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Kingman Direct Mail advertising
The key to successful advertising is to determine the best medium or combination of media to accomplish your sales and marketing objectives. This profile covers Direct Mail alone or as part of a Direct Mail / Radio media mix.
Reach: The medium potentially can reach every household in the market, or at least every consumer the marketer wishes to target, usually through mail-merge options where multiple advertisers are combined in a single envelope or package.
Tracking: The response rate is easily measured, and can be tracked through coupon redemption and return-card/call-back options.
Low Response Rates: With an average response rate of just over 2%, most of the people you market to will reject or ignore your offer.
Consumer Perception: Most consumers refer to direct mail as "junk mail" – and they have an even lower opinion of the most cost-efficient mail-merge packages that combine pieces from a number of different advertisers in one envelope.
Add Radio to Your Media Mix
Intrusive: Radio is linear, where consumers listen through commercials, unlike direct mail that quickly gets discarded after little more than reading a headline – if it is even opened. Only one commercial is heard at a time on Radio, drawing attention to that one advertiser. How do you get people to open the direct mail they usually discard? By augmenting your marketing strategy with Radio to call attention to your mailings, and precondition recipients to the benefits of reading and responding to your direct mail offers.
- Centris, 2011
- Media Dynamics, 2011
- Company Reports, 2011
- Cabletelevision Advertising Bureau, 2011
- Nielsen Media Research, 2011