Marketing has been transformed by social media over the last few years and many businesses are now making digital solutions a large part of their strategy. However, digital solutions can only go so far with your potential clients. Thankfully, some traditional marketing tools, like direct mail, can still provide massive exposure.
Here are just a few ways why combining traditional marketing options with your digital strategy can make it more successful.
Print is Better for the Brain
Just because our eyes spend hours looking at a screen every day doesn’t mean it’s the ideal form of communication. Studies show that people require 21% less brainpower to read a page of print than a page of online text and can recall the name of the business 75% better when printed.
When crafting your marketing strategy and combining direct mail and digital marketing, the digital strategy can give you quantity and greater reach, but print offers quality and staying power.
You Have Your Reader’s Full Attention
The problem with digital advertising is that while you are able to reach a wide selection of potential clients with one message, you are only one message in a full inbox. Unless you have an eye-catching subject line, the odds are high that you can get lost in the system.
With real mail advertising, you’ll instantly stand out in the eyes of the recipient in a much smaller pool of daily mail. The best part? You’ll also pop back into your recipient’s minds every time they see your flyer on their coffee table or fridge, giving your marketing strategy greater longevity.
Greater Opportunity for Creativity
Whether it’s the physical presence of the ad or the way we carry it around with us, there’s something tactile about a direct mail flyer that no amount of paid online ads or SMS deals can ever compete with.
One of the best ways you can take advantage of this is to change the gloss or texture of your flyer and customize it to stand out against the rest of the envelopes in a person’s mailbox. You can even include valuable gift cards in your marketing to further entice and attract your clients!
Marketing today requires a complex strategy to merge the real and digital worlds and keep your clients hooked. If you’re looking for proven ways to stay in your clients’ minds and consistently promote your business, give the staff at RSVP Upscale Offers a call today at 888-958-7787 or visit us online to see our wide selection of direct mail marketing options.
Posted by Renee Pugh and Jeff Vice
A Marketing Budget is a Terrible Thing to Waste: a Three-Part Series That Will Save You Money – Part Two
Welcome to the second part of our three part series on how to STOP wasting your marketing money on ineffective advertising. Our first part introduced the idea of the cluttered “kitchen sink” ad, and explained why this ad is not conducive to driving business; you can catch up with part one here (link).
Today we move on to part two, but first we want you to remind you of the premise we suggested you keep in mind throughout the series:
An advertisement should do at least two things: educate your prospects about what you sell/do, and move them to do business with you.
Part 2: Minimizing Impact & Results with the Minimalist
A quick note before we dive in: minimalist ads can work if done correctly. Such ads require both a strong visual and either a strong brand – think of ad campaigns by companies such as Apple, Absolut Vodka, and Volkswagon – or a strong message. See here and here for some examples of striking and effective minimalist ads; both galleries contain sexually suggestive material, so please use caution when clicking. You will see that it is possible to produce a successful minimalist ad, but bear in mind that these ads are often intended to build awareness (educate) and not necessarily encourage direct action.
Yet, business owners still produce these ads in hopes of drumming up business NOW. The minimalist is the opposite of the kitchen sink method from our last post. Where the kitchen sink ad overwhelms prospects with a glut of information, the minimalist ad barely gives prospects enough information to even make them take notice. These ads typically include the business’ name, address, and phone number – with the occasional website address or haphazard visual thrown in for flavor. While avoiding the issue of clutter that beleaguers the kitchen sink ad, minimalist ads provide little or no information on the products or services offered and give prospects no reason to call.
This another easy mistake to make; you spend nearly every waking moment building and nurturing your business and know it like the back of your hand. Chances are, your immediate friends and family share this familiarity with what you do, and it becomes easy to live in a bubble where your business’ name is directly connected to what you offer. Remember that advertising requires that we think like consumers, not business owners – and consumers live outside our bubble! It’s OK to test the minimalist waters, but at least start by adding a little something to your ad that will make prospects give you a call. It is as simple as adding a basic offer to your ad – this will be your call to action. It is what makes consumers act upon your ad, and it is also the third and most common way business owners blow their marketing dollars.
Join us next time for our third and final installment in this series, “Sealing the Deal Like the Godfather: How to Make an Offer They Can’t Refuse.” Ring-kissing is optional!
RSVP Ohio, Kentucky, Indiana