Now that November is upon us, it’s time for business owners to start thinking of the holiday season. Consumers have either started their holiday shopping, or they are, at the very least, thinking about it. Now is the time to focus your marketing efforts. This will ensure that your business is top of mind when it comes to holiday shopping.
A successful marketing campaign will be one that combines online marketing (digital, seo, social media, e-mail, pay-per-click, etc.) with more traditional methods (print, direct mail, radio, etc). Sometimes the traditional methods are overlooked. For instance, direct mail marketing can be a highly effective method, and you’ll have less competition. Read on for some tips that will help you increase your sales with direct mail marketing.
Any good piece of marketing material should do four things: grab the customer’s attention, keep their interest, make them desire what you’re selling, and call the customer to action. Keep this in mind when planning your strategy.
Before you decide what you want to mail, keep in mind that you don’t have to spend lots of money. Consumers are most interested in value and good customer service. A simple holiday card or postcard will do the trick. Just follow these steps when developing your direct marketing mail piece:
Make it unique – If you’re going to go the holiday card or post card route, try and come up with something out of the ordinary. Something that, when received, the consumer will want to open rather than throw out without reading. Whether it be a play on words or a visual that commands attention, out of the box ideas are often the most well received. Depending on the nature of your business, humor is also enjoyed.
Keep it simple – You’ll want a high-quality image with just enough words to get your message across. Trying to be flashy or trying to cram too many words on your card doesn’t make your piece more interesting. In fact, it has the opposite effect. It almost comes across as desperate. And nothing turns people off more than desperation. By keeping it simple, you’ll also keep your costs down.
Reinforce the message – While you don’t want to be too wordy, you’ll want your message to be consistent. Keep your message focused and to the point, but make sure to drive it home. Remember that the goal is to be memorable.
Tie it in with your brand – This is really important. Most people think that your brand is your company’s logo, but the logo is just part of the equation. It’s the visual attached to your company (the face of your organization). Your brand is essentially how you are perceived by your customer. Everything you do –from your website to your interactions with your customers, to the rapport you build with them, either builds or tarnishes your brand. It’s important that your marketing materials are in line with what your company stands for and represents your mission and vision. Consistency is key when it comes to branding.
Offer them something – People love a deal. Offering an incentive is a great way to get customers in the door. Once they’re in the door, you can let your products speak for themselves. But to get them in the door, you should offer them something. You could do this by adding a coupon in your card. Give them $5 off a purchase of $25 or more. Better yet, make the discount a percentage of the cost. It could be $100 off a purchase of $500 or more. Remember how we talked about a call to action? Well, this is where you can include this. By offering the coupon for a certain period, you’re calling the consumer to action. Otherwise, the coupon will just sit on the table and collect dust.
Another great option is to add a personalized note. A hand written message, even if just a few words, gives a personalized touch and makes customers feel valued and appreciated.
Now that you have a template to follow, you’ll want to start working on this immediately and get those holiday sales rolling in.