When you think of marketing today, the last thing you probably think of is mailing content. Between social media, television, and online marketing campaigns, it may seem counterintuitive to seemingly take a step back into the 90s with your marketing plans. The fact of the matter is that major players in the business world — companies worth millions of dollars, like Costco and Williams-Sonoma — still rely heavily on direct mail marketing to increase their potential leads. While it has been proven to bring in more clients, and subsequently more income, it’s important to keep your options open as you implement a myriad of multimedia marketing plans.

You wouldn’t want to pour the entirety of your resources into one avenue of marketing. That’s why it’s important to make sure you’re covering all your bases. For every dedicated online campaign you launch, make sure to balance it with something tangible, like direct mail, straight to your potential clients’ homes. These mailings can take many forms, the most popular being newsletters, coupon books, and catalogs, depending on your business and your target demographic.

It’s never a bad idea to intermingle these different sources of marketing, either. If you’re fulfilling an order by mailing a parcel, include your email address or website so prospects can subscribe. You can then target prospects with postings that include even more incentives than were included in their initial order. It is in this way that you can serve your clients on all fronts while giving them incentive to trust and work alongside your brand, for their benefit. At the end of the day it’s just about being present. The more airtime you occupy in a customer’s brain, the more likely they will be to consider your product when they need it most.

by: Charles Jackson,
AFEUSA President

Charles Jackson President AFEUSA