Comments on: Small Business Marketing Dilemma: Direct Mail vs. New Media

By: Sales Coach

Sales Coach — Tue, 22 Jun 2010 20:11:25 +0000

Thank you for your help! This was what I needed to know.

By: Jenny LaScala

Jenny LaScala — Wed, 21 Apr 2010 06:34:21 +0000

I don’t think it’s as simple as saying direct mail, or even email advertising is dead. It’s not quite that simple.

For example, when I browse through the mail I do ignore all the credit card offers and home mortgage spam. However, if something comes through the mail about a great new web service then it tends to catch my eye. Emails about new web services and webinars on SEO, etc, etc. are all ignored by me.

Sometimes, it’s about getting through to customers in a way that no one else is. Stand out from the crowd.

By: Colin Hall

Colin Hall — Sat, 30 Jan 2010 13:28:54 +0000

I’m of the opinion that both direct mail and email advertising is now almost completely ignored by the end viewer. In fact if they’re anything like me they probably make a mental note never to by from that compnay again. That said, a really well designed website, coupled with seo and Internet marketing (both direct market & parrallel) with put your products in front of interested people. With the advent of Google Caffeine we are finding that the launching times of new products are now into the listings within 24 hours.

By: Cynthia Trevino

Cynthia Trevino — Sun, 22 Mar 2009 19:00:47 +0000

Thanks, Brian. I agree about matching media to target market–the optimal marketing approach may be a combo of traditional marketing (direct mail) and social media. But if a small business doesn’t have $$ for direct mail (correctly), social media is an option. Problem is, I’m afraid small businesses just aren’t even trying social media. You’re right, doctors/most other business people do not have time to read blogs–but if a buyer is searching for something, a frequently posted small business blog may come up in the organic results and put the small business in the best possible place–in front of a buyer looking for a solution.

Cynthia

By: Brian

Brian — Thu, 19 Mar 2009 15:27:56 +0000

You may need to match your marketing media to your audience. It could be direct mail, Web 2.0 or both. I have a client whose business comes solely from doctor referrals. How many doctors have time to blog, check blogs or websites, forums, etc.? However a professionally written direct mail letter (NOT a postcard) can indeed target this group effectively. Even if your initial lead comes via the web why not target the most promising of these leads with a follow-up direct mail piece. Or use your direct mail piece to drive traffic to your website, blog, etc. Mix it up and do the unexpected.

By: Cynthia Trevino

Cynthia Trevino — Fri, 13 Mar 2009 15:00:24 +0000

Thanks for your comment–humm, on traditional print advertising. I find many small businesses don’t have the budget needed to use print ads to meet objectives. The small business, actually startup, that said they ‘covered the cost of the ad’, did not have a services revenue model. Their one-time sales pricing is only income–so that is the lifetime value of customer for them. My view is that a social media, Web 2.0 strategy can benefit a startup more. Print ads are recycled–online social media educational information lives on. I do agree blended strategies can work best–if the small business has the budget.

Cynthia

By: PAYweb

PAYweb — Mon, 02 Mar 2009 16:33:45 +0000

Regarding your response to… “Merely covering the costs of a traditional print ad does not equal marketing success”, I would have to – partially – disagree.

If the person means that “the initial purchase in the customer’s lifecycle covered the cost of the print ad” then that could translate to “the effective cost to acquire the first customer balanced out at zero, however once you add the lifetime value of this customer, we are looking at a substantial lifeime ROI”.

If the person means that “the projected lifetime value of this customer covers the cost of the print ad” then I would more than agree with your statement.

I am a strong believer in a blended strategy, but I would certainly not take this comment that traditional media advertising is anywhere close to “dead”.

By: Nicole

Nicole — Sun, 03 Feb 2008 00:58:37 +0000

You are so right!

Direct mail is dead and with web 2.0 I think things are going to become so much easier with advertising. Utilizing the social network is always a great idea.

I was trying to find a place do some advertising for my own business using rich format, sadly it tend to be very expensive, but I did find somewhere thats pretty interesting. They called it a “social shopping network”. Its pretty cool, you can sign up as a user or merchant and I guess on the user side they can get on and rat the promotions, leave comments, create wishlists, etc. I wasnt on there for too long cause I had to run, but looks like its free to advertise with them for a couple months.

By: Cynthia Trevino

Cynthia Trevino — Fri, 25 Jan 2008 21:38:30 +0000

Alex,

You hit the nail on the head–it is all about time in a small business. One of my 2008 goals, is to help my clients identify marketing activities they can eliminate, in order to take on new the new functions of joining in the online Web 2.0 conversations.

It will always be a question of time. My sincere hope/belief is that the time will be a positive investment. That social networking research and participation will provide multiple benefits: new sources of prospects, insight into customer needs, early warnings about the direction of the market segment–and more.

And also, it’s so important to select the best person in the company to be the blogger. It might not always be the CEO/owner. There are only so many Johnathan Schwarz’s out there.

Thanks for your comments.

Best,
Cynthia

By: Cynthia Trevino

Cynthia Trevino — Fri, 25 Jan 2008 21:31:26 +0000

Thanks, Tony, for your thoughtful comments. I do believe that academic research opens other options and provides explanations. However for smaller companies with limited time and budget I worry that reliance on direct mail–at a time when consumers and buyers are so inundated–can be a mistake.

My sense is that a few years ago as email filters improved and more email promotions were stopped cold as spam, direct mail popularity peaked again. (Or maybe this DM peak was the result of the research you mention…) I’d also bet that a rise in the sales of home shredders took place at the same time.

In my unscientific polling, my friends really dread going through their postal mail everyday; there is just so much ‘junk mail’ to shred now that identity theft is so rampant. Given the tons of credit card offers, home refinance options and free seminars on investing–I would be surprised if very much direct mail makes it through the consumers’ human filters. Maybe that’s just me. I actually am the (proud) owner of two shredders in my home.

I definitely will study the site you recommended further http://www.theory.bz I’ll also post about my thoughts based on preparing direct mail the right way, “with the customer at the center, not the company or the writer.” as your site suggests.

Best,
Cynthia