Thoroughly modern millennial’s – forget the hype, learn the truth

What is a millennial, anyway? It seems to be one of the most common media buzzwords of the moment, particularly around General Election time, because this section of society is one which all political parties are keen to capture. In fact, there are a number of definitions of a millennial, but in general it refers to someone who was born between 1980 and 2000, which is to say, the twenty and thirty-somethings of today.

Introducing a (stereotypical) millennial

Let’s call her Tiffany (the 11th most popular name of the 1980s.) She’s a digital native – and that description means she grew up around technology – the smartphones, the iPads, the tablets, emails, texts, Facebook, Twitter, Instagram, WhatsApp… They’re second nature to her and she’s rarely to be seen without her face looking down at a small screen and her fingers moving at twice the speed of sound as she texts her Best Friend Forever.

As for marketing to engage people like Tiffany, well, it must be some form of digital communication because that’s what millennial’s prefer. Tiffany doesn’t go in for reading unless it’s Kindle, and most of her interactions with other human beings are digital.

So that’s how we must organise a market campaign targeting millennials

Forget Direct Mailing…waste of time and money. We must approach them through social media, send an email or a Tweet or link to an all-singing-all-dancing website. That’ll hook them.

WRONG!

A number of surveys have gathered evidence which shows almost the exact opposite. Here’s one from the US Postal Service[1] and we’re sure the same applies to millennia’ls in the UK.

What do millennial’s really like in a marketing campaign?

·         87% of millennial’s enjoy  receiving Direct Mail

·         Nearly 50% say they ignore digital ads but only 15% say they ignore Direct Mail

·         57% tell us they’ve made purchase based on DM offers

Yes, just like Baby Boomers – the post-war generation – they like to have something tactile and tangible which they can read at leisure and keep if they choose to. Just like Baby Boomers, their recall is 70% higher from DM to a digital ad.

So what next? Digital or Direct?

Do both! For marketing we have more platforms to choose from than ever before – and don’t we know it, constantly bombarded with digital noise which often causes us to tune out and switch off.

Direct Mailing will help your voice to be heard above that onslaught of electronic communications. It’s something we’re good at here at Mailing Expert (our name wasn’t picked out of a hat!) so please contact us 01825 983033.

 

Mailing Expert

[1] STILL RELEVANT: A look at how millennials respond to Direct Mail – USPS, 2016

How To Run A Successful Direct Mail Campaign

Long live Direct Mail!

No – Direct Mail hasn’t been superseded by email and telephone campaigns or posting on social media. A range of approaches widens your scope ; Direct Mail may reach the audience that other campaigns cannot reach. Sending out personalised mail to your customers or prospective customers and followed up with digital marketing can be a match made in marketing heaven.

Yes – Direct Marketing obviously costs something for design, print and distribution at the very least, so in order for it to be cost-effective it is crucial, absolutely crucial, that each campaign is carefully thought out to gain the maximum benefit for your company.

The 40/40/20 rule?

That old chestnut… it dates back to the 1960s, doesn’t it? Out of date, surely? But stop your inward groaning and take a look. It’s been shown, over time, that it makes sense. It still makes sense. Almost.

The rule says that 40% of the success of your campaign depends on your list selection, 40% on the offer that you communicate and only 20% on the creative aspect, the design of your flyer, postcard or letter. But surely, somewhere in those figures should be timing – it’s vital to send out your mailing at the optimum time. Let’s change those percentages to 30/30/20/20.

30% list selection – we can help

If you’re approaching current customers then, of course, you’ll already have a list – but make sure it’s up-to-date with the correct addresses and names of contact people. It really makes your company look slapdash if you get that wrong.

If you’re looking beyond your regular audience then constructing a database is extraordinarily time-consuming and buying lists online can be dodgy. At Mailing Expert, tell us the profile you have determined for your new prospects and we’ll be able to provide you with a carefully tailored, clean list so you won’t waste time or money approaching the wrong people – or people who don’t even exist!

30% offer – it’s up to you

Quite honestly, once your mailing is opened, your customer or prospect will be thinking, ‘So how does this benefit ME?’ Blabbing on about how great your company is simply won’t do (even though your company IS great!) You could offer a discount, a free gift or service, an ebook to download… It’s up to you to decide a) what you want your prospect to do, having read your communication, so you need a clear call to action, and b) what reward will they get for doing it?

20% creative – we can help

It IS important to get this right. It has to be compelling to engage attention – so we could help with size, design, copywriting, colours, images and top-class printing services. Choose the right medium for your message – should it be a postcard, a flyer, a greetings card or a letter? You don’t want your material to be mistaken for a piece of junk mail so make it look unique and classy.

20% timing – and follow-up

For time-sensitive campaigns, it goes without saying that your recipients must have enough time to receive the mail, make a decision and take advantage of your offer.

In general, Tuesdays, Wednesdays and Thursdays are the very best days for your mail to arrive. Monday there is always a pile of stuff. On Friday, most people are winding down for the weekend ahead.

There are other aspects of time to consider too:

  • Industry peak times – people will be too busy to bother with mail so get it there beforehand
  • Seasons – does your product or service appeal to a certain sector at a specific time?
  • Theme weeks – if it’s not ‘Jam Doughnut Week’ it’s ‘Let’s Go To Work In Pyjamas Day’ – so could you target one of these?
  • Exhibitions – every sector has events and exhibitions – so find out when!
  • Current Affairs – what’s happening in the world? Could it be relevant?

The importance of follow-up is never to be underestimated. What’s the point of piquing someone’s interest with a carefully constructed communication then not doing anything else? A wasted opportunity and destruction of the initial interest you spent time and money trying to build.

So there’s the Mailing Expert Rule, hot off the press: 30/30/20/20

 

Mailing Expert

Marketing plan or muddling through?

In honour of St. Bernadine of Siena, patron saint of advertising, who is specially remembered today (20th May), let’s have a look at marketing plans, which may well include advertising. Why not?

First, we hear you asking, “Why was St. Bernadine, 15th century Franciscan priest, the patron saint of advertising?” – yes, that’s a whole four centuries before the very first Coca Cola ad, which appeared in 1886. The simple answer is, because he was renowned for his passionate and persuasive speeches. Before his death in 1444, he preached for 50 days in a row. We would not necessarily recommend this as part of your marketing plan, both for your sake and your clients’ – but, passionate and persuasive words would definitely be a good idea to incorporate into any marketing material…

Why is a marketing plan important?

We’ve all done it, haven’t we? Been so busy with the day-to-day running of our business that we don’t feel we can spare the time for marketing. It seems counterintuitive to take time away from client-facing activities or fine-tuning production.

Instead, we may use a scattergun approach, reacting to external situations when they occur rather than being proactive and creating opportunities that will help our business to grow. A scattergun fires lots of pellets and the hope is that some may reach the target. Many of the pellets go wide and many fall to the ground. What a waste of effort and resources!

Planning our marketing makes absolute sense – it’s as simple as that.

Writing a marketing plan

If you do it well it will take time. Implementing a plan has plenty of challenges, but more challenging still is deciding what to do, how to do it and when. It needs contribution from every department even if that department is one person, and even if one person wears a number of hats within the company. Finance, manufacturing, personnel, supply – all these elements must be considered in order to be realistic about what’s achievable and where the focus is needed.

What does a marketing plan achieve?

(Aside from the obvious like identifying your target market and setting up focused campaigns – like the Direct Mailing that we specialise in at Mailing Expert).

Magnified illustration with the words Marketing Plan on white background.

  • A chance to reflect on the big picture for your company
  • Your game plan written out in black and white – so anyone can refer to it
  • A mega to-do list assigning specific tasks
  • A rallying point which will encourage commitment from your team
  • Provision of specific measurable results

So – take time to write a marketing plan and make St. Bernadine proud!