The calendar says spring, but the chilly wind and near white-out conditions outside my window say “not quite yet”. I look at a pretty image of spring flowers on my bulletin board and daydream about warmer weather. That image is on the front of a nice shared mail piece I received last weekend. The other side contains a welcoming offer of 25% off at a local retail shop, inviting me to get ready for real spring which it promises will arrive soon. The coupon expires in about a month. I may or may not remember to take it off the wall and actually use it, but that store is definitely at the top of my mind and I will keep the image on my bulletin board for awhile which will continually remind me to stop by.
Like the food in your refrigerator, advertising has a shelf life. You have only seconds to grab your audience’s attention and provide them a strong reason to visit and remember you. Then what? Wouldn’t it be nice if your advertising stuck around for awhile and continued to do its job? If you are using Shared Mail, it can.
72% of respondents in one survey read and keep the mail pieces that interest them. Another surveys suggested that, depending on the format, many direct mail recipients keep print materials from a few days to a month, or longer. Mail pieces that are attractive, useful, and include valuable offers may be displayed in highly visible locations such as the refrigerator or a bulletin board. In addition to keeping mail that has value for themselves, many recipients share mail pieces that they feel have value to others in their circle of family and friends. This provides an excellent opportunity for your business to engage with prospects on multiple occasions, over an extended period of time.
How do you increase the shelf life of your next mailer? Depending on your business, try one of these ideas:
- Create an offer to be used in the future
- Share your current menu
- Provide a calendar of upcoming events
- Print sport schedules (local or national teams)
- List important phone numbers or websites for the area
- Include striking images to be kept as decorations
The key is to know your target audience and share with them offers and information that will be useful based on their habits, hobbies, or geographical location.
These are just a few ideas for how you can extend the shelf life of your shared mailing. Interested in learning more?