Why Direct Mail?
Direct mail can be an efficient way to market your products. Campaigns are easy to set up, the materials are low cost and you have complete control of the message. When done right, direct mail marketing is a great return on investment.
In order to stand out, however, a regular, ol' post card won't do the trick. Utilizing creative folds in the mail piece can be a good idea, but it adds to cost and labor, not just for the materials but for the designing as well.
A great alternative to these types of direct mail are bookmarks. As you will see, bookmarks can do wonders for your direct mailing marketing.
5 Reasons to Consider Bookmarks
Bookmarks are cheap to buy and easy to make. Because they are less than half the size of many postcards, advertising on bookmarks can often be cheaper than advertising on post cards. Most companies that produce post cards also print bookmarks Finding a bookmark printer is not difficult.
Bookmarks have great staying power. Postcards are received, read and thrown out where bookmarks are read and kept in the confines of a book. Every time that book is read, the advertisement on the bookmark gains an impression and is seen. The message stays and is accessed over and over again. Bookmark tassels can be used to embellish bookmarks making them stand out and harder to lose.
People prefer to have bookmarks instead of postcards. One logical reason for this is bookmarks are useful and have a direct benefit to the user. Instead of an advertisement, a bookmark can be thought of as a gift. This automatically gives the advertiser a good name in the eyes of the user, browny points so to speak. Check out this fun poll on bookmarks vs postcards.
Psychographics refer to the behavior of an audience. An example of a psychographic is people who enjoy reading. People who read tend to have higher IQs. People with higher IQs are more likely to be leaders and influencers in their peer groups. These people are considered as potential high-quality customers because they are more likely to spread your message.
With bookmarks, one can target not only people who like to read, but people who like to read certain genres of literature. For instance, one can target an athletic audience by associating with books about sports. Consider distributing bookmarks within a certain genre that best matches your customer personas.
For advertising locally, bookmarks can be distributed in libraries, coffee shops, schools and other venues around town. Targeting a younger audience? Did you know that younger people in libraries are more likely to read printed books than older people?
Bookmark advertising can benefit your marketing but only if you do it right. You have to know who your target audience is, where to distribute your bookmarks, how to design them, and how to embellish them. To learn more, check out our post: 4 Ways To Make Bookmark Marketing Worth It