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Direct Mail Advertising . Advertising and Media. Direct Mail. All forms of advertising sent directly to prospects through a government, private or electronic mail delivery service Most direct line to consumers Third most common form of advertising behind newspapers and TV

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Direct mail advertising

Direct Mail Advertising

Advertising and Media


Direct mail
Direct Mail

  • All forms of advertising sent directly to prospects through a government, private or electronic mail delivery service

  • Most direct line to consumers

  • Third most common form of advertising behind newspapers and TV

    • 20% of all ad dollars spent in 2005


Types of direct mail advertising
Types of Direct Mail Advertising

  • Dimensional direct mail – 3D shapes and unusual sizes/textures

  • E-mail – best used for customer retention and relationship management

  • Sales letters – Most common

  • Postcards – used to announce sales and special offers


Types of direct mail advertising1
Types of Direct Mail Advertising

  • Business reply mail – recipient can reply at no cost

  • Folders and brochures – colorful and image rich

  • Broadsides – larger than folders, used as window displays and can be folded for mailing

  • Self-mailers – any form of direct mail that can travel without an envelope


Types of direct mail
Types of Direct Mail

  • Statement stuffers – ads enclosed in monthly customer statements from banks, retailers, etc.

  • House organs – publications produced by associations or business organizations (newsletters, shareholder reports)

  • Catalogs – reference tools that list, describe and picture products


Pros cons of direct advertising
Pros & Cons of Direct Advertising

  • Pros

    • Selectivity

    • Extensive reach & coverage

    • Flexibility

    • Control

    • Personal impact

    • Exclusivity

    • Response

    • Testibility


Pros cons of direct advertising1
Pros & Cons of Direct Advertising

  • Cons

    • High cost per exposure

    • Delivery problems

    • Lack of content support

    • Selectivity problems

    • Saturation

    • Environmental concerns

    • Negative attitudes

    • Antispam laws


Components of direct mail
Components of Direct Mail

  • The mailing list

    • 60% of the success of the mailing

  • The offer

    • 25% of the success of the mailing

  • The creative package

    • 15% of the success of the mailing


The mailing list
The Mailing List

  • House lists – company’s own database of current, recent and long-past customers, as well as identified prospects

    • Gathered from registration forms and customer management programs

  • Mail response lists – house lists of other direct-mail advertisers; which can be rented with a variety of demographic breakdowns


The mailing list1
The Mailing List

  • Compiled Lists – lists are those that some entity compiles for a different reason and the rents or sells

    • Offer the lowest response rate

  • List brokers manage the rental of direct mail lists for a commission

  • Prices vary but average about $55 per 1,000 names


Developing the offer
Developing the Offer

  • Every direct mail package should include an offer

    • Incentive or reward that motivates prospects to respond

  • Offers should be clear, specific, believable, and easy to acquire

  • Offers should present a sense of URGENCY!!!!!!!!


Creating the package
Creating the Package

  • Developed in-house or by an ad agency or freelance designer

    • Some agencies specialize in direct mailings

  • Similar production process as a print ad

  • Letter shops can perform remaining production and handling tasks


Specialty advertisements
Specialty Advertisements

  • Advertising specialty is a promotional product that is distributed free as part of a marketing communications program

    • Imprinted with the advertiser’s name, message or logo

  • Premiums typically are given to consumers as a reward for purchasing a product, attending a demonstration, etc.


Specialty advertisements1
Specialty Advertisements

  • Consumer Specialties

    • $3 to $5 specialties are common since consumers associate the quality of the specialty with the quality of the advertised product

  • Inappropriate specialty items can backfire



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