Reading this magazine I'm somewhat convinced now that because there are so many e-mail, twitter, facebook communications coming to people daily that a good ole direct mail piece done well could yield higher results. But it can't just be any normal everyday piece of direct mail. Instead it has to be something that communicates flashy NOW messages and intrigues the reader to then go online to your fabulously designed landing page.
For months I've been impressed with Sprint's take on direct mail, and I didn't know why. After reading the most recent article in deliver magazine on the creator of such great pieces, I now know why I liked them so much. They were graphically appealing from the touch of the paper to the slickness of the piece but it got me to take the next step...go online.
It seems that there are very few companies that can do this and do it well. There is something to it. A specialty to be able to create action from something so simple.
The other thing that I LOVE about this magazine, is that I haven't been thinking about direct mail as a new way to connect with people, but really an old way of connecting with people in the past. I have a lot of experience with it, but really was thinking of it as an old technology. This magazine changed my point of view.
How did it do that? With relevant articles and information, and yes, it was sent to me in the mail. (ironic, I know).
What would your company communicate about in a magazine if it invented one? How would it be perceived by your potential buyers? Would you be convincing enough in articles to move people to doing things differently?
I'm interested in your thoughts?
Well since you asked....my clients are different. They are not looking to buy something...but on the other hand the "right" clients shouldn't be just buying...they should be interested in the relationship..regardless of company or product, or at least thats what a the COMPANY should be shooting for. So for us, we are selling education. In order to get donors, you have to build the relationship. I'd communicate in a magazine the stories of kids that need scholarships..very simple but compelling...but would it be enough. it would have to engage the reader enough to want to hand over money...and that is where I am missing it...what is it that makes people act. Sick kids and pets are "sexy" non-profits and they can slap a picture down on a piece of paper and boom- money. Maybe it's speaking to politics...a magazine target to a party "support your future...support your future government..." and now I am rambling. But it was a start~!
ReplyDeleteErin, Great comments. I would highly recommend you take a look at www.water.org - You are right kids and pets aren't sexy but what water.org does well is talk about what your money will do for your cause.
ReplyDeleteTo me, non-profit organizations have it the easiest when it comes to marketing because you have a defined mission and a cause. So, in a magazine you could tell readers stories of what a donation of XX dollars was able to produce, and show the pictures and stories of what you've been able to acomplish. Add that together with articles on what you want to do and acomplish and how their donation can change and you have a very compelling reason for people to part with their money.
Additionally, social media is a great way to attract people to your cause. Things like MissionFish to raise funds and facebook pages for non-profits are being created so that more non-profits can share their mission with others.
Let me know if you want more information.