Direct Mail Hits Home for Younger Consumers

Direct marketers have long known that older Americans pay attention to mailers, but "Gen X, Gen Y, and the Mail," a new study commissioned by the U.S. Postal Service, found that more than three-quarters of this generation reads and responds to mail just like their older counterparts. Gen X, born between 1965 and 1972, makes up roughly 17% of the population; Gen Y, born between 1977 and 1994, makes up about 25% of the population. Though these age groups are comfortable with e-mail and online marketing, the study found they are more likely to read and respond to printed marketing material. Among the other findings:

• Young consumers say 75% of the mail they receive is valuable.
• 58% of Generation X and 66% of Generation Y prefer paper bills to help them manage finances.
• 74% of Generation X and 68% of Generation Y read the retail advertising mail they receive.
• 68% of Generation X and 73% of Generation Y retail direct mail readers have used mailed coupons.

Source: Entrepreneur.com

Market You. Be You.

The time is coming quickly for my high school reunion which takes place next weekend. This is usually the time where one decides to crash diet, buy some slick threads and actually read one of those spam emails we all get about replica Rolex watches. Although I do love my half-classic Camaro, I even toyed with the idea of renting a 300c. I hope my Camaro is not mad at me for my momentary weakness.

Sure, we all want to be better, stronger and better looking but showing off a different side of oneself is completely detrimental to what we've built ourselves to be. This same concept applies to business as well. We all want to show off our products/services in the best light possible for optimal effect. However, there is a fine line that exists between heightening your product’s appeal and over-exaggerating its usefulness. This is called false-advertising which is not only unethical but can bring a company down in a heartbeat if brought out into the open. Many new drug companies are seeing the inside of courtrooms today for this reason.

Reunions are a time for remembrance, re-living days of the past and most importantly, networking! Although it may have been 10 years since I've seen some of these classmates I understand the power in networking and association. You may meet someone who you can benefit from, whether it be through the products they offer or information they have gained. In addition, you never know who may benefit from your products and expertise - even if he was the class bully.

Sell the Sizzle, Not The Steak

No matter what form of advertising you decide to use, remember one thing: repetition is key. Be sure to run your advertisement or promotional piece regularly throughout the year. Send mailings at regular intervals to the same list of prospects – even if they have already done business with you. This builds credibility and name recognition, thereby, increasing the chances that your name will arise when someone does develop a need for your business.

Now, what message do you send? The most important thing to know is that it is far more effective to advertise the benefits of your product rather than the product itself. Consumers do not set out looking for a particular product or service. Instead, they seek out residual benefits to serve their business or personal lives. For instance, not many people go to the dentist because they are eager for a root canal. They seek out this service to fulfill future health and cosmetic needs. When shopping for a new car, most consumers are not simply seeking out transportation, but rather a means of making life easier for their family or to fulfill a personal luxury need. This should be reflected in your advertising by touting the benefits of your product to the buyer and how it will fulfill their needs.

A powerful message is one that is directed right to the heart of a need. It should invoke emotion and entice by appealing to the senses. The trick to this is packaging all of this into a quick message. In many cases, you have less than three seconds to attract viewer attention and convince them to read further. This is most true in internet, outdoor and direct mail advertising when your audience may be flying by at 60 MPH or sorting through the mail. If you have not gotten their attention during that window, the opportunity may have passed. This is another reason why repetition of advertising is so important as it gives you another chance at stopping them in their tracks.