SBM 338Lanny Wilke

Solicit an order Generate a lead Drive store traffic

Direct response A marketing transaction between

seller and buyer with no intermediary involved. Ex. Home shopping programs Infomercials Toll-free phone numbers Magazine ads with coupons E-Mail ads Telemarketing

Direct mail A marketing communication tool that

enables direct response Puts the message in the hands of the

potential consumer without competing messages.

Specific Direct to an individual Can be high impact Flexible Can be localized – Red Cross, March of

Dimes Can generate sales where there are no

stores

Can help gather info Can be used to encourage consumers to

try new products Delivers instant results Can be used as part of an integrated

marketing program.

Only as good as your mailing list It’s intrusive Easy to lose Difficult to not make it look like junk mail Costly

Envelope mailers Letters, brochures, reply cards

How do you get them to open it?Teasers – special offer or twistBlind envelopes – standard, looks normal

Official envelopes – look like government letters, checks, or telegrams

Personalized copy

Flat self-mailers The mailing address is contained on

some part of the piece itself. Might include:

Postcards Folded mailers Brochures or pamphlets Newsletters

Dimensional mailers Innovative, but expensive Might contain a:

Gadget Premium Something off-the-wall

Internet direct mail Different from spam Must be from someone they trust Use a teaser subject line Attention-interest-desire-action Include a web-based response form Premiums and sweepstakes Include an opt-out statement Click-through

Repeatability Numbered series of mailers Repeat the same mailer Multiple format mailings

Flat, then 3-D

Extendibility Product samples & coupons to

encourage visits to retailer Sees ad and calls for more info Sees ad and visits web site for more

info Provide detailed product info that other

media can not.

Get attention Be personal Stimulate action Study your mail Measure it Test it Don’t tell EVERY detail Think campaigns Use simple language Repeat store and product name often Use captions for illustrations

Maybe. Maybe not. Depends on your goals. Does your mailing require an

introduction? Do you need to make a sales pitch? Do you wish to propose further action? If so, you may be able to accomplish all

three by using a cover letter.

Short opening paragraph 4 lines or shorter Lead with your strongest sales point

Vary paragraph length but none longer than 8 lines

Deep indents and centered bullets Summarize in 2 or 3 lines Remember to include an envelope

Enlarge on your benefits What are they going to get? Do you have proof of your claims? What are the opportunity costs? Rephrase benefits and call to action.

Take a look at your look. Look at ALL of your printed pieces

(everything your company uses). How should this new piece resemble

the others? Are there colors, logos, or themes

you use consistently? Are there themes that you have used

before that should be continued?