In the classic fairy tale Alice In Wonderland, the lost and confused Alice stumbles upon a crossroads and the Cheshire Cat. Now this cat is a strange creature but Alice decides to ask his advice. To paraphrase **, “Which road should I take from here” she inquires of the cat? “Where do you want to go” ask the sly cat, to which Alice replies “I don’t know”. And here is where we learn how wise and perceptive the Cheshire cat is; his reply is simple “if you don’t know where you want to be then it does not matter which road you take”.
All of us face this type of decision every day in our personal lives and in our businesses. Making the right decision always starts with knowing where we want to go. So when it comes to marketing, how do you decide which road to set your business on? For most folks the primary goal of marketing is to contribute to revenue generation. Is your goal to increase sales from current customers or bring in new customers? Most of us would say both but in marketing each requires a very different and distinct message and strategy.
The first step in attracting new customers should be to decide who would be most receptive to your message. A good place to start is to look at your current customer base. Have your current customer list analyzed and use those demographics to reach new prospective customers. This is commonly referred to as creating a buyers persona, a definition of what your ideal customer look like.
With current customers the road is a little different, for example the analytics focuses on their buying frequencies or seasonal needs to deliver the message when it is most relevant and when they are most likely to engage. Sometimes it is simply that they need to be reminded that you are still in business, still providing the things that they love or need. Perhaps the goal is to introduce them to new things you have that they did not know about or even know they needed.
Other common goals of marketing would be; building brand awareness, generating a high volume of qualified leads, increasing brand engagement and establishing thought leadership, to name a few.
No matter your marketing goal, direct mail remains a powerful marketing medium because it allows you to send the right message, at the right time, to the right person, in a personalized and relevant way.
Using Variable Data Printing (VDP) with your direct mail campaign allows you to make the message specific to the individual and changes it form a canned generic appeal to personal appeal.
Data analytics are ideal with the use of direct mail. It allows you to send it to the right person who is most likely to respond. You don’t have to rely on drive time, drive routes or programming type to hope you catch your new customer’s attention. You can stand out with a creative piece that gets their attention and not be lost in the hundreds of generic impressions that people are bombarded with online. You can send your message right to them and know they are going to see your message. You can solicit a call to action that is unique as well as relevant to them.
Again, direct mail is the perfect medium to keep you and your products and services foremost in your customer’s minds. We can show you how.
**“Alice: Would you tell me, please, which way I ought to go from here?
The Cheshire Cat: That depends a good deal on where you want to get to.
Alice: I don’t much care where.
The Cheshire Cat: Then it doesn’t much matter which way you go.
Alice: …So long as I get somewhere.
The Cheshire Cat: Oh, you’re sure to do that, if only you walk long enough.”
― Lewis Carroll, Alice in Wonderland