Small Biz Articels .com - Small Business Articles
 
To bookmark this page click here in Explorer -OR-  press Ctrl and D in Netscape or Firefox   Email this page to friends   Your Favorites SearchMain Page 




Small Biz Articles » Advertising and Media » Advertising » Rate/Review - Recommend

 




Direct Mail Advertising: A Key Ingredient For Successful Business Growth
By Keturah Whitaker

In today's highly competitive economy, it is essential that you promote your business with marketing
materials that strategically position your business for increased customer traffic, expansion and growth.

A key ingredient for successful business growth is direct mail advertising. The success of your direct mail
advertising will be highly dependent upon the "perceived" quality of your business, the design, the type of
paper, the message you're conveying, and your special offer, using this advertising strategy. The
combination of these factors determines if your direct mail piece will get read or tossed aside.

Customer Mailing Lists

To get started, you will need to compile and develop a database for your customer mailing list. If you are
targeting different customer segments, then you should have a separate database for each targeted
market. Also, your direct mail offer should be designed specifically for each market. For example, if you
are targeting age groups 15-20 and 50-65, your direct mail piece for your 15-20 target market must be
designed differently than your 50-65 target market. The term for this aspect of marketing is called
differentiated marketing.

There are multiple sources for locating potential customers for your direct mail campaign. Excellent
sources to search for your potential customers are the yellow pages, white pages, newspapers, trade
publications, the local Chamber of Commerce directory and you may want to consider contacting mailing
list companies for list building. Before you develop your lists and leads, it is vital that you conduct
research to "know" who your customers are so that your direct mail offer is tailored to their needs and
preferences.

Types of direct mail collateral to send to your targeted lists:

Direct Mail Postcards

Postcards are great because your message is short and sweet. Postcards are successful as direct mail
pieces because they immediately advertise your new products and services. Postcards are great for
announcing a new store location or can be used as a reply card to a simple survey. Postcards can also
cross sell your other products and services to your existing customer base. A postcard should not be
used when offering high end products and services or when your message is lengthy. The sales letter
mailing is the perfect direct mail tool for high end products and services and lengthy messages.

For the cost conscious and those business owners operating with a limited budget, postcards are
inexpensive to have printed and mailed. Many Internet based printing companies offer really great deals
on printing and delivery is right to your doorstep.

A postcard size must have the following dimensions: 3 1/2 inches and 4 1/4 inches in height, and must be
between 5 inches and 6 inches in width. If your postcard size has larger dimensions, the US Postal
Service may charge a higher rate. The standard paper stock that you'll need for your postcard campaign
is 12pt stock and coated on both sides with an aqueous finish to add a scratch resistance gloss to seal
the text and graphics.

Sales Letter Mailing

This mailing consists of an introductory letter introducing your business or your promotional offer and will
include a flyer or sales brochure that will highlight your business services and products. This method has
proven to be effective when you are offering high end products and services. The costs involved using
this direct mail strategy, are far more expensive than using a direct mail postcard.

The type of paper stock used for your introductory letter, should complement your flyer or brochure. The
paper must be of high quality and non-transparent.

Business Newsletters

Newsletters are the perfect way to notify your customers and potential customers of your current business
news, introduce new services, promote new products, communicate special offerings, and demonstrate
you are an established leader in your industry and community. Newsletters also make excellent handouts
for business meetings, off site workshops, trade shows, networking seminars and community events.

A direct mail newsletter does not require many pages; 1-2 sheets, a double-sided self-mailer will be
excellent for your promotion. The standard paper stock you'll need for your newsletter is either 100lb
gloss or 70lb matte text.

Final thought: direct mail advertising is effective advertising for any business size. Whether your business
is a SOHO, midsize or a corporation, your sales are, an extraordinarily designed direct mail that
effectively communicates your business and introduces special offers, can open doors for excellent sales
leads and contribute to your business bottom line: increased sales, capture market share, growth and
expansion. Please keep in mind; the success of your direct mail campaign will be highly dependent upon
the "perceived" quality of your business, the design, the type of paper, the message you're conveying,
and your special offer.

Keturah Whitaker is the CEO/President of CoreNet Imaging Solutions®, an Atlanta based design firm that
provides business owners and non-profit organizations, with graphic design services for brochures,
newsletters, newsletters, direct mail, flyers, pamphlets, business cards, business forms, and print media
ads. For additional information, please contact CoreNet Imaging Solutions at 770-953-0252 or via email
at solutions@corenet-imaging.com.



 
This article was submitted by - Keturah Whitaker Please Rate/Review this Article - Recommend it to friends

No Brainers
There Are Lots Of Ways To Improve Your Team's Performance At Tradeshows- It's Difficult To Even Count The Myriad Ways, What's Not Difficult Is To Realize That Some Of These Improvement Methods Come With Hefty Price Tags. Don't Despair.

Advertising with Articles: How Important is it for an Online Business's Success
Advertisement is the best and the most effective way to generate awareness and popularity to any product you want to sell. Although some claim...

Publish or Perish
The Axiom "publish Or Perish" Doesn't Just Apply In The Academic World. For Independent Professionals, Publishing Articles, White Papers, And How-to Manuals Accelerates Your Ability To Gain Clients.



Disclaimer: Direct Mail Advertising: A Key Ingredient For Successful Business Growth & Advertising related small business articles and small business information provided on this web site is not to be construed as business advice from the website Small Biz Articles.com - or from the corresponding author who posted this article on our website. Advertising articles on our website were submitted by various small business owners, entrepreneurs, authors, business experts, accountants, lawyers and other business professionals, but we do not verify the authenticity and the accuracy of information submitted and we are not responsible for any errors or inaccuracies. Please consult with one of the small business administration or small business development officers in your local SBA-SBDC centers, or with an attorney, accountant, a small business expert/advisor, to obtain proper business advice and accurate information for answers related to any specific questions you may have with regards to your small business issues.
Your use of this website constitutes acceptance of the site Terms & Disclaimers.
Copyright © 1998-Current, Smallbiz ArticlesSM and affiliates. All rights reserved.