Direct Mail Detectives
"Distributors don't need to know all of the technical details, and their customers don't, either," Buck said. "Ask, 'Does it accomplish the goal and define it as precisely as possible?' Be a detective to define the mission."
To correctly craft a direct mail program—or determine if direct mail is even the best vehicle for the printed piece—distributors need to know if their customers want more business from existing or new customers, which ones, and for what product or service, among other things. Ask end-users what end result is desired, and how much they're willing to spend to get there. "If the target audience is properly paired with the message, hardly any cost wouldn't be worth it," Gray said. "Ask customers if they would send a $5 postcard if it guaranteed $100 in business."
- Companies:
- FormStore
- Ward/Kraft
- People:
- Lindsay Gray
- Paul Edwards