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Marketing Know How

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Overview

All published articles

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Who Else Lost Money On The “Creative Advertising”?

International Articles

Italian: Marketing Know How aggiornato

German: Marketing Wissen in Deutsch

Marketing Experts

Marketing Experts contributing for CEBUS: Michael Bauer, Maria Angela Dispinzeri, Marion Frettlöh, Claudia Göhnermeier, Markus Grutzeck, Constanze Hacke, Richard Lamers, Michelle Nicholson, Marco Richter, Abigail Shone, John Sinit, Christina Wendt, Dominic B. Wright

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Part 1 (2)

Direct Mail Cuts Through

It is estimated that the average person is exposed to 200 to 3,000 or more advertising messages per day. It’s easy to Direct Mail understand how that is possible.

Think back to how your day started this morning. Did you log in to Facebook to see who was up to something? Maybe you quickly flipped on the radio to check soccer scores. Perhaps you flipped on the television for news updates or to catch a weather report. Did you open the box of your new coffee maker and pick up the warranty card? How about the newspaper, did you read anything interesting there? Did your cell phone beep with the latest stock update?

You might have done all or a few of these things before you even left your house this morning. What about on your drive to work? What did you see and hear?

Billboards, company messages on warranty cards, radio ads, newspapers, magazines, television ads, online ads, email updates and even messages in washrooms. Advertising messages are everywhere.

How does your company build their brand and get noticed by potential customers in a hyped-up, wired-up, gadget-ready world?

Direct mail has been around for centuries (some believe the first piece of direct mail was a sent out on a piece of papyrus from an Egyptian landowner looking to find a runaway slave1) and several iterations of how it is used and why it is used have grown and developed.

“A targeted message delivered to the right target audience at the right time, right into their home is a powerful tool,” says Dott. Anna Maria Calandri and CEO of CEBUS.NET.

And direct mail delivers a special punch. “Imagine that you have just received your bonus from work. You’re excited! When you check your mail that day you see a brochure for an auto retailer telling you that as a valued customer they can offer you a special incentive to buy. You’ve got the cash to spend and the retailer has a great deal for you. That’s putting the right message in front of the right customer at the right time,” says Anna Calandri.

Using direct mail that is designed well and has a message on target with the target audience can yield great business results. Think of receiving a letter from a friend. How do you feel as you open the envelope?

Continue Reading Part 2 (2)

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