WITH DIRECT MAIL
With summer in full swing, the time is right to turn up on the heat on your direct marketing campaigns. By now most consumers have received their tax returns and are gearing up for family vacations, backyard barbeques, sunshine and relaxation. Keep up with your audience by using this “hot” concept to centralize your direct mail efforts around. Here are a few ideas to consider:
Engage consumers by appealing to their fun-in-the-sun mentality and incorporate summer-related graphics into your direct mail piece. Bright, vibrant colors are always eye-catching and at the same time offer you the opportunity to come across as energetic, relevant, and far from stale. For those brands that have mailed out repetitive layouts and color schemes for a long period of time, a new and fresh look will gain that much more attention.
Play up nature’s backdrop to your advantage. Create a scene in which consumers can ultimately envision themselves immersed in and your direct mailer has the power to immediately relate to your audience- and potentially create need for your product or services. One way is to display the product/message in an ideal outdoor setting. For example, if the goal of your direct mail piece is to sell more tires, consider adding an image of a family on a summer road-trip. Relate to the every-family experience while simultaneously reminding consumers of their responsibility to protect loved ones on the road by purchasing new tires.
A well-known aid in converting prospects to customers is adding an incentive to direct mailers. Yet, however much a deal may be appreciated, if it’s not relevant to the needs of your target audience, it sinks. By understanding what your audience is experiencing, the more you can advertise their solution. For example, we know many are anticipating summer holidays, enduring sweltering heat, enjoying longer days, spending more time outdoors, etc. Benefit your direct mail results by identifying and examining shared and current lifestyle trends of your target audience and use it to your advantage.
There are many ways to employ the summertime theme into your direct mail campaign so get creative! Want some local buzz? Promote a “cool” company-sponsored water balloon blast that is open to the public. Get wordy! Include text that subconsciously offers what potential consumers may be needing as they break a sweat just going to their mailbox like “arctic”, “chill”, “cool blast”, “unwind”, “family-fun”, “refreshing”- the list of related words could go on and on. Include these tips in your next summer mailer, lounge back, and soak in the success!