There are a lot of things that marketers do not understand when it comes to the buying public. As a group we make it our business to make sure the companies we work for get the most for their marketing dollar. With an ever changing marketing landscape and marketing mediums, in order to be seen as up to date and cutting edge many businesses will eschew using traditional types of media to market their message.
Those companies who do that may want to re-think their position.
According to recent research*, of the top 100 brands consumers are most attached to, the United States Postal Service ranks number 15. Only two other brands used as a marketing medium rank higher: Google Search at number 10 and Google at number 12. Surprised? You should not be.
Marketing using direct mail is still a viable means of connecting with a target audience. What other type of marketing medium is available that can take a message specifically to a group based upon geographical or lifestyle desires and make it profitable? There isn’t one.
For some reason marketers who see themselves as cutting edge feel direct mail marketing is the poor businessman’s way of mass marketing and hoping for the best. That idea cannot be further from the truth.
There are three compelling reasons why using direct mail as a marketing medium is not going to die out any time soon.
1. Target Specific
Using demographic or psychographic mailing lists in conjunction with a direct mail piece gives a company a way to market to those who would be most apt to use your product or service. A company using direct mail no longer has to mass mail and hope for the best. A number of services offer both consumer and business lists now that can dissect which addresses out of hundreds of thousands in your area will be most likely to respond to an offer. The more specific you market to your target audience the better the return on investment.
2. Cost
When thinking about cost, did you know that the USPS offers discounted prices for bulk mailings over 200 pieces? And the addressee does not have to read “Current Resident”. There are a few specifications that need to be met in order to receive this discount, but having a mail house address your direct mail piece for you in this case it is more than worth their charges for doing so. For pennies per piece it is an economically feasible and cost effective way to market your message.
3. Positive Reinforcement
Receiving a piece in the mail directed to a specific person is a welcome sight. If your message is target specific it shows your company cares enough about that person to know what they need or desire. Your company choosing them to receive information or discounts out of thousands of others makes them feel special. We all like to feel that we matter. What better way to show that then using direct mail as part of a total cross media marketing strategy?
There are many things in life that may not be understood, but the advantages of using direct mail marketing as part of a total marketing solution should not be one of them. Simply because the idea has been around for a while it does not make it out of date. Instead it shows that as a marketing tool, it works.
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