Acquire Customers With Alternative Media
I’ve been in direct marketing for 40 years. I got into the business when direct mail was king and off-the-page advertising was queen. Little telemarketing was done. Certainly there was no DRTV. And e-mail was just a gleam in the eyes of a select few.
Today, direct mail is still the workhorse of direct marketing — the most efficient way for a marketer to reach those potential customers with the right demographic and behavioral patterns.
As a result of our starting the newsletter WHO’S MAILING WHAT! (now Inside Direct Mail) and running it for 15 years, I’d estimate that more than 200,000 mail packages and catalogs have passed through my hands.
Today, when I hear the dog attack the mail as it comes through the slot in our home’s front door, I immediately drop what I’m doing to see who cares enough about me to mail me something.
We recently received catalogs from which we’ve never ordered — French Country Living, Cuddledown, Garnet Hill, Seton Identification Products and Soft Surroundings. Other catalogs that we may have ordered from in the distant past include Saks Fifth Avenue, Ballard Designs, TravelSmith and Paul Frederick.
I found it distressing that they’re still mailing to us; I hate inefficiency and waste.
How can a cataloger acquire new customers without blowing a wad of dough on cold mailings of a big book to absolute strangers? Following is a checklist of testable ideas to try.
Catalog Success readers know of my fascination with this huge book containing the best-selling items of dozens of catalogers who present them with their very best copy, design and pricing. The audience? Millions of travelers who spend hours cooped up on airplanes with the book.
SkyMall is the ultimate co-op vehicle and should be looked into by most catalogers. The beauty of having your products featured in SkyMall is that you don’t waste money mailing expensive catalogs to disinterested prospects. Rather than trying to select the prospects, they select you!