Friday, April 10, 2015

Is Direct Mail Marketing Still Effective?

Some would say that direct mail marketing -- that is, mailing flyers and brochures -- is an outdated form of advertising. It's all digital these days: Facebook ads, e-newsletters, Twitter updates, realtor websites with extensive photo galleries, Instagram photostreams of various listings. 

However, there are still perks to this supposedly "passe" approach. While e-newsletters and Facebook ads are the sstandard, direct mail provides something for your client -- or your potential customer -- to touch with his own two hands: something to look through and, most importantly, keep. As tangible and portable advertising, the flyers and brochures you send could end up on a desk, or on a bulletin board, or even up on a fridge. Here, they can serve as visual reminders: that a particular house is up on the market, for instance, or that your services are on hand, whenever they should need you.

Besides, Facebook ads and e-newsletters tend to get buried under all the social media activity and email that a regular person has to sort through in a day. Digital platforms also prove inaccessible to a demographic such as elderly. There are homebuyers looking for the perfect retirement home. One of the listings you posted on Facebook might just be the right fit for them -- but, unfortunately, they're not as tech-savvy as today's 20- and 30-somethings. The digital landscape is not their go-to when shopping around for a home.

It is crucial, then, to use bold, catchy, and engaging design and content in direct mail marketing. Obviously, you don't want the receiver to simply toss your flyer in the nearest trash can. Your paraphernalia need to stand out. They need to be memorable, and potential clients should want to keep them even "just in case." To this end, consider enlisting the services of a professional designer and a copywriter to churn out your material. 

Come up with a clear idea of what you want your paraphernalia to communicate. Make sure that you streamline this information -- don’t try to sell everything in one go. Too many pictures and text make for a cluttered flyer or brochure, and it will only discourage recipients from perusing your content at first glance. Enlist the services of a professional graphic designer and a copywriter to churn out your content. You can try something different, too, by advertising on postcards instead of the standard materials. 



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