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How can flyers or postcards compete with online marketing?
How can flyers or postcards compete with online marketing?
Think about it.. targeting is one of the biggest drawbacks for online marketing. Using sites like ILS, Facebook or Ad Words usually ends up with you paying for tons of dead traffic. While these platforms allow for geo-tracking, the fees are pretty hefty. Last time I check many of us don't have enough capital to waste on dead leads.
The benefit of postcards or flyers is that they can be mailed directly to homes in your target area or dropped off at local businesses, transit centers or even newsstands. They allow you to start building a relationship with businesses and put you in the forefront of your target market. The key is to have an engaging design that will capture your audience’s attention.
Shy away from doing the traditional let me introduce you to my company by providing an exclusive incentive that the recipients must mention to redeem. Use colors that are going to allow consumers to relate to your business. Create a postcard or flyer that would speak to your target market. Remember that simple is sometimes better.
We are not saying to stop using Ad Words, ILS or Social Media promotions but simply don’t stop using print to advertise your business. Experiment for the next 120 days to see which process generates you the most leads. The one that generates the most leads with a sale is the one you want to invest the most money in.
By: Jolene Sopalski-Executive Marketing Specialist
Comments 2
I love a great direct mail piece. Personally, the postcards sent to me by Kroger, Children's Place and Kohls get me in the store every time. I think if done right with a well defined target, postcards are a fabulous marketing tool.
I believe we should use every avenue we can when it comes to finding valuable traffic. However there should be a cost- benefit done for time. We often think that of expenses only in dollars and cents; however, there is something to be said about the many hours of laboring that it can take to send out flyers and direct mail pieces, and how effective it truly is. I receive these pieces in the mail all the time for apartments and quite honestly, I've never once found one that was relavant to what I was actually looking for. Typically, they are marketed to me because I went to school in a near by area, or something to that effect. I usually find these pieces are irrelevant to me personally and the odds that I happen to be looking for an apartment at that specific time, in that specific area, and for that type of apartment, are slim to non. I often think about the time and energy that goes into this. As a renter, looking online for a place is simply easier. I have options this way and I can search between the dozens of places that I like and choose the "best match" for my "ideal place".
Not saying that direct mail pieces don't work, they do to some affect. But if we're looking for free ways to market our product and get our name out there, we can use youtube, and CL and similar strategies to get a much wider "Reach". I agree with Sondrah, I use the Kohls mails pieces; they lure me in- but it's hard to compare shopping habits for clothes with shopping habits for a home. I can drive to Kohls in ten minutes and check things out. That's not much of a commitment.