How Best to Impact the Success of your Brand?

Is it advertising?

Spending thousands, tens, even hundreds of thousands on radio, television, billboards, and magazines? All that money for art directors, media buyers, and lots of time spent on decisions about commercials, photography, and graphics. Lots and lots of lead time from concept to completion. And then, you are paying for thousands of eyeballs that probably don’t even buy what you are selling!

Maybe it is social media?

Learning all kinds of new terminology and software applications, Twitter, Facebook, Linked In, My Space, Google Adwords, etc. Trying to figure out how to get your message out, how to measure your results, how to know how much to spend and where, and if you’re making any mistakes. Not knowing how long such a new type of campaign will take to get results.

How about public relations?

Trying to determine the best firm for your needs, trying to come up with a budget, trying to figure out what is press-release-worthy, figuring out how long to continue with a campaign, again, hard to measure results, and lag time between doing your first search for a PR firm and seeing an increase in your sales.

Is it Direct Mail?

Yes, it is, according to a survey conducted by PRWeek of US Marketing Directors, VPs of Marketing and CMOs. A whopping 48% said that direct marketing is the method that provides the most bang for the buck, with advertising at 18%, public relations at 17% and social media at 10%.

Direct Mail is so FAST! You can take your idea from concept to tallying up your additional sales in days or a couple of weeks, rather than months, years, or NEVER!

Direct Mail is TARGETED! No use renting eyeballs that are not interested in your product when you can gear your piece to a confirmed and bona fide buyer.

Direct Mail results are MEASURABLE! It is easy enough to track where orders are coming in with codes on your pieces.

Direct Mail is COST-EFFECTIVE! Often only costing pennies per impression, direct mail gets the job done every time.

This is not to say there is no place for the other types of marketing. Indeed, cross media seems to be the most comprehensive, logical way to conduct up-to-date marketing campaigns. All four can be used in conjunction with one another leading to the most effective marketing campaign you can create.

Call us at Curry and we can help.

Paula Smith / / Office: 410.685.2679

You can also … connect with me on LinkedIn, Facebook, Twitter!

About the author

I am a third generation printer, and a second generation owner of Curry Printing. Ink (pms 185!) must run through my veins! As a "working owner," I am at Curry every day, working in and on my business. The old adage is true...if you love what you do, you'll never work a day in your life!

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