Direct Mail - The Recession/Depression Beater

Recent statistics and surveys show that electronic media, print media, and even email marketing are seeing greatly decreased ROI. What are the two forms of advertising that thriving in this recession/depression? Durable advertising and direct mail. Multi-stream marketers have noticed an uptick in their direct mail response rates. Prospects have become jaded at electronic advertising, they tune out radio and TV ads a few seconds in, they filter online advertising, and their spam filters stop even legitimate email from their vendors. Because of this trend people are reading their snail mail again, and the best way to guarantee that a direct mail piece will get opened and not trashed is to include a durable advertising product. Postcards and #10 envelopes get a quick scan before the can but lumpy mail always gets opened. You can even forgo the envelope and mail durable advertising items like Frisbees and waters bottle with your message front and center. Lumpy mail easily doubles your response rate. So whether you are looking for instant sales, web traffic, or lead generation durable advertising and direct mail are a powerful combo. Some of our favorite durable items for mailing are at www.arizonacap.com but for best results call or email us to discuss your target market and your message/goals.

The Eco-Friendly "Green" Craze

Everything is going green these days and it's not just a fad for tofu eaters on the Left Coast. From rural America to the biggest cities people are seeking lower impact products. 80% of consumers today say that their product choice is influenced by environmental considerations. The durable advertising industry is undergoing a big focus on green impact. Why - well the big dirty secret reason is that half the products our industry sells end up in the trash the day their received. At Arizona Cap we can help you avoid those product mistakes and save the planet and your wallet. As whole our industry produces lot of junk. So instead of of concentrating on creative ideas to use durable products that won't end up in a landfill, the industry is making great efforts to produce environmentally friendly trash. The good news is that if you are using the right durable advertising products in the right way won't get trashed and you have a lot of options in eco-friendly products that show your employees, your clients and your community that you care. Some of the best eco-friendly options are oragnic clothing lines, and recycled bag and tote products.

What is "Durable Advertising"

Advertising is the non-personal way in which you promote your products, services and ideas. When you can't send someone personally to "sell" the idea (Salesmanship) you use advertising. In it's more common forms advertising comes via television, print media, radio, the internet, and direct mail. Durabable advertising is the use of imprinted products, logoed & printed apparel, and branded gifts to promote your message. What makes a printed t-shirt, refrigerator magnet, or engraved pen durable advertising is that it presents your brand and conveys your message long after it is paid for.

A 60 second television or radio ad is gone in ... well 60 seconds. Through repeated ($$$) airings you can hope to have that message embed in the minds of your audience. Studies vary in their assesments of just how many times you have to hear/see those ads before they stick, but they all agree that in today's increasingly busy and media filled world broadcast media is becoming less and less effective. We are increasingly tuning out the advertising in these media. With lower response to broadcast media it is all the more painful to know that when our 60 seconds ends our money is gone and so too is our message.

Durable advertising products offer you anotehr medium that is more permanent and lasting. Next week we'll all watch Super Bowl ads that will get lots of buzz. In 6 months we might even rembember one or two of them. Unfortunately for the companies that are paying $2.7 million for a 30 second spot surveys have shown that many can't remember what company aired the ad they liked so much. On the other hand your client will have no doubt recalling that it was Continental Window Cleaning that gave them the ruler they have on their desk. In fact, even though it was three years ago they still know Continentals phone # and website (because it's printed on the ruler!) So when the windows need cleaned who do you think will get the call?