Success Through Strategy!

Strategy Matters delivers news, tips and strategies for effective communications through traditional and social media. 
Speaking Out!  

We'll be presenting at some upcoming events and conferences. If you're in the area we invite you to join us!

 

49th Annual Office Personnel Seminar  - "7 Steps for Strategic Planning Success," April 2, 2013, Eau Claire, WI

 

MEUW Management Certification Program - "Utility Planning and Risk Management," April 17, 2013 - Wisconsin Dells, WI

 

Women's Business Conference  - "Marketing With the End in Mind," April 25, 2013, Eau Claire, WI  

Big Benefits of Traditional Direct Mail

 

Despite the fact that the United States Postal Service (USPS) is struggling and about to cut back on their delivery, there are some (including me) that believe that traditional direct mail still holds benefits for both marketers and consumers. In an increasingly cluttered email environment, after all, marketers will be challenged to come up with new ways to "capture eyeballs."  

 

Traditional direct mail may hold some opportunities for a number of reasons: 

Direct mail is intrusive  
 
We can't ignore it! It's in our mailboxes - we have to do something with it, so it must be handled. And that creates an impact. In fact, messages in online advertising mediums are fleeting. In fact, research conducted by Millward Brown, a global research agency, has found that reading something that can be tangibly and physically held has been proven to be more long-lasting in a consumer's mind than looking at something on a digital device.
 
Direct Mail is personal
 
We can touch it and feel it; it can have dimension and texture. We bring it into our homes or offices where it requires attention and some sort of interaction. Think about this: with an email marketing message we never know if the recipient ever even sees it - it may be screened at a company's firewall or end up in their junk mail file never to be seen. That's not the case with traditional direct mail. It has to be seen. It has to be handled. Read more here.

 

Related blog posts:

Attracting Media Attention: The Basics  

As I interact with business professionals at networking events, or through prospect or client meetings, a question that frequently comes up is: "How can I get the media to cover my business?"

 

The way this question is framed often provides me with some indication of why the business or individual is struggling to get the coverage they're hoping for. It's an "inside out" question. It's focused on"what's in it for me?" instead of "what's in it for them."

 

I believe that whenever we are attempting to convince an audience--any audience--of anything, we're best served by coming up with reasons for why they will benefit from doing what it is we want them to do, rather than trying to convince them to help us in some way.

 

With this particular question, my advice is usually to flip the question around to ask: "What information do I have to offer that is both newsworthy and of interest to a particular media market?" 

 

The media is not interested in "covering your business"--they are interested in providing timely information (news) that will resonate with their target audiences. Information that will resonate with their audiences is generally not information designed to market your products or services. That's not news. That's marketing. Learn more.

 

Related Blog Posts:

 

Looking for PR/media coverage? Some do's and don'ts.

 

Tips for Successful Media Exposure

Iconic Brands Revisited: With a Boost From Technology

 

Recently I showed students in my Advertising Copy & Design class a video that I've seen a number of times, now, but that continues to both delight and amaze me. It's Google's "Project Re: Brief" which tells the story of four classic TV advertisements and how their original creators teamed up with today's new breed of advertising professionals--and some technical experts--to create some truly amazing spots. The iconic spots they recreated were:

  • CocaCola - "I'd like to teach the world to sing."
  • Avis - "We try harder."
  • Alka-Seltzer - "I can't believe I ate the whole thing."
  • Volvo - "Drive it like you hate it."

What this collection of brilliant minds from yesterday and today do is truly amazing. But, as amazing as it is and as in awe as I am of what these people were able to do, some key points stood out in my mind that I think are pertinent to all of us, but particularly to those of us in the marketing industry. Read more here. 

 

Related blog posts:
Volume: 5 - Issue: 4
April, 2013
Strat Comm logo
In This Issue
Big Benefits of Traditional Direct Mail
Attracting Media Attention
Iconic Brands Revisited
We're In the News! 

QR Codes Declared Dead-Not So Fast,
Some Say

How Marketing Can Pay You Back

How to Generate Leads With a Limited Marketing Budget

6 Reasons a PR Pro Needs to Know Social Media

The Generational Divide

Tips for Strategic Planning

 
Research Matters

Some recent news and  research you may be interested in--we were!  
 
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How to Maximize the Effectiveness of Your Social Media Efforts

Social media communication can be a great way to reach large audiences at a very low out-of-pocket cost. But time is money! And, as those who dabble in social media know, a lot of time can be spent (aka wasted) on social media. A multiple of tips to maximize social media communication effectiveness.

  

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