Marketing Communications for Small Business....

“Hale, hale, the mail’s still here: use it.”

Contrary to some pundit’s obits, The United States Postal Service is not dead. Okay, maybe ailing, but it’s not terminal.   Direct mail is still a cost effective, measurable tool for marketing communications.

In the October 2010 issue of Deliver for Marketers, John Jantsch, author of  Duct Tape Marketing, The World's Most Practical Small Business Marketing Guide” says, “Even though there’s a lot of hype about everybody being online today, there are still certain people you’re not going to reach unless you’re using highly target direct mail.”

Right on, John! The gloomies are wrong. Email marketing isn’t going to kill direct mail; it’s going to change how and when it’s used. TV didn’t kill radio or movies. They are all still around and for some marketers a very important part of their marketing communications program.

An annoying email can not be as effective as a colorful little postcard in your mailbox with an announcement or an offer. For example,   Bellview Wineries, in Hammonton, NJ, let’s us know when special festivals are coming up and when new wines will be available. Our vet sends cute little postcards to remind us that Sadie, our little Patterdale Terrier is due for some shots. This week, all the politicians are sending us giant post cards to tell us how wonderful they are and that their competitors are totally incompetent.

The stuff from the politicians is intrusive, but it’s still placed in our hands with their messages. Our vet and winery have Web sites, but their mail brings welcome messages that we would not have gone looking for on the Internet.

Tip for the Little Guy:  Direct mail formats are flexible. They can be inexpensive, targeted and timely. They should be part of your marketing communications mix. The United States Postal Service may be losing money, but they can help you make some.

Hey, you couldn’t ask for a better partner. And stop calling it junk mail. One man’s junk is another man’s treasure.

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