It's Only Junk Mail If It Doesn't Work
Do you love when your mailbox gets crammed full of junk mail? The stack of flyers for shops I do not frequent, and for items I do not need, does become a nuisance at times. Even a note to the postman on my mailbox barely seems to stem the flow.
As a matter of professional curiosity I will occasionally browse through the variety of materials to see what stands out. Sometimes I even hang on to an example of what — or what not — to do as handy fodder for my marketing workshops.
While it's usually just annoying, in one particular instance I found a postcard announcing the opening of a retail store in my neighbourhood. It offered a free sample or a more valuable gift with a minimum $5 purchase. I was intrigued.
As a matter of professional courtesy, you understand, I went down to check it out...and ended up purchasing $40 worth of product. The sales clerk was even nice enough to throw in both the free sample and the free gift.
It proves the point that sometimes "junk mail" does work — even on an experienced marketer like me. Which is why we continue to get so much of it. The million dollar question is always which times does it work?! In this case, the program was structured well in a number of important ways:
- There was action required and it could be tracked
- The reward (incentive) had tangible value
- Getting the reward required minimal investment
- More than one option was offered
- The in-store experience was very positive
Judging from the large stack of returned postcards behind the cash desk, the campaign worked for a lot of other people, too. Getting people in the store was clearly the goal and they succeeded. Given the great, friendly service, and the opportunity to sample via free product, I'd venture a guess that they've sold product too, whether then or at a later date.
And that, my friends, is what good return on (marketing) investment looks like.
Tips & Tricks of the Trade
Marketing is as much an art as a science, which makes it difficult to quantify. What makes one marketing campaign more successful than another is often in the details. It is possible to increase the likelihood of success if the foundation is well laid.
The best approach is not to take any of the many variables for granted and to carefully craft each element of your program.
- Include a call to action - What are potential customers supposed to do when they see your marketing? Do you want them to do more than read and discard? You must be sure it is perfectly clear to them. Write the copy, then have someone who is not in your industry/business read it. If it makes sense and it's appealing, proceed.
- Provide a tangible, valuable reward - If you want potential customers to give something valuable to you — their time and attention — be gracious enough to value them and offer something in return. It should be painless and easy for them to respond.
- Track the results - If potential customers did do what you asked them to do, how would you know? Is there a way you can tell if the action got carried out? Whether it's a card/coupon they return, an email they submit, or a webpage they visit, build campaigns that allow you to quantify the response rate.
- Offer reward options - Magazines often use several slightly different subscription incentives in a single issue. Alternate options will allow you to determine which gets a more positive response. If more people choose option A, but those who choose option B tend to buy more, you can now focus on getting more of the option B type customers for increased sales.
- Ensure the experience lives up to the offer - I once had a prospect who wanted to deal with his shop's poor customer service reputation AFTER he had more customers. Frankly, the marketing wouldn't have worked. Oh, it might have worked at first, but it would have no lasting value. If you go to the expense of getting them in the door, give them a reason to return, or it is money wasted.
Anyone can cook, but truly delicious food takes preparation and care with the details. So it is with an effective marketing campaign.
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Quizzical Queries |
Q: I'm planning a direct mail campaign and cannot decide whether to print in colour or black and white. Colour looks better, but I can print and distribute more pieces if I go with black and white.
A: You've touched on a common dilemma, not just with direct mail pieces, but with signage, banners and print ads, as well.
With direct mail you have a couple of options: shrink your mailing list or geographic target area and limit reach, or opt for black and white and take extra care with the design to ensure an attractive outcome. A well-prepared black and white design can be dramatic, impactful and very effective.
To make black and white work, first hire a skilled designer. Remember, you only have one chance to make a first impression and it needs to be good. Your marketing must attract the reader's attention — within a few short seconds and without the benefit of colour. Make it count.
Second, when printing in black and white, design in black and white. While it's technically possible to design in colour and print without, the outcome is less than attractive and doesn't do the medium justice. If done properly, the visual impact can be excellent.
Finally, consider alternatives to colour for attracting attention. A non-traditional size or paper weight can add a unique element to your piece. Your printer or graphic designer should be able to suggest something a little different to help make the piece stand out.
As always, you may have to start small but at least start smart.
Have questions?
Submit your Quizzical Queries to liz@marketnavigators.ca
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Events |
musica intima at Festival Vancouver
One of Vancouver's most talented and beloved vocal ensembles is performing at Christ Church Cathedral for Festival Vancouver on August 15th at 5:30pm. Click for tickets or more information. Check musica intima's website for details of the new season series.
The Every Woman in the World Conference in Vancouver
A weekend conference inviting all women to share in the fun experience of learning new activities and skills, Every Woman in the World Conference - Vancouver will be held October 3 - 5 at The Pacific Palisades Hotel on Robson Street. Try activities such as yoga, African dancing, pole dancing, grouse grind, kayaking, and MUCH MORE...registration to begin in August.
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