Another case for direct mail.

By Steve Fodor

Pick up any trade magazine from the marketing world and you’ll read about how social media is the “latest and greatest,” even in the B2B world. A recent conversation on LinkedIn even asked, “Is social media overtaking marketing?” No doubt, social media presents B2B and B2C marketers with dynamic venues for optimizing search results and developing conversations with customers.

But, even in the new media world, “old” and proven communications venues still have their place. I’ve always been a fan of direct mail…done right. I’m not of fan of postcards and letters that are not personalized or do not have a relevant offering (I’m also not a fan of push email, either, for the same reasons). Direct mail, when done right, is engaging. Human beings are tactile creatures and direct mail can involve the senses. Direct mail can be read in a more passive environment, which is especially advantageous if you’re selling a technical or information-intensive product or service. Direct mail can (and should be) entertaining and visually interesting. And, with creative use of different paper stocks and printing techniques (remember printing?), direct mail can create brand ambience.

I opened my mailbox the other night and found a nice direct mail piece from a financial planning organization. Actually, the mailing was addressed to my wife, but I was so intrigued by a three-dimensional direct mail piece that I had to open it to see what it was. It’s engaging. It’s interactive. It presents information in a way that’s easy to understand and makes good use of a three-dimensional visual device (the spinning wheel). All in all, it delivers an effective and informative marketing message that got my attention.

Another good use of direct mail is something we did for one of our B2B clients (see photo above). It’s for a new kind of slip -resistant flooring that’s applicable in the trucking industry, as well as many other industries. The marketing challenge is that the product is “alien,” according to the marketing manager. With our help, we put together a targeted mailing list, an engaging three-dimensional mailer that tells the story, and these are being mailed to select prospects with a follow-up call for a personal visit.

We see social media continuing to evolve in the B2B marketing world. It’s a big part of what we do and we’re working with clients to expand how they use and think about social media to tell their brand stories. But, don’t overlook the power of so-called “old school” mediums. The right tool used in the right situation will still work wonders, no matter how old it is.

Photo Credit: Badertscher Communications

A (New) Case For Direct Mail

by Steve Fodor

Unless you’ve been living under a rock somewhere, you’ve experienced the explosion of e-mail and mobile marketing. It’s revolutionized marketers’ abilities to cost-efficiently communicate with more customers, create conversations and engage with a brand’s target audience.

But, to quote an old cliché, “If the only tool you have is a hammer, you see every problem as a nail.”

I still love direct mail for what it can do…and for what e-mail and mobile marketing cannot do (yet, anyway.)

Here are a few (and certainly by no means all) considerations for making direct mail part of your marketing mix:

· Recipients can take more time. How aggravating is it to open an e-mail and see that it’s a l-o-n-g one? If you have a technical or highly involved sale, direct mail can deliver a “complex” story in a more passive environment than an e-mail in-box. Adding a personalized letter with related elements (brochure, white paper, DVD, etc.) can increase readership as much as 45%.

· Credibility. Spam has made even so-called “junk” mail from the post office more credible. Privacy issues and fear of opening or responding are less prevalent with direct mail. Credibility is vital if you’re marketing a high-end/high-ticket product.

· Human beings are tactile creatures. Direct mail allows you to touch, feel and interact with the medium. Paper stocks and certain type fonts can create a “feeling,” or ambience, for your brand. Adding a dimensional feature to direct mail can elevate its perceived importance. You’re curious to see if there’s something “good” in there. This can be especially relevant if your selling proposition is based on emotional appeal. And the more senses we humans use to process information, the more likely we are to remember that information.

I could go on and on about the pros and cons of direct mail vs. e-mail. The point is, think about what you’re selling, the brand impression you need to make and what you require from a medium to deliver your message in a creative and memorable way. Let that drive your media selection. Not just cost per exposure.

Send me an e-mail if you agree.

Flickr Photo Credit: http://www.flickr.com/photos/powerbooktrance/