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Founder & Prime Source: Orlando King
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DMAC TIPS FOR MAIL ORDER DEALERS
Direct-mail advertising is the process of sending offers or promotions by mail to current customers or other consumers. Direct-mail advertising pieces often include a sales letter, brochure, order form and prepaid envelope. Small companies will also advertise in direct-mail magazines or inserts with other companies to save on costs. A number of benefits accrue to using direct-mail advertising.
Highly Targeted One major advantage of direct-mail advertising is that it is highly targeted. A business can purchase mailing lists of potential customers through a mailing list distributor such the Direct Marketing Association or Dun and Bradstreet. For example, a small vitamin store-owner can order lists of people who buy vitamins or health products in her market. She can then prepare a direct mailing in hopes of getting these customers to shop at her store.
Highly Measurable Direct-mail advertising is highly measurable, according to the U.S. Postal Service. A small company can easily measure the results of one or multiple direct-mail campaigns. This can largely be accomplished by keying the coupon used in a direct-mail campaign. For example, a small hardware store may place an ad in one of the direct-mail coupon magazines that are distributed to homes. The store-owner could simply include an expiration date on a coupon used for a September mailing. If a business mails out an individual direct mail piece, the owner could write "Department 110" as part of the address for a January 2010 mailing. Subsequently, the owner can keep track of responses to each mailing and calculate the profitability.
Individualized Direct marketing can be highly individualized. Computer programs allow small companies to address consumers by name in direct-mail campaigns. Therefore, the message of the sales letter, for example, is directed at a particular person as if the owner is speaking directly to them. As many as 55 percent of people are eager to read their mail, according to the U.S. Postal Service. Addressing them by name can only enhance the experience and, ultimately, prompt some to buy a company's products.
Cost Effective Direct-mail advertising is cost effective. Companies can easily design colorful or eye-appealing brochures with their computers and desktop software and have thousands of copies printed affordable by a print vendor. Additionally, a company can mail out smaller quantities of a direct-mail advertisement as a test. Once the company determines that the first mailing is successful, it can increase the number of mail pieces in subsequent mailings.
Highly Flexible Direct-mail advertising is highly flexible. A small company can use postcards to market its wares to save on costs. Small manufacturers can also include free samples of products in their mailings. A business owner can generally include as much information as she desires in a direct-mail campaign, depending on how much she wants to spend.
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How to Make a Business Marketing Flyer
When you are marketing your business on a budget, using a relatively cheap and do-it-yourself method of advertising is key to getting your name out without breaking the bank. Business marketing fliers are one such way to do it -- you can make them yourself on your home computer, print them en masse and distribute as you see fit without any professional assistance. This, however, places the responsibility to craft a compelling flyer squarely on your own shoulders. By following a few simple guidelines, you can communicate your business's message and start advertising your customers with just a few clicks of your computer mouse.
Items you will need
Step 2 Add a snappy, bold headline at the top of the flier to grab readers' attention. This could be the form of a question, like, "Need an oil change?" or an attention-getting buzzword, such as "Free" or "Limited-time offer.
Step 3 Add a bold, singular graphic or image to the flier. This may be a photo or a piece of clip art from your office software -- in either case, one large image by itself is more effective than several small ones.
Step 4 List information on the flier. For example, you may wish to include your business's location, services or hours, or you may also include information such as customer testimonials and accreditation. Phrase the information for your flier using simple, persuasive language. For example, when advertising personal massage services, don't include wordy lists of your credentials -- readers will gloss over this information and not absorb it. Instead, use simple language that makes a strong point, like, "Trained in the best ancient massage techniques to give you relief."
Step 5 Organize your information with bullet points and use white space. The flier shouldn't take more than a few seconds to read -- anything overloaded with information will be ignored by passersby. Restrict your number of different fonts to two for a clean and organized look.
Step 6 Give incentives to the customer. For example, attach tear-off coupons to the bottom of the flier. Unlike tear-offs with just your business information, which people have little incentive to take, one with a limited-time offer gives the customer a reason to absorb the information and keep your business in mind.
'Til next time... .....Orlando King
Direct-mail advertising is the process of sending offers or promotions by mail to current customers or other consumers. Direct-mail advertising pieces often include a sales letter, brochure, order form and prepaid envelope. Small companies will also advertise in direct-mail magazines or inserts with other companies to save on costs. A number of benefits accrue to using direct-mail advertising.
Highly Targeted One major advantage of direct-mail advertising is that it is highly targeted. A business can purchase mailing lists of potential customers through a mailing list distributor such the Direct Marketing Association or Dun and Bradstreet. For example, a small vitamin store-owner can order lists of people who buy vitamins or health products in her market. She can then prepare a direct mailing in hopes of getting these customers to shop at her store.
Highly Measurable Direct-mail advertising is highly measurable, according to the U.S. Postal Service. A small company can easily measure the results of one or multiple direct-mail campaigns. This can largely be accomplished by keying the coupon used in a direct-mail campaign. For example, a small hardware store may place an ad in one of the direct-mail coupon magazines that are distributed to homes. The store-owner could simply include an expiration date on a coupon used for a September mailing. If a business mails out an individual direct mail piece, the owner could write "Department 110" as part of the address for a January 2010 mailing. Subsequently, the owner can keep track of responses to each mailing and calculate the profitability.
Individualized Direct marketing can be highly individualized. Computer programs allow small companies to address consumers by name in direct-mail campaigns. Therefore, the message of the sales letter, for example, is directed at a particular person as if the owner is speaking directly to them. As many as 55 percent of people are eager to read their mail, according to the U.S. Postal Service. Addressing them by name can only enhance the experience and, ultimately, prompt some to buy a company's products.
Cost Effective Direct-mail advertising is cost effective. Companies can easily design colorful or eye-appealing brochures with their computers and desktop software and have thousands of copies printed affordable by a print vendor. Additionally, a company can mail out smaller quantities of a direct-mail advertisement as a test. Once the company determines that the first mailing is successful, it can increase the number of mail pieces in subsequent mailings.
Highly Flexible Direct-mail advertising is highly flexible. A small company can use postcards to market its wares to save on costs. Small manufacturers can also include free samples of products in their mailings. A business owner can generally include as much information as she desires in a direct-mail campaign, depending on how much she wants to spend.
--------------------------------------------------------------------------------------------------------------------------------------
How to Make a Business Marketing Flyer
When you are marketing your business on a budget, using a relatively cheap and do-it-yourself method of advertising is key to getting your name out without breaking the bank. Business marketing fliers are one such way to do it -- you can make them yourself on your home computer, print them en masse and distribute as you see fit without any professional assistance. This, however, places the responsibility to craft a compelling flyer squarely on your own shoulders. By following a few simple guidelines, you can communicate your business's message and start advertising your customers with just a few clicks of your computer mouse.
Items you will need
- Computer with office software
Step 2 Add a snappy, bold headline at the top of the flier to grab readers' attention. This could be the form of a question, like, "Need an oil change?" or an attention-getting buzzword, such as "Free" or "Limited-time offer.
Step 3 Add a bold, singular graphic or image to the flier. This may be a photo or a piece of clip art from your office software -- in either case, one large image by itself is more effective than several small ones.
Step 4 List information on the flier. For example, you may wish to include your business's location, services or hours, or you may also include information such as customer testimonials and accreditation. Phrase the information for your flier using simple, persuasive language. For example, when advertising personal massage services, don't include wordy lists of your credentials -- readers will gloss over this information and not absorb it. Instead, use simple language that makes a strong point, like, "Trained in the best ancient massage techniques to give you relief."
Step 5 Organize your information with bullet points and use white space. The flier shouldn't take more than a few seconds to read -- anything overloaded with information will be ignored by passersby. Restrict your number of different fonts to two for a clean and organized look.
Step 6 Give incentives to the customer. For example, attach tear-off coupons to the bottom of the flier. Unlike tear-offs with just your business information, which people have little incentive to take, one with a limited-time offer gives the customer a reason to absorb the information and keep your business in mind.
'Til next time... .....Orlando King
