#DIRECT MAIL AD FREE#
That free lunch got results because people feel indebted to the person who bought their free meal. If even doctors fall under the spell of reciprocation, what hope do the rest of us have?
Image source: Roger Dooley, Neuromarketing Here you can see the results for yourself: Their study measured how much a free meal from a pharmaceutical representative impacted the likelihood of the doctor prescribing that medication.Īt the end of their study, they found that even an inexpensive meal, less than $20, resulted in the doctor prescribing more brand-name medications. And, just like all those superhero movies, let’s hope marketers use the power of reciprocity for good.īecause, the truth is, reciprocity works on everyone - even doctors.Ī group of researchers studied the prescription habits of 279,669 doctors. Reciprocity works so well it could almost be considered a marketer’s secret weapon. They also bring out a feeling of obligation - you gave me a free sample, now I have to give you something. Those brands don’t do it out of the kindness of their hearts!įree samples do more than give you a chance to taste-test a product. Think of the free samples handed out in mall food courts. For example, have you ever found yourself in this situation?Īside from social situations, reciprocation is also used in marketing. You’ve dealt with the obligation of reciprocation yourself plenty of times.
How do you act to them in return? I hope the answer is that you are nice too! In its most basic form, you can think of reciprocity as, “You scratch my back, I’ll scratch yours.” Robert Cialdini’s six principles of persuasion in his best-selling book “Influence: The Psychology of Persuasion.” And that is just one of the underlying principles that govern the effectiveness of direct mail marketing.Īnother is called “reciprocity.” It is one of Dr. When you want your message to be seen, you have far less competition in an actual mailbox than an email inbox. This is especially true when the mail is sent to prospects who have never interacted with your company before. It is often executed by a marketing team, but it can be a form of advertising. While an advertising agency wrote the script and executed the commercial, who hired them? That’s right - marketers! In this form of marketing, you’re taking your marketing message and delivering it directly into your customers’ laps.ĭirect mail is also one of the types of advertising.Ĭonsider the fact that television commercials are advertising. These blog posts are written with the goal of people finding them when searching for specific words and phrases on the internet.ĭirect mail is the perfect example of the opposite: outbound marketing. An example of inbound marketing is blog posts targeted toward search engine optimization (SEO) and the use of keywords. The reverse, inbound marketing, means that customers come to you. Bills are not a form of direct mail.ĭirect mail is a type of outbound, direct marketing. They contain marketing or advertising messages and are designed to increase sales, get new customers, or maintain current customers. The letters or parcels are sent for marketing purposes. (You do remember stamps, right?) But utilizing a postal service, United States Postal Service (USPS), FedEx, or UPS, is what defines direct mail marketing.ĭirect mail is papers, postcards, or other items, such as a company’s promotional products, sent via the postal service to an individual’s home or business. I know it may have been a while since you’ve licked an envelope or bought stamps. Let’s start at the beginning by looking at what direct mail marketing is.
#DIRECT MAIL AD HOW TO#
#DIRECT MAIL AD SOFTWARE#
All you need is email marketing software and you can contact your entire database with the click of a button. There’s no need for envelopes, stamps, and the nagging process of addressing envelopes. Many B2C and B2B marketing activities are conducted digitally. Despite what the internet would have you believe, direct mail isn’t dead.
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