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By: Mike Ryan
President- Cactus Mailing Company
Direct mail marketing provides a higher return on investment (ROI) than any other means of advertising. But, if direct mail works so well - why is it that so many small business owners tell me “I tried direct mail once- it didn’t work!”? Well, the answer is in the word “once” -direct mail like any other type of marketing/advertising takes repetition.
Put yourself in the shoes of the customer. If you got one postcard at one point in your life, would it impact you a whole lot? In fact, after you put it down, would you even remember the companies name after an hour? Chances are you wouldn’t, especially if the company was one you’d never heard of before. Repetition is the name of the game with postcard marketing, especially if you are breaking out as a new business or an existing small business. There’s no question - you are going to get responses to every mailing you send out. However, it typically takes 3-5 postcard mailings to the same mailing list before the response rate ramps up fully.
Postcard marketing is very similar to other advertising mediums that use repetition on a regular basis. Repetition is a HUGE marketing plus. Think about this: How many times have you turned on the television to watch a 30 minute show and seen the same commercial four times? How about when you see the same commercial twice in a row?! No, this is not an accident. In fact, companies who know the power of repetition do this on a regular basis with television commercials, radio spots and newspaper ads. A company doesn’t just put in one advertisement and say, “There.” No, they reserve space for several ads on a continual basis because after a while people will start to see the name and remember it.
Take this as an example: Say your lawnmower broke. It is nearing the end of the summer and you don’t really want to buy a new mower because you really only have to mow once or twice. So you start looking at ads for lawn mowing services when…you remember these postcards that you’ve been getting in the mail every two weeks that describe this awesome lawn mowing service right in town!
Now this is the power of direct mail repetition. Had the company only sent one or two postcards it probably wouldn’t have made enough of an impact but because they sent them every two weeks, the person probably even had one kicking around.
Cactus Mailing can put together an effective form of direct mail / postcard marketing for your business line, no matter what it is. If you want to experience a more constant flow of business- call Cactus Mailing today!
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