After an economic downturn in business, or major internal changes in a company, there is an opportunity to get back to the basics in marketing. Some businesses use this time to work on their business. As one company president recently said, “I’m spending my time to re-invent the company.” By that, he meant that he is defining a new set of business goals and objectives for his company based on where his industry is heading.
Some industries, more than others, are venturing into digital marketing and social media. As rule of thumb, it’s a good idea to first look to your customers for ideas. What are the customers telling you? Do customers use a variety of different communication channels to connect with your company?
Answers to exploratory questions like these lead toward a better plan and the goals are in line with the company’s marketing strategy. Lately, businesses are asking the question, “What about direct mail?” Direct mail never left the scene, it’s just in an area of change.
Direct mail is a leading marketing communication tool in company’s large and small, with other traditional and social media channels, to increase customer connect points. The use of direct mail in cross media campaigns has driven these companies to direct mail and digital marketing companies to make sure they are increasing their ROI and meeting deadlines.
Any of the company’s in direct marketing and mail processing have a goal to bring control to the mail process and ease the pressure direct mail activities usually build up in a campaign. Once the direct mail strategy or plan is complete, each and every detail of your mailing occurs absolutely effortlessly during each direct mail campaign. If your plan calls for mailing weekly, all the details to make it happen weekly are carefully followed. If your plan calls for fulfillment, each and every detail is meticulously followed.
After all, you have a business to run and goals to to meet. And if you’re thinking about the basics and technicalities of mailing, it’s not doing marketing justice. So, that as soon as you “think mail,” think of this site and ask for a referral to one of our company’s who have this philosophy. Let us know what you’re trying to achieve. We’ll provide you with a company who has answers, ideas and plan accordingly.
It’s never a bad idea to periodically look at the marketing basics as you use direct mail and in many other forms of marketing communication. The marketing basics are there for a reason… they work. And they are critical element to the success of your marketing and sales functions.
Quick tip: Never under-estimate the value of the list containing your direct mail contacts for any mailing assignment. Don’t wait until the last minute to update and clean the mailing list. The penalty in the cost of today’s postage will lower the ROI of any mailing. This is by far one of the most mistreated basics of direct mail. Get your list to your direct mail company early on in the planning phase to get it clean and ready to go to meet your deadlines.
The next time you find yourself backed into a corner, remember the basics. They’ll get you back on track and back into successful direct mail while hitting a high note. Then click here or on the referral cop to get expert and professional help for all of your direct marketing activities.
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