VIDEO TRANSCRIPT: B2B Direct Mail Strategy: Will direct mail work for your business?
Hi. In another video blog that I did, I had kind of given you the two questions that you should be asking yourself in regards to direct mail. Should I be using this as part of my marketing strategy? And will it work for me? We already answered question number one. Let’s answer question number two. Will it work for me? Yes, absolutely, undoubtedly, if. All right. Let’s be realistic, and let’s talk about those ifs. If you’re daring enough to be creative. You’re landing on their desk inside of their busy work environment, which is a wonderful place to be, if you peak your curiosity. Direct mail can make people excited. It can make them laugh, or elicit an emotion, or even make them feel special, depending on the level of structure, and creativity and forethought that went into it. So, creative, please be creative if you’re going to do direct mail. Don’t waste your money. Number two, you have to be committed. You need to make sure that before you ever send that first piece, that you have identified your budget, and your frequency, and your ability to commit to a duration of pieces, because this is a marathon. This is the tortoise, not the hare. It needs to be something that is very thoughtful and methodical in how you lay it out. Yes, it will work for you if you’re going to be analytical. There are so many wonderful tracking tools that you can do with direct mail, whether you push and drive traffic into the digital sphere. Whether you go old school and use a promotion that’s only specific to that mailer. If you are doing an 800 number, you can test different messages, all sorts of things. You have to make sure that you are able to quantify what your expectations, and that you know how you are measuring success. Yes, it will work for you if you are disciplined. If you’re talking about billboards, there’s kind of an old school ad agency rule about six words or less, because of the speed people are driving by. You know what? Direct mail needs to be like that way too, because people are driving by mentally at warp speed nowadays. They need to immediately be able to absorb what you are trying to communicate. I don’t care if you have seven or eight features and benefits. You pick one. One. If you want to talk about seven or eight, then you better commit to a whole bunch of mailings, because you should only do one at a time. Yes, direct mail will work for you. Just be thoughtful. If you don’t have the time to be thoughtful, give us a call, because we’ll do it for you. Thanks so much.
