Years ago, we were running quite a few lead generation campaigns combining direct mail and telemarketing.
But eventually, outbound “interruption marketing” like direct mail and cold calling gave way to cheaper and more effective inbound marketing techniques like blogging, SEO, and social media.
In fact, we haven’t done a direct mail campaign in years here at Juice Marketing. Our clients (Software VARs) simply weren’t interested … until recently.
Just like bell bottom jeans, old trends have a way of coming back around.
Case in Point: Sage Construction Software Postcard
We recently had several inquiries about direct mail in a span of just a few weeks. Everything from ERP and CRM to wholesale distribution and construction.
In fact, here’s a direct mail piece we put together for Zybertech, a Sage Construction Software partner, who wanted to drop a postcard in the mail and let construction companies in their local area know that there was a Sage technology provider right down the street.
Most of the recent inquiries are from partners who just want to chum the local waters and see if they get any bites. No big multi-touch campaigns running for months on end – just a postcard or two to local businesses.
Sidebar: Check out 6 Simple Ways to Improve Local Search for more “Local Marketing” ideas.
Less Mail Means Less Competition
Perhaps it all makes sense.
Why not try a marketing tactic that has fallen out of favor now that everyone is busy taking a ride on the inbound marketing train?
Far fewer companies are using direct mail these days which means there are fewer letters and postcards competing for attention. The CFO or business owner that was getting stacks of mail years ago probably has a far smaller pile to contend with today (at the same time, the competition to get into his/her email inbox has certainly increased).
A Direct Mail Rebirth or Just Coincidence?
The question to you is this … is direct mail making a comeback?
Is this the start of a rebirth for direct mail or just a few inquiries that coincidentally came at the same time after years of hibernation?
I guess we’ll have to wait and see.
In the meantime, here’s what our client had to say via email about their recent mailing (you know, the Sage Construction partner referenced above):
Hey Mark, I just wanted to let you know that our postcard went out last week and we just started our telemarketing campaign today.
We have already gotten 2 leads. Real prospects that are a great fit and want to see a demo of Sage 100 Contractor!
Just wanted to share the good news!
- Zybertech Construction Software Services
That sounds a lot like success to me!
P.S. If you’d like to send a postcard like the one above to YOUR prospects, drop us a line here at Juice Marketing.
By Mark Badran