Getting Attention with Front-Door Marketing
As the United States Post Office continues to take a beating – posting a $747M net loss in April alone – marketers have got to wonder about the long-term viability of this once stable and reliable entity to effectively deliver marketing messages. Postal staff has been reduced, offices have closed, and changes in service may be coming soon as the USPS looks to find ways to survive losses in the billions for its fiscal 2011.
The mailbox is certainly finding it difficult to compete in a world where marketing messages have permeated nearly every aspect of daily life; it has sadly been relegated to the role of clutter collector. Smart marketers are responding by targeting their best prospects with offers that bypass the tired mailbox and bring value directly to the front door. Major brands like Kohl’s, BestBuy and McDonalds have learned that front-door marketing is a highly effective tool in getting the right message to the right consumer at the right time – ensuring that messages are both delivered and heard over the noise. A direct response discipline in its own right, front-door marketing eliminates the reliance on postal services and bypasses a clutter-filled mailbox, reaching consumers with personalized brand value.
Are you relying on outdated methods to generate customer response? Perhaps it’s time to consider broadening your reach beyond the mailbox with a more focused and effective front-door marketing approach.