Are you always on the lookout for new ways to entice and attract new clients? Maybe it's time to consider direct mail.
In this digital age where we are all fighting for online attention through social media and other digital marketing channels (including blogs like this one ironically), then we must surely agree that anything that can cut through the noise and grab our prospects attention must surely be worth trying.
When was the last time you received a good piece of properly crafted, well targeted direct mail? The length of time might be in correlation with your demographic (older people like me might have had some more recently) but recently I saw something which left me pleasantly surprised.
My daughter is in 6th year at school and just about to do her exams. She has been applying to universities and has got a conditional offer at the University of West of Scotland. Now I'm guessing a bit here but I assume that the University funding is based on them filling their spaces on each course so they are keen to get her to accept their offer if she gets the required grades. So, did they send her an email, or a message on Instagram or some other online method? No, they sent her a piece of direct mail.
I would guess that she receives mail maybe three or four times a year and that will usually be from a bank or similar so this really caught the eye. It was a 10pp mailer which was neatly folded down to a 148mm square and held closed by a clear sticker. It was personalised out of four colours with her name in big, bold letters on the front and again on the inside. There was loads of information about the course she had applied for and also a couple of QR Codes for her to scan and find out more about the University, the course and the facilities on campus for the students. It had obviously been very well thought out and put together and I have to say I was very impressed.
So it led me to believe that they might just be playing an absolute blinder by cutting through the digital noise and reaching their targets another way. Well played UWS!