Tag Archives: direct mail

Direct Mail Marketing: Best Practices for a Digital World

direct mail marketingDespite contrary belief, direct mail marketing is not dead. In fact, with companies focusing on digital marketing efforts, now is the best time to make sure you have a solid print marketing strategy.

Direct mail marketing is still as effective as digital when strategically implemented. Keep in mind the following best practices when developing your next marketing strategy:

Cut through the clutter

Develop an eye-catching direct mail piece that will make prospects stop and ask, “What’s this?” Test out various sizes and types of mailers to determine what works best. Make sure all of your pieces are consistent in branding so recipients know the mailers all came from the same company.

Get personal

A carefully written personal letter to your prospects can go a long way. Personalize the letter as much as possible using names, locations, interests or information from previous discussions with a prospect. Write the letter with the mindset that you want the recipient to feel as though it was written specifically for him/her. As always, include a call-to-action to entice the prospect to reach out.

Use print to augment other efforts

With a thoughtful marketing strategy, you can use print to augment other marketing efforts. It’s always good for a prospect to receive information about your company from a variety of channels. Just make sure your strategy and branding is consistent across all channels.

Develop a strategic mailing list

Your direct mailing list can make or break a campaign. Take the time to understand your ideal customer and make sure your mailing list targets your most valuable prospect. If you’re purchasing a mailing list, consider the different categories of lists available:

  • Specialty list: Reach niche markets based on key behaviors.
  • Custom list: Target your list based on specific demographics.
  • Cloned list: Find customers like your best existing customers.

Track your efforts

Though it takes a little more effort than with digital marketing, it’s still possible to track your direct mail marketing efforts. Consider creating print-specific landing pages on your website and track how many individuals visit that page. You can also include promo codes on your direct mail pieces and ask that prospects mention the code when calling or filling out a form online.

How can your company use direct mail marketing to enhance its marketing strategy? Contact us today — we’d love to hear about your challenges and successes with direct mail marketing.

 

10 Tips for an Effective Marketing Booth

You signed up to have a marketing booth at a trade show, networking event or festival. Now what? What can you do to generate new business leads or meet potential new talent? You have to be strategic, plan ahead and bring your marketing A-game!

Successful Marketing Booth Ideas

Here are ten tips that will help you draw more traffic to your marketing booth, engage with more event attendees, and generate sales leads.

  1. Before the event, send an email and/or direct mail piece to prospects that may attend the event. Let them know where your booth will be located and what benefits they will receive from visiting you.
  2. Design a professional, attractive booth that catches the attention of passersby.
  3. Make information easy to find and digest. Add professional banners, posters or an informational wall structure to help people understand who you are and what you do — even if they don’t talk to you. Engaging or interactive technology elements such as a video are a bonus!
  4. Be helpful or entertaining. A fun game, massage chairs, interactive technology and raffles for big-ticket items will help draw traffic to your booth and increase awareness of your presence.
  5. Don’t give too much away for free. Instead, collect visitor information in exchange for your big attraction. Have an information card or a form on an iPad that they can complete. Use this information to follow up with visitors after the event.
  6. Be sure you have company literature and information available that you can pass out to visitors who are interested in your product or service.
  7. Make sure your employees aren’t standing behind your booth the whole time. They should be out in front, engaging with visitors and passersby. Also, make sure each worker has their business cards handy.
  8. Give away promotional items that people can use on a daily basis, such as pens, sticky notes or calendars. This will serve as a constant reminder and keep your company top-of-mind.
  9. Have at least two people run the booth in case one person needs to step away periodically. A third person can stop by the other booths for additional networking.
  10. To further increase company awareness at the event, be an event sponsor. Depending on your sponsorship level, you can have your company logo included in ads for the event, on event banners, in the event program, mentioned in promotional emails and/or mentioned on stage.

Need professional assistance with your trade show or marketing booth? Contact the GREENCREST experts!

 

Initiating a Call to Action

As CEOs, we want results from our marketing investments, but sometimes we forget to guide prospects to take action. A call to action, or CTA, instructs prospects to perform a desired action such as “learn more,” “call today,” or “download the e-book.” The most effective CTAs relate to where your audience is in the sales cycle (lead, prospect, new customer, returning customer).

Different Call to Action Types

Companies use call to actions in every medium including websites, emails, print ads, television ads, videos, or direct mail pieces. In the end, the goal is to persuade the consumer to take some sort of action, depending on the company’s objectives with a target audience. There are several different types of CTAs.

Attract Interest

When consumers are at the beginning of the sales cycle, they turn to the Internet to research solutions to their needs and wants. This is often when advertising and search engine optimization (SEO) come into play. Marketing pieces that are meant to grab the audience’s attention and educate will often include CTAs such as “learn more” or “read more.”

Generate Leads

Most online marketing leads are generated through form submissions. Having an engaging call to action button is proven more effective than a simple “submit” button. For example, if you use an online white paper download form to collect prospects’ names and emails, a good CTA on the form would be “Download Our Free White Paper.”

Encourage Decision

Smart businesses use content marketing to help nurture prospects in order to generate more sales. You may offer a free trial to help those who have narrowed down their choices and are close to making a decision. A good CTA for this audience would be “Start Your Free Trial.”

Close the Sale

When your audience is at the bottom of the funnel and ready to make a decision and purchase, it is time to close the sale. Call to actions that are most relevant to this audience include “Request a Quote,” “Contact Sales,” or “Call Today.”

Stay Connected

It is important to maintain a relationship with your current and past customers. This is often done through email marketing and social media marketing. Include social media icons and a CTA such as “Connect With Us.” You may also want to introduce current customers to other products or services. In this case, an appropriate call to action could be, “View The New Features.”

Best Practices

When it comes to choosing a CTA for a particular marketing piece, it’s important to keep some best practices in mind.

  • Use imperative, or command, verbs to instigate action.
  • Make sure the CTA stands out visually within the piece.
  • Keep the CTA clear and concise.
  • If it’s online, make sure users understand what will happen when they click on it. And make sure they are taken to a page with content they were searching for.

Call to actions are critical elements in almost every marketing piece, so it’s important to understand your goals, audience, and CTA best practices when finalizing the piece. This will help you generate leads, make a sale and encourage repeat sales.

Contact the GREENCREST team and let us help you create powerful CTAs in your marketing and advertising campaigns!

 

The Secret to Creating Direct Mail Content That Works

newspaper-reading

Direct mail is meant to capture the reader’s attention, quickly get to the point and share important information. As a marketer, you don’t want to take too long to get to the “meat” of your content, otherwise you will lose the readers’ interest. A good direct mail piece creates excitement, interest, questions and pictures in your readers’ minds.

Follow these steps to learn how to create the most effective direct mail content that’s sure to spark the interest of your readers:

Readability

Making the content clear and easy to follow is the No. 1 rule when creating direct mail. Make sure your focus point is obvious and up front. People generally tend to “glance over” sales and marketing pieces, so if your message is clear, concise, and upfront, you’re more likely to keep the reader’s attention.

 

Tips for enhanced readability:

  • Use bullet points
  • Keep paragraphs and sentences short
  • Use intriguing headings and subheadings to help guide readers
  • Repeat the main point in different ways to help the message sink in

 

Strategic Angle

Find a clever way to present the information to help your piece stand out from others. Simply stating that you could save money with new software isn’t enough. Give exact figures or successes letting the reader know just how much they could save. Find a “hook” that will grab their attention and keep them reading to learn more about it.

 

Tell a Story

Storytelling can be a sure-fire way to capture (and keep) the interest of people that are reading your direct mail piece. You want to lead them through the piece so they can easily and clearly follow your message, pick out the main points, and find a way to relate to the end result. Include content that sets your product or service apart from others and why — whether it’s all of the amazing benefits, its point of distinction, or how it will solve the readers’ problems. The goal is to instill a need or desire and to have readers apply it as the solution in their own situations.

 

After creating your direct mail content, ask yourself:

  • Is it interesting?
  • Is it easy to read?
  • Is there a story or angle that your readers can relate to?

If so, you are on your way to presenting content that is sure to drive interest and help generate leads or sales!

Not sure if your direct mail content is up to par? Contact the experienced team at GREENCREST, and we can help create content that actually works.