“Ambition, fueled by compassion, wisdom and integrity, is a powerful force for good that will turn the wheels of industry and open the doors of opportunity for you and countless others.”
− Zig Ziglar
Being a business owner today is different than it was a few decades ago. People went into business for themselves because they saw a need and their goal was to fill that need. Their ambition was to provide goods and services that were designed to make life easier for others, while enabling them to earn a good living for themselves and their families. Their efforts provided jobs in their communities, better living conditions for others, and improved economic conditions for everyone.
Our parents and grandparents kept the books with paper ledgers and sharp pencils rather than with computers and software programs that require a few key strokes or mouse clicks. Cashiers manually punched the number keys on large cash registers to ring up each sale, rather than waving an optical scanner to input information from a bar-code. In many respects, life was simpler then, even though the labor and time-intensive methods of involved had to be included into the cost of doing business.
And even today, with the technological advances that make life and business ownership easier and faster, there is much that has been lost with the convenience that our modern machines and methods afford us in today’s fast-paced world. The personal touch that our forefathers included in their business dealings is often lost to the need for speed in today’s checkout lines, as people rush to save time without taking time to actually enjoy the experiences.
The cashier that checked us out in the grocery store decades ago knew our name, the names of our children, and most of the important things about us. The cashier that rang us up this morning will likely move on to another job next week, leaving another new face to greet us. Personal service has been replaced by convenience and rush-through transactions, that depend more on speed than caring. Yet in all of this impersonal interaction, there is still the need to get customers into the store in order to sell the goods and services that continue to make the wheels of commerce roll.
Those wheels run with the power of marketing and advertising and with all the technological advances in the past few decades, many business owners are being
re-acquainted with the “old-fashioned” wisdom and effectiveness of advertising with direct-mail postcards. Yet the idea of utilizing such a medium to advertise is somehow lost in the translation because of the plethora of avenues available today. Somehow print advertising is considered archaic and outdated.
Here at Front Door Advertising, we know that nothing could be farther from the truth. Advertising permeates daily life, from online banner ads to television commercials and radio spots, to e-mail and SMS text messages. And even though many of those advertising messages are fleeting images or messages, we know that utilizing direct-mail postcards will not only drive potential customers to your door, they will be one of the most durable advertisements that you can use to promote your products and/or services. They’re an honest, effective, inexpensive way to reach your target market!
And let’s face it, what good is it to you and your business if your advertising campaign doesn’t hit your target market? Why spend countless dollars on advertising mediums that have little or no chance of engaging your prospects, and deplete your advertising budget at the same time? Our custom direct-mail postcards are a proven way to reach your target market with an engaging, cost-effective means of driving traffic into your business with tangible results that boost your bottom line.
You need to know that when you spend money on a marketing campaign, you must realize profits in order to justify the expense, and then you need to assess the Return on Investment (ROI). You must determine whether the advertising dollars being spent are cost effective for the ROI. In today’s competitive marketplace, consumers are more discerning and selective with their buying decisions, forcing advertisers to create effective campaigns with fewer advertising dollars.
Front Door Advertising will fit nicely into today’s leaner marketing budgets. Our high visibility “calls-to-action” are savings-based approaches to marketing that are particularly suited to high value offers and well recognized brands. Large companies invest millions of dollars per year in advertising campaigns to sell new products or boost the sales of existing products. Like major companies, small businesses also use advertising to get the word out about their products and services or to better position themselves in the local market. In the battle for a bigger share of customers, print advertisements offer businesses several advantages.
Unlike television, and Internet ads, which flash before the eye and then disappear, print ads stay in the consumers’ hand, providing your potential customers a means of taking advantage of your special offer when they are ready. One of the most effective forms of print advertising is direct-mail postcards.
The ambition displayed by business owners is a powerful force for good and provides myriad opportunities for themselves and others in today’s complex business envoronment. The sacrifices of these hearty souls provides the backbone of our economy and supports many workers in turn. We understand the time and effort necessary to be successful in today’s business climate and the intricate role that effective advertising plays in your success.
Every time potential customers look at your postcard, they see your special offer and have the advantage of time in order to act. In addition, as long as the potential customer retains your postcard, the ad also remains intact. Your ad may promote your special offer and your products and/or services for months or even years before someone discards your direct-mail postcard. No other advertising method provides that much potential longevity from a single investment.
In Part 2 of this article we’ll explore how a direct-mail campaign can save you money, and how you as a business owner or manager can tap into new market segments, as well as your established customer base.
Front Door Advertising offers several examples of custom direct-mail postcards that can be viewed at fdadvertising.com in standard and jumbo sizes. Call us today at 1-888-870-4242 for a FREE quote to see how Front Door Advertising can help your business create a winning direct-mail campaign.