Facebook celebrated its 15th birthday back in February of 2019, and the social media platform is still going strong. Even after a decade and a half, Facebook continues to be a go-to tool when it comes to communication, collaboration, information, and even just plain old enjoyment.
But, things are starting to shift. In fact, many businesses are turning their attention away from Facebook and social media and they’re putting their marketing dollars into something more tangible and substantial — direct mail.
Let’s take a look at some of the companies who are doing direct mail the right way in 2019. Remember, these are not businesses who have abandoned social media and other digital channels. Instead, these are businesses who recognize that there is a broader marketing eco-system out there and that direct mail is still very much a part of this, even as we move toward the third decade of the twenty-first century.
BMW is luxury — luxury is BMW. This equivalence plays to the strengths of direct mail, which can be used to really push themes of prestige and exclusivity.
The German automaker has recognized this and taken full advantage by producing attractive gatefold mailouts that carry all the poise, grace and artistry of a glossy fashion magazine. A narrative has been created here: BMW is the luxury choice and you are invited to come and find out why.
**Click on the BMW link above to view the creative and see 46 other examples of inspiring direct mail creative.**
Coupon distributor, Money Mailer, is another example of a business that understands tangible and physical direct mail marketing. The firm already knows how excited people get when they receive their coupons from Money Mailer, so the company’s marketing strategists opted to capitalize further on this.
This was achieved by selling advertising space on the coupons — advertising space that could be carefully tailored to match the objectives and aims of the client and to create the right sort of brand associations.
This approach also relies heavily on the experiential element of marketing — the idea of crafting an experience for a customer rather than simply trying to sell a product. Customers receive a coupon, connect with the value of that particular deal, then they see the advertisement on the coupon. Immediately positive connotations are formed and a real connection is formed between the value on offer and the advertised brand. This could be the beginning of a long and fruitful relationship between the customer and the business.
Personalization has long been something of a gold standard in marketing. Nowadays, thanks to concepts such as customer segmentation, coupled with advances in analytic technology, marketers can get closer than ever before to achieving real, effective personalization in their work.
Direct mail takes this to the next level but is also slightly trickier to pull off. While gleaning information from social media and sending a personalized pop-up is simple to achieve and even simpler to ignore, sending personalized direct, physical mail to someone’s home is going to spark much more interest. The level of customization you want to apply is up to you, but you are guaranteed to greatly increase engagement if you take this tailored route. Take a look at HelloFresh — the meal kit delivery service provider — and their personalized direct offerings to customers to understand how effective this can be.
These are just three examples of how powerful traditional direct mail marketing can be. Keep your Facebook ads but grow your circle of marketing friends and spend some time with direct mail.
Test direct mail in 2020. It’s effective and measurable. You can still be true to your digital roots yet embrace your new BFF – direct mail!