7 Simple Direct Mail Ideas to Drive Local Business
A good example is Mid-Atlantic home services provider Horizons Services. It regularly mails a “Consumer’s Guide For Replacing Your Heater and/or Air Conditioner” as part of its marketing mix.
The bullet points on the front cover of the eight-page brochure are all soft-sell: “When To Repair Or Replace Your Equipment,” “The Importance Of A System Analysis.”
Inside, the promised information is presented in a colorful, concise and calm manner. No competitor company is mentioned, so the prospect can use these tips to hire any contractor.
But having established credibility, the pages that follow make a case for hiring Horizon by showing employee training, its standards, and including special coupon offers.
5. Follow the Calendar
A regular direct mail program uses creative, as well as offers, that leverage the seasons and holidays on the calendar.
6. Make It Easy to Order
Pepperoni’s, a small Texas-based chain of pizza restaurants, used Every Door Direct Mail (EDDM) to mail a 6-1/4”x9” postcard with a menu across the front side.
7. Provide an Action Device
Coupons are great, but how about a personalized gift card for some motivation?
This laminated 4-1/4”x5-3/4” postcard, mailed by County Line Landscape Nursery, includes a personalized card that snaps out for later use. This perfed-out piece provides tangible value, a $20 discount on a purchase of $75 or more, and is trackable by a bar code on the back.
What these mailings have in common, besides their simplicity, is their intention to pull out the necessary stops to acquire a customer. In one way or another, they try to deliver information, an offer, or both. Creating top-of-mind awareness builds trust with the prospect, who may be just around the corner.