Succeeding in the online environment is becoming incredibly difficult for new companies. It’s tough to be one step ahead of the competition; but that’s not something impossible to do. Today’s emerging marketing space is a cutthroat business environment where only the smartest companies can thrive. Direct mail marketing is an efficient advertising technique to approach customers, and it has managed to stick around due to incredible results. It is an impactful means of connecting to customers, regardless of their age. When crafting a marketing campaign for your business, direct mail marketing should be the first things on your mind. When used right it can be a valuable tool for increasing brand awareness and rendering visible results.
The connection between brand awareness and direct mail marketing
Consistency is at the core of every business’s potential for success. Brands must find a way to approach customers using a unified message when applying marketing techniques. Deviating from the norm makes recipients feeling unsure that the technique works, thus making brand building approaches ineffective. As a brand awareness tool, direct mail has tremendous potential. However, it must be conducted together with additional advertising and marketing channels. The designs, tone and message conveyed has to be consistent from beginning to end. The secret recipe to a successful campaign is being consistent and repeating the technique over and over again (without putting any pressure), until your brand can stick into people’s heads.
Brand awareness and direct mail marketing are tied together because they focus on the same goal – to boost sales and increase a consumer’s perception about your business. It is important to convey the right message in order to cultivate awareness; considering that direct mail marketing has the power to control the message and image of your brand, it might be a good idea to consult with an expert just to be sure that your company’s objective and goals are on the right track. Accomplishing top-of-mind-awareness (TOMA) is the ultimate goal of a direct mail marketing campaign.
As soon as TOMA has been attained, customers will begin purchasing your services or products. Then, the next thing you need to do is to strive for brand loyalty. The moment consumers become loyal customers, the chances of them becoming more aware of your company increases tremendously.
Using direct mail to boost brand awareness
Whenever we think of top-tier brands such as Coca-Cola, Facebook, Apple or Google, we instantly gaze at how entrenched they are in the public eye. Basically, it would be hard for us to picture life without them. Objectively speaking, if these companies didn’t existed 20 years ago, why are we so dependent on them? They’ve managed to make themselves indispensable through global brand recognition. New startups should learn from the world’s finest companies; they need to understand that direct marketing together with other strategies act as catalysts for the general awareness of their brand.
When implementing direct mail marketing strategies, it is fundamental to be consistent. A thorough understanding of your demographic is crucial because it will help achieve brand awareness goals as well. Take full advantage of a marketing’s campaign flexibility. Use personalized direct mail to appeal to potential customers and keep them engaged. Otherwise, they might lose interest and they won’t enter your website to buy anything.
Be creative
Direct mail marketing is a constantly evolving strategy. It has recently started to embrace new tech developments like QR codes, virtual reality and USB sticks. Media variety is important because it helps boost awareness. Craft creative marketing campaigns to make yourself noticed, and try not to copy your competitors’ tactics. Use your own and find a way to stand out if you want to be memorable. Make a list with companies you love the most, and admire their success. Assess their marketing imagery, advertising copies, content, and target audience. This will help you determine the things you might want to implements in your strategy, but also things you might want to steer clear of.
Comparing strategies will give you a voice, and it will help you come up with original ideas for boosting your company’s brand awareness as well. This is fundamental when crafting direct mail campaigns targeted at improving the way people perceive your brand. Be memorable, be creative and be bold!
By Charles Goodwin and Romax.co.uk!
Kaminska Zakrzewska