How to Sell Promotional Products as a Preferred Advertising Medium
Eddm social mediaperfectpair
1.
2. What you’ll learn today:
• What is Every Door Direct Mail (EDDM)?
• EDDM Highlights
• Getting Started- Using the online EDDM Tool
• Samples & Success Stories
• Pairing Print & Social Media
• Top Reasons People Follow companies
• #Hashtags, QR Codes, & Augmented Reality
• Utilizing the Perfect Pair
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3. What is Every Door Direct Mail
(EDDM)?
EDDM allows businesses to target customers in a specific
geographic area by:
- Zip Codes
- Radius around their location
- Specific neighborhoods
Did you know 85% of customers come from within a
5-mile radius of your business location?
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4. EDDM Highlights
Benefits:
• NO need to purchase a mailing list
• NO postal permit required
• Affordable postage: As low as 16.7¢ per piece & less if you are a non-profit
• Mail to Residential or Residential/Businesses on a carrier route
• Choose by average household income, age, or household
size
• EDDM mail isn’t processed like traditional mail
• Mails as flat size- allows plenty of space for your message
• Delivery- typically faster than standard (bulk) mail. Same as 1st Class treatment
Drawbacks:
• Cannot break up carrier routes
• Cannot mail to only businesses within a carrier route
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5. EDDM is an EXCELLENT
way to promote your
business!
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6. Cost Comparison
1st Class vs Bulk vs EDDM
4.25 x 11 Postcard- Full Color, Double Sided, 80# Cover
Prices Include:
Printing, Mail Prep/Addressing, Mailing Lists, Postage, & Delivery to P.O.
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No of Pieces First Class Bulk EDDM
500 $ 621.31 $ 463.58 $ 262.08
1,000 $ 1045.43 $ 723.16 $ 488.13
7. Postage, Size, & Weight Info:
Postage:
Standard EDDM Rates: Weight:
EDDM Permit: 16.5¢ 3.3 ounces Maximum
EDDM Retail: 17.6¢
Non-Profit Rates: Size:
Length: Minimum – 10.5”
8.7¢ with our permit Harrisburg Maximum – 15”
7.7¢ with your own permit Height: Minimum – 3.5”
Maximum – 12”
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8. Cost Effective Sizes
4.25 x 11
6.5 x 12
8.5 x 11
12 x 15
Additional sizes available!
Mailing Flat will ensure your piece
stands out in the mailbox!
Larger Card= Better Response
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/@Konhaus
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17. EDDM is an EXCELLENT
way to promote your
business!
/KonhausMarketing /@Konhaus /Konhaus
18. Now onto the examples! .
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/@Konhaus
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19. Roundtop Mountain Resort
“It has worked very well for us. The key for us has been to promote a very specific
event and to target it to appropriate routes. So far both events we have promoted
have been very well attended and we have also gained visitors outside of those
events.” Chris Dudding, Marketing Director
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20. We’re in your neighborhood!
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23. 11 x 17, Tri-Fold Brochure
"We typically receive a call within hours of the post office worker dropping them in mailboxes."
- Jeannette Magaro, Owner of Nikoli's
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26. EDDM is GREAT to Promote:
• Sales
• Special Events
• Grand Opening Announcement
• Coupons and Special/Exclusive Offers
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27. LIMITED TIME OFFER from USPS
First Time EDDM Customers Only
Mail Between 9/7/14 - 12/31/14
*Spend $350 in Postage, receive $50 off your 1st Order
*Spend $750 in Postage, receive $100 off your 1st Order
Contact USPS Senior Field Sales Rep, Donna Fahler, to claim your discount!
717.257.2103 or Donna.M.Fahler@usps.gov
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29. Pairing Print and Social Media
• Allows your business to:
• Better engage with prospects
• Target and define your core audience
• Increase brand and product awareness
• Describe your business
• Allows potential customers to:
• See another side of your business
• Understand what you do on a deeper level
• Interact with you on a consistent basis
• Continue to build relationships past the mail box
/KonhausMarketing /@Konhaus /Konhaus
31. QR Codes & Augmented Reality
• QR Codes (Quick response)
• Provide a link between the printed page and the digital world
• Be sure to send them to somewhere of interest
• If it’s your social media or website - be sure it’s UPDATED
• AR (Augmented Reality)
• Create a digital experience that pops off the page when viewed with a
smartphone/tablet screen
• Using AR brings your mailing to life!
• Photo galleries
• YouTube Videos
• Direct Links to Social Media, Website, Email
• Maps
• Coupons/Exclusive Offers
• Sign up forms
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32. #Hashtags
• Helps categorize by a specific topic
• On the following Social media sites:
Yesterday’s Top Trending Topic:
#RoyalBaby
• Twitter - Birthplace of hashtags
• Facebook - Results not limited to friends
• Instagram - Compliment photos; discover new accounts
• Google+ - launch search for similar and give you opportunity to search twitter and
Facebook for the tag
• Tumblr - tags have hash symbol automatically inserted
• Pinterest - mark and search content
• LinkedIn - does not support hashtags
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33. Contests, Coupons & Giveaways
• Contests
• Set Contest Goals
• Pick a relevant prize
• Make sure it’s something your audience would really want to enter to win
• Coupons
• Make your offer compelling
• Give an expiration
• Measure success online vs. offers redeemed
• Giveaways
• Great for actions more complex than liking
• Can make a great first impression or re-engage prior customers
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34. The Top Reasons People Follow
Companies on Social Media
• Offers, freebies, promotions
• Get updates on future products/services
• Following keeps them informed
• Want to know upcoming sale information
• Exclusive content
• Show support for a company/brand/product
• Share Ideas
• Provide feedback
• Education on company topics
• Recommended to them by a friend
/KonhausMarketing /@Konhaus /Konhaus
35. I’ve got followers, now what?
• Keep them engaged
• Get them involved with your brand in other ways like signing up for
your direct mail list, email newsletter, or blog
• Join in on the conversation - reply to posts and be active
• Give followers a behind the scenes look at your business
• Get personal! People like to see what you’re up to outside the office!
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36. Tips
• Link to your Business Social Media Channels - not
personal
• Use Social Logos with Handles
• Keep your page up-to-date
• Tell your potential customers why they need to
scan with QR or AR
• Add More Contact Information On Your Mailer.
Place your website and social platforms
/KonhausMarketing /@Konhaus /Konhaus
37. Preparing to Utilize the Perfect Pair
• Who is your audience?
• Think about your target and where they are on social media
• Identify what social channels you want to include
• Keep promotional channels relevant and up-to-date
• Give them a reason - What will they get for taking this extra step?
• Prepare a great call to action
• Make sure your image is consistent across all channels
• Promote Your Presence on EVERYTHING
• Business Cards, Direct Mail, Flyers, Brochures, Rack Cards, Notepads
/KonhausMarketing /@Konhaus /Konhaus
38. Thanks for attending our
Lunch ‘N Learn Seminar!
Please contact us if you have questions or would like to learn more about how EDDM
can benefit YOUR business!
Sarah Barr, Results Specialist at Konhaus Marketing
sarah@konhaus.com or 731.9456
Kyle DeMartyn, Creative Director at Konhaus Marketing
kyle@konhaus.com or 731.9456
Mary Clayton, Digital Marketing Manager at Konhaus Marketing
mary@konhaus.com or 731.9456
/KonhausMarketing
/@Konhaus
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