Direct mail is an effective way to stand out from the digital noise and reach your key audiences. One tactic to increase your direct mail response rate is to make your mail more appealing by giving it shape, compared to a typical flat mail that people receive every day.
According to a 2017 Data & Marketing Association report, a dimensional mailer can outperform a flat mailing by up to 300 percent, and at 5.49 percent, has the highest response rate of any direct response medium. Already a strong performer, your direct mail can benefit from an added lift with the inclusion of promotional products.
Here are three key considerations when integrating promotional products into your direct mail campaign:
- Keep it useful. Pick a product that is useful, making it more likely the recipient will hold on to it. A Global Impressions study from Advertising Specialty Institute (ASI) shows that eight out of 10 consumers rank usefulness as the most important attribute of an advertising specialty.
- Make it memorable. ASI reports that 85 percent of consumers remember the advertiser giving them a promotional product. Include your logo on the product and brief contact information, like a website or phone number.
- Save your budget. Promo products have a lower cost-per-impression (less than a cent) than TV advertising, national magazine advertising and newspaper ads, and are comparable to radio and internet advertising, says ASI.
The message is clear: For your next targeted direct mail campaign, say “not this time” to plain envelopes, and try a box or tube. They can be customized and printed with a key message or theme.
Looking for ways to lift your direct mail marketing and drive greater interest and response? Contact your local Allegra Marketing Print Mail for assistance.
Between the increasingly competitive business-to-business (B2B) marketing space and a growing skepticism of traditional advertising, many small business marketers are beginning to turn to influencer marketing as an alternative way to build relationships.
Traditionally more of a business-to-consumer (B2C) marketing tactic, influencer marketing has gained appeal as an effective B2B marketing strategy. By targeting the right industry influencers for your products or services, your brand generates word-of-mouth referrals from credible voices that your audience knows and trusts.
Research shows that 91 percent of B2B buyers trust word-of-mouth marketing when making their buying decisions. To incorporate influencers into your current B2B marketing strategy, it takes some planning and a clear understanding of who your audience turns to for information.
Here are a few ways to work with influencers:
- Collaborate on content. Collaborate with credible industry voices and outlets when creating your content, such as blogs, white papers, reports and more. Partner with research firms, leverage local business partnerships and seek leading industry experts to co-create and/or cross promote. Be sure to link back-and-forth for SEO juice.
- Invite local thought leaders to present on a webinar or at a lunch-and-learn event. You’ll attract a larger audience due to the guest presenter’s cross-promotion efforts, and you’ll also strengthen your business’ authority in the sector.Webinars and events are also perfect avenues for collecting email addresses for lead nurturing. Niche influencers such as local business and policy leaders, industry authors, motivational speakers, area business partners and local nonprofit leaders are great to invite as guests.
- Forge connections with influential media personalities. One of the best ways to start forming organic relationships with your key audiences is to amplify your brand’s story through traditional media. Connect with local news personalities to tell your brand’s narrative in way that catches their interest.
- Get social. The first step to creating connections with niche social media influencers is to see who your current customers and prospects are already following. Then, start following and engaging with those accounts and social media influencers as well.
Interested in learning more about how to incorporate influencers into your B2B marketing strategy? Contact your local Allegra Marketing Print Mail today.