Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: –...
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Transcript of Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: –...
![Page 1: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/1.jpg)
Direct Mail
![Page 2: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/2.jpg)
What is Direct Mail?
• Direct mail encompasses a wide variety of marketing materials: – Brochures– Catalogs– Postcards– Newsletters
• Major corporations know that direct-mail advertising is one of the most effective and profitable ways to reach out to new and existing clients
![Page 3: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/3.jpg)
Why Use Direct Mail?
• Reaches customers in their own home– Where they are comfortable– Where they have leisure time to consider product
choices– Where they can be reminded, through your piece,
of the product/service– Where other family members can pick up the
piece and make suggestions
![Page 4: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/4.jpg)
Typical Direct Mail Pieces
• “Pre-approved” credit card offers• Samples• Coupons/discounts• Menus
![Page 5: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/5.jpg)
Direct Mail Industry
• Spending for 2014 was $44.5 Billion• Response % for Direct Mail is 3.7%
![Page 6: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/6.jpg)
Direct Mail Industry
• Customer acquisition cost
![Page 7: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/7.jpg)
Return on Investment
![Page 8: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/8.jpg)
![Page 9: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/9.jpg)
Your Assignment
• Create a Direct Mail piece for a particular product/service/company (not an email)
• Use the Postal Service’s “Every Door” direct marketing service
![Page 10: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/10.jpg)
Assignment
• Create and print your ad/postcard/piece• Detail (write out) which neighborhood you are
targeting and why– Don’t use Roslyn– Decide how many pieces you will send– How much will it cost you to print and send?
• Discuss your anticipated return on investment (in writing)
![Page 11: Direct Mail. What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major.](https://reader036.fdocuments.in/reader036/viewer/2022082620/5a4d1b067f8b9ab0599886f8/html5/thumbnails/11.jpg)
Recap
• You are handing in:– Printed direct mail piece– Written strategy including Every Door information,
# of pieces, costs, and return on investment• Due Wednesday, January 6th
– Worth 20 points– For every day late, you lose 10 points