WI Marketing Blog

Add Direct Mail to Your Next B-to-B Marketing Campaign

Nov 1, 2015 1:00:00 PM / by Donna Peterson

In order to increase effectiveness, all B-to-B marketing campaigns must include some Direct Mail. I was recently at the Annual DMA &Then Show, and there was a session Print is Alive.   The session was packed with business executives sitting on the floor and Direct_Mail_For_B-to-B_Business_Auctionstanding in the hall, just to hear the speakers.   I believe that confirmed that PRINT is very much alive and needed.

Before the session began, while people were trying to find a place to stand or sit, I talked with the people around me.    One nice woman was in charge of marketing for a prominent Hospital.    She mentioned that there was no way she could do her job without Direct Mail.   Some of the Doctors and Patients responded much better to direct mail pieces versus digital promotion.    The gentleman on my other side, worked for an Investment Software company that they promoted to small/med investment companies.    He mentioned that the direct mail piece gave his company validity in the marketplace.  Their direct mail piece was able to help them get more calls answered and emails clicked.

You must begin by educating the prospect about your company.   Direct Mail is a great way to introduce your company.  Take the time to map out your Direct Mail Campaign -

  • Determine your target audience by analyzing the people that have bought your product/service.  Find the appropriate response file that reaches your audience.   If your Direct Mail campaign does not go to the right person it will fail.
  • Create content that will resonate with your target audience.  
  • Offer them something they can not live without.   Something that will fix a problem they are having, Something that will answer a question they might have . . .
  • Create urgency so the recipient acts on the offer right away.

Complement your Direct Mail initiative with other marketing channels to make a cohesive campaign that will help you get the best response.   I have clients that will send out a Direct Mail piece and then following up with an Email.   They always see a better response when they do this, because the recipient knows  the company name and is more likely to open the email.  They continue promoting with strategically placed banners and social shout-outs to keep the prospective buyer moving along the buyers journey.     

Have you done any multichannel campaigns that included Direct Mail?    If so I would love to hear about them because as we all know you constantly must be testing, testing and retesting.    Marketing is changing at such a fast pace that what worked 6 months ago may not work today.

Need help finding reputable source and tracking the results, you should get the help of a reputable List Broker.   Their knowledge can help save you time and monety.

If you would like me to review your Direct Marketing Content to analyze its responsiveness, please send to dpeterson@worldinnovators.com

 

Topics: Direct Mail

Donna Peterson

Written by Donna Peterson

Founded in 1980, World Innovators has been a pioneer in B2B Marketing Worldwide.