Using Direct Mail for the Holiday Season
We’re inching closer to what is considered the most important time of year as it relates to profits for some businesses. The holiday season is still a month away, but preparation for what will be an upswing in sales should already be underway. And while marketers get ready to ramp up whatever campaigns they have planned to reach the increase in consumer consumption, this is as good a time as any to take advantage of direct mail’s platform.
Competition Turned Up for the Holidays
There’s no question that the holidays bring more opportunities for businesses. But with those increased opportunities inevitably comes increased competition. You won’t be the only one of your competitors plotting away right now to devise the best strategies to engage the influx of holiday shoppers.
And just as sure as you can bet that consumers will be out in waves looking for the best deals and the highest-quality products, you can be just as sure that it’s easy for your business to get lost in the sea of companies looking to capitalize. Your goal is to stand out and reach these consumers so they are aware of your business and the products it offers.
Direct Mail Way to Engage Consumers
With higher engagement rates than both e-mail and social media marketing, direct mail is the ideal marketing strategy to implement during the holidays. There are a few ways to make that happen, three of which we’ll discuss right now.
1.Catalogues: It’s the holidays, so people are looking for items not just for themselves, but for family and friends as well. A catalogue is a great way to showcase all your store has to offer and in a manner that is intimate. Although it’s advisable to keep your catalogue somewhat thinned out, it’s still a useful asset for consumers.
2.Postcards: If you’re looking to push a specific product or a limited amount of products, a postcard is perfect for your direct mail campaign. You can also include incentives, such as discounts or coupons, and calls to action to drive consumers to your web site, where they can see more of your offerings. Postcards are also cost-effective campaigns.
3.Calendars: Sometimes the best marketing material isn’t the most informative; it’s the most useful. Sending calendars as part of your direct mail campaign serves multiple purposes. It offers your consumers a practical item and, if you design the calendar right, it should offer insight into your company, along with further copy that leads to some sort of action by the consumer.
Feel free to include other forms of direct mail pieces into your holiday campaign. The key is to not stray too far from your brand while trying to fit into the holiday festivities. Consumers will like your product because they need it and because it works, not because it’s dressed up to be something it really isn’t. But that doesn’t mean you shouldn’t use the spirit of the holidays to your advantage.
Macromark has close to 30 years of experience in direct mail marketing. We know the power it possesses in getting people to take notice and take action. We have the experience and the capabilities to facilitate marketing campaigns, and have done so for countless numbers of clients.
If you’re new to direct mail or haven’t run many holiday marketing campaigns, visit the Macromark web site to learn how we can help.