Direct Marketing: Is It Worth It?

Q: Hi Angela,

My daughter and I just started a Web site selling plays I've written
for children to perform. The target market is teachers and youth
leaders who are looking for activities to do with children.

We're thinking about mailing half-page fliers to 3rd and 5th grade
teachers in a specific city (Minneapolis). The fliers invite folks to
the Web site.

My questions:
1. Is direct mail marketing still considered an effective use of marketing dollars?

2. If it is considered effective, what are some tips for driving traffic to our site?

3. Are certain direct mail pitches more effective than others? For
example: post card vs. stuffed envelope, or hand delivered vs. bulk
mail.

Thanks so much for your help. We're feeling stumped on this!

Holly Y
plays4children.com

A: Holly –

Congratulations on your project! What a wonderful way to promote your work and get some quality time in with your daughter.

Direct marketing is still effective – in the right form. For example, political advertisement people receive in the mail many times end up in File 13. That's because politicians use a blanket system that calls up all addresses in their district. They don't break down those addresses by party or other demographics, which makes the mailers a complete waste of marketing dollars, paper, ink and time.

You do not want that to happen to you.

If you really target your niche market, you can spend very little and make a great impact. Your product is for children. You are marketing to people who teach or care for children. You could easily send fun, colorful postcards announcing your site to them. You could mail them or drop them off at district and church offices. Postcards – especially those oversized – are less likely to get lost in transit. Whatever route you choose, be certain the Web site and your contact information is prominent. Be sure the item is designed in such a way that people want to save it, post it on their refrigerators, workplace bulletin boards or other public areas.

That said, this could be costly prospect – especially if you are just starting out. I would encourage you to contact as many schools directly – perhaps work through the district PR offices to distribute the information, which will save postage fees. Join online forums with PTA members and teachers to promote the plays. Contact church district offices or community centers with the information. If you have a Boys and Girls Club, contact the district office and see if they would also be interested.

Use the Web as much as you can. Perhaps choose a group of 10 to 15 people to be part of a group that writes reviews about your site at their blogs or social networks. Ask them to pass the site on to others. Generate buzz from within the community because word of mouth is gold. You have a fun video on your Web site. Be sure to post that at YouTube
and start inviting Minneapolis users to subscribe to your YouTube feed.

You could also choose your top 10 venues and send a sample play along with a media kit to the appropriate official. Follow up with a phone call a week later.

Postcards are an excellent option to post in libraries, churches and at coffeeshops. Most have public bulletin boards. You can print inexpensive cards at sites like Vistaprint.com.

I would also encourage you to consider donating a play for free to various organization to generate buzz. Nonprofits that helps kids after school would greatly appreciate it. Ask them if it would be OK to take video of performances, which you can edit and post to your Web site and YouTube. (Be sure to get signed release forms, so you can legally use the child's image.)

If you decide to go the direct marketing route, wait until after the election craziness settles down, otherwise your postcards or fliers could end up in the trash with political ads.

Good luck!

~ Angela