When you look at commercial signage, you find that many of them look the same. They're crafted from the same materials, they use much of the same lighting, and they all kind of run together. I decided that there had to be a better way to market a business. That's when I started looking into how to do custom signs made from things like hand-crafted metal, reclaimed wood, and similar types of materials. I created this site to share my signage and marketing tips that I've learned in the hopes that other business owners will see how easy it is to step outside the box.
Every Door Direct Mail Marketing, or EDDM, is a way to advertise your business to a target service region while also ensuring that every home within that region receives your marketing material. This is generally done via postcards to help minimize cost. You want to make the most of this type of campaign, so make sure you avoid the following mistakes.
#1: Ignoring the timing
Timing is everything in direct mail. As a general rule, the major monthly ads, papers, and coupon books tend to go out at the same time every month or week, so check to see when they are sent out in your direct mail target region. The post office should be able to provide you with this information. If you send out your mailer at the same time as these, it is likely to get lost in the shuffle as recipients class it with the junk mail and toss it in the recycling bin. Instead, aim to have your mail be the only piece of direct mail in most recipients' mailboxes that day, so they are more likely to notice it and actually look it over.
#2: Crowding out your message
You need a clean and eye-catching design on both sides of a postcard, mainly because first impressions matter and you don't know which side your recipient will see first. Make sure to use a simple yet memorable design that utilizes plenty of negative space to make your main piece of information stand out. Bright colors are more likely to grab attention, as are short sentences and bold lettering. Utilize text boxes and bubbles to further break up the image so recipients aren't faced with a wall of text.
#3: Not including a closer
Sending out the postcard is not enough; you need to close the deal and get the recipients to actually contact or visit your business. One effective way to do this is to offer a freebie – this could be a discount that is expansive enough to entice new customers, or a free item that will bring new people in out of curiosity.
For service businesses, a challenge sometimes works. This is where you offer to match others' prices or to offer a discount if they can find a better service for less. Just make sure the closer can be tracked as well, so you can keep data on how many people use the direct mail offer. This can be done by offering a deal that is only available to those with the postcard.
For more help in producing your postcards, contact a print shop like MGEMS Graphics.Share