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Direct mail has always been the leader when it comes to acquiring new clients and successfully branding businesses. Still, it can be costly, and the redemption rate may not be as good as it once was due to competition and saturation within a specific industry. With a more restrictive budget, It becomes a question as to which business will “win” a particular client.

Challenge #1:
What to promote? What strategies work, and what will enable you to beat the competition?
Studies show that most Americans want savings and are more aware of how to use coupons for their daily purchases. Taking that into consideration, you will want to offer a good discount, with an established deadline, in order to gain new customers while covering your advertising expenses and providing a profit. A “good” offer might be a BOGO or a generous discount on your most profitable items.

Challenge #2:
Who is your target?
It can be difficult to find a resource that provides an up-to-date, accurate database to which to mail your promotional offers. As a business owner, you need to be aware as to whom is frequenting your business and what items are providing the draw, which will help you to understand the demographic you should target. To get the best ROI (return on investment), you need to track your clientele, which will enable you to target a certain age, income, area, etc. If you operate an ethnic restaurant, for example, you will generally receive a greater response from mid-age professionals. Discuss your demographic data or observations with the resource from which you are obtaining the information.

Challenge #3:
How much?
The most important challenge for you as a business owner in today’s economy may be in determining how to afford advertising without hurting your cash flow. Spending on direct mail—done the RIGHT way—need not be cost prohibitive. Many businesses erroneously think it is better to handle
promotional mailing themselves by splitting it into several zones or areas; however, the cost is usually much higher that way than by trusting a reputable resource to coordinate a bulk mailing.

Conclusion:
Consider the challenges to advertising in today’s economy and address each one in an intelligent way; it’s the answer to remaining profitable while staying ahead of your competition.