Detemining Your Package Format
- Topics:
- Direct Marketing
- Tags:
- AccuLeads,
- B2B,
- Brochure,
- E-business/E-Commerce,
- Internet
- Source:
- AccuLeads
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Overview: Many small business newcomers to direct marketing would prefer to use self-mailers simply because they are usually less costly to produce and mail. A pure product sell may dictate a "full" package: four-page letter, four-page, four-color brochure (or larger), lift letter and order form. A business-to-business lead generation offer may not need a brochure at all, or may be kept to 2-color. Often a letter and reply form is all that is required. In business-to-business, the level of push will depend on what part of the food chain aimed at. The higher up the chain, the more conservative the look and feel should be, and usually, the less costly the package. The vice is also versa. In direct mail, the offer is sold, not the product. Another important consideration is the list one is using. If the product needs to be demonstrated via photos with callouts, etc., naturally one will need a brochure, probably 4-color. The function of the brochure is to "show the product in use," which is often essential to robust sales. Direct mail is back-end business. However successful one may be, one will be building a list of responsive customers.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: HTML | Date: Jan 2003 | Pages: 1
