Did you know that Where 2 Get It can help you with your lead generation using our locator technology? Here are our guidelines for direct mail best practices for national & regional brands.

1.     Accuracy of Locations
It's very important to have a complete and accurate list of locations. Retailers usually only have to maintain one list of locations, where manufacturers have to maintain multiple lists if they sell through a dealer network. Some manufactures sell through their own exclusive retail stores, others sell through their retail stores as well as a dealer channel, while others only sell through a dealer channel. Using your website locator database for direct mail will ensure consistent listings.
 
2.     Online Registration
Website registration or registration through email newsletters will increase your penetration. Consumers should be able to sign up online (email would link to online registration). Once registered, they would receive an automated email response saying thank you for registering. The retailer or dealer would also be notified via email of the of consumer registration/interest.
 
3.     How Local is Local
Everyone knows the basics of including a local location, but what you may not know is that you can do it by drive time. Most applications use straight line (also referred to "as the crow flies") versus drive time. Drive time is a must for areas with bodies of water and mountains. It might just be across the ravine, but you have to drive 5 miles down, cross over the bridge and 5 miles back (over ten miles drive time total versus 1 mile straight line). Where another location might be 6 miles the other direction (but wouldn't be listed as the primary location as it's 6 miles versus 1 mile straight line).
 
4.     Populated Areas
If you are targeting populated areas you may want to list more than one location. For example Starbucks wouldn't just want to list one location, when there are multiple locations to choose from within a 5 mile radius. You may even want to include locations inside of grocery stores or malls. Regardless, you need to have the option to list 1-many locations. 

 

5.     Maps
Maps are becoming the standard when referring to local locations. People want to visually see where the business is located. It's not enough to know the address, consumers what to know exactly where it is (for example cross streets). Printed material can include a street level map where email marketing can include a map as well as a link to your corporate website locator. Even better, you can have it link to a local landing page for that specific location that would include local amenities. 

 
6.     Analytics
Don't forget to include call tracking and a custom email address to insure you're measuring the effectiveness and conversion of your direct mail programs. Local landing pages can also be tracked for conversions.