direct mail advertising n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Direct Mail Advertising PowerPoint Presentation
Download Presentation
Direct Mail Advertising

Loading in 2 Seconds...

play fullscreen
1 / 15

Direct Mail Advertising - PowerPoint PPT Presentation


  • 164 Views
  • Uploaded on

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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Direct Mail Advertising' - graham


Download Now An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
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