Message & Media: Head of the Class
3. Does an offer have to be free shipping or a free gift to
Answer: Offers are actually much more than just freebies that you throw into your marketing campaign. An offer is a package of elements. It's everything you're willing to give your readers in exchange for their response. Your offer is what pushes a fence-sitter off of the fence, adds value to your buying proposition and addresses buyer objections.
So an offer is not just free shipping or a premium. Offers are multi-faceted and include product, pricing, customer service, incentives, and even payment options and terms. Test your offers for the best response, because they're essential to your direct marketing success.
4. Is direct mail dead?
Answer: Direct mail is not dead, but it's changing. To remain cost-effective, it's become much more targeted and is now integrated with digital media.
Direct mailers also are testing the use of QR Codes to link their ink-on-paper messages to videos, personalized landing pages and other digital content. If you've always used direct mail, don't jump ship without testing. If you've never used direct mail, consider whether or not it may be appropriate.
Even Google has recently used direct mail to reach small and medium size businesses. And insurance and credit card marketers continue using direct mail as a mainstay of their media mix. I repeat: test, test, test.
5. Social media is all I'm reading about in trade pubs and hearing about at industry conferences.
Should my company be using
Answer: I'll counter this question with another: Is social media appropriate for your audience, your offer and your brand? I once wrote for Kleen Leen, a division of Ralston Purina that sold hog sperm to hog producers for breeding using artificial insemination. If Kleen Leen were still around, I doubt that social media would be the best option for engaging hog producers with their brand. But who knows?