What is the best way to reach your audience and create a relationship with them?

 

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What kind of response can you expect? Approximately one-quarter to one-half percent is common. With a postcard deck going to 100,1000 names, therefore, this would translate into 250 to 500 inquiries. If you paid $rail to run your card in the deck, that's a cost per lead of $2.40 to $4.80, which is tremendously tower than solo direct mail. (On a $500-per-thousand direct mail package pulling a 2 percent response, your cost per lead would be $25.)

Postcards are fantastically inexpensive to produce and run. They generate loads of leads. And the cost per lead is much lower than direct mail or print advertising. So why isn't everybody abandoning direct mail and print advertising in favor of postcard decks? Because there are several disadvantages that offset the advantages.

 

Many advertisers believe the quality of leads generated from postcard decks is not as good as print advertising or direct mail-generated sales leads. The reason is that the postcard tells very lit-tie about the product or service because of space constraints, so the response is from someone who hasn't really been presold on the product or service. Whether postcard decks will actually produce "worse" leads than direct mail or advertising for your product or service can only be answered by testing them and measuring the results. Another disadvantage is that there are far fewer postcard decks than mailing lists avail-able, so with direct mail you can reach many, many markets postcard decks don't reach.

 

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There are some companies, to be sure, that do all or most of their lead generation through postcard decks, but these are the exception, not the rule. A directory of postcard decks is available from Standard Rate and Data Services. The prospect is sent literature to review. The literature serves a primary function of disseminating factual information about the product, although it is written to show off the product to best advantage, so that the prospect will want your product instead of competing products.

 

Also, most postcard decks do mailings only two or three times a year, so you must accommodate your plans to fit their schedule. With magazine advertising, you can advertise weekly or monthly. With news-paper advertising, you can target which days your ads appear. With solo direct mail, you can mail anytime, and as often as you like. This is why these media will never be replaced by postcard decks, and why post-card decks are, for most business marketers, a supplement to other marketing activities rather than the main focus of the direct marketing program.

 

Many business-to-business marketers, especially industrial manufacturers, think of brochures as purely information. But a brochure is also a marketing tool. Yes, its primary mission is to provide prospects with the information they requested; if it doesn't do that, they won't pay much attention to it. But it can also serve as a direct response vehicle to move the prospect from "merely interested" to "ready to buy."

 

Many marketers don't do any significant amount of telemarketing, direct mail, print advertising, or trade show exhibiting, but practically I everyone has at least one brochure. It's not surprising that printing of marketing and promotion support materials is, according to Print Media Gazette the most rapidly expanding segment of the printing industry, with an annual growth rate of 8 percent.

 

One factor that distinguishes business-to-business marketing from consumer marketing is the multistep buying process.

 

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