Do Direct Mail Campaigns Work
Given the rise of the digital world and our ever-increasing dependence on it for both information and entertainment, people sometimes wonder if direct mail advertising campaigns still belong in a corporate advertising strategy. The answer is a definite “yes,” provided that such a campaign is carefully constructed.
Suppose, for example, that you’re trying to boost sales of the latest video game craze. Naturally, you would aim a large percentage of your ad budget towards those venues where the game players are most likely to be found—which is not usually the mailbox. It should be kept in mind, however, that there are large and statistically well-heeled portions of the population that still pay a lot of attention to what the mailman brings them.
Ordinarily, one might have reason to suspect that these people are not big video game aficionados, but they do have lots of money to spend on their children and grandchildren. Since they have little clue as to what the kids actually do with their time nowadays, a helpful hint delivered in a format they are comfortable with can provide amazingly large results out of a demographic that might otherwise be totally discounted.
As a result, one can see that direct mail is capable of producing response rates even when they are only aimed indirectly at the actual mail recipient. Such direct mail “gravy” can provide the winning edge over competing products that turn their noses up at any form of advertising that does not involve a smart phone screen.
The true key to any advertising campaign, regardless of the format mix involved, is a willingness to imagine ways of reaching marginal buyers as well as hitting hard at the obvious targets that even the dullest agency can see. Anybody who tells you that a certain kind of advertising “won’t work” is someone who is not vacuuming up every potential sale for their clients. Business owners should not automatically assume that certain market segments have no interest in their products. Dropping a few cheap hooks into the pool may provide a better day’s fishing than one might otherwise suppose.