| The Commercial Economic Advisory Service of | | | | beauty of direct mail package that the user can hold, |
| Australia (CEASA) has been conducting Media, | | | | feel, hear, smell, read, enjoy and save could be a |
| Marketing and Advertising research for over forty | | | | beauty to behold. Many of the receivers keep these |
| years. They have found that Direct Marketing is | | | | packs, especially if they are in postcard format, as |
| growing at a rate of 17% per year and represents | | | | bookmarks to enjoy forever. |
| over half of all media expenditure. That is a whopping | | | | Direct Mail is perfect for a country like Australia where |
| $16 Billion spent on advertising media! | | | | there is a lot of rural towns and isolated areas from |
| Why is Direct Mail Marketing booming? | | | | which people find it difficult to travel to the city and |
| A recent Panorama study showed that almost 6 | | | | shop for what they need. |
| million adult Australians have indicated that they like to | | | | What are the steps to the Direct Mail system? |
| receive special offers through Direct Mail. Also, there is | | | | The most important step of the setup is the Customer |
| evidence that over 50% of them have bought a | | | | database. This database may be created from |
| product or service from a Direct Mail offer. | | | | telephone directories, private associations, one you rent |
| As the world gets smaller, it is easy to reach millions of | | | | from a trade group, a professional organization or a list |
| households in which people are interested to get | | | | broker. Lists of addresses can also be obtained from |
| offers but who are unable to locate good offers on | | | | Direct Marketing businesses that cater to this work. |
| purchases they may wish to make. Direct Marketing | | | | You can delineate the results by age, income, |
| gives them the chance to look through a variety of | | | | occupation, gender, area, education or other interests. |
| exciting offers from which they can choose what they | | | | The more targeted the mailing list is to your product or |
| need. | | | | products, the more successful your results. |
| The advertising industry relies on the data from | | | | After a directory is obtained, the next step is the |
| research and information services in order to find the | | | | message. The right message at the right time will |
| right routes to the Direct Mail Marketing avenues. The | | | | enable you to get the buy-in. The easiest way to |
| internet has confused most consumers with its | | | | create the message is to use the pre-formatted sales |
| overloaded websites which move people from link to | | | | flyers in the Microsoft word processor. There are |
| link every few seconds. Most people who browse the | | | | many applications devoted to the creation of attractive |
| web to find information are usually unable to find what | | | | and professionally designed inserts. People love to see |
| they need. The advantage of Direct Mail is that it | | | | flashy picture postcards, newsletters on the |
| allows easy access to each person with the strength | | | | neighbourhood, videos of vacation spots and samples |
| and focus of one-on-one discussion. | | | | of products to try. |
| Direct Mail includes advertising circulars, catalogues, | | | | Personalization is the way to get to the heart of the |
| Compact Discs (CDs), Digital Video Disc, mock credit | | | | consumer. By using their name and sending those |
| cards with applications, sample merchandise, coupons, | | | | offers on the items that they may need, Direct mail |
| flyers, newsletters, etc. | | | | can easily persuade them to buy the item. Marketers |
| Direct Mail can captivate the receiver's imagination like | | | | and list sources usually note the psychographic and |
| none other. The two dimensional pictures and | | | | demographic profiles of the people who are matched |
| advertising on the Internet fails to tantalize the viewer | | | | to the product criteria. |
| and hold their attention. However, the three dimensional | | | | |