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Harness the Power of Direct Marketing - More Small Business Power Tools


One of the most powerful tools available to small businesses is direct mail. By this I don't mean electronic, Internet-based mail, but the old-fashioned kind that requires a stamp and a trip to the post office.

Why is direct mail such a powerful tool?

It's a way for small businesses, especially retailers, to separate themselves from the big box stores such as Best Buy and Wal-mart, and to compete successfully with the Amazon.coms and Ovestock.coms of this world.

The power of direct mail, if done right, is that it's like getting a letter from your sister, mother or aunt. The postman brings it to your home. It's addressed to you personally. And when was the last time you received a letter from Best Buy, Wal-mart, Amazon.com or any Internet retailer? If so, it was undoubtedly via email and designed to be read by hundreds of thousands of customers - not much personalization there.

The first thing you need to do to start an effective direct mail campaign is capture the names and addresses of your customers. This is easy for service organizations like carpet cleaners, auto repair firms, instant printers, and the like. They already have their customers' names and addresses. All they have to do is put them together as a mailing list. Retailers such as jewelry stores, antique dealers, liquor stores, restaurants, etc. have a tougher time because they don't have an easy way to capture their customer's names and addresses.

There are a couple of answers to this. One is the old fishbowl gimmick, where you ask customers to deposit their business cards in a fishbowl with a prize to be given away in a drawing at some later date. I personally think this has been overdone. Plus, I have heard stories of unscrupulous sales people cleaning out the fishbowls themselves and using the business cards as sales leads.

A second alternative is to post a "guestbook" somewhere near your cash register with a sign offering a free newsletter to all those who register. To make this work, you and your employees have to be kind of aggressive in urging all your customers to sign up, and you can expect that many will not. However, persistence is a virtue and if you keep this up long enough, you will capture enough names and addresses to make the effort worthwhile.

I also like the idea of offering customers some small reward for providing their names and addresses. One version of this that seems to work well is a "frequent diner," "frequent buyer," or "frequent customer" card. Give your customers small, inexpensive cards that you can punch whenever they buy from you (or just visit your store) with the promise of a free something after 10 or 12 punches. Naturally, they have to register for the card and viola! You have their names and addresses.

Last, and most expensive, you can buy a direct mail list targeted toward your best prospects. Chances are, there is at least one company in your area selling lists of prospects by criteria such as recent home buyers, camera buyers, child care customers, etc.

Once you have captured enough names and addresses (maybe 100 or more) to begin a direct mail campaign, you have a couple of alternatives. One, you can input the information yourself. Or, two, if you're strapped for time, you should be able to find a local high school or college student to input the information for you. He or she can use either a word processing program or a database program to build the list. It's just simple data entry and you might offer $0.5 or $0.10 for each name/address input. I like to use a word processing program because once the list has been built; it's fairly easy to create personalized letters, etc. using the program's mail merge features.

What do you then mail customers? I like newsletters a lot. They can be as simple as a single page printed on both sides or as complex as four to eight pages. Another good alternative is personalized letters. Just make sure that whatever you choose to send your customers is important and meaningful and always include an offer designed to bring them into your store or to call you for more information or to make an appointment.

It takes time, money and dedication to develop and implement a direct mail campaign. But it's a powerful tool that can pay for itself in just a few months and then keep paying off for years to come.

For more information on creating an effective newsletter, be sure to look for my article, "Small Business Power Tool: Customer Newsletters."

Article by Douglas Hanna. Douglas is a retired advertising and marketing executive and long-time Denver resident. He is the webmaster of http://www.all-in-one-info.com, a free resource for information on a variety of subjects. Please visit his site to subscribe to his free newsletter, "Tips & Tricks to Save Money & Live Better."


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. January / 22 / 2019

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The Current Applications Of Artificial Intelligence In Mobile Advertising  Forbes

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Ontario Honda pulls WHEC ads as TV station stands by decision to fire Jeremy Kappell  Rochester Democrat and Chronicle

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Location Based Advertising (LBA) Market Emerging Trends and Technology 2019 to 2025  World News Today

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5G tech to enable smart cities, advertising will pay for it | Special: Consumer Electronics Show  AdAge.com

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Sorrell's S4 Capital seeks more deals in digital-only drive  Reuters

Martin Sorrell is on the lookout for acquisitions to expand his new advertising venture S4 Capital, aiming to capitalize on the disruption sweeping the industry by ...


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First Midwest Bank Trust Division Sells 180 Shares of Lamar Advertising Co (LAMR)  Fairfield Current

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Tipico launches new advertising campaign to strengthen brand profile  AffiliateINSIDER

Tipico Sportwetten, a German-language online bookmaker, has made a bid to enhance its brand profile and boost coverage for the latter half of the 2018/19 ...


Cannabis oil firm uses NHS-style logo on advertising leaflet to 'exploit the curious and desperate' - Daily Mail
Cannabis oil firm uses NHS-style logo on advertising leaflet to 'exploit the curious and desperate'  Daily Mail

A cannabis oil firm is using an NHS-style logo on its advertising leaflet – prompting the Health *Service* to warn against 'misleading' use of the brand.


Here are our 10 most popular media and advertising stories of 2018 - INSIDER
Here are our 10 most popular media and advertising stories of 2018  INSIDER

2018 was a tumultuous year in media and advertising, and our biggest Business Insider Prime stories are a reflection of that. There were articles about Verizon ...


CBS’ Ratings Deal With Nielsen Expires, Complicating Network’s Advertising Buys - Adweek
CBS’ Ratings Deal With Nielsen Expires, Complicating Network’s Advertising Buys  Adweek

A day and a half after CBS and Nielsen's contract expired, the companies still haven't agreed on a new deal—and buyers told Adweek they are trying to ...


Sharing Data for Deals? More Like Watching It Go With a Sigh - The New York Times
Sharing Data for Deals? More Like Watching It Go With a Sigh  The New York Times

Tech companies say consumers prefer being shown ads that are relevant to them. But a professor's research shows they trade data for those ads not because of ...


5 things we learned about AT&T’s media and advertising business in 2018 - Digiday
5 things we learned about AT&T’s media and advertising business in 2018  Digiday

When 2018 began, AT&T did not have a massive media and advertising business. But the telecom giant is closing the year with a portfolio of TV networks, ...


Taproot Dentsu bags advertising mandate for Big FM - afaqs
Taproot Dentsu bags advertising mandate for Big FM  afaqs

The mandate entails strategic positioning, product reach and frequency and re-packaging the channel as a whole.


PS4 News: Sony PlayStation fined MILLIONS for misleading PS Plus advertising | PS4, Xbox, Nintendo Switch News, Reviews and Features - Daily Star - Daily Star
PS4 News: Sony PlayStation fined MILLIONS for misleading PS Plus advertising | PS4, Xbox, Nintendo Switch News, Reviews and Features - Daily Star  Daily Star

SONY is in hot water after a regulatory commission accuses the firm of intentionally misleading customers.


Cannes in the Desert: Advertising, media execs head to CES for the industry’s annual kick-off - Digiday
Cannes in the Desert: Advertising, media execs head to CES for the industry’s annual kick-off  Digiday

This article appears in the latest issue of Digiday magazine, a quarterly publication that is part of Digiday+. Members of Digiday+ get access to exclusive *content*, ...


What Amazon Advertising’s big 2018 advancements will mean for 2019 - Marketing Land
What Amazon Advertising’s big 2018 advancements will mean for 2019  Marketing Land

It's easy to over hype things, but 2018 will be remembered as a momentous year for Amazon's advertising business. It is estimated to now be the third-largest ad ...


Russian company wants to put advertisements in SPACE so they can be seen in the night sky - Daily Mail
Russian company wants to put advertisements in SPACE so they can be seen in the night sky  Daily Mail

StartRocket is a Russian company hoping to use Cubesats - briefcase sized spacecrafts - in low-Earth orbit and arranging them in a particular way based on the ...


This Russian startup wants to put billboards in space. Astronomers ar - Astronomy Magazine
This Russian startup wants to put billboards in space. Astronomers ar  Astronomy Magazine

Orbital Display is a Russian startup's effort to bring billboard advertisements to low-earth orbit using a grid of tissue box-sized satellites called CubeSats.


5 resolutions for programmatic advertising in 2019 | Opinion - AdAge.com
5 resolutions for programmatic advertising in 2019 | Opinion  AdAge.com

In our industry, the end of the year is a time for R&R — not rest and relaxation (as the digital ad ecosystem never sleeps), but reflection and resolutions. It's a time ...


Programmatic advertising on course for expansive year as engage:BDR adds further integrations - Small Caps
Programmatic advertising on course for expansive year as engage:BDR adds further integrations  Small Caps

Advertising company engage:BDR (ASX: EN1) has kicked off 2019 with a flurry of new integrations that will further extend the capability of its proprietary ...


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