| If effectively used, direct mail local advertising can be a | | | | - Find a way to build cohesion between customers' |
| very powerful direct marketing tool to promote your | | | | demand and your offering. |
| business in your neighborhood. It serves a vast array | | | | - Obtain address database of the customers in your |
| of direct marketing functions. You can use it to inform | | | | neighborhood. You can rent a database from the |
| the local community about the product, induce call to | | | | database marketing companies in your niche, if you |
| action, get people to try your product or services, etc. | | | | don't have your own. In case, you do not have a |
| In order to make your direct mail advertising | | | | database of addresses then I will suggest building one |
| successful, you need to know the steps involved in | | | | by using one of the following strategies: |
| creating and running a direct marketing campaign. But | | | | - Place a guestbook on the billing counter, and request |
| before we begin talking about how to create a | | | | everyone who makes a purchase to fill-in her address |
| successful direct mail local advertising campaign, let's | | | | and telephone number, so that you can contact her |
| first look at the benefits of using this medium. | | | | whenever something of value hits the store. Assure |
| Benefit of a direct mail | | | | her that she will not be spammed. |
| - It is a low-cost alternative to mass media | | | | - Give something of value for free on your website in |
| advertisement, and is very effective in reaching local | | | | exchange of the visitors' address. |
| community. | | | | - Seed buzz element in your direct mail, and promise to |
| - It is highly customizable, and can be built to suit the | | | | give some exciting gift in exchange to 5 or 6 referrals |
| need of any product segment in any neighborhood. | | | | from the recipients. Include postage-paid envelop to |
| - It can be given a local touch without much fuss. | | | | keep the entry barrier low for the recipients. |
| - If done with care, it can be very powerful in inducing | | | | - Ask your in-store visitors to give 5 or 6 referrals that |
| call to action. | | | | may be interested in a communication from you, and in |
| - It can be used to build, maintain, and renew | | | | exchange of the names and addresses offer them |
| relationship with existing as well as potential customers | | | | something of value for free. |
| in the local community which your business is serving. | | | | - Set your budget. |
| How to build a direct mail local advertising campaign | | | | - Depending upon the budget, decide on the frequency |
| - In order to build an effective local direct mail | | | | and length of the message to send. |
| advertising campaign you need to follow the following | | | | - Decide on the tone of voice to use in the mail, and |
| steps. | | | | mood to create through it. |
| - Identify the needs, wants, and desire of your | | | | - Craft the mail. |
| customers. Find out what they are looking for, and | | | | - Do the test run. |
| what problem you are out in the market to solve. | | | | - Fix the errors, if any. |
| - Define the objective of your campaign. | | | | - Do one more test run prior to setting the direct mail |
| - Identify the direct as well as indirect target audience, | | | | local advertising mail out on sail. |
| and categorize them into the first, the second, and the | | | | - Measure the outcome, and review the campaign. |
| third tiers. The target audience most likely to be | | | | These are the precise steps you need to follow to |
| receptive should be in the first tier and on the second | | | | make your direct mail advertising campaign a success. |
| run place the ones who follow the first group and so | | | | And do not forget to send a follow-up mail. It is very |
| on. | | | | important. |