Guest Columnist Special Feature:
Some say that the advent of the internet combined with broadcast fax and telemarketing is putting an end to the use of direct mail. But consider this:

The enactment of the National Do Not Call list, in combination with screening by Caller I.D., has severely hampered telemarketing efforts. The Federal Communications Commission has all but eliminated the use of advertising faxes. Broadcast emails are often blocked by corporate spam blockers and reported response rates are poor.

In contrast, consider what has happened to direct mail. The advent of variable data printing has made one-to-one marketing possible. Response rates on this type of mailing far exceeds standard direct mail—shooting up from a dismal one or two percent to better than 10 percent response and, in some cases, as much as 30 percent. In addition, the Postal Service has eased regulations for sending irregularly shaped mail, making it more economical to send eye-catching shapes for outstanding returns.

Whether utilizing direct mail or another communication tool, marketing is, in its most simple terms, informing people about your product or service. And people prefer to learn new information in different ways. Some learn in a visual way, some tactilely, some through auditory means and some with a combination of any or all. Do you like to read the instruction manual cover to cover first, or dive right in without a backward glance?

Smart marketing takes these learning preferences into consideration when forming the strategic plan. With an integrated marketing plan, multiple tactics are deployed during a campaign that take into account varied learning preferences, the demographics of your prospects and their specific habits and tastes.

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