There is no shortage of promotional products that can be used with a direct mail campaign. Some of the options include stickers, pens, notepads, and sticky notes. Not only is it important to choose the right product, it’s important to choose a product that the customer or prospect will likely use. It’s also important to distinguish between the needs of prospects and repeat customers, and to design the product to include company logos and contact information.
What Does the Customer Actually Want?
Choosing products that a customer will actually use is critical. A pen is a great choice because it’s something that is used regularly, and it exposes the customer to the company’s brand on a regular basis. The same goes for sticky notes and notepads. Many companies fail to choose products that customers want, and needlessly waste money in the process.
Prospects vs. Repeat Customers
Distinguishing between prospects and repeat customers saves money and ensures that a direct mail campaign is successful. Because repeat customers have already shown a willingness to buy in the past, it’s likely that they will buy in the future. Therefore, sending products to these customers may be a better use of resources. A company should think carefully about including products with direct mail to cold prospects. Because they haven’t bought yet, it’s difficult to determine whether they even want to do business with the company. The company may want to find cheaper products or not include any products at all.
Every product sent in a piece of direct mail should be branded with the company’s logo and contact information. Some products, like pens, are smaller and make it difficult to include all of the company’s information. In these cases, the business could simply put their logo and website address on the pen. Whatever product is being used should at least contain the most important contact information, like a phone number or website address. All information should look clean and professional. These are some of the tips that should be followed when using promotional products with direct mail campaigns. Every product should be something that the customer wants and needs, and that is used by the customer on a regular basis. Also, it’s important to know why targeting repeat customers will likely be more profitable than sending products to cold prospects. Finally, every product should contain the company’s logo and contact information. Any business that uses direct mail as a marketing strategy should follow these guidelines.
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