Since the advent of mainstream internet and email direct mail has become less and less popular with small businesses. Seen as expensive, awkward and inefficient many businesses have ‘put it to bed’. However, there are two unquestionable reasons why direct mail must be part of any businesses plans to beat recession.
Swanage, Dorset, UK, January 27, 2009 - "Too many small businesses are cutting back on marketing in an effort to reduce costs and survive recession" says Henry Baker, Dorset based marketing expert. "The attraction of 'free' email marketing lures them to drop 'traditional' marketing such as direct mail." "That is a big mistake." Henry continues.
"When a salesman goes into a home he can bring with him a DVD of cartoons to entertain the kids, move Mum and Dad into the kitchen and do his demonstration with their undivided attention. They aren't watching him on their computer, clicking around, getting the 'you've got mail' ding; they aren't in a magazine where his ad is competing with hundreds of others. No media can come as close to this as direct mail," cites Henry. "A direct mail piece is as close to a direct salesman's visit as you can get. It stands alone and apart from everything else. It talks conversationally, person to person."
"E-mail list segmentation possibilities keep improving, but few marketers are disciplined and sophisticated enough to use them - and, since it's so cheap, most just mass email, the same broad message to everybody. Over time this makes more and more people more and more resistant to all the email they get; because they know no one went to any trouble to send it to them, because the clutter is overwhelming. Some print media offers better opportunity to target, but nothing equals the targeting opportunities of lists, list segmentation by direct mail." Ever better says Henry, the fact that most companies are cutting back on their direct mail activities means there is way less competition than would normally be the case. "Used correctly, direct mail can be one of the best customer acquisition marketing tools there is. Any small business owner looking for growth now should embrace it." Henry concludes.
Mr.Baker is available for interview, articles and the right speaking engagements and can be contacted on +441929 427744. Mr. Baker has over 10 years of sales and marketing experience with some of the World's leading corporate sales organizations, as an entrepreneur, business owner, real estate investor and internationally respected trainer and educator. He has directly helped over 800 small business owners grow their businesses and tens of thousands more via his business growth tips and secrets.