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Direct Mail Gets Creative
Good direct marketing works best when you can get creative in your marketing approach.
It’s time to think outside the box and to stop trying to make those old, tired direct mail packages work with refined list choices. Now don’t get me wrong; if you’ve been using marginal lists, it might just be that your best results are still waiting to be had; perhaps you’re using those compiled sources that give you compiled (poor) returns. However, if you work with a top-notch list broker that knows your market and your results are still soft, then it’s time for a new creative strategy to bring in new customer acquisitions into your company.
I’m starting to see some of the best creative new approaches to using direct mail in a very long time. Companies are testing all kinds of new sampling packs, self-mailers, oversized postcards, and a whole litany of other formats and designs that can and will cut through the clutter of the more plain envelope mailings. Not only is it refreshing to see, but given the number of times I’ve seen them, they’re obviously working well.
Get your marketing team together and try to have a brainstorming session on how to modify not only the traditional model of how you acquire a new customer, but how the information, product, or service can be presented to really stand out and differentiate itself from your prior marketing campaigns and efforts.
There is more upside to reinventing yourself, your look, your feel, and your appeal or approach than just trying to develop new products or lines of business. You know the media and how it works, so why not take advantage of your specialized knowledge and existing customer base and really blow the doors off your company’s growth?
There are all kinds of creative offers and packages that can be combined with your media that you can use to try to drive customers to your front door, web site, or phone lines to gain market share. Don’t be afraid to test out new ideas—some of those old ideas and old ways may be costing you more than you know.
Sometimes it just takes an outsider’s perspective and a creative twist to turn something old into something new that helps your business grow.
David Klein
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