Question

Topic: Advertising/PR

Direct Mail Advertising Do's And Dont's

Posted by Anonymous on 11/17/2005 at 2:48 PM ET 125 Points
I work for a privately owned financial services company in the southwest region of the US. Just for informational purposes, our targeted market segment at this time consists of Senior Citizens (Retirees and Pre-Retirees)

My inquiry is multi-part and primarily regards direct mail campaigns.

Seniors are bombarded with advertisements via direct mail letters, flyers, postcards, etc.
Therefore it can be a challenge to compete with larger firms with extensive marketing/advertising resources. This brings me to my questions:

**Currently our response rate is anywhere from .3 - 2.5% **

Given that the we are inviting Seniors to our Educational Workshops. Statistically or otherwise, which is more effective, Flyers, or Postcards?

If using a Post Card what type of image would be most appropriate for the market mentioned? What types of images are taboos in this type of advertising? What colors and other design elements such as font (size etc), layout, and so on, communicate the right message to recipients?
(Keep in mind this is a financial services ad for Seniors)

What room is there for the use of humor in these types of invitations?

I am trying to think outside the box and try to get ideas that could create a little leverage in a flooded environment.

If you have any suggestions for me regarding one or all of the subjects, your input is greatly appreciated.
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RESPONSES

  • Posted by telemoxie on 11/18/2005 at 7:51 AM Accepted
    Here's an out of the box idea - in addition to mailing to the (bombarded) seniors, why not target their children?

    It certainly seems to me that the financial plans, decisions and documents of retirees will impact their children. If nothing else, their children need to know where the financial documents are stored...

    ... suppose you set up a seminar designed for retirees AND their children, so that folks can begin a dialog NOW about potentially emotional issues (e.g. living wills, trusts, etc). Then, in addition to mailing to the seniors, you could mail and market to their children. You would have an expanded "universe", your response rate would probably be higher, and you might end up with a very helpful and informative seminar.
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