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Direct
Mail..."Junk" or the Answer to The Media Explosion?
You've probably called it 'junk'
more than once. You've undoubtedly filled many waste baskets
full of the stuff. And more than likely, you've tossed far more
than you've reacted to.
Yet, if you truly believed that
direct mail is 'junk' you probably wouldn't be reading this.
Is there an inkling in the back of your mind that this medium
could really have some value in your business? Then follow your
inkling -- because you're absolutely right.
Look around our world today.
What do you see? And how has it changed in the past few years?
When it comes to marketing, we
see a plethora of new media. When just 10 or 15 years ago we
may have had the choice of a newspaper or two, and possibly a
TV or radio station or two that would reach our market, we're
now inundated with options. It's nice to have options, and it's
nice to have variety. But frequently it hurts, not helps, your
market planning.
This abundance of media often
makes it extremely difficult to reach your target market with
any real penetration or frequency. When your prospect's attention
tugged this way and that by such a variety of newspapers, magazines,
TV programs, and radio broadcasts, it's tough to stand out from
the 'noise' with any advertising that is effective.
This fragmentation has other
serious consequences for your marketing program as well. When
an advertiser could once count on, say, 70% of his prospect universe
to read a particular newspaper, that 70% may only be reached
in today's market by advertising in four or five newspapers,
increasing costs and reducing the effectiveness of each ad.
And certain media types in general
are evolving. The once revered newspaper has so much electronic
competition that readership of the typical paper variety newspaper
is dropping. Innovative publishers are offering more of their
information services electronically via CDs for one's computer,
or through electronic information services like the World Wide
Web or America Online.
Television is certainly in the
midst of this same electronic evolution. With more satellite
communications and the literally hundreds of choices of programming,
it's a nightmare to try and place TV commercials that will be
effective.
This electronic age has caused
other things to change as well. The Sears Catalog, once an institution
in this country has seen it's demise, as will many of the traditional
'catalog' approaches. Instead, you'll see more interactive shopping
programs on TV, more catalogs on CD instead of the old 'paper'
varieties, and you'll find the entire shape of marketing changing.
If you're thinking this all sounds
too much like 'big' business and you thought this article was
for 'small' business, think again. These changes in the world
will influence the nature of how we all do business, big company
or small. And, you'll see as we delve further into the topic
of direct mail, there may be good reason, even for your small
business, to abandon the traditional idea that direct mail is
executed via 'paper'.
Direct mail can eliminate the
media fragmentation issue altogether. Depending on your target
market, you may be able to get your message to nearly your entire
target universe. And, once the mail arrives, you (assuming you've
done a good job in the execution of your mailing program) can
have the recipient's undivided attention. They don't have a clicker
in hand, or buttons on the radio to push.
If you buy your lists well, everyone
you reach will be a prospect for your products or services where
with other media it's likely that only a fraction of their entire
audience is your market.
Another powerful reason to choose
direct mail is the 'recall factor'. Because it's not competing
with so many other ads, editorial messages or programming, it
makes a more lasting impact on the recipient. As an example,
an ad in a newspaper will only have about a 15% recall factor
compared to a direct mail ad that boasts a 52% recall. But does
anybody really buy as a result of direct mail?
There are a variety of studies
on the effectiveness of direct mail. And the numbers shift some
from time to time with the shift in the way we do business, but
the following figures will certainly eliminate any fears of everything
being trashed -- without even being opened.
Studies indicate that 49% of
Executives read all the direct mail they receive. 79% say that
they read some. And, 75% of consumers say they read all their
mail.
In a recent study by the distinguished
advertising firm of Ogilvy and Mather, International, they found
that 90% of all executives make one or more purchases per year
through direct mail offers, and most make nine.
Consumer studies indicate that
15% of all consumer purchases are made as a result of direct
mail offers, however, this figure could shift substantially in
coming years with the increasing use of electronic media.
Direct mail works effectively
for all types of businesses from CPAs to manufacturers. And,
you can develop a successful program whether you have a budget
of $50 or $50,000 a month. But there are a lot of different parts
to direct mail like lists, copy, packaging, color, etc. Each
plays a major role it the success of your program. Study it thoroughly
before you embark on a program so you have the best chance for
success.
So do your homework, but put
this powerful medium to work for your company and watch your
profits grow!
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