When it comes to evaluating a successful adverting campaign “return on investment” is the defining metric. Getting a good positive response is what it’s all about, and it is vital for business owners and advertising directors to do whatever they can to get the attention of their potential customers and push that ball over the goal line.
Cut Through the Clutter
Today people are inundated with so many marketing messages – from billboards and radio ads, TV of course… to banner ads decorating their favorite websites – that many of them have learned to simply tune out those pitches. Cutting through the clutter and getting the attention of would be customers is harder than ever before, and with increasing marketing costs…more important than it ever was.
With this in mind, it is important for business owners to explore all the advertising avenues at their disposal. Online, digital, social media and traditional channels provide multiple ways to get the word out. Even so, few advertising venues can compete with the power of direct mail marketing.
Direct Mail Still Packs a Punch
Unlike many forms of advertising, direct mail can make an instant and significant impact and certain formats have extended shelf life while others create immediate response and then it’s off to the circular file. Businesses who can successfully harness the power of direct mail can enjoy an excellent return on their advertising dollar – the key is to tailor the message and the package to the market and choose the target audience with care.
The best ROI will be achieved with highly targeted and tested list selections. Experienced list brokers can really help business owners and advertising executives zero in on the audience most likely to respond to their message because they know which lists have historically performed the best in similar situations.
And in most cases, intelligent list selections are the defining difference for your ROI.