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  • Last direct mail promotion!

    We have just sent our last direct mail promotion!
    ZERO response. It appears in this day and time direct mail is essentially ueless, as far as our target market goes. We've conducted direct mail campaigns for several years and have determine that for our product offering, we just will nbot be conducting any future mailings. :(
    www.concession-supply.com

  • #2
    did you buy a list or was this for previous customers? did you include a good call to action?

    Comment


    • #3
      I guess I have a biased opinion here about Direct Mail since I am a commercial printer. :) After 24 years in business and thousands of marketing/direct mail campaigns, I can confidently say that they are all a hit and miss. Direct Mail DEFINITELY works, otherwise our mailboxes wouldn't be flooded with pieces of mail. Of course there are many other factors that also play a role in your mailing campaign that you need to keep in mind... the time of year, the special that you are offering, prospects being mailed, etc. etc.

      We do ALOT of mailings for our own company since we have the advantage in this area and I can tell you that I've gotten better responses from small mailings of 250 compared to large mailings of 5,000. I strongly feel they are simply a hit and miss. I push our customer service reps to find out how someone heard of us and many times, a prospect may call/walk in the door and they don't even mention the flyer they found or the postcard they received. Lately, mailings haven't done so well for us either. We have actually been getting good responses by simply handing out flyers.

      www.printing-delray-beach.com
      Matthew
      MINUTEMAN PRESS Since 1986
      www.printing-delray-beach.com

      Comment


      • #4
        Originally posted by Printing View Post
        I guess I have a biased opinion here about Direct Mail since I am a commercial printer. :) After 24 years in business and thousands of marketing/direct mail campaigns, I can confidently say that they are all a hit and miss. Direct Mail DEFINITELY works, otherwise our mailboxes wouldn't be flooded with pieces of mail. Of course there are many other factors that also play a role in your mailing campaign that you need to keep in mind... the time of year, the special that you are offering, prospects being mailed, etc. etc.

        We do ALOT of mailings for our own company since we have the advantage in this area and I can tell you that I've gotten better responses from small mailings of 250 compared to large mailings of 5,000. I strongly feel they are simply a hit and miss. I push our customer service reps to find out how someone heard of us and many times, a prospect may call/walk in the door and they don't even mention the flyer they found or the postcard they received. Lately, mailings haven't done so well for us either. We have actually been getting good responses by simply handing out flyers.

        www.printing-delray-beach.com
        Times have changed. The method of obtaining information has switched from physical media to digital forms of media. It used to be if you took out a decent sized ad in the yellow pages you'd get more business than those who did not, but these days over 80% of people looking for products or services turn to google instead. I don't even think i have a phone book in my home anymore and can't remember the last time i actually used one. The information in them is outdated by the time they are printed.

        For example a couple years ago we wanted to have a deck built, so we checked the yellow pages and called all the contractors we could to get quotes on the work to be done. A large % of them were either out of business or didn't bother to give us a call back. But another project came up and instead we googled it and was able to get a much better response in alot less time.

        Up until a few years ago sure print media was still effective, but due to the costs associated with it, its just not feasable in this day and age. As a business owner you have to pay attention to how much you spend, where you spend it and how well it performs, and in all these areas print media fails when compared to its digital cousin.

        This is exactly why i push for local seo, but in this area folks are so clueless. I took over the #2 in this area for the terms attorney and lawyer and have yet to recieve a call or email about doing the same for their firm. Its sad but folks around here just don't pay attention to the elephant in the room and instead insist on using ineffective outdated forms and wonder why they fail within a year. Oh well, eventually they'll come around and when they do, i'll be there to take their money, haha.
        Last edited by jwm2; 02-05-2011, 12:07 AM.
        Active.Market.Solutions - 3dCart SEO Specialists
        Extreme-Mods - Video Game Console Mods, Cases and Accessories
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        Comment


        • #5
          Breaking through the Clutter

          There's and old advertising saying that says "I know I'm wasting half of my ad budget - I just don't know which half"!

          IMHO its not just about which method one uses but rather how one goes about Breaking through the Clutter that has accumulated in that method and for the vertical that one sells in.

          Here's a very good Frontline on advertising as it exists today.

          http://www.pbs.org/wgbh/pages/frontl...tm_source=grid

          Comment


          • #6
            Originally posted by jwm2 View Post
            Up until a few years ago sure print media was still effective, but due to the costs associated with it, its just not feasable in this day and age. As a business owner you have to pay attention to how much you spend, where you spend it and how well it performs, and in all these areas print media fails when compared to its digital cousin.
            To say printing is ineffective and just not feasible is extremely FAR from the truth. I’ll give you a few examples.

            We print/mail for many private schools and colleges. The cost of printing/mailing/postage of 20,000 postcards will be approximately $4,000. Of course, you are right, the expense of 20,000 emails will be much less. Many of the private/boarding schools we print for charge anywhere from $19,000 – $29,000 a year for tuition. If they get just 1 student out of that mailing, the school just made a big profit. If the school consistently gets just 1 more student to sign up in comparison to the digital mass email route, then the school made a much better ROI from printing rather than mass emails. In addition, the wealthy/upscale parents will not be too enticed for an invitation to an open house by email for these kinds of prestigious schools.

            Another even better example for some of us smaller businesses on here.. a client of ours remodels kitchens, bathrooms, etc. He spent a large amount of money on SEO and he felt like it was a waste of money (in his own words). He decided to try the printing route and we decided to mail around 4,000 postcards to homeowners that just recently purchased a foreclosure or short sale. Business for him has been booming since (there are tons of foreclosures/shortsales here in South Florida). He keeps going from city to city with the same printing/mailing campaign and starts over each year. Anyone knows being ranked among the top 4 for 20 different cities or even nationally is extremely time consuming and will most likely never happen. Plus he hit a much larger market in a much faster time period. Print media tripled his business (so he claims) in the last two and a half years.

            Postcards, mailings, coupons, flyers, etc. etc. IS NOT ALWAYS the best route for your business. PLEASE do not think that is what I am trying to say here. A friend of mine who is a travel agent gets most of her clients from Facebook. I am trying to say everyone’s business and clientele is different and you should think outside the box and do the math for yourself. It’s just a misguided thing to say printing is ineffective, not feasible, and fails in all these areas. I can keep going on and on with examples but I hope I clarified things.
            Matthew
            MINUTEMAN PRESS Since 1986
            www.printing-delray-beach.com

            Comment


            • #7
              Marketing

              Originally posted by Printing View Post
              To say printing is ineffective and just not feasible is extremely FAR from the truth. I’ll give you a few examples.

              We print/mail for many private schools and colleges. The cost of printing/mailing/postage of 20,000 postcards will be approximately $4,000. Of course, you are right, the expense of 20,000 emails will be much less. Many of the private/boarding schools we print for charge anywhere from $19,000 – $29,000 a year for tuition. If they get just 1 student out of that mailing, the school just made a big profit. If the school consistently gets just 1 more student to sign up in comparison to the digital mass email route, then the school made a much better ROI from printing rather than mass emails. In addition, the wealthy/upscale parents will not be too enticed for an invitation to an open house by email for these kinds of prestigious schools.

              Another even better example for some of us smaller businesses on here.. a client of ours remodels kitchens, bathrooms, etc. He spent a large amount of money on SEO and he felt like it was a waste of money (in his own words). He decided to try the printing route and we decided to mail around 4,000 postcards to homeowners that just recently purchased a foreclosure or short sale. Business for him has been booming since (there are tons of foreclosures/shortsales here in South Florida). He keeps going from city to city with the same printing/mailing campaign and starts over each year. Anyone knows being ranked among the top 4 for 20 different cities or even nationally is extremely time consuming and will most likely never happen. Plus he hit a much larger market in a much faster time period. Print media tripled his business (so he claims) in the last two and a half years.

              Postcards, mailings, coupons, flyers, etc. etc. IS NOT ALWAYS the best route for your business. PLEASE do not think that is what I am trying to say here. A friend of mine who is a travel agent gets most of her clients from Facebook. I am trying to say everyone’s business and clientele is different and you should think outside the box and do the math for yourself. It’s just a misguided thing to say printing is ineffective, not feasible, and fails in all these areas. I can keep going on and on with examples but I hope I clarified things.
              Do we have a "How do you market your business" thread anywhere around here? Probably right under my nose somewhere.

              It seems as though most consumers are just sick of being marketed to and will go to Google when they are ready to look for something.

              Comment

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