Reconsider Direct Mail ... Again!
Exactly a year ago, I posted an article urging wedding professionals to reconsider direct mail. Why? Because it's gotten much less expensive (think 1,000 postcards for under $100 -- a typical online deal!).
What's more, since most wedding professionals no longer invest in direct mail, your mailing will be much more visible than the mailings you might have sent to brides five or ten years ago.
Best of all, if you're advertising in print or participating in bridal shows, you probably get access to mailing lists for free. This represents a huge savings versus other business categories -- more typically, advertisers usually have to pay to rent lists.
Bottom line: remember that it takes 10 or more impressions of your company and your message to trigger recognition of your company in a bride's mind. Postal mailing can be a economical way to build that extra awareness you need, and prompt a bride's call.
Check out this interesting article, in which a professional marketing consultant describes the return her technology client received on investing in postal mailing --it was still a bargain for her client, even though they had to purchase use of the list. Especially noteworthy: it offered a significantly better return than "free" email!
Don't Rule Out Postal Mail -- by Shelli Strand, Strand Marketing
What's more, since most wedding professionals no longer invest in direct mail, your mailing will be much more visible than the mailings you might have sent to brides five or ten years ago.
Best of all, if you're advertising in print or participating in bridal shows, you probably get access to mailing lists for free. This represents a huge savings versus other business categories -- more typically, advertisers usually have to pay to rent lists.
Bottom line: remember that it takes 10 or more impressions of your company and your message to trigger recognition of your company in a bride's mind. Postal mailing can be a economical way to build that extra awareness you need, and prompt a bride's call.
Check out this interesting article, in which a professional marketing consultant describes the return her technology client received on investing in postal mailing --it was still a bargain for her client, even though they had to purchase use of the list. Especially noteworthy: it offered a significantly better return than "free" email!
Don't Rule Out Postal Mail -- by Shelli Strand, Strand Marketing
posted by Laurie at 11:37 AM
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