Today, there are many different channels open for reaching customers. Offline, you have direct mail, telemarketing, trade shows, door-hangers, print media, and more. Online includes websites, content marketing, blogging, social media, email, text, video, and more.
What if you could integrate offline and online tactics to reach more people?
How Direct Mail Supports Social Media
This is a true story –
In an effort to promote one of its flagging products, an American candy manufacturer turned to social media to promote sales. They offered a free sample of the candy to anyone who liked their Facebook page.
Immediately, the responses came pouring in. The original goal was 3000 responses, but after only one weekend, the number of likes had reached 40,000!
This presented a problem. How in the world could they handle the shipment of 40,000 candy bars to individual addresses? What type of promotional materials would they send with the candy? How could they capitalize on all these leads?
The Solution – Direct Mail
That’s when direct mail saved the day. Used to handling large mailings and individualized promotions, direct mail was perfect for fulfilling the company’s obligation.
The company delivered their database, along with the candy bars and coupons. The direct mailing helped put the promotion together in an attractive package. They also helped determine the best way to ship so that mailing costs were minimized. In the end, direct mail effectively handled the mailing of 50,000 candy bars along with personalized promotions.
It wasn’t long before positive comments started appearing on the brand’s Facebook page.
Integrate Your Digital Marketing with Direct Mail
Direct Mail doesn’t just work with social media. Whichever channel you use for a promotion can be supported by direct mail. In fact, direct mail doesn’t have to be the “support.” There are instances when it is the primary means of communication and digital efforts are the back-up. Regardless, the marriage between offline and online efforts makes a stronger and more effective campaign. Give us a call and let us show you the possibilities.
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