Even though we now live in an age where smartphones and tablets are the new norms, direct mail is still big business in more ways than one.
Direct mail is still one of the most effective and valuable marketing channels for businesses to reach their target audiences – especially when local campaigns are employed. The key to success, however, involves launching the right local direct mail campaign. What follows are the core components that, when properly handled, will work together to form a compelling marketing campaign for local companies.
For inquiries about direct mail, be sure to contact our friendly team here at Atlas Direct Mail. We have extensive knowledge within the industry and are here to provide you with the information needed for a direct mail campaign. This article will provide you with some insight into just how effective direct mail can be.
Include a Business Card
Speaking of including contact information, always include a business card in an envelope mailer with your other materials. Business cards are inherently personal – most people only get them through face-to-face interactions.
Though the business card will probably have the same contact information on it that your other pieces do, this is just one subtle way to reinforce the idea that you’re a local business. It’s an important parallel to make if you’re competing with other local companies for the same core audience. It’s also another item with your contact information on it, increasing the chances that the reader won’t accidentally misplace one and have no idea how to contact you.
Include Coupons With Expiration Dates
Finally, one of the most effective ways to add power to your local marketing campaign is to embrace coupons as often as possible. Coupons aren’t necessarily appropriate for all types of businesses, but if yours can offer a particularly valuable timed promotion, you should do so.
Not only do coupons dramatically increase open rates if the reader knows they’re coming, but they also spawn action. People love saving money, and by putting an expiration date on the coupon, you’ve given them a deadline before those savings are gone forever. Likewise, by indicating that the promotion is good “in-store only,” you’ve given your local customers a much-needed excuse to hop in the car, drive over and see what your business is all about.
Once they’re in your store, you and your staff can take care of the rest. National companies don’t necessarily have this luxury.
Utilise Local Events
One of the most popular marketing tactics, which companies have been using for years, is combining promotions with events. It’s why businesses – from car dealerships to electronics stores – start big promotions around the Super Bowl: If people are interested in an event, then they’re likely interested in promotions related to that event by default.
The same can be true of local companies, albeit on a slightly smaller scale. If your area has a particular event coming up – like a “founder’s day” ceremony or something similar – use that fact to your advantage. Send out materials with promotions or copy that tie into that event to increase both the timeliness and the relevancy of your message in one fell swoop.