by Nancy Ruspil, MGC
Which is a better marketing channel – internet or direct mail? Neither. When used separately, each has an effect, but if they’re done in conjunction with each other (and done well) their power is limitless. A simple, impressive print piece will get noticed. After a busy day your customers are home, standing at the kitchen counter or sliding into a favorite chair, and shuffling through the mail. Bills, magazines, more bills . . . and there’s your postcard, emerging like a jewel in the sand. They stop for a minute, and notice it, for any number of reasons. Maybe they like the intriguing design, the clever headline, or the striking photo. Maybe their next thought will be, “Hmm, where IS this company?” Then you can fan those sparks of interest into flames by sending a catchy online piece directly related to that postcard. Customers will respond, and so will your sales figures.
How are you integrating online and offline marketing?
