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DIRECT MAILINGS AS AN ADVERTISING STRATEGY

Source: cals.arizona.edu
Topic: Advertising

Sort Desciption: Advertising and Promotion. 1995. 7. DIRECT MAILINGS AS AN. ADVERTISING STRATEGY ... advertising strategy for direct farm. marketing and agricultural tourism ...

Content Inside: Advertising and Promotion 1995 7 DIRECT MAILINGS AS AN ADVERTISING STRATEGY by Julie Leones 1 S ending information by mail to previous and potential future customers can be a very effective advertising strategy for direct farm marketing and agricultural tourism operations. It is especially effective if you create your own database with the names and addresses of previous visitors or if you know the zip codes of your previous and potential customers. Advantages of direct mail advertising are that it is more personal and targeted than advertisements in newspapers or on radio stations. It is also easier to track whether or not the ad has been effective especially if you require customers to bring in the mailing to take advantage of a special offer. The main disadvantage is that it can be costly. Mr. Baird who teaches a course on direct mail at GateWay Community College estimates that it typically costs $ .50 to $1.00 per piece. One way to keep cost down is to use a postcard format but this also limits the information that you can provide. Another disadvantage is that it requires more work than placing an ad in the newspaper. Creating an effective direct mail advertisement requires a few key ingredients. First keep your message simple. Second make an offer to your customer (e.g. 10% discount on purchases) but make sure you indicate when the offer expires. Ask the customer to bring in the direct mailing to get the discount. Including a free sample in the mailing can also entice customers. If you are sending a postcard make sure that the offer is highly visible on the card. If you are sending a letter make mention of the offer on the envelope. You dont need to give away the farm in your offer. You might however offer a discount on specific types of products which are particularly abundant that year or for products that seem to be selling slowly. Third in a direct mailing letter people are most likely to read the headline bullets and p.s. Make ...

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