Direct Mail Is Not Dead

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hasseman marketing direct mail  In today’s culture, it feels like “headline reading” is an olympic sport.  Every day we are bombarded with the salacious, sensational headlines that predict the doom of one thing or another.  Then, to compound the problem, most people never seem to read the article!  So we live in a time when people are under-informed and over-reacting.   One of the headlines that I have seen parroted quite a bit is the idea that “direct mail is dead.”  The idea behind the headlines and the article is that direct mail has lost it’s effectiveness over the past 10 years.   Here’s the problem with this rational.  It’s not the medium.  It’s the execution.   This is true of any marketing technique or platform.  If you are not executing well on the idea or the platform, the marketing will not work.  In those moments, marketers and entrepreneurs will throw up their hands and say “direct mail doesn’t work.”   Maybe it’s you.  Here are a few ways to improve your direct mail impact quickly and easily.   Make it Colorful:  We are proud of a simple direct mail piece we did recently one of our clients.  The Physicians and staff were moving to a new location and they wanted to let the community know.  We helped to craft a plan that included social media, press releases, and direct mail.  We opted for a colorful postcard that included good looking images and graphics so they would not be missed in the mailbox.  The results were sharp and got attention. Make it Bumpy:  Bumpy mail (or dimensional mailers) are packages that are odd shaped or bumpy. This unique shape calls to the customer or prospect “open me!” Curiosity will help you “kill the cat” because your potential client will want to know what is in the package. But don’t just take my word for it! Let’s take a look at a study done in 1993. This study, done by Baylor University, sent packages to 3000 school administrators. They were divided into three groups. The first group received an envelope with a sales letter, sales collateral and postage-paid business reply card The second group received an envelope with similar contents plus a promotional product. The third group received all of the contents listed above, delivered in a box with a die cut slot, instead of an envelope.The results (as you might expect) were impressive. *Those who received a promotional product in a dimensional package responded at a rate that was 57% higher than those who received the same promotional product in an envelope!• Response rates for the dimensional package recipients were 75% higher than for the group who received only a sales letter! In case you were skimming, you might want to read that last line again. Response rates for the dimensional package recipients were 75% higher! Wow!    Add Value:  As we look at the postcard we sent out for Coshocton Regional Medical Center, you will notice a magnet too.  We wanted to provide the information AND an easy way to keep it handy!  So we added that simple attachment to add value to the recipient.  It’s a simple, cost-effective and powerful way to make your next mailing more impactful. So Direct Mail is not dead.  As a matter of fact, done well, you can really stand out in a sea of “blah” in the mail box.   Make sure you never miss an update!  Sign up for our VIP newsletter here.    

Let's Talk About Print

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 At Hasseman Marketing, we have several goals.  You may have heard this one:  We want to Deliver Marketing Joy!  We are committed to making your marketing (and the creation and purchase of it) fun!   In addition, our goal is to become full-service.  We want to become the Premier Marketing and Media company in Ohio.  That’s a lofty goal.  But having goals like that help us think about the company we want to become.  What do we want to accomplish?  How do we want to serve?  It’s actually what drove us to start OhiosHeart.com. And now it’s driven us to take another bold new step. Hasseman Marketing has invested in a new Production Printer!  Though we have always “offered” print as a part of our services, we have needed to outsource it.  That’s been fine.  But we feel it needs to be more of a sincere focus if we want to truly be full-service to help our clients achieve their sales and marketing goals.  The reality is, our clients already trust us with their brand.  Why not take this next step so they don’t have to trust anyone else? This in house print solution is now a reality with Hasseman Marketing…and we are fired up about it! What does this mean for you? The simple answer is, if you are a client of Hasseman Marketing, we can service all of your needs.  So if you need a marketing video, a t-shirt or a printed piece, we have your back.  And from our perspective, if you are thinking about doing business with Hasseman Marketing, a print job might be a great way to test us out! What kind of print?  That’s a tough one because the list is a long one.  But here are just a few things you can consider printing with us. Business Cards Flyers Greeting Cards Postcards Envelopes Postcards Posters Menus You get the idea.  If you want to print it, talk to us.  For more information, please talk to your HMC rep.  Don’t have one?  Email us here and we can hook you up! Thanks for indulging us with this blatant self promotion on the blog!  Let us know how we can help! Want to make sure you never miss an update?  Now is a great time to sign up for the VIP newsletter.  It’s just one email per week…with all of the content in one place.  Sign up here.  

Make Your Direct Mail POP with Promo

Reading Time: 4 minutes

 

Gary Vaynerchuk recently said “Marketers ruin everything!”  Keep in mind that Vaynerchuk is a marketing guy.  But he points out that as soon as marketers find something that works, they (we) tend to use it to death until it becomes a nuisance.  Consider email.  We used to get excited each and every time we got an email.  We read every single one!  Now we can’t wait to hit the “delete” button so we can get rid of the nuisances. 

 

The same can be true for many forms of Direct Mail.  Direct mail is historically a great marketing tool for small businesses.  It still can be.  The problem is, this is a case where some marketers have ruined it for the rest of us.  We know this as consumers. 

 

Where do you open your mail?  Many of us answer that question, “Over the trash can.”  We are standing there (mentally) hitting the delete button on marketers.  Tell the truth, you are probably almost stunned these days when you get a real, sincere piece of mail! 

 

So can you do?  You can stand out.

 

One way you can stand out is to get noticed before you hit the “circular file.”  To do this, some marketers will create direct mail that looks like a real card.  Some will even go to the lengths of having someone hand write out the envelope.  This is a good news/bad news proposition.  The good news is, handwritten envelopes DO tend to get opened.  And if you have a small group you need to send a message to, this is a great way to make sure they see it.  The bad news with this tactic is if your customer opens mail thinking they are getting a personal piece of mail, and it’s just an ad, it can backfire.  You seem disingenuous, and the customer will likely (sometimes subconsciously) resent you and your company for it. 

 

Another obvious way to get your message seen before it hits the trash pile is to scrap the envelope.  You can send a colorful postcard or a flyer without putting it in an envelope.  I actually like this tactic for some campaigns.  But this idea too, has shortcomings.  First, you are usually limited to what you can include on the space you have to imprint (especially with a postcard) AND you are never quite sure what condition your marketing pieces is going to arrive in!  Again, sometimes this is fine.  But sometimes these limitations are just too annoying. 

 

One of the best ways to ensure a successful direct mail campaign is to incorporate promotional products WITH your direct mail.   The results of this math equation should really get your attention.

 

Direct Mail + Promo = Marketing Gold!

 

But why does this combination work so well?  Let’s get to it. 

 

Getting It Open

First and foremost, using a promotional product can help you create what I call “bumpy mail!”  Bumpy mail (or dimensional mailers) are packages that are odd shaped or bumpy.  This unique shape calls to the customer or prospect “open me!”  Curiosity will help you “kill the cat” because your potential client will want to know what is in the package. 

 

But don’t just take my word for it!  Let’s take a look at a study done in 1993.  This study, done by Baylor University, sent packages to 3000 school administrators.    They were divided into three groups.  The first group received an envelope with a sales letter, sales collateral and postage-paid business reply card   The second group received an envelope with similar contents plus a promotional product.  The third group received all of the contents listed above, delivered in a box with a die cut slot, instead of an envelope.

 

The results (as you might expect) were impressive. 

            *Those who received a promotional product in a dimensional package responded at a rate that was 57% higher than those who received the same promotional product in an envelope!

• Response rates for the dimensional package recipients were 75% higher than for the group who received only a sales letter!

 

In case you were skimming, you might want to read that last line again.  Response rates for the dimensional package recipients were 75% higher!  Wow!

           

Now I can hear those “Yeah-But” folks now. 

 

“Yeah but the cost of shipping is going to be higher for that piece.” 

 

Of course it will be!  But how much is a 75% increase in response rates worth to you?  Remember a key word here.  This is not a 75% increase in OPEN rates.  This is RESPONSE rates!  If you can’t increase your sales (and overcome in the increase in shipping) with that kind of response rate, you need to seriously reconsider your sales offer!

 

The Lasting Impact

Here’s the thing…if I ended the post with the above information it would be enough.  But the best part about adding a promotional product to your direct mail is I get to say “But that’s not all folks!”

 

I have always wanted to say that!

 

The fact is, when you add Promo to your Direct Mail, you get all of the other benefits of promotional products AFTER your customer opens the offer! 

  1. Remember the Rule of Reciprocity: Customers feel good about you and your company when they receive something from you.  By adding something of value to the direct mail offer, you create a sense of value.  This creates a better opportunity to sell to this client long term.

  2. Totally Targeted: This promotional piece is still super targeted. You have reached directly into this prospects home or office…and are communicating to them there.

  3. Lasting Impression: You have now created a long term advertising message (if you chose the product correctly) long after the postcard, letter or flyer has been thrown away.

Find Your Watermelon

Years ago I was in a sales training seminar with a Promotional Products Industry expert, Cliff Quicksell Jr.  He told a story about a young industry professional that needed to get a message to only 6 people.  She needed to get it to them…and she needed to make sure they did NOT throw the letter away by mistake. 

 

This young pro, as Cliff tells it, took a Sharpie and wrote the message on six watermelons…and sent them!

 

“She had a tough time with the post office,” Cliff said.  “But she finally got them to take them.

 

So I ask you.  You come in Monday morning and there is a watermelon on your desk.  Do you read it?” 

 

I love that story!  The message is clear.  Find your watermelon!

 

While you may not have to send giant fruit (though that would be awesome), you better stand out.  Promotional products can help you do that in a cost effective, results-based way!

 

This post is an excerpt from the book Delivering Marketing Joy. You can purchase that here on Amazon. 

 

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Last Week at Hasseman Marketing

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 The end of September is nearly upon us…and it’s time to get serious about our 4th quarter plans!  If you have not considered what you are doing for your year end gifts for clients, now is a good time to start.  Reach out to your Hasseman Marketing team member for help, or start shopping online here.  Oh…and don’t forget about our Customer Appreciation Show on Thursday October 15th from Noon to 5pm at Lake Park in Coshocton.  It’s a perfect place to shop for some awesome promotion ideas. We have also been HARD at it creating content and value for you.  So let’s get to that now! Let It Go:  This is a tough one, but one that’s sure to improve your life.  You get “wronged” on social media.  Someone insults you.  Let it go.   Weekly Word:  One plus one often equals more than two when you work with smart people to Collaborate.  Learn more here. Add More Zip To Your Direct Mail:  If you have ever done direct mail and you were not pleased with the ROI, this is the article for you.  Here are some real ideas on improving the imact of your Direct Mail.  Improve Fundraising with Promo:  Do you run a Non-Profit?  Are you involved in one?  If so, then you want to improve your fundraising…right?  Check out this article on how to improve your fundraising…with the SWAG! Delivering Marketing Joy:  How about Episode 50?  It’s hard to believe we have landed on Episode 50 of Delivering Marketing Joy, but here we are!  This week we talk with David Shultz from Distributor Central about Collaboration, Partnerships…and more! 6 Products Beer Drinkers Will Love:  Here is a fun blog that will show you some products that will reach the Beer Drinkers in your market…and your life.  Check that out here! 5 Business Lessons from Jimmy Buffett:  This is a fun one.  If you like Jimmy Buffett, or you have admired his longevity or business mind, this is a fun article to check out.  Here are tips from Jimmy’s career that you can apply to yours…check that out here. Just a reminder, come and see us on Thursday October 15th!  It will be a great way for us to say “thank you.”  It will also be a great way for you to see the latest and greatest products and services we have to offer!  See you then!   

Last Week at Hasseman Marketing

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 Are you ready?  This week we threw a TON of content your way.  As always, we hope you recieved your weekly dose of “marketing joy!”  But just in case you missed some of it…here it is in one place! Add More ZIP to Your Direct Mail:  If you have ever tried direct mail, or you do it all the time, this blog post (which is an excerpt from Delivering Marketing Joy) is a perfect way to take it to the the next level.  Check that out here.  Hasseman Hoedown:  If you are reading this and you don’t know about the Customer Show coming up on Thursday October 15th, then let this be your heads up.  If you do, this is your reminder!  Please join us!  For more details or to register, go here. Weekly Word:  Yes we have a new one!  This week we talk about creating a VISION for where you are going.  By doing so, you improve (greatly) your chance of getting there.  Want more?  Go here for the short video. Delivering Marketing Joy:  Maybe you understand that you need to create content, but you don’t know where to start.  Maybe you don’t know what you want to create.  Maybe you understand all of that…but want to create Content that matters.  Check out this episode of Delivering Marketing Joy with Tina Filipski! 3 Ways to Control Email:  We once read that the Inbox was a place to keep track of OTHER PEOPLE’S priorities.  It can become a time suck.  This week Jeff Wickerham takes a look at 3 tips to take back control of your inbox! Learn a New Language:  Want a new challenge?  Want to stimulate your brain to grow in new ways?  Consider working to learn a new language! Point Out the Positive:  We all know “that” person.  The one that finds fault as if there is a reward for it.  That negativity can weigh on you.  So take the time to look for things that are positive or good in your life and point them out.  It will change your perspective.  Read more here. Smile.  Breathe Deeply.  Repeat:  Okay so you finally got the opportunity to work on that big project.  You are going to present.  You got the chance…now what?  Smile.  Breathe Deeply.  Repeat.  FAST FIVE:  This time we take a look at 5 Products that will help to make your next 5K race (or 10K, or Marathon) really stand out!  Take a look at that here. So as you can see, it was a BUSY week at Hasseman Marketing.   We hope you get a lot out of this…and it helps you grow!  Let us know what you think. Now…we need to get working on next week!  🙂