![[object Object],[object Object],[object Object],[object Object],SOURCE: LIESSE, JULIE. "WHEN TIMES ARE HARD, MAILWORKS." Ad Age 30 Mar. 09. USPS.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Direct Mail Presentation
- 1. DIRECT MAIL? Presented By: Alison Pecukonis _______________________ INSTEAD OF WATCHING THE ECONOMY FAIL; MARKETERS ARE SWITCHING TO DIRECT MAIL JULY 2009
- 3. 2009 Survey by Advertising Age Custom Publishing “Marketing in a Down Economy” SOURCE: LIESSE, JULIE. "WHEN TIMES ARE HARD, MAILWORKS." Ad Age 30 Mar. 09. USPS.
Editor's Notes
- Direct mail is extremely effective in building brands and can meet almost any marketing objective because it is affordable, flexible, and has great reach to a specific target audience. It is used for direct response marketing and enables marketers to elicit a response from the consumer In this economic climate, the role of marketing mail has changed More and more people are using coupons and paying attention to offers that come in the mail. Consumers are considering time as a factor, they price compare, read all the fine print, and take longer to purchase. Direct mail generates a response and triggers a call to action. If a tangible coupon can save them 5 bucks if they buy now, you can be sure they will buy now. Or at least before that coupon expires a week from now. ALL consumers are concerned with saving money. Including a higher household income demographic. Promotional offers let people do more with what they’ve got In addition, direct mail puts the offer literally, directly into the consumer’s hands In a study I will discuss shortly, direct mail has proven to be a favorite for boosting brands and sales This study also supports that companies who had to decrease their budget, increased their share of direct mail, and seen improved results. With decreased consumer spending and downsized budgets- companies struggle in how to advertise to the financially-distressed consumer. Consumer’s purchase decisions change More and more, I am reading and hearing about how direct response marketing proves to be a winner during a recession. It is affordable, flexible and has measurable results. It has worked before, and continues to work today.
- In the 2009 “Marketing in a Down Economy survey” conducted by Advertising Age Custom Publishing: 2/3 of respondents said their marketing budgets have been reduced this year, but advertisers allow mail to remain as vital part of the marketing mix Many marketers who have downsized their budgets, were asked to pick between two media forms this year- people choose direct mail and web due to its affordability, targetability and flexibility 55% say their spending on mail advertising will stay the same or increase this year Mail advertising will account for more than half of 2009 marketing budgets for 8.9% of respondents 18% of respondents said it will account for 25-50% of their budget 47% said it will account for 5-25% of their budget
- In the same study, AdAge asked advertisers why mail is a top media choice in this economy. And these were their answers: affordability, flexibility, targetability, return on investment and tangibility. Depending on their budget, marketers are left with many variables and options which can be tailored & personalized to work within any budget. Marketers are able to spend as little, or as much as they want with direct mail. AFFORDABLE- Obvious assumption -- most marketers are cutting budgets this year You have different formats, depending on the budget: Letter- Used for selling/ promotion something personal Postcards- Quick reminders Self-Mailer- Used to visually illustrate the benefits of a product/service Three-Dimensional Products- Used to physically engage the recipient (To save money, marketers can use postcards instead of letters) FLEXIBILITY – All of the variables leave marketers with many options. PRINTING- variable data printing, digital printing technologies allow marketers to personalize and tailor offers at a surprisingly low economic cost MAILING- Many options- express mail, priority mail, first class mail, standard mail. You can always trade down from first class mail to standard mail to cut costs and maintain budget WAVES OF MAILING- Instead of sending four of five waves of a mail campaign, a marketer can cut down to three- or mix in postcards for some of the reminder mailings It is harder with broadcast and print to scale down but maintain your reach- WITH DIRECT MAIL YOU CAN! TARGETABILITY I have learned that with smaller budgets during a recession, the key is to not mail less, but mail better. With a mailing list you can target a specific audience and marketers have precise control over timing. (you can choose you audience- and personalize direct mail to fit their tastes and interests.) Mailing coupons with corresponding events or sales has proven to boost sales tremendously Ex- Selling an item that is relevant to the time of year Ex- Correspond mail piece delivery with corresponding sales/ event dates And the best part is, you can track and measure format, creative, messaging, offers, follow-up offers, etc. RETURN ON INVESTMENT With the testing and control factor with direct mail, the return on investment enables marketers to get more for their buck as they track results and learn what works, and what does not work, in a bad economy. Measurable results Can track and test format, creative, messaging, offer, lists, audience, etc. Generates a response and has a call to action- coupons, promotions, expiration date triggers action TANGABILITY More people are using coupons, promotional offers which let people do more with what they have, and the offer is directly into the consumer’s hands. If a tangible coupon can save them 5 bucks if they buy now, you can be sure they will buy now. (or before it expires) Consumers are concerned with saving money. OVERALL: -Marketers are able to spend as little, or as much as they want with direct mail.