – deliver today, learn for tomorrow.
Amie Peters is Head of Direct Mail at An Post.