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Old 10th March 2014, 01:33 PM   #1
WhiteRhinoMedia
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Default Direct Mail Vs The Internet (for Local)

Google has become the go-to method for search marketing, prompting small business owners to regard direct mail as irrelevant. According to direct mail marketing specialist Craig Simpson, embracing this viewpoint is a mistake.

“The truth is, more commerce and wealth is created by direct mail than any other media,” says Simpson in his new book, The Direct Mail Solution: A Business Owner’s Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign (Entrepreneur Press 2014).

Simpson claims that while there may be 3.3 billion searches on Google each day (and thousands, in many cases, can return millions of results for each) there are three simple things Google doesn’t do that a successful direct mail campaign does:

1. Direct Sales. They happen when people aren’t shopping. A person who is a customer of your competitor is probably not looking to replace them. However, if your sales ad shows up in their mailbox making a case for superior service and presenting a terrific offer, that same person who hadn’t thought about switching could be encouraged to try your service or products.

2. Sole Focus. An online search never lists just you.
A Google search will result in hundreds or thousands of competing options, drawing potential customers into confusion and chaos. Rather than going head to head in direct competition, use the back door via the mailbox and stand alone with their full attention.

3. Guarantee. Buying online ads or websites doesn’t mean people will see them. Google is constantly changing their algorithms and rules, judging your ads and determining your ranking and how much traffic gets to you—making them in control of your business, not you. Direct mail campaigns are pretty static and you control it. You create the ad, pick the right people who get it, and you keep the profits.

One of the biggest issues with your online marketing is that you are in a passive state. You are waiting for a number of things to happen just to get your website/ad seen. It is fine to utilize the web as part of your marketing mix, but for localized businesses to depend on people stumbling across your listing is south of wise.

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Old 13th March 2014, 10:57 AM   #2
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Hi,

This is an interesting post. I'm running a local domestic cleaning services company and I find Google search very expensive and results aren't there as much as with my Direct Mail initiatives.

I have to agree with what is said about the value of Direct Sales. So far for me it's better than Google paid activities.


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Old 14th March 2014, 10:30 AM   #3
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For a localized business like yours, you'll need more than online
marketing. Direct mail and even flyers/door hangers work great!

I like to use flyers to test an offer before I roll out a more risky
direct mail campaign. I just posted a new article on flyers. Just
click on the link below to see it.

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Old 19th March 2014, 08:55 AM   #4
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Hi Rhino,

I've been working on some flyers and will soon be delivering in my area. I just don't have any promotions at the moment. Hope it still helps.

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Old 21st March 2014, 02:11 PM   #5
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Lollypop I think for your business flyers or mailers would be very beneficial or even door knocking asking people if they know anyone who might be to busy and need help with cleaning.

I think for mailings to be useful your list has to be very good or you will be wasting a huge amount of money with the mailings anymore. As it has gotten so expensive compared to online. You might run a contest on your local page trying to get current customers to promote for you would be a better option with a killer prize.

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Old 22nd March 2014, 05:34 AM   #6
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Quote:
Originally Posted by CJ00978 View Post
Lollypop I think for your business flyers or mailers would be very beneficial or even door knocking asking people if they know anyone who might be to busy and need help with cleaning.

I think for mailings to be useful your list has to be very good or you will be wasting a huge amount of money with the mailings anymore. As it has gotten so expensive compared to online. You might run a contest on your local page trying to get current customers to promote for you would be a better option with a killer prize.
Hi CJ,

I think you are right, I'll start delivering flyers pretty soon, but will also consider your suggestion of door knocking as it might work well. I just need to find a person with more sale skills than myself

In terms of mailings I am struggling to find a decent local database and I believe you are right, even if I do, it will be too expensive.

Thanks

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Old 22nd May 2014, 10:01 AM   #7
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What's the best way to market fliers and buisness cards?

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Old 22nd May 2014, 02:42 PM   #8
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Awesome post and I do agree with the pros and cons of online marketing. Flyers and in person marketing is great. The problem I see mailing out flyers, is the actual cost per sale. Very hard to do A/B tests on flyers ;-)


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Old 30th May 2014, 07:11 AM   #9
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For a local business flyers and business cards can be great - getting out there and getting to know the people in your industry and your target audience can be very beneficial. A facebook page might be useful aswell, depending on your business.

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Old 30th May 2014, 08:21 PM   #10
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You overlooked one major benefit of web promotion, getting affiliates can create exponential exposure that would smother an email campaign. You also overlooked the declining open rate email has today.

I'll stick with the Internet, just like you are by practicing forum marketing.

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