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DIRECT MAIL

DIRECT MAIL. Why do I get so much junk mail?. It works! That’s why!. Several Benefits Over Other Marketing Options. Targeting – Prospects can be targeted by using a list containing individuals or businesses that meet a specific set of criteria .

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DIRECT MAIL

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  1. DIRECT MAIL Why do I get so much junk mail? Made In Alaska Workshops 2005

  2. It works! That’s why! Made In Alaska Workshops 2005

  3. Several Benefits Over Other Marketing Options • Targeting – Prospects can be targeted by using a list containing individuals or businesses that meet a specific set of criteria. • Measurable Results–The results of a direct mail campaign can be evaluated by computing cost per lead or cost per sales transaction. • Flexibility – Direct mail literature can be personalized or tailored to the individual receiving it. • Affordable – Even a modest budget can fund a successful direct mail campaign. Made In Alaska Workshops 2005

  4. Many Advantagesto Mail • Certain that it was received…usually • Easy to offer incentives – discounts or to explain IN WRITING special deals • Costs are controlled and matched to your current cash flow • Can be done by you and your family or friends • Low cost with high gain if done right Made In Alaska Workshops 2005

  5. Doing Mail Right • Mailing list most important • Your customer list • Organizations’ membership lists • Shared lists with other businesses • Purchased & public databases • Tax rolls, Voters, PFD, Zip Code • By business license, i.e. Retailers • Buy from professional service & target • Homes worth over $250,000, etc. Made In Alaska Workshops 2005

  6. What To Mail • Post cards • Inexpensive...bought 400 blanks at Sam’s Club for $6.18 or ± 1.5¢ each, add 3¢ for ink and 23¢ for postage…28¢ • Have them printed in full color one side and black & white on the other for about 12¢ to15¢ each in quantities of 2,000 • Automatically seen…even if they throw them away Made In Alaska Workshops 2005

  7. Rack Cards 4” x 9” 4c/1c Can serve dual purpose Made In Alaska Workshops 2005

  8. Promotions & Specials Here is a recent great mailing by one of our Fairbanks permit holders. Only one thing missing? Made In Alaska Workshops 2005

  9. Gang Runs for Card Stock • Most printers will “gang” 4 color jobs on one sheet to save cost • Usually must be 4 color front with a black & white back • Good for rack cards, post cards, business cards & point of sale items • Can save you A LOT of money Made In Alaska Workshops 2005

  10. Flyers or Brochures • More room for photographs & copy • More handling vs. postcards, fold / tab • Cost for 8 ½” for 11”, 4 color both sides, tri-folded self mailer ±27¢ - 35¢ in quantities of 2,000 • Cost for 11” x 17” brochure or newsletter in 4 color both sides, self mailer in quantities of 500 ± $1.55 each Larger quantities greatly decrease the cost per item. Made In Alaska Workshops 2005

  11. Brochures Many sizes and folds, from 8 ½ x 11 tri-fold to large maps Made In Alaska Workshops 2005

  12. Posters & Calendars • Expensive – only used for something special, i.e. 10th Anniversary • Poster 17” x 24” in 4 color one side in quantities of 500 cost $1.65 to $4.00 each plus you must supply the art • Calendars are same as posters for one pager. Twelve page monthly 8 ½” x 11” can easily run $10 to $25 each • Plus additional cost to pack & mail Made In Alaska Workshops 2005

  13. Catalogues • How many did you receive this year? Why did you get that many? THEY WORK! • Hard to do on your own • Team up with other Made In Alaska producers in city • Join an established catalogue Made In Alaska Workshops 2005

  14. A GREAT CATALOGUE We get this about 3 times over the holiday season. Mailed as well as inserted into the Anchorage Daily News Made In Alaska Workshops 2005

  15. Catalogue Issues • Order taking • Fulfillment • Returns • Cost division • Problem resolution • Cash flow and inventory levels BUT, THEY WORK! Made In Alaska Workshops 2005

  16. Who Designs & Prints For Me? • Many printers in Alaska with capability to print about anything • Most printers offer pre-press services -- graphic designers @ $40 to $100 hr. Rack card 1-2 hrs, brochure 2-4 hrs, catalogue allow 1 ½ - 2 hrs design per page • You need photos, printer will scan (extra $) • Local printing allows quick proofing & color checks – will not be the cheapest Made In Alaska Workshops 2005

  17. Effective Printed Pieces • Simple…less said the better • Clean…no clutter • Good photos or graphics, ever hear “A picture is worth a thousand words” • Color works • Need an attention grabber… Back to a “Banger” Made In Alaska Workshops 2005

  18. Effective Direct Mail Campaigns • Includes good follow-up. Prompt fulfillment and prompt response to information requests are essential • Repeating is best strategy.. Response rates accumulate over time; awareness is built with consistent mailings. Three times is the general “rule”. Better to mail 500 pieces three times than 1,500 once. Made In Alaska Workshops 2005

  19. Print Your Own? • Practicable for small quantities • Must have graphics ability, or hire it, and good laser or ink-jet printer • Not always cheap. Ink & paper cost $ • Getting easier & better & cheaper every day • Makes changes real easy so you can keep up to date Made In Alaska Workshops 2005

  20. Help • Talk to your printer – first and often • USPS can be a big help to assist in pricing & sizing your mailing pieces, i.e. bulk rate vs. first class – or other options • Use a mailing service for large mailings • Several publications free of charge “How to Build Your Retail Business with Database Marketing” “A guide to Mailing for Businesses and Organizations” Made In Alaska Workshops 2005

  21. Direct Mail…It's HOT! And Direct Made In Alaska Workshops 2005

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