The entire world may appear to be going crazy and most just don't have the foggiest idea of what to do. Information is changing hour by hour and even minute by minute. It’s difficult to know what to do, what kind of impact this will have on your business, how to anticipate, prepare for and mitigate the losses that are inevitably coming your way. It is indisputable that every single action that you take (or don’t take) will affect your business for weeks, months and even years to come.
Individuals who are adhered at home due to COVID-19 may be looking for comfort as they settle into this new world, and it’s essential to consider this new reality when planning any marketing activity. Direct mail can provide a powerful new tool for building connections. The brands that skillfully apply their strengths and ingenuity to their customer outreach during this difficult period will be the ones that come out stronger on the other side.
While digital marketing might seem poised for a surge, now could be the right moment to take a fresh look at direct mail as a channel to reach consumers with intimate, physical experiences in their homes.
Generally speaking, in times of economic uncertainty and global panic, like we are facing today, it’s tempting to step back and play it safe. History has shown us that this is a bad idea. Regardless of the crisis around us, businesses must continue to communicate with their consumers. Direct mail is an incredibly effective way to stay in touch with your customers and keep your business top-of-mind.
Regardless of whether this this is your first time through an economic downturn or you’ve been here before, here are some practical ways to make your direct mail program work smarter.
Covid-19 Pandemic Direct Mail Marketing Tip #1
DON'T STOP MARKETING
When economic downturn strikes the last thing that you want to do is halt all of your marketing efforts. They need to know that you are here and you are weathering the storm. While most business have cut their marketing budgets and promotional outflow, you can capitalize on this to maximize your impact and impression on your target audience.
Covid-19 Pandemic Direct Mail Marketing Tip #1
PUT CURRENT CUSTOMERS FIRST
Focus the bulk of your marketing efforts on your existing clients. Hang onto those customers for dear life, they will be your largest asset during this time. You cannot effectively retain their business and loyalty if you aren’t communicating with them.
Covid-19 Pandemic Direct Mail Marketing Tip #1
KEEP THE MESSAGE RELEVANT
We are in a global crisis. Your communication should reflect this fact—otherwise your message will seem out of touch and irrelevant. That would be a missed opportunity to demonstrate how your organization provides real-world solutions in a time of great need.
Covid-19 Pandemic Direct Mail Marketing Tip #1
PROMOTE COMMUNITY
Be valuable to the broader community. Look beyond your core mission and help others. Be a benefit to the broader community in a selfless way. Be tireless in your willingness to serve and provide solutions.
Covid-19 Pandemic Direct Mail Marketing Tip #1
BE IN IT FOR THE LONG HAUL
This situation may have seemingly exploded overnight and the impacts are hard and fast. This will not be the same story for the rebuild. Much like a natural disaster, it takes a short period of time for catastrophic damage but a lot of time, patience and hard work for the repairs and overall reconstructs to take place. Buckle up and be ready to ride this thing through. There is no “quick fix” here. Marketing is a long game anyway, now it will be even longer. Have patience and know that every effort that you make right now will pay off in the long run. Do everything in your power to keep up the consistent outflow. It will not only keep your business alive during this time but it will almost certainly ensure future growth.For those who are not familiar with EDDM, it is a service that is best for businesses that want to use geo-targeting. It allows businesses to target consumers based on their zip codes and USPS® mailing routes, allowing you to mail directly within a certain location. Postage is as low as $0.1675 per oversized postcard piece. There’s no need for a mailing list. No need to have specific names or addresses. These postcard marketing campaigns get delivered to every home inside a defined geographic area (5-mile radius.) The cost of having to purchase a list is eliminated.
Executing a full service EDDM® marketing campaign can be one of the most effective ways to get your company’s message in front of current and new customers while they are at home. Below are a few examples of business industries that we have seen that best benefit from direct mail.
Bakeries
Pizzerias
Pharmacies
Restaurants
Retail Stores
Coffee Shops
Flower Shops
Furniture Stores
Attorneys / Lawyers
Insurance Companies
Landscaping / Lawn Care
Construction Companies
Car Dealers / Dealerships
Real Estate Agencies / Brokers
and so many more!
Again, keep in mind that how you communicate contributes to how your brand will be remembered. This will position you now and in the future as a company that your customers and prospects want to do business with.
Note: Some people have expressed concerns about virus transmission from mail, but the WHO and CDC both say that no coronavirus transmission has occurred from a newspaper, magazine, letter, or package. Sending your mail pieces to customers and prospects is still considered safe.
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