Practical Ecommerce tells about Fairytale Brownies’ online sales being primarily powered by printed catalogs mailed to approximately 1.8 million households annually. Fairytale Brownies expects to gross roughly $8 million in 2009, with around 60 percent of its revenue from online sales.
“The brownie gift catalog really drives a large portion of our business. Although we do most of our revenue through online sales, a lot of those customers find us through receiving our catalog, so I think there is still a big role for the printed catalog and direct mail pieces in the ecommerce business.”
“We did a total of six mail drops in 2009, and we printed multiple versions of the catalog that are mostly cover change-outs, like the September drop had the first few pages in a Fall theme and Halloween gifts; and the next drop featured Thanksgiving; and the next drop featured Christmas. But the core of the product pages remains the same because it’s less expensive to change out just a few of the outer pages.”
“A lot of the traditional mailing strategies still work very well for us, such as renting mailing lists and prospecting names. The more catalogs you mail, the more revenue you get, you have to be very careful to mail to targeted lists that are producing positive results, or you can over-mail and end up losing money.”
The financial results of Fairytale Brownies are excellent implementations of our suggestions of ways to save on printing.
In a prescient post by Harvard Business Publishing on November 19th of last year. They shared information gathered by an Adweek Media/ Harris Poll that found that among US adults 37% say business leaders, 21% say athletes, 18% say TV or movie stars, 14% say musicians, and 10% say former political figures, make the most persuasive ad pitchmen (or pitchwomen).
Maybe you, as a leader of your company, would make a great spokesperson?
Call us 602-272-2100 to talk to us about some ideas to implement this in your next direct mail piece.
Use postcards when appropriate. They’re fast, easy and affordable to produce.
If you plan to mail a series of postcards or self-mailers, print all versions at the same time, then mail them over time. The larger your print run, the lower the cost per printed piece.
Consider printing a year’s worth of four-color “shells” or basic templates (lower cost per piece for printing), then go back and do one-color imprints of specific messages or offers in smaller quantities throughout the year.
Consider one-color printing on colored or textured paper stock or other methods to save on printing.
Try two-color printing with screens to add visual interest.
Recycle an existing brochure or catalog by using a sticker, overwrap or other way to call attention to a specific product, service or offer inside.
Reactivate interest in a catalog that’s already in your customers’ hands by mailing out a postcard with a photo of the catalog cover on it and making a special limited offer.
Reduce printing and inserting costs by making your letter double as the reply device. Print the response information at the bottom of the letter and ask for the entire letter to be returned to you.
There are no filters removing printed mail from good old-fashioned mailboxes.
Nobody likes an empty mailbox! Mail volume has decreased, a really good offer to the right person has a great chance of standing out.
Now is a great time to take advantage of direct mail and other underused marketing channels.
Many businesses have shifted advertising to online efforts. Maybe this is the time to see our current economy as an opportunity. What a great occasion to increase brand advertising!
Successful brand advertising is all about building a connection with your customer, this establishes your business or product as something which is known and trusted. Brand marketing helps us trust a company and buy when we see their ads later on. One of the greatest challenges for smaller businesses is to establish a name for themselves, and a downturn actually provides an opportunity to do that because it tends to suppress brand building advertising. What a great chance to be able to jump over your competitors, especially if the market leader has curtailed their advertising spending during the downturn.
The Wall Street Journal published an article on January 12th that discussed the experiences of businesses that tried to replace their direct mail marketing with various forms of email marketing. Their trials did not work; they went back to direct mail.
The article discussed some new strategies of sending more personalized messages to a very select list of current and prospective customers. Please see the previous postings titled “Do More Marketing with Less Money” and “Doing More with Less” for some more ideas about how to make the most of mail.
Mail is a great way to reach your customers and prospects with relevant offers and information. Your audience will give you their time and attention to consider what you have to say.