Mister Postman, Look and See
Is there a letter in your bag for me?
That golden oldie from so long ago captures an era when people eagerly awaited the mailman’s arrival. What new surprises would he pull out of his mailbag before purposefully strolling off in his blue slacks and jaunty hat? Would it be a letter from faraway friends? Perhaps a new fashion magazine, or a glossy, colorful holiday catalog?
These days, it seems like nothing good comes in the mail anymore. But if you use direct mail marketing, you can change that for your potential customers. Let’s discuss a few ways that your Portland business can make mail exciting again with direct mail marketing.
Know Your Local Portland Audience
Back to that song for a moment: If you’re of a certain age, then just reading those lyrics probably started a 7-inch record playing in your brain. If you’re a bit younger, then perhaps you remember your parents listening to that song on oldies radio. If you’re younger still, you may have no idea what that song sounds like, and that intro probably didn’t do anything for you.
Why? Because you’re not a member of the audience for whom that little flashback has meaning. This is why it’s always essential to know your exact target audience whenever embarking on a new marketing campaign. And direct mail marketing in Portland and beyond is no exception.
Speak to Your Demographic, in PDX or Beyond
Like music, direct mail should be targeted toward a specific audience. For example, if you’re selling solar panels, then your audience might be budget-conscious homeowners who want to do their part to protect the environment. If you’re in the piano lesson business, you might target your message to appeal to parents of young kids, college students looking for a fun hobby, or retirees who’ve always wanted to play an instrument.
Whatever the case may be, make sure you target your mailer to appeal to the people most likely to patronize your business. With direct mail, that’s easy to do – you can target your campaign by geographic region, family status, income, and many other parameters.
Comparison Shop for Other Local Portland Businesses
Now, we’re not suggesting that you actually buy the same products you currently offer from the competition, but it is a good idea to know what they’re offering. Pay attention to the mailers and online specials put out by the other guy or gal. Figure out how to make your offer more appealing, and work to differentiate your brand from the competition.
Stay the Course
If you’ve ever had a pen pal, then you know that it takes time to build a relationship through printed correspondence. Well, direct mail marketing is the same way, even in a city like Portland where the folks seem to be a bit more… friendly. You may not get as massive a response as you’re hoping for on the first mailing, but don’t let that slow you down. With each new arrival, consumers will get to know and trust you and your brand just a little bit more.
We’re in Portland – Make It Personal!
In an era of impersonal online transactions, personal rapport is more valuable than ever. That’s why it’s a good idea to give your mailings a personal touch. You might consider featuring a photo of you and your team, using individual stamps, or even signing each printed postcard. Personal touches like that will remind the recipient that there are hardworking human beings on the other end who want to earn their business.
Mail Them an Offer They Can’t Refuse
Everybody loves getting a great deal – sometimes people even buy things they don’t need to take advantage of a special offer, and if they happen to be in the market for whatever you’re selling, your offer will be even more enticing. Don’t “give away the store,” but do extend a special deal that has real value for your potential Portland customers.
The Clock Is Ticking
Want to speed up your clients’ response times? Of course you do! Make that special offer time-sensitive, and you’ll build a sense of urgency into your pitch, which should motivate your clients to take action.
Especially in Portland, Design Matters
We’ve all seen cringe-worthy examples of bad design in marketing, especially on the local level. On one hand, you want to help those business out because it seems like they’re really trying, but on the other hand, bad design makes it seem like they don’t have it all together.
Don’t let your direct mail marketing efforts fall flat because of lackluster design or poor quality printing. Enlist the services and expertise of your local Portland print shop to ensure mailers that look great, get your point across, and maintain branding consistency across marketing platforms.
It may seem old-fashioned, but direct mail still works. That’s why so many marketers still rely on it today. A well-executed direct mail marketing campaign can help you bolster your prospect pipeline and build a more profitable business. Oh, and if you need help creating a successful marketing campaign for your Portland business, get in touch with East Side Printing Company today!