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Are you shopping for a direct marketing vendor?
If you’re an entrepreneur, you have more than your share of options; and if you’re a franchisee, you likely have some great picks from your corporate office’s preferred vendor list.
But how do you decide which is the right fit for you?
Here’s a comprehensive list of features and offerings you should take into consideration if you’re wondering how to choose a direct mail vendor, or any direct marketing services provider!
This is a no-brainer. If you’re investing in an acquisition campaign, you want to make sure you current customers are excluded from the mailing so your investment is focused on non-customers.
Long story short, when it comes to solo direct mail—the bigger the card, the more attention it will grab in the mailbox. See which provider can give you the best bang for your buck when it comes to oversized cards.
Even with a clear address, not everyone will know where you’re located. How will they know how convenient you are without a map that shows you’re right off the freeway or next to their favorite shopping center? Make sure your marketing provider can create and place maps on your mail piece.
A reputable direct marketing vendor should have no problem answering questions about their response rate or ROI for similar clients in your industry. If you can’t get info on your vendor’s reputation, that’s just one more element to add to what can turn into a huge guessing game. Move on.
Direct marketing providers that use stock photography and other “canned” creative elements are also likely selling to your direct competitors. It’s important to have distinctive creative, especially if you’re a franchise location. If Bluewater is a Preferred Vendor for your franchise, one of the biggest benefits is having access to preapproved artwork you know is unique to your brand!
If you’ve selected a direct marketing provider solely on price, you may find that their talents lie strictly in fulfillment. This means they’re able to print and mail your piece, but they’ll likely be at a loss for words when it comes to questions about what is a better offer, the best expiration date, or even the best image to include in your piece. Choose a provider that can help you approach your campaign with the best strategy from start to finish.
A good direct marketing company will help you fit your budget. Period. Is your budget their problem? Well, it is if they want your business. If you don’t know where to start, simply estimate a budget for your campaign—then contact your vendor options and see what kind of guidance they can offer. A reliable, comprehensive service will be quick to offer their help!
What awesome marketing providers have you worked with that met or exceeded your expectations? Anything we’re missing from the list? We’d love to hear about your experiences?
MaKenzie is Bluewater's Marketing Community Manager. Spending several years in sales and marketing roles at a franchise level, MaKenzie has a unique appreciation for successful local campaigns. In her spare time, MaKenzie sings for the popular Twin Cities' cover band, FlashMob! She can always be found near good food, in Minneapolis eateries or her own kitchen.
When you mail your piece makes a huge difference as well. Don’t want your card to get to customer on a Monday just wont get the attention..
Thanks for stopping Nick, we always appreciate your visits. The day of the week a piece is received may make a difference depending on the industry; unfortunately we’re all at the mercy of the Post Office, who doesn’t guarantee delivery dates!