The handshake, the light bulb and the group huddle. What do all of these have in common? Have you got it yet? They’re all B2B marketing clichés! In the Really B2B office, these are just some of the concepts that spring to mind when we think of over-used images in B2B direct mail. But if people recognise these to be clichés, why are they frequently used in lots of B2B marketing campaigns?
As we approach the half-way point of 2015, the same old question still pops up in conversations and online forums and throws a cat among the pigeons... ‘Should we still use direct mail marketing?’ In a recent discussion we saw online, a huge number of people had posted their opinions on the subject and also stated whether they thought the channel could still generate ROI or not. However, of all the posts that were submitted, virtually none of them referenced lead nurturing, the sales funnel or direct mail’s position within it. And that’s why most marketers are wrong about this channel.
Ten years ago at a fictional high school called ‘Marketing High’, there was a group of friends called ‘The Channels’. This little gang had members such as Email, Telemarketing, Trade Shows and Print Ads. But, the leader of the posse was undoubtedly Direct Mail. He was a legend. Everybody admired him, looked up to him and he really was the ‘King of Cool’. I think he even had a leather jacket.
Direct Mail as a communication channel never actually died... but it was sure close for a while there. Now, it’s making its comeback and it’s gaining strength fast. Granted, it’s no longer a standalone marketing tool, but as part of an integrated campaign, it can still get the results that matter.