Published November 04, 2009 by Gregg Schieve
Here at Tweedee Productions we recently received a batch of marketing post cards from a well renowned local university that will remain anonymous. They were nicely produced with eye-catching graphics, easy to read text with information that I actually cared about. Here's where they blew it. Every one of the cards we received had our first names wrong - way wrong. My name was changed to "Marc" Schieve (I have a cousin named Mark). Mac became "Esty" Chorlton (sounds upper class doesn't it?). Sandy Kowal was renamed "Nancy" (at least her gender didn't change). And TV's Dan Presser became a woman named "Deb" (hummm). So, how you ask, can a big institution with lots of money to spend on marketing get something so simple so wrong?
Well, because it probably doesn't really matter to them. Sure, they hope all of their post cards get to the right person. Sure, they want the addresses to be correct. But, in reality, they're sending out thousands of these things hoping that maybe 25 percent of you actually read them. Then, if they're lucky, two to three percent of you will take action on their message. Direct mail marketing has it's place, but in this case it seems like a big waste of paper and postage to me. I like to think that we are a little more efficient in how we market ourselves. We use a cool system called StreamPilot, which is a web-based platform using an email a message with a link to our quarterly video newsletter. No wasted paper, postage, or wrong names. Our last quarter's video newsletter had about a 30% click-through rate - that's the percentage of people who opened our email and then clicked through to watch our video. Not bad.
Since we don't spam our mailing list is not that large. We have a loyal list of people who have said they want to hear from us. And since we don't need to blast the market with direct mail we save on paper, printing and postage. Hopefully we get people's names right. If you'd like to receive our entertaining and informative quarterly video newsletters click here to sign up. Thanks, Marc.
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