Old school marketing tools such as store signage and direct mail are enjoying new popularity. In fact, 83 percent of marketers surveyed say that using tools like direct mail increases ROI. Small Business Trends contacted John Patinella, CEO of Money Mailer, and Kristin Gallucci, Marketing Director at Signarama, to find out why they are popular again.
Patinella initially provided a definition of direct mail for younger people who may not be familiar with it.
“With direct mail, businesses can physically send messages to a consumer's mailbox through the United States Postal Service or other delivery service. Postcards, flyers and catalogs are common examples. "
He says part of the reason for this new surge is some kind of online social media overflow.
“Digital marketing has oversaturated the market and tired consumers out of the process. It no longer has the ROI it once had. Consumers do not deal with these ads or block them entirely. Today, companies are looking for marketing campaigns that offer a mix of traditional online offerings and digital-to-print options. These promote the engagement of first-time customers and also bind existing customers. "
He says that companies want to come onto the market with "digital-to-print" technologies. These can combine things like a printed brochure that points to an online app.
Money Mailer has created a smartphone app that allows consumers to find deals that are first offered through direct mail.
Patinella says this tool is trending for small businesses in many different industries. However, there are some vertical areas.
"We see it particularly in retail, in the salon and spa industry, in the health and fitness sector and in the catering trade," he says.
Physical signs are another tool that is making a comeback. Gallucci describes how her flexibility as a marketing tool makes a difference.
"When it comes to brand awareness and awareness, signs and graphics are an essential part of any marketing strategy for companies," she writes. "Whether it's a sign in a window, a vehicle with a company logo or a graphic with a promotion. Signage draws attention to the business and provides important information quickly."
She also says that they are inexpensive. For example, outer signs are visible 24 hours a day, 365 days a year. Gallucci substantiates her claim with facts.
"Numerous studies have supported the customer reach that signs offer," she says. “In 2011, a national survey of more than 160 large and small companies showed that signage is a key factor in their marketing plan. Both achieved better results due to the communication advantages. "
She says that this tool does some things better than digital marketing.
“These more traditional techniques, such as signs and graphics, offer the opportunity to reduce noise. Signage goes beyond a company's name and logo on the window. "
One of the other advantages are the places where you can use signs.
“With functions such as messages on the walls or murals, business owners can also use an extremely creative space. They can show the personality of their brand and have a lasting impact on their customers. “
Gallucci also provided some interesting statistics on how effective characters are.
"70 percent of Americans say they saw a digital display last month," she says. “47 percent remember a particular sign or message, and 80 percent of buyers say they entered a store because a digital sign sparked their interest.
Are there industries that benefit more from these old school techniques than others? Gallucci says the appeal is general with a few notable exceptions.
"Signage is a trend among all types of small businesses that are trying to bring personality into their space at a lower cost," she says. “Restaurants, schools, and even cafes communicate with consumers through messages on walls and windows that still show who the brand is.
Even medical practices use window films with attractive designs and privacy films.
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