Promotional Mailers at DVinfo.net

John Kopec · October 25th, 2010, 10:47 PM

I know this promo materials (brochures specifically) have been recently discussed, but I was wondering who does promotional material through the mail, and if so, what do you include in the package?

I might be in a situation in the near future where I would have a list of B&G's addresses, and was thinking about doing some type of mail marketing.

Besides a DVD with your demo reel on it, and a brochure, what else would you include?
What you include on the dvd beside the demo reel?
What sort of packaging would you use?

I appreciate any and all comments, suggestions, pictures you may have to offer.

Chip Thome · October 26th, 2010, 12:52 AM

Unsolicited direct mail marketing has a response rate of about 3%. This means 97% of your investment in this type of promotion is wasted. I'd investigate other promotional avenues first. Just my opinion, YMMV.

Philip Howells · October 26th, 2010, 05:24 AM

John, Chip's numbers hold good for the UK market too so I'd endorse his comments. Additionally the wedding market is transient ie people are B&G for only a relatively short time. On the other hand, for example, if you're selling meat pizzas the only houses that aren't worth mailing are those where vegetarians live.

The only exception I'd personally make is a list of people attending a Wedding Fair. When we can get such lists (and people here are very wary of getting on to mailing lists) we always mail them all a demo pack - a) because the direct mail people tell you that a repeat mailing is often worthwhile, and b) in case we missed them on the day. In this case though it's vital that the mailing is done within seven or ten days of the fair. Be sure though, Chip's numbers still hold - but this time the totals are much lower and the recipients are at least interested.

John Kopec · October 26th, 2010, 07:47 AM

Quote:

Originally Posted by Philip Howells

The only exception I'd personally make is a list of people attending a Wedding Fair...
...Be sure though, Chip's numbers still hold

This is precisely the type of list I would be attaining.
Really, the numbers are still the same??? That's de-moralizing...

Philip Howells · October 26th, 2010, 08:15 AM

John, the numbers are the same because they all assume that the direct mail piece is relevant to the target market. In your/our case the relevance is very tight but the total target is accordingly smaller. The percentage stays pretty much the same.

Incidentally, the numbers also assume you do a covering letter that conforms to all the research and best practice. This includes the way people "read" DM, the way it's laid out and the actual content of the covering letter (you can probably tell that in another life one of our clients was the DM section of the UK Post Office!)

Since then John, the value and thus effectiveness of DM has declined even further, largely due to the effect of new media like email.

On the bright side, if we convert just one of the mail shots we do to 100-200 wedding fair guests then we've more than covered our costs - and that's including a demo pack to each which we estimate costs us UKL1.50 to produce and UKL1 to mail.

Whether we like it or not, effective marketing is a major element in any business; sadly it costs money and a bit of learning. The old saw that "I know 50% of our advertising is wasted, if I knew which 50% I'd not do it" is not a joke but absolutely true.

Chip Thome · October 26th, 2010, 06:39 PM

Sorry to be the bearer of the bad news there John, but just look at what you do and what makes you "pop" and then apply that to almost all advertising.

That list is great, but get a bit creative with the contact. Build a facebook account and see how many of those people you can locate and request to be friends. Those that do, maybe then mail them a personalized promo packet. You might boost that percentage and possibly eliminate a lot of the waste.

It's the unsolicited part that makes it junk mail. If someone can see some connection, at least I do, they might take some time to see what it is before they toss it in the trash.

You have to remember, you and a bazillion other vendors have that same list. Those on it are going to be approached for anything and everything, so you have to stand out in some way, to get some results.

If this is a bridal fair that is local, maybe have a friend go and be a faux bride for a day. Afterward ask them to watch at what they receive and when. That way you will have some idea of what other are doing and see how much or little the attendees have to deal with after.

John Kopec · October 28th, 2010, 12:06 AM

Quote:

Originally Posted by Chip Thome

Build a facebook account and see how many of those people you can locate and request to be friends. Those that do, maybe then mail them a personalized promo packet. You might boost that percentage and possibly eliminate a lot of the waste.

Good suggestion - just might do that...

October 25th, 2010, 10:47 PM	#1
John Kopec Regular Crew Join Date: Apr 2010 Location: United States Posts: 41	Promotional Mailers I know this promo materials (brochures specifically) have been recently discussed, but I was wondering who does promotional material through the mail, and if so, what do you include in the package? I might be in a situation in the near future where I would have a list of B&G's addresses, and was thinking about doing some type of mail marketing. Besides a DVD with your demo reel on it, and a brochure, what else would you include? What you include on the dvd beside the demo reel? What sort of packaging would you use? I appreciate any and all comments, suggestions, pictures you may have to offer.

October 26th, 2010, 12:52 AM	#2
Chip Thome Major Player Join Date: Aug 2009 Location: Green Bay Wisconsin Posts: 553	Unsolicited direct mail marketing has a response rate of about 3%. This means 97% of your investment in this type of promotion is wasted. I'd investigate other promotional avenues first. Just my opinion, YMMV.

October 26th, 2010, 05:24 AM	#3
Philip Howells Trustee Join Date: Jan 2009 Location: Manchester UK Posts: 1,212	John, Chip's numbers hold good for the UK market too so I'd endorse his comments. Additionally the wedding market is transient ie people are B&G for only a relatively short time. On the other hand, for example, if you're selling meat pizzas the only houses that aren't worth mailing are those where vegetarians live. The only exception I'd personally make is a list of people attending a Wedding Fair. When we can get such lists (and people here are very wary of getting on to mailing lists) we always mail them all a demo pack - a) because the direct mail people tell you that a repeat mailing is often worthwhile, and b) in case we missed them on the day. In this case though it's vital that the mailing is done within seven or ten days of the fair. Be sure though, Chip's numbers still hold - but this time the totals are much lower and the recipients are at least interested.

October 26th, 2010, 08:15 AM	#5
Philip Howells Trustee Join Date: Jan 2009 Location: Manchester UK Posts: 1,212	John, the numbers are the same because they all assume that the direct mail piece is relevant to the target market. In your/our case the relevance is very tight but the total target is accordingly smaller. The percentage stays pretty much the same. Incidentally, the numbers also assume you do a covering letter that conforms to all the research and best practice. This includes the way people "read" DM, the way it's laid out and the actual content of the covering letter (you can probably tell that in another life one of our clients was the DM section of the UK Post Office!) Since then John, the value and thus effectiveness of DM has declined even further, largely due to the effect of new media like email. On the bright side, if we convert just one of the mail shots we do to 100-200 wedding fair guests then we've more than covered our costs - and that's including a demo pack to each which we estimate costs us UKL1.50 to produce and UKL1 to mail. Whether we like it or not, effective marketing is a major element in any business; sadly it costs money and a bit of learning. The old saw that "I know 50% of our advertising is wasted, if I knew which 50% I'd not do it" is not a joke but absolutely true.

October 26th, 2010, 06:39 PM	#6
Chip Thome Major Player Join Date: Aug 2009 Location: Green Bay Wisconsin Posts: 553	Sorry to be the bearer of the bad news there John, but just look at what you do and what makes you "pop" and then apply that to almost all advertising. That list is great, but get a bit creative with the contact. Build a facebook account and see how many of those people you can locate and request to be friends. Those that do, maybe then mail them a personalized promo packet. You might boost that percentage and possibly eliminate a lot of the waste. It's the unsolicited part that makes it junk mail. If someone can see some connection, at least I do, they might take some time to see what it is before they toss it in the trash. You have to remember, you and a bazillion other vendors have that same list. Those on it are going to be approached for anything and everything, so you have to stand out in some way, to get some results. If this is a bridal fair that is local, maybe have a friend go and be a faux bride for a day. Afterward ask them to watch at what they receive and when. That way you will have some idea of what other are doing and see how much or little the attendees have to deal with after.