Brighter Marketing

I was just finishing a marketing plan for a client this morning which included a whole section on direct mail. Although it’s not right for all companies in this case it was, and I had included some different mailing ideas that were different from the normal letter and brochure which normally gets filed under B for Bin. Feeling the need for inspiration I took a break to look at one of my favourite marketing blogs,  Drew’s Marketing Minute,  and saw a blog post on a direct mail that he had received which was a chocolate covered grasshopper in a eye catching mailing envelope. To see the direct mail take a look at  www.drewsmarketingminute.com/2009/05/a-little-grasshopper-told-me.html . It was for a telecoms company and whilst they missed some key points such as including their brand etc the package got through to Drew, he opened it and what’s more it got lots of people talking about it in the office.

All of which got me thinking – in the last month I haven’t received one piece of innovative direct mail. I have received letters with glossy brochures which were targeted at companies far larger than we are. I have received catalogues with no covering letter, I have received boring sales letters which talk about “we can do this and we can do that” without one thought about what they can actually do for me and why I should get in touch with them.

So if you want to find out what makes a really good direct mail – then why don’t you download two free chapters from our recently published marketing book The Brighter Marketing Bible, one of them is on the Seven Steps to Great Direct Mail. All you need to do is visit www.brightermarketing.com/marketing-book/ and you can access this chapter on direct mail straight away.

So before you send out your next direct mail, just stop and think is it targeted at the right person in the right company, does it stand out, what’s in it for the recipient and more importantly why should they bother to get back to you. What’s your offer? For even more information take a look at this post from back in December 08 it will give you some ideas on what to think about for your next marketing campaign.

Five  Simple ways to improve your Marketing Effectiveness