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Using Direct Mail for Local Marketing
Direct mail has shown itself to be effective from a number of different perspectives. We’ve discussed its use in marketing everything from nutritional supplements to big banks and even online-only tech companies. For small and medium-sized enterprises (SMEs) looking to attract local customers to their physical location, however, direct mail might go beyond being beneficial and actually be necessary to the success of the business.
Let’s think about it. For local restaurant owners, medical or dental professionals who run their own clinics, and small shops selling clothing and other fashion accessories, the profitability of those companies depends on the local community. Your ability to engage the community at a high level extends directly to whether your company thrives or ends up in the tank.
Let Direct Mail Touch Your Community
How many times have you seen a local shop open near your street only to have a lease sign plastered on the front window a short time after? Running any business is difficult, but running a business in which you rely primarily on the support of the local neighborhood comes with its own challenges. Before ever opening your store, you must fully understand that your main initiative will be driving local traffic to your location.
This is where local marketing can be particularly effective. Direct mail is personal, and with the swarms of e-mail that most people receive on a daily basis, direct mail has actually become less saturated. The opportunity to not only engage but to connect with your customer through direct mail is significant.
One of the biggest advantages of direct mail that immediately comes to mind is that you can appeal to any or all of the customer’s senses. If you are opening a flower shop, including a small sample of a scented flower turns simple mail into a more euphoric experience. Same goes for restaurants or new health food stores. You can elevate your mail past copy and images and connect with consumers on more sensory levels with touch, taste, and smell.
Direct Mail Expands Your Neighborhood Further Than You Think
Here’s the thing. Your neighborhood may be a bit larger than you realize. The first step to launching a successful direct mail marketing campaign is producing an effective mailing list. If you partner with a company that is able to produce responsive, targeted mailing lists, then that one step alone takes you further out of your original zone.
By recognizing consumers who may be interested in your products or services, your mailing list should focus on those targets that are within your immediate range. The list can then expand outside of your neighborhood to attract customers who have the same needs as those customers directly inside of your locality. More qualified leads means more business for your shop. And who doesn’t want more business?
Macromark is Your Answer for Local Direct Mail Marketing
There’s no question that we at Macromark are confident we can help you promote your business locally using direct mail marketing. What makes us unique is that we excel at the most vital part of any direct mail marketing campaign: the mailing list.
At Macromark, our strength is producing responsive mailing lists that are specifically focused on qualified targets for your business. We get your local direct mail marketing campaign started off the way it should. We also understand how important it is for local businesses to connect with the community. We are prepared to provide our customers with direct mail services that engage local communities and makes them more aware of your location.
If you want to tap into the influence of direct mail to reach your target audience, contact Marcomark today. We have three decades of experience and are ready to help you more effectively execute your direct mail marketing campaigns.
David Klein
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