Types of Advertising: Direct Mail Campaigns
February 8, 2012, 10:41 am / Comments (0)
What types of advertising does your agency produce and what would you recommend for my marketing challenge? That’s the number one question we’ve gotten from clients and friends over the last couple of months. Such an inquisitive bunch!::
In short, we do it all. But not every medium is right for every marketing strategy, so we’ve put together a series to showcase some of our work and help you understand what types of marketing tactics might work for you.
If you have any questions, let us know! We’re to help you achieve your marketing goals.
Types of Advertising Part 1: Direct Mail Campaigns
Over the last 30 years direct mail has been the poster child for direct marketing and one-to-one communications with prospective clients or buyers. With the emergence of email and social media in the 90s and 00s, direct mail began taking more of a backseat to electronic types of advertising. But in the 10s, we have a lot of electronic "clutter" in our daily lives, so direct mail is coming back with a vengeance as an alternate communication platform. With variable data printing, data segmentation and CRM programs abounding, it's never been easier to target the right customer with the right message at the right time.
The key to breaking through advertising clutter is to keep your message concise, the consumer benefits clear and the call-to-action straightforward. Back to basics- it's Marketing 101, folks. Also, know your audience and make your direct mail relevant for your audience and customize that message to the recipient if possible. A cool, die-cut pop-up mailer about a product sent to a cold lead might not be the best spend. And finally, remember that a standalone tactic is never a good idea. Direct mail, like any tactic, should be one part of well-planned, integrated marketing campaign.
Now let's look at how these above axioms can be pulled from some creative examples.
Example: Centura Health at Home's Retirement Move-In Advertising
With senior citizen resident move-ins dropping off, Centura Health at Home launched a new a la carte pricing structure for a few of their senior communities to lower the barrier to entry and attract a younger senior audience. To get the word out , S&D developed a multi-tactical, B to C campaign that included a detailed letter pack explaining the new service and residential opportunities.
The message is clear: affordable, a la carte living option. The call-to-action stands out: RSVP by a specific date for a private tour. The imagery suggests a comfortable, happy lifestyle that awaited residents. Sections of copy are varied to test receptiveness to different triggers such as price, amenities, etc., and to target different audiences: the seniors themselves and the children of seniors.
The direct mail was sent to current leads interested in retirement living and to a purchased list that would be receptive to the message. And this letter pack was part of a comprehensive campaign with print, radio scripts, Facebook ads, banner ads, emails, website messaging, and more.
The timing for this campaign was critical. It launched just after the holidays when many adult children have spent time with their parents and are seeking ways to help them transition out of their detached homes and into a more comprehensive senior living environment that is comfortable, affordable and appropriate for their life stage.
With a rapid spike in inquiries, tours and calls into the sales staff at the retirement communities in the first weeks of the campaign, Centura Health at Home is well on their way to increase their resident move-ins this quarter.
Example: Comcast Media Center's VOD Campaign
To encourage cable television content providers to load their programming onto Comcast Media Center's newly-expanded, video on demand (VOD) platform, S&D developed a visually-compelling, B to B direct mail piece that would have some longevity in their customer's offices and generate brand awareness. The direct mail, in conjunction with print ads, trade show giveaways and electronic banner ads, served to get the word out to their target audience and generated buzz about the platform.
The message is clear: bigger VOD footprint. The call-to-action stands out: "Call to put the footprint to work for you." The direct mail was sent to customers already using some form of content services so the audience was receptive to the message and called to inquire about more services.
We hope this has been helpful. Keep your eyes peeled for our next "Types of Advertising" post on out-of-home advertising.
Filed under: direct mail campaigns, DM, integrated marketing, types of advertising, marketing strategy, call-to-action
In short, we do it all. But not every medium is right for every marketing strategy, so we’ve put together a series to showcase some of our work and help you understand what types of marketing tactics might work for you.
If you have any questions, let us know! We’re to help you achieve your marketing goals.
Types of Advertising Part 1: Direct Mail Campaigns
Over the last 30 years direct mail has been the poster child for direct marketing and one-to-one communications with prospective clients or buyers. With the emergence of email and social media in the 90s and 00s, direct mail began taking more of a backseat to electronic types of advertising. But in the 10s, we have a lot of electronic "clutter" in our daily lives, so direct mail is coming back with a vengeance as an alternate communication platform. With variable data printing, data segmentation and CRM programs abounding, it's never been easier to target the right customer with the right message at the right time.
The key to breaking through advertising clutter is to keep your message concise, the consumer benefits clear and the call-to-action straightforward. Back to basics- it's Marketing 101, folks. Also, know your audience and make your direct mail relevant for your audience and customize that message to the recipient if possible. A cool, die-cut pop-up mailer about a product sent to a cold lead might not be the best spend. And finally, remember that a standalone tactic is never a good idea. Direct mail, like any tactic, should be one part of well-planned, integrated marketing campaign.
Now let's look at how these above axioms can be pulled from some creative examples.
Example: Centura Health at Home's Retirement Move-In Advertising
With senior citizen resident move-ins dropping off, Centura Health at Home launched a new a la carte pricing structure for a few of their senior communities to lower the barrier to entry and attract a younger senior audience. To get the word out , S&D developed a multi-tactical, B to C campaign that included a detailed letter pack explaining the new service and residential opportunities.
The message is clear: affordable, a la carte living option. The call-to-action stands out: RSVP by a specific date for a private tour. The imagery suggests a comfortable, happy lifestyle that awaited residents. Sections of copy are varied to test receptiveness to different triggers such as price, amenities, etc., and to target different audiences: the seniors themselves and the children of seniors.
The direct mail was sent to current leads interested in retirement living and to a purchased list that would be receptive to the message. And this letter pack was part of a comprehensive campaign with print, radio scripts, Facebook ads, banner ads, emails, website messaging, and more.
The timing for this campaign was critical. It launched just after the holidays when many adult children have spent time with their parents and are seeking ways to help them transition out of their detached homes and into a more comprehensive senior living environment that is comfortable, affordable and appropriate for their life stage.
With a rapid spike in inquiries, tours and calls into the sales staff at the retirement communities in the first weeks of the campaign, Centura Health at Home is well on their way to increase their resident move-ins this quarter.
Example: Comcast Media Center's VOD Campaign
To encourage cable television content providers to load their programming onto Comcast Media Center's newly-expanded, video on demand (VOD) platform, S&D developed a visually-compelling, B to B direct mail piece that would have some longevity in their customer's offices and generate brand awareness. The direct mail, in conjunction with print ads, trade show giveaways and electronic banner ads, served to get the word out to their target audience and generated buzz about the platform.
The message is clear: bigger VOD footprint. The call-to-action stands out: "Call to put the footprint to work for you." The direct mail was sent to customers already using some form of content services so the audience was receptive to the message and called to inquire about more services.
We hope this has been helpful. Keep your eyes peeled for our next "Types of Advertising" post on out-of-home advertising.
Filed under: direct mail campaigns, DM, integrated marketing, types of advertising, marketing strategy, call-to-action