The speed and efficiency of programmatic advertising is valuable, but it should always be used in conjunction with creativity to engage consumers, writes Denise Colella. “Overreliance on performance metrics at the expense of creativity is a dangerous practice, yet it’s easy to do,” she writes.
(Marketing Essentials of the Highly Successful Shop Owner – Part 4 Continued)
The advantages of direct mail are many…here are just a few!
- It is targeted – You decide who it goes to.
- It is measureable – You know who it went to and you can tell who responded to it right down to the individual.
- It is scalable – You can mail as few or as many as you like. If using bulk mail to get the best rate you do need a minimum of 200 pieces.
- It is expected – Consumers expect mail six days a week. They don’t have to order it, subscribe to it or drive out to get it.
- It is appreciated – USPS did a recent study that showed over 60% of consumers would prefer getting offers by mail than by any other method.
- It is non-intrusive – It doesn’t pop up in an article, appear in their social media viewing and it doesn’t show up in their inbox to be deleted in seconds. It comes and gets viewed regularly.
- Now more than ever it captures attention because many bills, etc., are received online rather than in the mailbox.
- Consumers can put it aside to look at later…unlike an email, social media, etc. You only get a quick moment and setting it aside for later is not an option with those venues.
You want consumers to spend time with your mail piece so make it worth their while. A recipient spends 213 seconds with a mail piece. You have three seconds to draw interest to your piece. You have 30 seconds to engage and 180 seconds to get it looked at thoroughly and generate a response.
- Make it fun!
- Add color and graphics
- Make it sizzle!
- Entertain for brand awareness!
- Remember…it isn’t always, sell, sell, and sell!! (but do include an offer)
A short reminder…always live up to your marketing campaign no matter what method you use. A lot of times shops say they are the best, the friendliest, the most high tech, etc…then they get a consumer to try them once. When that shop fails to live up to that marketing campaign…they seldom get a second chance.
I hope these “Marketing Essentials of Highly Successful Shop Owners” has been helpful. They were a brief overview of each type of marketing that most shop owners (and other small businesses use). If you need more in-depth information on one or all, just let me know!
News Works Marketing