Direct mail can yield big results – if you know how to use it

By Cinda Orr

Direct mail is a powerful medium. It’s tangible. It’s personal. The latest electronic databases and other technologies have transformed direct-mail methods in recent years, and with appropriate lists and laser-targeted customers, direct mail’s reach and credibility can produce results well beyond other marketing tools.

But it’s not cheap. By the time you pay for the list, creative and production, printing, postage and mailing, it’s much more expensive per-impression than other media. So, it just makes sense to plan the details thoroughly and well in advance. Even if your company uses direct mail only occasionally, you can benefit from some of the wisdom professional mailers use.

Take care of the list first. Nothing – not the product, not the offer, not the layout, design or copy – is more important to success of a mailing than the list. Your in-house customer list is your most valuable asset in this regard, and it’s worth the effort to build and maintain it. If you do buy lists, spend time researching which lists are most clearly directed to your target and prefer these regardless of the cost.

Make an offer – then sell the offer. The fundamental benefit of direct mail is its ability to precipitate an action. But it’s the rare product that is so unique it can fuel a direct mail program entirely on its own. You’ll get better results by creating a compelling offer with an expiration date to give it a sense of immediacy. Whatever it is – a special introductory price, a free “test drive” or premium with purchase, make sure the offer itself is desirable enough to drive a response.

Use dimensional mail. In terms of lead generation effectiveness, dimensional mail is second only to telemarketing. As a tool for producing executive-level leads, a unique package, an envelope with a bulge or anything mailed in a box can usually be counted on to make it past the mailroom and onto the big guy’s desk. A similar technique, if you have the money for it, is to use overnight mail. When it says FedEx on the outside, the package gets opened — and usually right away.

Don’t be dull. You know from going through your own mail how hard it is for a particular mailer to stand out and grab attention. Be provocative. Be outrageous. Do everything in your power to make sure your mailing is noticed, opened, remembered and acted on.

As a medium, direct mail is more targeted, personal and flexible than print or broadcast advertising. It’s also much more measurable. By tracking and analyzing your results, you’ll see what’s working and can make adjustments to future mailings as needed.

Whether as the backbone of your promotional program or a special tactic for special audiences, direct mail is still a powerful tool in the advertising arsenal, one it pays to know how to use.

SCORR Marketing, a full-service marketing firm located in Kearney and Omaha, is proud to be the winner of one Gold and one Silver award at the 16th Annual Nebraska ADDY® Awards on February 11, 2009, in Lincoln, Nebraska.

The ADDYs are the advertising industry’s largest competition that recognizes creative excellence in advertisers from all media types. The Omaha Federation of Advertising and the Advertising Federation of Lincoln orchestrate the ADDY Awards for Nebraska. As a part of the competition, judges from top agencies across the country are brought in to determine what work was the most original and most creative.

SCORR Marketing received a Gold ADDY in the Public Service Interactive category for the I Believe In Me Ranch Web site with the work of Designer Janelle Reed and Creative Director Ben Rowe.

In addition, SCORR received a Silver ADDY in the Elements of Advertising Logo category for the King Investments logo with work from Designer Janelle Reed and Creative Director Ben Rowe.

“It was a great experience to see our team win such outstanding awards for work they completed for local organizations. We were particularly pleased that both jobs were done pro bono in support of the Kearney community,” stated SCORR Marketing President, Cinda Orr. “I am very proud of our team; creative talent and incredible dedication is what propels our growth and makes us competitive in the local and international market.”

SCORR Marketing, a strategic marketing agency, has been hired by DaVita Clinical Research as their agency of record. SCORR will provide DaVita Clinical Research with a strategic marketing plan, brand development and a Web community for patients, investigators and pharmaceutical development companies.

DaVita Clinical Research (DCR) is a leading provider of renal and complex (renal, hepatic, CV, dermatology, and endocrine participants) clinical research and development from their headquarters in Minneapolis and through their network of 120 research physicians and 160 research dialysis units. DCR has been conducting clinical trials for over 20 years and has worked with over 65 drug and device sponsors.

“We are looking forward to building a successful relationship with the DaVita team to expand the company’s current services and focus on a branding strategy for further growth,” said SCORR President, Cinda Orr.

“SCORR Marketing has an impressive amount of experience in this industry and we are eager to begin working with them,” stated Chris Rucker, general manager of DaVita Clinical Research. “SCORR’s strategic approach will lead DCR down a successful path, in addition, we are looking forward to utilizing their marketing knowledge and skills.”

About DaVita Clinical Research
DaVita Clinical Research (DCR) is a renal Phase I-IV clinical trial site and site management organization (SMO) headquartered in Minneapolis, Minnesota. DCR specializes in renal trials and is recognized as a leader in clinical trials for drugs and devices. Locally, DCR offers an alliance of over 120 physicians and has conducted trials in over 160 dialysis units. Nationally, they manage a network of trial sites capable of undertaking renal Phase II-IV clinical trials.