VALUE. This is what consumers and clients really want most of all. Value means different things to different people. For example, a Toyota truck buyer would find no value in a used 1968 Dodge Station Wagon, even if the price was reasonable.

The reason is that there is no perceived value.

The product does not fulfill the needs (real or perceived of the buyer). The buyer has desire to buy a vehicle, but the U.S.P. (unique selling proposition) of the Dodge Station Wagon does not match the needs of the buyer.

BUILD VALUE FOR MORE PROFIT!

Ask yourself this question: "How much direct mail to the Toyota Buyer would it take to convince him or her to buy a 1968 Dodge Station Wagon?"

The answer is no amount of direct mail will build desire for a product or company that has not already built credibility through main stream media, or years and years of powerful marketing.

WHAT YOUR DIRECT MAIL PEOPLE DON'T WANT YOU TO KNOW...

There is fierce competition between mainstream media and direct mail. Direct mail is in-your-face targeted marketing while mainstream media has a much lower cost per thousand and acts as a credibility booster.

While direct mail marketing can bring worthwhile return on investment (R.O.I.) as a stand-alone, numerous studies and self evident observation concludes emphatically that direct mail with a strong offer combined with mainstream media maximizes the return on the direct mail.

How much it optimizes the return depends on the offer. The offer is perceived as stronger and of more value when it comes from a company that is well known and has built a good reputation through mainstream media.

JCPenny uses radio, TV and newspaper, 4-6 times a year, and they have a one-day sale that is marketed through direct mail.

JcPenny has built up a reputation of value, customer service and selection. Their direct mail is successful because JCPenny is a Toyota to the Toyota man. An outlet or discount store called Acme Sales sends out a one-day sale mailer and receives a good return, but much less than JCPenny.

Your reputation empowers your direct mail and has a great significance. Media advertising alone, with instore service and valued offers, serve to enhance your company's reputation and increase your direct mail effectiveness. Direct-mail-only marketers don't want to understand this truth. The difference in effectiveness between direct-mail-only vs. direct mail and media is substantial and lucrative. Direct mail and media wins hands-down!

EXPECT MORE... PAY LESS...

Direct mail, for the most part, has fixed costs. You can't negotiate with the Post Office, and while the list and design of the mailer will affect the cost, mailing is fixed. You can develop a strong presence in your marketing area by integrating other forms of advertising, and the result if done right (all other factors being equal), will be a strike upwards in your direct mail results.

FOLLOW THE PROS TO THE PAYOFF!

Successful companies of every kind and political candidates have proven positive that media advertising should precede direct mail marketing for maximum effect. The two mediums are really not at odds or in competition; they are partners and the synergy between the combination will supercharge your direct mail effects! Adstar Marketing and Advertising Agency can synchronize your media, newspaper, yellow pages and direct mail marketing into a sharp arrow that hits the bullseye.

Call (206) 686-1044 Seattle or (253) 537-6877 Tacoma or write us to learn about how we can help you super charte your direct mail.