An Excellent Direct Mail Piece – Marketing Staple #2
Direct mail gets your image, contact information, and a descriptive advertisement for your practice out there and into the hands of potential patients. Direct mail makes it easy for them to learn about you and your practice, and then to visit your website and hopefully call your office.
Does Direct Mail Really Work?
Yes, when it is executed well. A strategic sequence for a successful direct mail campaign goes something like this:
- Area Research to Determine Fitting Target Market Demographics
- Development of an Appealing Piece with the Right Combination of Visual Elements, Info, & Encouraging Incentive/Calls-to-Action
- Targeted Mailings
- Timing & Frequency
- Evaluation & Appropriate Consistency in Marketing Activities
The Power of Direct Mail
Direct mail done well is targeted. This helps preclude recipients from throwing a piece away at first glance, before even giving it a few seconds of review. Direct mail is junk mail when it doesn’t apply to the receiver, but when targeted to those with probable interest, this form of marketing is a powerful marketing medium.
Perhaps the single most favorable and powerful thing about direct mail is the attention it receives by recipients who decide to review it. Not many (if any) common mass advertising media have the advantage of relatively undivided consumer attention like direct mail... TV and radio ads are sandwiched between other ads competing for attention, not to mention the reality that many viewers and listeners merely wait out commercial breaks for their shows and music to come back on. Billboards are seen in passing, and they are competing with more than just other billboards. Driving, passengers, other cars and road action, traffic signs, and radio are only a handful of things that compete with billboard advertising. Even print ads in newspapers and magazines have to compete with a variety of content, both commercial and editorial. This is, of course, not to say that direct mail is the only advertising medium that has proven powerful and effective. However, this is to say that direct mail does have the advantage of less competing messages at the point it reaches consumers. By nature, mail also receives more focused attention than random advertisements in the teeming marketplace around us, because mail is more personal.
On top of being targeted, the power of our 11” X 17” 8-panel direct mailer lies in its generous “real estate.” In addition to presenting general info and benefits, this piece has room to include descriptions of various specific or specialized service offerings that apply and appeal to more than one segment within your target market. For example, along with bread-and-butter dentistry info, this size piece has room for sections describing such services as CEREC one-visit crowns and implants. An 8-panel direct mailer usually focuses on four or five specific services or technology, along with more basic info about the office, doctor, and practice philosophy. In this way, our 8-panel mailer is an ideal primary direct mail piece, because there will likely be a service or amenity that will appeal to anyone who opens it. It is really our pet piece, because it has proven tremendously successful for our clients time and time again.
To learn more direct mail marketing tips, see LEARN MORE.
8-Panel 11” X 17” Direct Mailer
Design Fee: $4,750
Click here to view a cost analysis matrix for this piece.
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