Old School Toolsof the
By Tracy Morin
So-called “old-school” marketing
direct mail and coupons—are
still incredibly effective. Find out
how to make them work for you.
With all of the attention heaped upon newfangled marketing techniques, such as mobile market- ing, text/email offers and social media, some may overlook what could be the most successful approach of all: the workhorse-like reliability of direct mail, coupons and door hangers. They tend to get an audience’s attention in a different (and, some would argue, a more meaningful) way than other methods, and they can help establish a cus- tomer base you might not have otherwise reached. But these “old-school” approaches are also rife with potential pitfalls. How do you target the correct audi- ence? How do you make your pieces stand out to get customers in the door and keep them coming back? And how do you know your efforts are working? We spoke to various experts to find out how to utilize old-school techniques to obtain new customers.
Assessing the Benefits
Some die-hard fans of smartphone or Web-based marketing may wonder how direct mail, coupons and door
hangers still work in today’s fast-paced, high-tech world.
But it’s precisely this technology-focused environment
that makes old-school marketing pieces so effective, says
Jay Siff, CEO of Moving Targets in Perkasie, Pennsylvania. “They work as well as or better than ever, because
mailboxes have less stuff in them, so you’re not vying as
much for attention,” Siff says. He points to brain studies in
which scientists have noted that printed pieces emotionally engage subjects (of any age) differently than technology