Narrow the Focus to Control the Big Picture

Getting the Job Done

Make no mistake—selling targeted direct mail involves work. The key is for distributors to team up with quality manufacturers willing to show them the ropes, including assistance with design elements and postal regulations.

Beegan noted that his company routinely sends color proofs to the post office for approval to ensure that a piece meets all of the size and spec regulations, thus avoiding unpleasant surprises once a job is printed.

Both gentlemen explained that their companies have designed selling tools to help ease the transition into direct mail sales.

For instance, Avant-Garde provides materials and samples clearly indicating effective applications for the hospitality industry, financial institutions, health-care organizations and the retail sector, and the company's Web site was specially designed to serve as a demo that distributors can use to educate their customers.

All of B&W Press' single-piece mailer formats are available as templates that can be e-mailed to conveniently specify measurements and overall construction. "The end-user can then simply drag and drop the artwork into the design," explained Beegan. "Plus, we continuously revise our designs, adding different features or folds as needed."

To become involved in targeted direct mail sales, Boldig advised interested distributors to sit down, remain quiet and listen to customers. "The customers know who they want to reach and are just looking for that special something that will bring these consumers to the door," said Boldig. Avant-Garde then needs the distributor to pass on the information about the type of printer that will be used so it knows how to produce the piece.

Beegan added that when taking an order, it is important to get accurate counts—including the number of lists that will be used to make up that total—and specifications for the number of colors and the type of paper stock desired.