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How To Make A Successful Direct Mail Local Advertising Campaign

Sunday, February 7, 2010 15:45

If effectively employed, direct mail business may be a quite powerful direct marketing tool to promote your business in your neighborhood. It serves a vast array of direct marketing functions. You may use it to announce the local community about the product, prompt call to action, make people try your output or services, etc.

For the purpose to make your direct mail advertising successful, you need to know the steps involved in creating and proceeding a direct marketing campaign. But before we start talking about how to make a profitable direct mail local advertising campaign, let’s first look at the advantages of using this medium.

Adavantages of a direct mail:

1. It is a cheap alternative to mass media advertisement, and is quite effective in reaching local community.

2. It is greatly customizable, and may be built to match the need of any product segment in any neighborhood.

3. It can be given a local touch without much fuss.

4. If done with care, it can be rather powerful in inducing call to action.

5. It can be employed to build, support, and renew relationship with existing as well as potential customers in the local community which your business is serving.

In order to build an efficient local direct direct mail business you have to follow the next steps:

1. Identify the needs, wants, and desire of your customers. Find out what they are searching for, and what problem you are out in the market to solve.

2. Determine the objective of your campaign.

3. Identify the direct as well as indirect target audience, and separate them into the first, the second, and the third tiers. The target audience most likely to be receptive must be in the first tier and on the second run place the ones who follow the first group and so on.

4. Find an option to make cohesion between customers’ demand and your suggestion.

5. Get address database of the customers in your neighborhood and send out cards. You may rent a database from the database marketing companies in your niche, if you don’t have your own. In case, you do not have a database of addresses then I will advise building one by using one of the next strategies:

1. Mount a guestbook on the billing counter, and request everyone who makes a purchase to fill-in her telephone number, so that you may contact her whenever something of value hits the store. Assure her that she will not be spammed.

2. Give something of value for free on your website in exchange of the visitors’ address.

3. Seed buzz element in your direct mail, and promise to present some exciting gift in exchange to 5 or 6 referrals from the recipients. Contain postage-paid envelop to keep the entry barrier low for the recipients.

4. Ask your in-store visitors to give 5 or 6 referrals that can be interested in a communication from you, and in exchange of the names offer them something of value for free.

These are the precise steps you have to follow to make your direct mail advertising campaign a success.