Direct Mail -- Very Profitable and Surprisingly Easy!

Furniture World Magazine

When considering marketing, most furniture retailers immediately think radio and television 46 spots" or newspaper advertising. But have you stopped to consider that many furniture dealers have had great success with direct mail? Direct mail may seem like a less appealing option -- it is kind of scary. For instance, you need a mailing list and that alone might be enough to deter you. But direct mail, when it is done correctly, is another viable and effective option and can be surprisingly easy. Why does direct mail work? Direct mail targets your advertising dollars to people you already know are likely to buy. Wide-scale marketing to no one in particular is a common mistake. If your marketing efforts are trying to appeal to everyone, it is likely they are not appealing to anyone in particular. You need to apply the most basic aspects of marketing -- look at who you are trying to reach and market to people who fit that description. It is a matter of simple demographics. Most companies turn to a reputable list company to develop a mailing list based on as narrow criteria as possible. Let's look at some examples of the success of direct mail using a national list company. The list company compiled the mailing lists, designed the pieces and even handled the mailings. The first dealer mailed to 8,000 previous customers and 7,000 of their neighbors resulting in $110,000 in sales for a 6-hour event. Another dealer spent $2, 100 for a two-day sale that earned $35,000. Both of these direct mail pieces were a "private invitation sale. " These direct mail pieces gave special notice of a sale to only those on the mailing list provided by the list company. As you can see, when a mailing list is compiled properly, it can make all the difference. The initial costs involved in developing the direct mail piece were well worth the outcome. Newspaper and radio advertising seldom result in such lucrative sales. Of course, you should pay close attention to the design and the content of your direct mail piece. Direct mail has become distinctly more sophisticated. Your message needs to be clearly stated, your design attractive and professional , and you should include some type of incentive for responding. Direct mail is a marketing option that, when executed properly, allows you to target your marketing efforts, as well as your marketing budget, to only your best prospective customers. For more information on direct mail, contact Tim Costello by phone at 800-304-1462, by fax at 330-497-5507 or by e-mail at tcostell@americalistcom.