As you know, I like to use items that I get in my mailbox to illustrate good ideas for marketing campaigns—or as proof that companies are still using print. Imagine how thrilled I was when I got a direct mail piece from...GOOGLE!
The company was promoting its different advertising options for small businesses. And this piece was very well done. It had the three basic elements that we look for in a good, effective piece.
- The creative was attractive and simple.
- It was targeted at the right audience and used personalization to catch even more attention.
- It had a great offer ($100 in free advertising with no obligation to ever spend a dime on ads).
All in all, a great piece.
What is so exciting about this example is that it’s almost what you would consider to be a “reversal.” A technology company that was born on the Internet, now using direct mail as a vehicle to drive more traffic back to the Web.
What I want you to take away from this blog is the idea that ALL kinds of companies are using direct mail—technology companies among them. Even if a company does all of its business on-line, its staff still needs to know that using direct mail is a great way to reach people, amid all the noise of social media and email blasts that may end up in spam folders.
So use this story. It’s what we call anecdotal selling. You can use this story to sell a direct mail campaign to another company like Google. Case studies are out there by the thousands, folks, and you don’t have to be the one to have produced the piece to use it as an example.
I’m not telling you to go out there and say that you were the printer to produce the Google piece, just that you understand the basics of why a company would use direct mail to achieve its goals.
And by all means, remember the three elements that I mentioned above when you are examining any piece that you get in the mail in search of a potential prospect. If the senders has missed out on any of the three elements, you can use that to start a conversation.
Does the company need help with its lists? Has it left off the offer altogether? [It is shocking how many companies, big and small, that miss this crucial step.] You can be the one to help them see the light, and produce a more effective campaign that will produce greater results.
GO GET ’EM!