How to Use Brand Storytelling to Optimize Direct Mail
Storytelling has become more than a buzzword in today’s culture of marketing. Brands have come to realize that if they hope to capture and keep the attention of their customers, they must be able to continually find ways to tell their story. This storytelling can be and should be done in different formats, including within your direct mail marketing.
The question then becomes “How can this be accomplished?” How can marketers reinforce their brand ideals and its story through direct mail? As we review some possibilities, the most important aspect to keep in mind throughout all of this is consistency.
Affirming Brand Recognition through Direct Mail
Maybe the most important aspect of telling your story is keeping your customers familiar with what your brand is. This is accomplished by ensuring your brand logo is on every piece of direct mail material that’s created. Customers must be able to instantly recognize your brand as soon as they view their mail. Taken a step further, the design of your mailings should also have a consistent theme. The lettering, the language, and the filters should all reflect your brand’s identity.
Let Direct Mail Reflect Your Culture
Consumers today don’t buy a product as much as they buy into the culture behind that product. People don’t buy iPhones because they’re necessarily the best phones but because of the culture of innovation that Apple represents. When telling your story through direct mail, make sure you are highlighting more than the offer. Let customers know what you stand for, what your company represents, how your employees are treated, and any other detail that gives insight into the culture of your brand.
Converse with Your Customers through Direct Mail
Direct mail is a great way to converse with your customers. Use your mailings to get valuable insight into how your customers are enjoying your products or services. Ask them about what they’d like to see improved, or ask if they’d like to participate in a survey. Direct mail shouldn’t just be used as a means of selling a product—so much of your story can be furthered by simply engaging your customers in conversation.
Macromark knows the power of direct mail. We help our clients tell their stories and execute campaigns through comprehensive direct mail marketing strategies. It’s not enough to simply have a product or offer a service. Brands must be able to consistently articulate their stories and direct mail is a powerful tool in making this possible.
If you want to tap into the influence of direct mail to reach your target audience, contact Marcomark today. We have three decades of experience and are ready to help you more effectively execute your direct mail marketing campaigns.
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