While it’s absolutely true that one of the main goals of your marketing strategy should be to create as much awareness as possible for your business, you also need to be prepared to go a bit deeper than that. Awareness is great, but it’s passive by its very nature. You can be aware that an interesting business is out there and still not really do anything about it.
What you REALLY want is for people to be active – you need them to want to engage with your business in a way that creates an exceptional experience they won’t soon forget. Luckily, direct mail is the perfect opportunity to accomplish this goal – provided that you keep a few key things in mind.
Creating A Truly Engaging Marketing Experience
By far, one of the best ways to create more influential, engaging and responsive direct mail collateral involves varying up the types of collateral you’re sending out to people in the first place.
Rather than sending someone a traditional flyer or even a letter in an envelope, consider adapting your message to a format like direct mail postcards. It’s a great way to instantly separate yourself from so many other businesses in the area, and with plastic postcards and eco postcards you can use die cut pop-out “gift card” promotions and other interactive enhancements to really seal the deal.
Likewise, you’ll want to make sure you’re practicing one of the most important techniques of direct mail success: storytelling. People might not necessarily immediately find a connection with your products and services, but that’s okay. Tell a story about who you are and why you started your business in the first place. Let people know what was going on in your mind when you went to so much effort, and why you care so much about them and the communities they inhabit.
Identify those details of your own business that are compelling and human and meaningful, all at the same time. Don’t be long-winded, but make sure you’re getting all of these important points across. It’s a great way to get people to identify not with your products and services, but with your brand – which is far more engaging and influential in the long-run than any one product could ever be.
If you’d like to find out more information about creating even more influential direct mail collateral than you already have, or if you just have additional questions that you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.