Direct Marketing

It was 1452, Gutenberg pondered the idea of movable text, bringing together the use of paper, oil based ink and a wine press to print books. Today’s technology has stretched far beyond his imagination, using computers and broadband to spread information and commerce. My friends here at Solid Cactus often joke about my 25 years of experience in the print industry as if I had been around as long as the Gutenberg press.

Over the years I have seen many changes in the print industry but the basic fact is that print media produces results. I’ve seen ads in the New York Daily News produce more than a half-million dollars in sales in one weekend and a national direct mail campaign that tripled the fleet of a struggling roofing contractor. Yet in this age of internet advertising many entrepreneurs ignore this wonderful lead generating tool and others simply find it too expensive.

Expense was also an issue for the roofing contractor but with the help of me and our creative team we provided him with an affordable alternative. A twelve month post card campaign designed to generate brand awareness and introduce propositions that landed them on top of the Pentagon and the White House. Direct Marketing was the solution. A post card was the vehicle. All it took was a good offer, a good mailing list and a little creative genius. That’s all you need as well.

Most internet advertising is a shotgun approach. Direct mail by contrast targets your prospect specifically.

Tips to get you started:

1. Make a good pitch. The right proposition can increase your response up to 80%. Your offer is the most important part of the mailing and can include savings on one or more of your products, a free trial offer, or a free gift. Advertising is an investment. When you make an offer, make it good.
2. Get a good mailing list. Target your market. Expand your existing client base by purchasing other mailing lists. Mailing lists can be expensive and are often out of date, so inquire about when a list was last verified.
3. Use creative genius. Cut through the clutter with color, concise text and crisp clear images. To make a good impression you have to battle that stack of paper in every mailbox. Do it right. Get professional help.
4. Provide options. Give as many ways to respond as possible. Some people don’t like computers, others hate the phone or mailing in for things. Choices will increase your response rates. A computer code allows you to manage your mailing.
5. Mail often. Marketing studies show it takes an average of three exposures to make a lasting impression. Simply put, the more you mail the better your results.

Solid Cactus recently sent you a postcard with the offer of a free mouse pad. Our marketing department will publish the response results. Solid Cactus provides full service direct mail post card packages. For information call 1-888-361-9814.

I believe in the new technology. I also believe in using every weapon in your arsenal to get your message out. The simple post card is a good little weapon!