I participate in a fishing league every Tuesday night from mid-May through mid-September. My teammate and I usually have the boat’s radio on in the background. We are often listening to a syndicated show on the local classic rock station or our favorite baseball team.
Fishing is supposed to be my escape from my chosen profession. I cannot help but notice the sheer volume of advertising drop-ins I hear. I recall seeing somewhere we are exposed to over 5,000 ads every single day. Are you kidding me? I want to hear AC/DC’s “Thunderstruck” or Bob Uecker calling a Brewer homerun, not some ad for ABC Cable, XYZ Beer or 123 Fast Food.
Meanwhile my smartphone is under siege from Facebook, Google, LinkedIn, Outlook, Twitter, Yahoo and YouTube. As I look around my beautiful boat, I see decals representing everything from the boat manufacturer & motor manufacturer to the fishing line & reels I use. I almost forgot I am wearing a fishing shirt representing my fishing rod manufacturer of choice. As we load the boat on the trailer, a man approaches and asks if I am a professional angler and if I could recommend a good fishing rod for him.
I told him I was in marketing, but I would be happy to offer a suggestion or two. As we parted, he thanked me and said “ABC Fishing Company was lucky to have me on their staff”. I replied “No, I do not work for them; I am a marketing services provider.” He responded, “What?” I waved, looked over at my teammate shaking his head and we shared a laugh.
The effects of all of this advertising are obviously diluted. However, why do some ads resonate and stay with us?
While prospects and customers demand choices in how companies engage them, one form of media consistently delivers and it is direct mail. It is not about just putting something in the mail. One must have a plan. Collaborate with a professional marketing agency or marketing services provider. Start by talking with your chosen partner to develop an effective strategy; establish clear goals, identify your audience, deploy a call-to-action, add an offer and set a budget. Perhaps add a follow up email, microsite or maybe a landing page to the campaign.
An effective multi-channel marketing plan can be a very productive way to reach and engage your ideal prospect.
*Article Written by: Fred Schulze: VP Sales & Customer Care at AM Solutions