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Harness the Power of Direct Marketing - More Small Business Power Tools


One of the most powerful tools available to small businesses is direct mail. By this I don't mean electronic, Internet-based mail, but the old-fashioned kind that requires a stamp and a trip to the post office.

Why is direct mail such a powerful tool?

It's a way for small businesses, especially retailers, to separate themselves from the big box stores such as Best Buy and Wal-mart, and to compete successfully with the Amazon.coms and Ovestock.coms of this world.

The power of direct mail, if done right, is that it's like getting a letter from your sister, mother or aunt. The postman brings it to your home. It's addressed to you personally. And when was the last time you received a letter from Best Buy, Wal-mart, Amazon.com or any Internet retailer? If so, it was undoubtedly via email and designed to be read by hundreds of thousands of customers - not much personalization there.

The first thing you need to do to start an effective direct mail campaign is capture the names and addresses of your customers. This is easy for service organizations like carpet cleaners, auto repair firms, instant printers, and the like. They already have their customers' names and addresses. All they have to do is put them together as a mailing list. Retailers such as jewelry stores, antique dealers, liquor stores, restaurants, etc. have a tougher time because they don't have an easy way to capture their customer's names and addresses.

There are a couple of answers to this. One is the old fishbowl gimmick, where you ask customers to deposit their business cards in a fishbowl with a prize to be given away in a drawing at some later date. I personally think this has been overdone. Plus, I have heard stories of unscrupulous sales people cleaning out the fishbowls themselves and using the business cards as sales leads.

A second alternative is to post a "guestbook" somewhere near your cash register with a sign offering a free newsletter to all those who register. To make this work, you and your employees have to be kind of aggressive in urging all your customers to sign up, and you can expect that many will not. However, persistence is a virtue and if you keep this up long enough, you will capture enough names and addresses to make the effort worthwhile.

I also like the idea of offering customers some small reward for providing their names and addresses. One version of this that seems to work well is a "frequent diner," "frequent buyer," or "frequent customer" card. Give your customers small, inexpensive cards that you can punch whenever they buy from you (or just visit your store) with the promise of a free something after 10 or 12 punches. Naturally, they have to register for the card and viola! You have their names and addresses.

Last, and most expensive, you can buy a direct mail list targeted toward your best prospects. Chances are, there is at least one company in your area selling lists of prospects by criteria such as recent home buyers, camera buyers, child care customers, etc.

Once you have captured enough names and addresses (maybe 100 or more) to begin a direct mail campaign, you have a couple of alternatives. One, you can input the information yourself. Or, two, if you're strapped for time, you should be able to find a local high school or college student to input the information for you. He or she can use either a word processing program or a database program to build the list. It's just simple data entry and you might offer $0.5 or $0.10 for each name/address input. I like to use a word processing program because once the list has been built; it's fairly easy to create personalized letters, etc. using the program's mail merge features.

What do you then mail customers? I like newsletters a lot. They can be as simple as a single page printed on both sides or as complex as four to eight pages. Another good alternative is personalized letters. Just make sure that whatever you choose to send your customers is important and meaningful and always include an offer designed to bring them into your store or to call you for more information or to make an appointment.

It takes time, money and dedication to develop and implement a direct mail campaign. But it's a powerful tool that can pay for itself in just a few months and then keep paying off for years to come.

For more information on creating an effective newsletter, be sure to look for my article, "Small Business Power Tool: Customer Newsletters."

Article by Douglas Hanna. Douglas is a retired advertising and marketing executive and long-time Denver resident. He is the webmaster of http://www.all-in-one-info.com, a free resource for information on a variety of subjects. Please visit his site to subscribe to his free newsletter, "Tips & Tricks to Save Money & Live Better."


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. March / 19 / 2024

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Ahead of IPO, Reddit blends advertising into user posts  The Register

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Judge Throws Out Sephora Clean Beauty False Advertising Lawsuit  The Business of Fashion

Kristen Cavallo Retires From Advertising After 30 Years in the Industry - Adweek
Kristen Cavallo Retires From Advertising After 30 Years in the Industry  Adweek

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Kristen Cavallo retires from advertising for political activism  Ad Age

While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok - Digiday
While advertisers are playing it cool, they're hesitant to unleash their budgets on TikTok  Digiday

Fox recalled for Iwo Jima service, advertising agency, TV show - Cleveland Jewish News
Fox recalled for Iwo Jima service, advertising agency, TV show  Cleveland Jewish News

Tesla flexes Model Y achievements with Cybertruck in rolling advertisement - TESLARATI
Tesla flexes Model Y achievements with Cybertruck in rolling advertisement  TESLARATI

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Where Your Advertising Work Comes To Life: It's That Time Of Day 03/18/2024  MediaPost Communications

What a TikTok Ban Would Mean for Advertisers - Bloomberg
What a TikTok Ban Would Mean for Advertisers  Bloomberg

Electronic Advertising Provisions Become Law in VA - Brewers Association
Electronic Advertising Provisions Become Law in VA  Brewers Association

Advertising Sales Representative (Fargo) - KVLY
Advertising Sales Representative (Fargo)  KVLY

Advertise with Us - E&E News by POLITICO
Advertise with Us  E&E News by POLITICO

National columnist examines CFPB reverse mortgage advertising data - Yahoo Finance
National columnist examines CFPB reverse mortgage advertising data  Yahoo Finance

BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau - BMI, music
BMI Pays Tribute to Retiring CEO of the Radio Advertising Bureau  BMI, music

CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America - Editor And Publisher Magazine
CNN International Commercial elevates Sebastian Laver to lead content sales and advertising for Latin America  Editor And Publisher Magazine

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OUT OF HOME ADVERTISING CONTINUES ON GROWTH TRAJECTORY, UP 2.1% IN 2023  PR Newswire

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Advertising Could Gobble Up The Grocery Business  AdExchanger

Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media - Abccolumbia.com
Jury finds man guilty of gun, drug offenses after advertising drugs for sale on social media  Abccolumbia.com

Can advertising tell the truth? This vodka brand is giving it a shot - The Drum
Can advertising tell the truth? This vodka brand is giving it a shot  The Drum

Learning from the (Advertising) Pros | BU Today - Boston University
Learning from the (Advertising) Pros | BU Today  Boston University

Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com - TipRanks
Lamar Advertising Executives' Salaries and Bonuses Increase - TipRanks.com  TipRanks

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Advertising salary guide—why design jobs are in demand  Ad Age

Textured Hair Advertising Campaigns - Trend Hunter
Textured Hair Advertising Campaigns  Trend Hunter

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Is Townsquare Media Inc (TSQ) a Good Choice in Advertising Agencies Monday?  InvestorsObserver

Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase - Yahoo Finance
Mobvista Achieves $1.05B in 2023 Revenue, Sees Significant Profit Increase  Yahoo Finance

National CineMedia, Inc. Announces New $100 Million Share Repurchase Program - Yahoo Finance
National CineMedia, Inc. Announces New $100 Million Share Repurchase Program  Yahoo Finance

Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say. - Insideradio.com
Gen AI Will Impact Media And Advertising In Multiple Ways, Experts Say.  Insideradio.com

Court Tosses Out False Ad Case Over Sephora's "Clean" Line - The Fashion Law
Court Tosses Out False Ad Case Over Sephora's "Clean" Line  The Fashion Law

ADWEEK Names Ryan Joe Editor in Chief - Adweek
ADWEEK Names Ryan Joe Editor in Chief  Adweek

Private Equity Firms Investing in Advertising and Marketing Companies - Business Insider
Private Equity Firms Investing in Advertising and Marketing Companies  Business Insider

Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV - BeetTV
Identity Is Paramount For Paramount: Scoles Offers Advertisers Real Audiences – Beet.TV  BeetTV

3 big reasons to be optimistic about advertising in 2024, survey reveals - The Drum
3 big reasons to be optimistic about advertising in 2024, survey reveals  The Drum

Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use - AdExchanger
Europe’s AI Act Nudges Advertisers Toward Responsible Generative AI Use  AdExchanger

Duval County Public Schools resumes search for new superintendent - WJXT News4JAX
Duval County Public Schools resumes search for new superintendent  WJXT News4JAX

Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Purchased by Sunbelt Securities Inc.  Defense World

National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023 - Yahoo Finance
National CineMedia, Inc. Reports Results for Fiscal Fourth Quarter and Full Year 2023  Yahoo Finance

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What a TikTok Ban Would Mean for Advertisers  WiscNews

Microsoft Advertising testing new interface similar to Google Ads - Search Engine Land
Microsoft Advertising testing new interface similar to Google Ads  Search Engine Land

Sunbelt Securities Inc. Purchases 503 Shares of Lamar Advertising (NASDAQ:LAMR) - Defense World
Sunbelt Securities Inc. Purchases 503 Shares of Lamar Advertising (NASDAQ:LAMR)  Defense World

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A tribute to Fali Vakeel: Indian advertising's 'last Mad Man' | News  Campaign Asia

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A weary advertising spend canary in a slow start to the year  AdNews

MFE rises over 5% on strong Q1 advertising forecast - TradingView
MFE rises over 5% on strong Q1 advertising forecast  TradingView

EU introduces new rules on transparency and targeting of political advertising - Présidence française du Conseil de l'Union européenne 2022
EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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IAB: Adapting To Consumer Data Limitations, Advertisers Are Turning To First-Party Options.  Insideradio.com

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Ayurvedic company in India banned from advertising certain products : Goats and Soda  NPR

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What Would a TikTok Ban or Sale Mean for Advertisers?  Adweek

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Free TV says further gambling advertising restrictions would significantly impact revenue  AdNews

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GenAI in Advertising  EMARKETER

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Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

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Microsoft shows another Bing popup advertisement to Windows users  Ghacks

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Paid advertisement: Vote 'yes,' Citizens for Strong Fort Schools - FortAtkinsonOnline.com  Fort Atkinson Online

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Amazon apologizes after its AI advertising system makes costly error  Search Engine Land

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Data: Advertising budgets impacted by privacy legislation & signal loss  Mobile Marketing

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Paper v pixels: Making a sustainable advertising choice  The Media Leader

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Goodbye Lady In Red: Massive Illegal West End Avenue Building Advertisement Comes Down  westsiderag.com

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Gazette wins top news, advertising honors from Wisconsin Newspaper Association  The Janesville Gazette

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Anomaly wins global brief to ‘supercharge’ Tonies audio platform  More About Advertising

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Egg freezing: 41 percent of clinics could be breaching advertising guidelines • PET  BioNews

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Qinghai Spring Sinks After TV Show Finds TCM Firm Is Falsely Advertising Liquor's Health Benefits  Yicai Global

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Jivox Announces IQ DaVinci For Direct Advertising: A Single Workflow To Launch Campaigns On Multiple Retail Media ...  PR Web

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Van Geest: City of Ottawa must stop accepting fossil-fuel advertising — now  Ottawa Citizen

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Large Brands Are Still Advertising on Made-for-Advertising Sites  Adweek

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Pennsylvania now advertising in NYC, Chicago to push execs, business people to relocate to the state  Tri-State Alert

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US oil production hits record levels under Biden  Vox.com

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Social Security: How we protect you from misleading advertising and communications  Terre Haute Tribune Star

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Lamar Advertising (NASDAQ:LAMR) Sees Significant Drop in Short Interest  Defense World

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Columbia man found guilty after advertising drugs on social media  WIS News 10

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HOAX: This post advertising vacancies at Naivas Supermarket is fraudulent  PesaCheck

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Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

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Resident raises concerns after sharing photo of dangerous feature being added to rental cars: 'Innovation doesn't have ...  The Cool Down

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DCPS begins re-advertising for superintendent position as search drags on  Yahoo! Voices

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Brands unknowingly wasting dollars on Made for Advertising sites  Search Engine Land

Advertise - exploreClarion
Advertise  exploreClarion

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TikTok advertisers will look to rivals if US Senate moves ahead on ban  Reuters.com

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MediaLink-UTA dispute signals end of an era for advertising excess  Campaign US

Storyboard18 - Storyboard18
Storyboard18  Storyboard18

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‘Sneaky’ social media ads are luring young into gambling, say campaigners  The Guardian

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A US TikTok ban could fuel Meta's advertising dominance—but Google and YouTube stand to benefit as well  EMARKETER

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Water brands face recent class action lawsuits over false advertising, microplastics, more  Top Class Actions

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Enduring Power of Attorney as an integral tool for asset protection and care assurance – legal insights  South China Morning Post

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Amazon Says It Sold Ads for Products Shoppers Couldn't Buy  Bloomberg

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Inside the 'made for advertising' crackdown—and why it isn't working  Ad Age

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FCC has new rule requiring cable and satellite TV providers to disclose all hidden fees in advertising  KMVT

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The 2024 BSM Summit Was a Great Success But The Advertising Industry Needs to Step Up in 2025 | Barrett Media  Barrett Sports Media

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RTL, Fremantle Revenue Dips Amid Ad Troubles, Streaming Shifts  Hollywood Reporter

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How the TikTok ban threat is affecting advertisers and creators  Ad Age

SDSU student advertising team receives top honors at American Advertising Awards - SDSU Athletics
SDSU student advertising team receives top honors at American Advertising Awards  SDSU Athletics

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Meet The Ad Tech Players Using Generative AI For Their Media Buys  AdExchanger

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Acquired by Raleigh Capital Management Inc.  Defense World

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Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising  Inc.

The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech - AdExchanger
The FTC's PrivacyCon Was Chock-Full Of Warning Signs For Ad Tech  AdExchanger

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PubMatic Ad Spending Spike With $1 Billion CPMs Caused by Server Error  Business Insider

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Amazon's Expanding Ad Business Is Challenging Meta, Google  Business Insider

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Concept Group partners with Numb3r Impact Agency for digital advertising innovations  Mediabrief

Google: advertising revenue 2023 - Statista
Google: advertising revenue 2023  Statista

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AI increasingly being used in advertising, leads to lower costs but also harbors risks  NL Times

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