subject: Is Sending a Direct Mailing Campaign Out Just Before or After a Major Holiday a Good Idea? [print this page] Is Sending a Direct Mailing Campaign Out Just Before or After a Major Holiday a Good Idea?
Campaign Success
The world of marketing and the results that can be expected in response to a marketing action are very difficult to predict. Carefulanalysisshould be used in order to provide an answer to our big question. Each case will present its uniqueness, and that makes part of the pleasure and challenges of being in business .
Major holidays are events thatmobilize a significant number of individuals. Millions of people taking a day off, or going to the beach, or watching fireworks at a community park create framework with its own rules.
There are events generated by othercircumstancesthat can trigger abehavior in the public that is comparable to that of a National Holiday. Examples in this category would be major sport events such as the Super Bowl Game, a televised Presidential Debate a few days before the election day or even a big trade/consumer show such as the Boat Show in Fort Lauderdale, FL
As a business decision maker, you should get your thoughts organized before making a decision. I would personally consider the following ramifications:
Determine if the event has been historically associated with certain consumer purchasing habits.
The statistics found in the report put together by the US Census Bureau is useful for that type of research.
Determine if the goods or services that you bring to the market can be offered on the web. This report offered by Pricegrabber will help you make that determination.
Is your good/service most appropriate for home improvement or personal instant satisfaction?
Are you competing with major brand label stores using TV. newspapers and internetaltogether?
Do those events require family planning and preparation? (example: organizing BBQs)
Does the eventphysicallyexhaust people? (thinking about post-event marketing, your product/service might or might not be appropriate for that situation)
I would personally try to learn more about the nature of the event: If a holiday has traditionally been about family presents, promoting for example, home renovations, might not be at the top of the buyer's list. In that case putting out a direct mailing campaign after "the event" might make more sense than advertising before the event.
Offering big ticket home improvement items when the public's attention is set on small gifts might still give you a chance if preaching to the proper choir. A direct mailing campaign sent to the right list of prospective customers can hit a home-run. You could be getting exposure with less competition, which is not easy to achieve.
As expressed in the opening paragraph, no rigid rules can be used. A case by case analysis of each event and its opportunities and challenges are necessary.
An open minded approach will help you make the right decision. A wrong timing in a direct mailing campaign can be very costly and frustrating at the same time.
Keys for success: Analysis and timing
At Color Copies USA we work with clients excited about their campaigns. Our job is to move the campaign forward but we understand that our experience helps our customers make the best of it. So helping youanalyzethe options is something that you will get as part of our services.
Feel free to ask us about your marketing plans. We'll put our experience to work in coming with a suggestion.
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