Increasing brand awareness should be a goal for every business, and one effective way to do so is through direct mail marketing.
Brand awareness is essential for any and every business, and if you’ve had a chance to read our last blog, then you already know why it’s such a key aspect of success. When your buyers recognize and trust your brand, it makes everything from new customer acquisition to making sales easier, but when your company is newer or smaller, it can be difficult to build brand awareness. There are many things you can do to build more awareness in your brand, but today, we’re going to help you learn to increase brand awareness through your direct mail marketing campaign.
Make sure you know your readers.
A big part of building brand awareness is building trust in your brand and your company. When you’re able to build that trust, your customers are more likely to keep turning to you again and again, but in order to do that, you have to learn how to provide added value to your customers. Why should they work with your company, when companies X, Y and Z all offer the same products or services for similar rates? While you may not be able to lower your rates or offer different products or services, you can build more trust and value by getting to know your readers, and using that information to better target them in your direct mail marketing campaign. The more you know your customers, the better you will be able to provide them with offers that are designed to meet their own specific needs. And, the more you’re able to meet the individual needs of your customers, the more they will trust and value your brand and your company as a whole.
Use the right colors in your mailers.
When designing your direct marketing mailers, you need to ensure that you keep your colors consistent with your other branding materials. The goal is to ensure that, the moment someone sees your mailers, they are able to tell that they are, in fact, from your company. There should be no question as to who the mailer came from, and one of the best ways to ensure your mailers are recognizable is by making sure that you use the right colors in your mailers. Of course, you don’t have to stick with only the colors that you’ve used previously in your brand, but they shouldn’t be forgotten either. In order for your readers and customers to start associating your brand with a particular color, they need to be exposed to it approximately 12 times. And if you don’t use a consistent color scheme across your marketing channels, that can’t happen.
Expose your readers to your brand as much as possible.
Increasing your company’s brand awareness is all about getting your brand in front of your readers and customers as much as possible. There are so many marketing channels you could use, including social media marketing, email marketing and pay-per-click advertising, and when you are able to combine those channels with your direct mail marketing strategy, you’ll have lots of opportunities to get your brand in front of your customers. But, in order to do that, you’ll need to make sure that you keep your branding consistent across every channel. The best part about direct mail marketing is that it takes building brand recognition one step further than all of the other channels we’ve discussed. Most other channels are only geared for a very specific audience. For example, when you send an email, the only person who sees the email is the person who receives it. On the other hand, with direct mail, many people are exposed to your mailers as it makes its way from your business or printer to your reader, and if you brand your direct mail envelopes, many other people will inadvertently become familiar with your brand as well, even if they never actually open the envelopes.
Send your mailers at the right frequency.
There are many aspects that need to be in place in order to make your direct mail marketing campaign a success, but one of the biggest and most often overlooked pieces of the puzzle is mailing frequency. As we mentioned in our last point, the more you can expose your audience to your brand, the more recognizable it will be, so you can’t expect to build brand awareness with a single mailer. But, you also don’t want to inundate your readers with too many mailers, as they could easily become annoying or bothersome. Determining when and how often you should be sending out mailers depends on many different factors, but it’s essential to find the right frequency for your campaign, as it affects everything from brand awareness to the return on your investment.
Let Worcester Envelope Company help you increase your brand’s awareness.
Whether you’re trying to retain your existing customers, lower the costs associated with acquiring new customers or simply increase your sales, increasing brand awareness is a must. There are lots of things you can do to increase your brand’s awareness, but if you already take advantage of direct mail marketing, you shouldn’t overlook its power to build recognition in your brand. Here at Worcester Envelope Company, we’re proud to say that we can help you find the direct mail solutions you’ve been looking for with our high-quality, customizable business envelopes. Contact us today to get your free product quote.