The introduction of social media has helped many pizzeria operators reduce their marketing budgets. However, while you’re spending hours hunched
over a computer trying to figure out the best way to get
100 customers to “like” you, the guy down the street
just mailed 10,000 direct mail pieces emblazoned with
an irresistible o;er to your customers. Which strategy
sounds more e;ective to you?
Some say that direct mail has gone the way of the dino-
saur. With so many ways to reach customers online, they
insist there’s no reason to spend money on snail mail
anymore. Alyson Lex, founder and CEO of Rock Your
Marketing in Baltimore, says that direct mail has been
touted as dead for so long that business owners are starting
to believe it. “Mailboxes are becoming emptier, but people
still check them every day,” Lex says. “You don’t have to
speak as loudly to be heard in a place where there isn’t as
Unlike the Internet, direct mail can be more person-
alized for your audience and allows your customer to
physically hold your message in his hands, notes Linda
Duke, CEO of Duke Marketing in San Rafael, California.
“With the right o;er, a direct mailer can deliver your
message without any other brands clouding their memory,
allowing your brand to stand out,” Duke says.
In other words, the old-school method of direct mail
is starting to feel fresh and new again. “Our lives have all
gone online—from social media and online bill pay to
telecommuting and streaming movies. We’re all so bombarded with emails, Facebook posts and tweets that they’ve
lost their impact,” says Adam J. Toris, founder and owner
of Cognicom Media in Bridgewater, New Jersey. “With
direct mail, the person has to see it. Even if they just drop
the mailer into the trash, they’ve held it in their hand,
looked at it, and, at the very least, read part of it.”
CREATING A DIRECT MAIL CAMPAIGN
You may be thinking, “I’ve tried direct mail in the past
and it didn’t work for me.” Maybe no one brought in a
mailer, signed up for your email list or redeemed your
coupons. So why waste your time trying it again, right?
Wrong. With direct mail, the devil is in the details. Even
DIRECT MAIL: Alive & Kicking
A few small tweaks may be all it takes to develop a direct-mail campaign that really works.
Our experts offer six can’t-miss tips to get you started. By Liz Barrett