This article is a follow up to our original posting: https://www.meetingspaceforyou.com/vegas-venue/every-door-direct-mail/
Proper Timing for EDDM is Critical
It’s really a simple question, but one that many business owners have never heard of. EDDM is “Every Door Direct Mail“. It is a direct mail advertising option, courtesy of the US Postal Service. We’re sure you have noticed that ads are filling up our social media. Those words were printed a couple of months ago, right here. Have you seen all the political fliers in your mail? They started months ago. So, here is The Beacon Center‘s first piece of advice, DO NOT MAIL DURING ELECTION SEASON! Now, while we can’t pin a lack of response to politics, it is possible to draw the conclusion that our mailer cards may have been overlooked in a sea of politicians and political group ads.
An Old Advertising Method – For a Reason
At The Beacon Center, we recently decided to return to the old school and do a direct mailing. After much research, several executive meetings and many questions for our local Post Office, we decided to give it a shot. More words that we were sure would prove to be fruitful. We took a shot with minimal success. This is not to say we did not get any responses, we did get a few. In retrospect, it may have been more productive to hire a sign spinner for our front curb. We did focus our efforts on certain groups and industries, even with that, we could not know which groups would be in need of our services. This is an unfortunate down-side of EDDM, experimenting requires an investment. We now know who is and is not a possible client for us in several industries.
Every Door Direct Mail: An Educated Choice at a Cost
EDDM is not a difficult process, but it does require some effort. Whether the effort and costs were worth it, remains to be seen. While our direct response from the mailers was weak, this method may be akin to planting seeds. The places we mailed to may not need us now, but with any luck, our flier may be a reminder when they are ready. The Beacon Center is hopeful that this is exactly what will happen. We focused on possible commercial clients and part of our desired outcome was Awareness. We feel this was accomplished, so our investment may still pay dividends that make the effort worthwhile.
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