februarymarch2024 - 11
day, prospects are tuning out the digital bombardment.
" After we send direct mail, we get positive feedback.
Some people tell us they haven't even seen a business
card in years. So, when they receive a letter in the mail,
it gets their attention, " she said.
DEFINING CHARACTERISTICS FOR A
SUCCESSFUL DIRECT MAIL CAMPAIGN
Cooper identified some defining characteristics
associated with a successful direct mail campaign. " First
of all, you need to understand the wants and needs of the
target audience, " he said. " Creativity is also important.
Frequency also needs to be considered. For best results,
no less than three mailings. "
How many message points should the direct
mail piece deliver? Cooper said there should be no
more than two. He also put emphasis on another
fundamental aspect of direct mail. " Because direct
mail is so expensive, you need to have a highly targeted
list, rather than a generalized larger list, " Cooper said.
" Arrange a test of the messaging and audience. It's
always a prudent financial decision to test two or even
three approaches in a small way before embarking on a
whole campaign, " he added. Cooper suggests working
with directmail.com or usdatacorporation.com for
list acquisition.
DIRECT OR CLEVER?
We have all seen advertising that is incredibly clever,
sometimes so clever, it leaves us asking, what is the
product being advertised? One question relating to B2B
direct mail: Is it better to be direct or clever?
" Sometimes one, sometimes the other, " Cooper said.
" It depends on the audience, the product or service, the
competition's strategy and what feels right. The cleverest
piece of advertising I ever saw was a billboard for Ford
cars. The board showed a stack of hot cakes and the
following line: 'Selling like Fords.' Just a few words, but
clever. It made you think, it made you smile; that's being
clever with a purpose. "
February/March 2024 * VendingMarketWatch.com 11
http://www.directmail.com
http://www.usdatacorporation.com
http://McKeeFoodservice.com
http://www.VendingMarketWatch.com
februarymarch2024
Table of Contents for the Digital Edition of februarymarch2024
Editor's Note – Legends, leaders and new products
Industry News
OCS Update: A business development strategy that is making a comeback
2024 Legends of the Year Award Winners
3 compelling lessons from the 2023 CTW show
Inventory control management
Success Story – Brewing Up Success
Product Focus
Social Hubs
februarymarch2024 - CoverTip1
februarymarch2024 - CoverTip2
februarymarch2024 - 1
februarymarch2024 - 2
februarymarch2024 - 3
februarymarch2024 - 4
februarymarch2024 - Editor's Note – Legends, leaders and new products
februarymarch2024 - Industry News
februarymarch2024 - 7
februarymarch2024 - 8
februarymarch2024 - 9
februarymarch2024 - OCS Update: A business development strategy that is making a comeback
februarymarch2024 - 11
februarymarch2024 - 12
februarymarch2024 - 13
februarymarch2024 - 2024 Legends of the Year Award Winners
februarymarch2024 - 15
februarymarch2024 - 16
februarymarch2024 - 17
februarymarch2024 - 18
februarymarch2024 - 19
februarymarch2024 - 20
februarymarch2024 - 21
februarymarch2024 - 3 compelling lessons from the 2023 CTW show
februarymarch2024 - 23
februarymarch2024 - 24
februarymarch2024 - 25
februarymarch2024 - Inventory control management
februarymarch2024 - 27
februarymarch2024 - 28
februarymarch2024 - 29
februarymarch2024 - Success Story – Brewing Up Success
februarymarch2024 - 31
februarymarch2024 - 32
februarymarch2024 - 33
februarymarch2024 - 34
februarymarch2024 - 35
februarymarch2024 - 36
februarymarch2024 - 37
februarymarch2024 - 38
februarymarch2024 - 39
februarymarch2024 - Product Focus
februarymarch2024 - 41
februarymarch2024 - Social Hubs
februarymarch2024 - 43
februarymarch2024 - 44
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