Gently surround your customers or beat them senseless?

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By using postcards, direct mail, personalized webpages, your website, and search engines, you are surrounding your customer with your message. And you are doing it when they are receptive.

When the only tool you have is a hammer, everything looks like a nail. That seems to be the way marketing is done these days. Write up a radio or TV ad and then just keep shouting it at your customers over and over and over and…

Maybe a better way would be to create a consistent message and then present it to your customers at a time and place when they can absorb it at their own pace.

Here’s an example. Most people have a brief moment of “downtime” when they get their mail. From the time they take their mail out of the mailbox to the time they walk into their house is a brief respite when they are open to new ideas. This is a perfect time to deliver a message on a postcard. It’s very cost effective and enters your customer’s consciousness when they are receptive.

Reinforce your message by directing your customer to a webpage personalized just for them. The postcard draws their attention and the webpage closes the deal.

At the same time, you should do all you can to make sure your website appears on the first page of the most popular search engines. This is a highly valuable way of presenting to your customer when they are the most receptive. It was your customer, after all, that typed a search term into the search engine, so it is at that point they are seeking your products or services.

And consider ads (PPC) on search engines. Again, they are presented when your customer types in a search term that indicates they are looking for your type of offering.

By using postcards, direct mail, personalized webpages, your website, and search engines, you are surrounding your customer with your message. And you are doing it when they are receptive.

It’s a nice way to reach customers.

Or you could just keep shouting at them when all they’re trying to do is catch up on the local news or weather.

by:

John Young

Director of Business Development


October 16, 2012

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