The graphic design of the direct-mail piece is a critical component for the success of the campaign. Keep in mind you have about three seconds to capture the attention of the reader before the mailer is tossed in the trash or recycle bin. If it’s cluttered and full of words, it won’t get the customer’s attention.
The front of the piece must be designed with creativity and color, and include a few simple reasons why you’re a great solution for someone’s storage needs. The back should contain more information about features and benefits, a small map with landmarks, and contact information including your website.
It has been proven that the most effective billboard advertisements are those with the fewest words. They’re designed with a simple message, one that is often thought-provoking and makes an impact when viewed repeatedly. A direct-mail campaign is similar.
An effective direct-mail campaign must be planned and targeted to a specific audience. It must be repeated, and implemented with other forms of advertising that will create synergies within the overall marketing program. Create a way to measure and track your direct-mail campaigns so you can fairly evaluate their effectiveness, allowing for changes and improvements. Finally, the design of the direct-mail piece is critical to its overall performance.
Enjoy the strategy and success of your next direct-mail campaign. If planned and presented creatively, these mailings really do work!
Brad North is the founder of Advantage Consulting & Management, which specializes in facility management, feasibility, onsite sales, marketing and operational training to the self-storage industry. Mr. North has produced video and workbook programs designed to help managers improve their sales and marketing efforts. He is a frequent contributor to various self-storage publications, and a speaker and consultant within the industry. For more information, call 678.491.7984; visit www.advantageconsultingmanagement.com.