Marketing Tip for Wedding Professionals: Reconsider Direct Mail
Most wedding professionals I know have dropped direct mail from their marketing mix -- believing that it has been replaced by cheaper, "free" direct email and their web site.
This creates a huge opportunity -- an open microphone, really -- for those who still use direct mail. The deluge of brochures, letters and postcards from vendors that brides once received from wedding professionals has dropped to a trickle. That means that wedding pros who DO send direct mail no longer face serious competition for the bride's attention. Their marketing piece can stand out like never before.
What to send? I recommend postcards. Two reasons: They're inexpensive, and they don't have to be opened to have impact. (Not to mention that postcards are handy to have around for distribution at wedding facilities you work with, bridal shows, etc.)
Today high quality postcards can be purchased online for under $.10 each! That means that a 200 piece mailing to qualified names (known brides who are looking for your service) from a publisher or show operator will only cost you about $70.
What should your postcard include? A memorable image, ideally some kind of offer, and a clear referral to your web site. The offer is important because it incents the bride to call you. DON'T forget to monitor your web traffic after your mailing "drops."
(And if you haven't read my previous tip about the necessity of a quality web site ... start there first!)
This creates a huge opportunity -- an open microphone, really -- for those who still use direct mail. The deluge of brochures, letters and postcards from vendors that brides once received from wedding professionals has dropped to a trickle. That means that wedding pros who DO send direct mail no longer face serious competition for the bride's attention. Their marketing piece can stand out like never before.
What to send? I recommend postcards. Two reasons: They're inexpensive, and they don't have to be opened to have impact. (Not to mention that postcards are handy to have around for distribution at wedding facilities you work with, bridal shows, etc.)
Today high quality postcards can be purchased online for under $.10 each! That means that a 200 piece mailing to qualified names (known brides who are looking for your service) from a publisher or show operator will only cost you about $70.
What should your postcard include? A memorable image, ideally some kind of offer, and a clear referral to your web site. The offer is important because it incents the bride to call you. DON'T forget to monitor your web traffic after your mailing "drops."
(And if you haven't read my previous tip about the necessity of a quality web site ... start there first!)
posted by Laurie at 12:27 PM
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