I recently received a clear envelope full of flashy offers from many different companies. As I reviewed it, I realized I was totally bored and had lost interest by the fifth flyer in the stack. I’ll admit that I’m “different” when it comes to the way I see, tune-in, and look at marketing sent my direction, but it doesn’t change the fact that I was totally bored. At what point do you think YOU would become bored and toss the stack? For me it took about a minute-(after photographing some of them for visual effect obviously!).
It pains me to know small business owners put their faith in something that won’t likely be fruitful unless their flyer were at the top of the stack. Small business owners are usually marketing-budget-challenged, and while this approach may be less expensive than other alternatives on a “per piece” basis, “little fish in big ponds” usually don’t get much attention or recognition. There are great alternatives to campaigns like this which can be much more targeted and help businesses stand out by not being part of a stack where the marketing message simply gets lost.
Many small business owners are taking advantage of a new service offered by the USPS called Every Door Direct Mail (EDDM) as a great alternative. They’re choosing from the designs from the PrinterBees website, they use the PrinterBees graphic design team to customize their marketing (it’s included at no additional fee), they’re getting consistent, and they’re mailing at a postage rate of 14.5 cents per piece. There is much more about EDDM in this blog post “What is EDDM“? If you’re not familiar with EDDM, I recommend learning about it. What Is EDDM
Some small business owners are implementing email marketing as part of their plan to increase new and repeat business. Collecting email addresses continues to be one of the fastest, easiest and most cost effective means of marketing, IF you have a good list. Here is a link to a great article on email marketing, why it works, and how to get started. There’s nothing more important when email marketing than the quality of the list, the quality of the marketing, and more importantly, staying consistent. Email marketing can also get lost in the inbox when not executed properly. Rookie Email Marketing Mistakes – How To Avoid Them.
Marketing with promotional items is also a great means of marketing and increasing repeat business. Promotional items like pens, shopping bags, note pads, t-shirts, etc. have staying power and build your brand while creating name recognition. There is only one Realtor(R) I know in my neighborhood because I’ve seen his pens so many times at the local restaurant my family and I frequent. He always makes sure they have a supply of pens for signing receipts and everyone there knows his name. Great marketing that’s cost effective at .30 cents ea. Information regarding pens
When you’re thinking of your marketing strategy, remember to put yourself in the viewer’s shoes. If it wouldn’t work on you, don’t try it on others. Save your marketing budget for something more effective. Pay attention and tune in to what type of marketing works on you, this offers great insight to what might work for your business.