Tag Archive for Internet Marketing

30 Jul 2010
Advertising • Direct Mail • Saving Money

Spray and Pray??

BNET posted an article titled “Spray and Pray: Why Does Anyone Still Buy Advertising?”

This stirs many controversial thoughts. While we agree with the line of thinking about the problems with many traditional forms of advertising that offer no accountability. We don’t want direct mail to get lumped into being called “spray and pray”, spraying money around and praying it works. Direct mail and direct marketing offer targeting and accountability.

We profoundly disagree with the author’s total, complete faith in online advertising. The author also stated “Advertisers love to claim that the decline in advertising is due to the recession.” What about the thought that the recovery is taking longer than it should because we are relying on new media to generate new business? Which came first the recession or the absolute dependence on a media that can so easily be deleted, ignored or closed with a click? There is a lot of science that supports the effectiveness of things that can be touched and felt.

We agree that much of the investment made in email and some other forms of electronic and Internet marketing feel so affordable. The costs are so negligible. Can you build or rebuild your business with such a small receptive audience to your offer?

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23 Feb 2010
Advertising • Direct Mail

The Hare and The Tortoise (or was it a snail)…

A fable based on tomorrow’s thoughts…

There once was a speedy hare who bragged about how fast he could run, how many people he could reach in a single mouse click. Tired of hearing him boast, Slow and Steady, the tortoise, (or maybe he was a snail) challenged him to a race. All the animals in the forest gathered to watch.

Hare ran down the road for a while and then and paused to rest (on his analytical reports of 5 percent open rates and great return on investment because hey even if you make a few sales, sending all that email cost almost nothing). He looked back at Slow and Steady and cried out, “How do you expect to win this race when you are walking along at your slow, slow pace?”

Hare stretched himself out alongside the road and fell asleep, thinking, “There is plenty of time to relax.” Or perhaps he decided go for a run on a treadmill, just for fun, staying in the same spot but moving furiously fast.

Slow and Steady walked and walked. He never, ever stopped until he came to the finish line.

The animals who were watching cheered so loudly for Tortoise (or was it the snail), they woke up Hare or did they scare him to try a different tactic? Hare  began to run on the road again, but it was too late. Tortoise (or was it the snail) was over the finish line, he won and is winning customers, sales and profits.

The moral of this story is the quick easy fast fix does not exist and the reality is that Slow and Steady direct mail also known as “snail mail” wins.

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27 Jan 2010
Advertising • Direct Mail

Paper Mail?

Most of the information available to businesses and marketers is currently promoting “digital” communication. What about paper?

Paper can be touched and felt.

Print is persuasive. On paper, you can communicate at greater length (due to less eyestrain) and more depth – attention spans are longer for print.

Paper materials prompt action.  There are examples that printed pieces drive sales through other channels, including web sales.

Paper gets read when the recipient is in the mood, unlike emails, tweets, texts, or other updates which are usually read immediately or deleted.

To get through, to stand out, to get read rather than skimmed, to trigger orders, printed postal mail is still a great way to use marketing resources.

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15 Jan 2010
Direct Mail • Marketing Strategy • Tough Times Marketing

Entrepreneurs Find Direct Mailings Still Key to Winning Customers

The Wall Street Journal published an article on January 12th that discussed the experiences of businesses that tried to replace their direct mail marketing with various forms of email marketing. Their trials did not work; they went back to direct mail.

The article discussed some new strategies of sending more personalized messages to a very select list of current and prospective customers. Please see the previous postings titled “Do More Marketing with Less Money” and “Doing More with Less” for some more ideas about how to make the most of mail.

Mail is a great way to reach your customers and prospects with relevant offers and information. Your audience will give you their time and attention to consider what you have to say.

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08 Jan 2010
Buying Behavior • Marketing Strategy • Tough Times Marketing

Doing More with Less

These days we are all doing more with less:

  • Squeezing the very last bit of toothpaste from the tube
  • Cooking more at home, using leftovers
  • Giving your time as Christmas gift
  • Finding joy in shopping bargains

Direct mail has always been the advertising method that offers measurable results. Mail is scalable, you can send as many cards or letters as you can afford and have the resources to fulfill. In this economic climate, this is still true and more important than ever.

We recently attended a seminar that talked about marketing. They spent a lot of time talking about websites, social networking, search optimization… Yes they are all important, yes they are more important now than ever before. However, they are not the only way you can and should interact with your customers and your potential customers. Do you have a valid email address from everyone who has purchased from you before? Does every one of your customers want your marketing messages in their email inbox? We know that different types of people respond to different types of messages from many sources.

You need to be able to be found in the moment of purchase, that means when someone searches for you on the Internet, you are there. But what about being on the short list of possible vendors? Maintaining relationships with customers who have purchased from you before is less expensive than investing resources to capture and create a bond with a new client.

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