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1. Stop the presses: Hold your consumer mail until after the election
Here’s a gentle reminder that mailboxes across the country are stuffed full with political mailings—and they’ll stay that way until the election is over.
With only 2 weeks to go until we head to the polls, the best thing for consumer direct marketers to do is stay out of the mail. Otherwise your piece will be lost in a sea of political ad campaigns…and your response rates will go right down the drain.
It’s always important to consider external factors like this when scheduling your mailing campaign.
2. Will wildfires affect your mailing?
Unfortunately, the coast may not be clear for your mailing campaign even after the election.
Wildfires are raging across thousands of acres in California, as they do every year. In 2007, at least 1,800 homes were destroyed and a new record was set in the largest evacuation in the state’s history.
Thankfully, the 2008 fire season has been less damaging for citizens and has resulted in fewer post office closures. However, a new fire outbreak could change all that at anytime, so it is wise to check the United States Postal Service website to find out whether natural disasters will affect your mailing in certain areas of the country.
In addition, don’t forget that hurricane season stretches into November. If you missed Direct Marketing Update’s 2-part series on dealing with a natural disaster and creating a backup plan for the future, email me at craig@cdmginc.com. I’d be happy to send you the information.
3. Does Christmas shopping really start on Black Friday?
Now that you know to avoid postal mailing too close to the election and how to check for mail delivery problems, your next consideration is Thanksgiving.
Previously, retailers focused on the sale frenzy known as Black Friday—the day after Thanksgiving. But new data from Mediamark Research & Intelligence (MRI) shows that more than 1 in 3 holiday shoppers begin their gift hunt before turkey time arrives.
Nearly 36% start their shopping between Thanksgiving to December 15, and another 25% begin between December 16 and December 23. Click here to read MRI’s full report and take a closer look at the consumer profiles for each group of shoppers.
If you’re a B2B marketer, Black Friday may not mean much for your business. But I have seen a decline in response for B2B pieces that arrive too close to Thanksgiving or Christmas. Make sure your mailing pieces arrive at businesses no later than the first week of December.
Otherwise, your mailing could get lost in the shuffle as your prospects take vacation days, make holiday preparations, travel and focus on their families.
Timing is everything.
In the next issue of Direct Marketing Update, we will discuss email strategies for consumer and B2B campaigns.
4. Printing demand down, paper prices up
Direct marketers will continue to feel the financial strain of rising paper prices. Most major mills increased their prices by $3 per hundredweight, or $60 per ton.
Even with these increases, paper mills report they’re struggling just to break even, as the costs of pulp, chemicals and energy continue to climb.
But there’s another significant factor at work too.
The overall demand for printing is down—and the outlook has been grim over the past 12 months. In fact, it’s forced paper mills around the country and around the world to close their doors.
NewPage Corporation announced the closure of a mill in Kimberly, Wisconsin. Boise Inc. reports that it will close its paper mill in St. Helens, Oregon, if its profitability continues to drop.
Abroad, UPM announced earlier this year it will shut down a mill in Germany and continue to suspend operations in Central Europe
5. Beat the recession this Christmas
Recession fears have marketers wondering how profitable this Christmas season will really be. The temptation is to slash their advertising budgets dramatically and scale back on their campaign plans.
It may seem like a good idea, but in reality, it’s a recipe for disaster.
My experience throughout the past 5 recessions has confirmed that marketers who are aggressive but smart in their marketing efforts reap profits that are 800% higher than those who cut back.
In addition, January marks the most profitable direct marketing opportunities of the year.
Now is the time to prepare your direct marketing strategy for the fourth and first quarters. For best results, your campaign should be strong just before Thanksgiving and for one and a half weeks after. Then, it should be very heavy in the last week of December for consumers and in the third week of January for B2B.
That means that this coming week will be the last week for me to help you create a direct mail catalog, email campaign, TV commercial, video or website to catch the pre- and post-Christmas sales boom. Call me at 310-212-5727 to get started immediately.
If I’m not available, ask for Deborah. She’ll help us set something up. I look forward to hearing from you and helping you profit regardless of what the economy is doing.
That’s all for this Special Issue. For more tips and strategies to help you get your piece of the seasonal profit pie, stay tuned for future issues of Direct Marketing Update.
Yours for better profits and response,
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