One Way to Get Your Direct Mail Pieces Noticed
Businesses of every size use direct mail marketing because it works. Despite the growing popularity of the Internet and e-mails, print media advertising continues to be one of the most trusted and acted upon marketing channels. In fact, one-quarter of all U.S. consumers believe direct mail pieces are more trustworthy than e-mails.
Sadly, that doesn’t mean all direct mail pieces are considered to be trustworthy. But a majority of Americans are willing to at least give most print advertising a shot. Almost half of all homes admit to retaining printed items, while 17% say they do so on a regular basis. (Source: “DMA: Direct mail ‘matters’ for marketers,” Ashdown Group web site, September 30, 2013.)
On the other hand, that also means that almost half of all direct mail gets discarded—which isn’t hard to understand when you consider the average American household receives 848 pieces of junk mail per year. (Source: “Junk Mail,” New York University, School of Law web site, last accessed February 24, 2014.)
To get your print media advertisement noticed, it has to be memorable. That’s because more than two-thirds of consumers say they keep the most interesting direct mail. On top of that, more than a third of people say they keep direct mail pieces to remind them to conduct further research or purchase its advertised product or service at a later date.
At a time when brands are faced with increased competition and an ever-expanding number of marketing channels, it’s imperative for brands to work harder to grab their customers’ attention. Brands can do just that when they understand and have insight into their target customers’ behaviors, wants, and needs.
I came across a direct mail marketing campaign the other day that exemplifies targeted print advertising, and it may very well be one of the best advertising campaigns in direct mail marketing that I’ve come across.
A cat litter company looking to draw attention to its brand chose a direct mail campaign to do so. But to ensure its print advertising piece didn’t get thrown out, the company decided to use a scent geared toward its target audience; they used catnip-scented postcards. The humans might not have paid attention to the direct mail piece at first, but their feline’s frenzied dash for the mail made them take notice. (Source: “Direct Mail Printed on Catnip Paper Gets the Attention of Fur-Ball Target,” The Denver Egotist, February 13, 2014.)
When it comes to direct mail advertising, it’s important to have a campaign that makes readers take notice. And if there’s one thing you can’t get from digital advertising, it’s scented ads. That doesn’t mean scented ads are the be-all and end-all in print advertising; however, they do go to show that there is a lot of room to explore when it comes to making your print advertising campaign stand out from the crowd.
This example also highlights the importance of making sure your direct mail marketing piece lands in the right hands (or even paws). After all, you can have the best advertising campaign, but if it’s not getting to the right customers, it’s a waste of time and money.
For a direct mail campaign to be successful, the print advertising piece needs to be directed to high-quality, targeted prospects. With access to more than 70,000 lists, Macromark can make sure your direct mail pieces find the right audience. Our lists use both general criteria, including geography and age, and more subjective criteria, including ethnicity, lifestyle, pets, hobbies, and political affiliation—the kind of valuable information that is virtually impossible to obtain on your own.
As one of the largest postal mail and e-mail list brokers in the country, Macromark specializes in providing its customers with targeted and relevant consumer and business lists they can use for prospecting, lead generation, and direct marketing sales.
Whether you’re looking for direct marketing options or new multimedia business solutions, Macromark has the right information, staff, and tools to help your business in whatever capacity it needs. For more information, contact us at (845) 230-6300, e-mail us at [email protected], or check out our web site at www.macromark.com.
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