What a wonderful thing is the mail, capable of conveying across continents a warm human hand-clasp. ~Author Unknown
I was going through my marketing smart briefs this week and ran across an article for marketers. It said that many presume that only elderly people like to get direct mail but went on to say that, contrary to popular opinion, that assumption is just not true! It turns out that all generations like to get mail. I, of course, knew this as it is my job as a marketer to have all that information at my fingertips each and every day, just like it is your job to have your finger on the pulse of the automotive repair industry.
These days, when so many of us pay our bills online, our mailbox is less cluttered. We pay more attention to the mail we do receive. Online ads are always popping up and we have become so desensitized to these ads that we shut them down without even giving them a chance to be viewed. We are focused on what we wanted to see online…and not allowing that ad(s) to interrupt our singlemindedness.
People will often look at something online and unless they print it out, will forget where they saw it. A well put together printed piece of mail, on the other hand, is something people can hold on to and save until later. They enjoy holding it, touching it, and retaining it (especially if it includes a coupon offer).
It seems that all generations, from Traditionalists (born 1945 – and before), Baby Boomers (born 1946 – 1964), Generation X (born 1965 – 1976) and Millennials (born 1977 – 2000) trust direct mail more than any other marketing channel.
I thought that all my customers who currently do direct mail with my company would enjoy reading this, and those who aren’t might wish to explore this option! It is hard to beat direct mail for Business to Consumer!
News Works Marketing
Never trust anything that can think for itself if you can’t see where it keeps its brain. ~J.K. Rowling
Technology…even for us in marketing can be a challenge. Why? Because sometimes its benefits are so very hard to prove! I have had a salesperson bugging me for over a month wanting me to buy his program that basically would interrupt a shop owner doing a search with an ad. I told this salesperson that:
Number 1 – I can’t stand to have my searches interrupted by an ad and will sometimes just exit the site it took me to because that really annoys me! Why would I want to do that to auto repair shop owners?
Number 2 – Ad blocking has been threatened…so where would that leave me? Seems like that would be $1500 a month of wasted funds.
Number 3 – How would they target my customers as it is hard for me to even purchase a mailing or email list of independent auto repair shops without getting mostly new and used car dealerships and towing companies. I’ve wasted money on that before.
Needless to say he was very, very pushy and I hope he won’t bother me again!
Technology is a moving target. What worked yesterday…might not work today…or tomorrow. It is constantly changing. I have a wonderful customer in Arizona who keeps great tabs on what works and doesn’t work for him. He has a finger on the pulse of his business and his marketing. He was surprised that ad words isn’t working so great now and that Yelp is doing well at this time. When he paid a higher monthly fee for Yelp it didn’t work…now that he has gone with a less expensive package he is seeing good results. Does he take that for granted? No…he will keep on testing to see.
Seems we never stop taking tests, right?
Happy Halloween from all of us at News Works Marketing! Remember, if marketing is more frightening to you than things that go bump in the night…give us a call. We are here to help!
News Works Marketing