So today we have been planning a direct mail campaign and I am really excited about it. I think this level of excitment was a bit of a surprise to some observers, but there is a very good reason for it.
First, it is important to remember that good marketing needs to be balanced. You can’t spend your time doing nothing but trendy social media, anymore than you’d attend trade shows every week – you need to use a combination of tools to get the job done.
Having said that, the campaign probably wouldn’t have gotten off the ground without a nice dose of MDF (market development funds) from one of the manufacturers who’s products we resell. The companies that sell through the IT channel seem to be rather conservative when it comes to marketing and love their partners to spend their money on this kind of thing. Add to the mix that another partner is giving us great deal on printing and mailing and we have a low cost operation going on.
As if our partner’s are not helpful already, they have also provided some great mailing lists, all existing clients right within our area – you can start to see why I like all this, hey?
Of course, sending out some waves of great mailing pieces (great because our super creative team will be doing the design) is just the start. Because we have our own resource for outbound calling, we can do a good follow up program. We have also (of course!) put together a great landing page, with a call to action and several ways to get in touch. The sales team will be ready to follow up on leads to get the deals closed.
So I’m excited. Not so much because we are going to mail a bunch of postcards. I’m excited because we are working with our business partners, being creative, using a number of key tools and getting the sales people involved in a nice balanced campaign that is going to give good results.
Balanced marketing? That is exciting.
Are you involved in marketing? How do you balance the use of traditional and new marketing ideas?