Joe Garrett explained. "Some people may respond to a 20-percent-off offer, whereas others will respond to a free meal. Then, the client can become even more targeted by sending specific offers only to those who responded to that offer in the past," he said.
Final Sale
In the end, it all comes down to money. And, on the sales call, distributors need to demonstrate the cost value of direct mail. "I think it goes back to the dollars that you spend vs. the dollars that you generate," said Garrett. "With broadcast-type marketing, end-users will spend a lot of dollars without personalization. With direct mail, the message is going right into the mailbox. People view their mailboxes as 'theirs,' and it just makes a better connection and generates a higher response."
- People:
- Joe Garrett
- Lindsay Gray
- Places:
- Greenville, N.C.