In the age of the web and email, many marketeers have moved away from offline media in favour of the online alternatives which are seen as giving instant results and are relatively cheap.
It is, however, a mistake to put all of your eggs in one basket. Although online media is a vital form of marketing, offline media is often more effective. There is actually less clutter coming through people’s doors these days. Fewer companies are sending direct mail – even most people’s household bills arrive online – and the volume of letters the average person receives has fallen significantly. This means you have the opportunity to stand out.
Offline media includes direct mail, door-drop flyers and newspaper and magazine advertising – as well as yellow pages and radio advertising.
You do need to be selective about what you do and, as with any form of marketing, getting the right message via the right media is vital if you are going to get a good return on your investment.
This month I’d like to focus on direct mail and door-drop flyers. I have found these to be two of the most cost effective forms of offline marketing for florists.
Many people call direct mail “junk mail”. But mail is only junk if it’s not relevant to the person who receives it. I love Jo Malone products. When I receive a mailer from Jo Malone launching a new fragrance with a scratch and sniff card, I don’t think it’s junk. I leave it visible as a hint to my husband – especially before Christmas.
When I had my florist business I produced direct mail pieces to customers that generated a 23% response rate; with an average direct mail response rate measured at 3%, this proves the point of having the right message for the right market via the right media. Because I knew my customers well and kept a database which included all of their details, I could mail them relevant offers at certain times, helping me to generate revenue in what would have been otherwise quiet months.
Recently, one of my Red Velvet Rope Club members ran a direct mail campaign targeting hairdressers. She chose hairdressers because she already had a hairdresser as a client so had photographs of her designs in situ and a testimonial from the client – a great start.