Consider your audience!

Published July 22, 2014 at 7:08 am

Although digital marketing receives a lot of attention these days, the tried-and-true method of direct mail is still relevant and can be highly effective when implemented in the right way. Timing is one factor to consider when planning to send out a direct mail offer, but the form of the mailing itself is just as important.

Depending on what you’re marketing, a brochure, letter or catalog might be an appropriate choice for getting your message across. However, a misstep could end up harming your brand’s reputation.

Recently, the company Restoration Hardware implemented a direct mail campaign that did not have the response that the brand was likely seeking. According to a Forbes article, the company sent consumers a piece of direct mail weighing nearly 17 pounds.

Consumers that received the 17 pounds of catalog took to the Internet to express their opinions, many of which were outrage. Some consumers were concerned about the environmental impact caused by the mailing. Although the company has a section on its website detailing how its catalogs are sustainable, some customers were not pleased to have received so many of them at once.

The power of physical marketing materials can be substantial, and this strategy deserves consideration. However, it’s finding the right materials for the job that will set the successful campaigns apart. Consider your audience and their values, and which types of materials might be most suited to their needs.

The right balance between digital and traditional marketing is essential for any campaign. With automated marketing software, you can create custom marketing collateral that can be distributed across a variety of regions, providing customers with the personalization they seek and maintaining a consistent brand message at the same time.