Article
Marketing promotion
Deals, Donuts and Direct Mail
Hook your prospects with baked goods
by Morgan Evans
Admit it. People love free stuff – especially if it’s edible. At *Sample Corporation, we’re no strangers to snacks around the office. You could say we appreciate the benefits of delicious food – for boosting morale, and for building business. And, it’s no surprise that our prospects are delighted by thoughtful indulgences just as much as we are. We bet yours will be too.
In our new eBook, we explore the results of a recent study that shows that mailing baked goods directly to your prospects can increase close rates. The thought here is that you can take your direct mail marketing to the next level by doing deals differently. You’ll stand out when you pique your prospect’s appetite.
Traditional direct mail marketing typically consists of catalogs, postcards, sales letters and the like. Over the years, interest in direct mail seems to have waned slightly, due to an increase in digital communication and online shopping. However, contrary to popular belief, direct mail – when it’s done right – is not as archaic as you may think in our tech-dominated business landscape.
In fact, according to a 2021 annual report, print and offline promotions are one of the top three B2B paid advertising strategies, weighing in at 60 percent. Search engine marketing accounts for 70 percent, while traditional online banner ads make up about 55 percent.
Other stats show that direct mail can be more effective when paired with online efforts, and there are a number of ways that digital and direct mail marketing can complement each other. One way you can balance direct mail and digital marketing is by letting your clients opt-in online to get the goods, which could include anything from personalized postcards to eye-catching catalogs.
Speaking of catalogs, did you know that 40% of people polled in the 2021 Sample Corporation focus study said that a catalog inspired them to shop online? Imagine what would happen if you mailed your prospects a promo they’ll really digest.
Why not engage the sense of taste while you’re at it? Next time you’re sweet-talking your soon-to-be clients, surprise them with their pick of tasty treats, delivered straight to their doorstep.
So, go ahead. Send a batch of brownies with that new brochure. Dole out a dozen donuts and seal the deal.
You’ll be amazed at how many prospects want to take a big bite.
*Company name changed for confidentiality