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    BRAND Direct Mail Blog

    3 Ways to Stay on Target 

    Tuesday, October 25, 2011

    Stick with your marketing plan…

    While advertising tactics include radio, newspapers, email blasts, trade shows, in-store signs, coupon magazines, telephone books, community outreach and a host of others. It is helpful that most advertising is sold by effective representatives of local media companies. Reps are valuable allies in helping organize artwork, creating a message and producing it in time for a deadline.

    However, there can be pitfalls.  

    1. Advertising that is created to make a deadline is often "offer" oriented and not part of a strategic plan to deliver a unique message over an extended period of time. Your message should help solve a client's problem. The offer is simply the reason to call now. 
    2. It’s natural that advertisers sell plans that conform to the households covered by their circulation list. However this coverage may not accurately match the unique trade area of your business and may miss key customers or extend beyond your trade area.
    3. These advertising tactics are not uniquely targeted to reach the exact customer of the client. They may be roughly targeted to one demographic or another but often falls on a vast universe of unqualified buyers.

    America's top brands and large retailers do more. Companies like Best Buy, Target and IBM have a plan. Beginning with their business objectives they create a strategic marketing plan to reach the right customers with a clear message delivered with ample frequency.

    They understand the business geography of their marketing area and the complete demographic profile of their customers. By having the answers to critical questions these companies can determine sales potential, correct assortment and the best message and offers. can assist with your strategic approach to advertising. Using the same data as Bank of America, AT&T, Comcast and other Fortune 500 companies delivers market intelligence available from few other postcard advertising companies. Our marketing plans include the geographic and demographic data that will allow you to see your market and set your strategy.

    Please check out the Services – Marketing Strategy section for more information.

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