When the Christmas holiday roles around or when my birthday catches me by surprise yet again, I never fail to find a greeting card in my mail box from my dentist. It’s a small, but thoughtful, gesture on his part, but somehow it always makes me forget how much I hate having his little metal pick digging around my gum line. Sure enough, when the six months is up, I’m back in his office to put my tender mouth through its paces. Why? I’m sure there’s probably an attractive female dentist with small, steady hands and a gentle demeanor somewhere nearby that I could go to instead. Part of it is habit, certainly, but a larger part is me remembering all those greeting cards and their well wishes.
That’s the power of direct mail marketing campaigns. Unlike the billboards that dot our highways or the television ads that afford us a bathroom break during our favorite shows, direct mail gets attention. Every day we go out to our mail boxes and every day we thumb though the latest deliveries hoping for a check or dreading that next credit card bill. That’s why it works. Between the mortgage payment and the latest readings from the power company, we are actively paying attention and filtering out what we want, what we need and what we are responsible for. Whether we are walking from our curb to our house or whether we are scaling the stairs to our apartment, we find ourselves, invariably, thumbing through every scrap of paper that has made its way to us. Its those quiet moments when sales are made and interest is generated.
Isn’t it important to your company to take advantage of that opportunity? These are some of the things that direct mail marketing can do for your business.
- Create new customers.
- Generate or renew customer interest in your products.
- Strengthen your relationship with your clients and customer base.
- Improve your service and products through surveys.
- Notify potential customers of promotions and sales.
- Reinforce your company’s brand in consumer consciousness.
- Inform customers of moves or new branch openings.
Whatever your goal, direct marketing has a tool to meet your desires. Postcard printing can promote your sales. Brochure printing can highlight all of the services you have to offer your customers. Or, you can take my Dentist’s route and print greeting cards to become an extended part of your customer’s families. I can attest first hand to the effectiveness of direct mail marketing and that’s what counts - the tangible results.
