Last week our team got back from the DMA Annual Conference, which is always one of the most fun and informational marketing events of the year. It was fitting this year’s conference was in Boston, home to television’s favorite postman, Cliff Clavin, as the renewed interest in direct mail was a main sentiment at the show. It seems after experimenting with other vehicles such as email, mobile and social media, it’s no longer “a little known fact” that many marketers are returning to direct mail, the tried-and-true workhorse that delivers measurable ROI.
Here were a few of the other observations from our team as we recapped the event:
- Interest remained strong in using direct mail as an acquisition, loyalty and engagement tool. This article in Direct Marketing News on the DMA Conference sheds some light on why companies like 1-800-Flowers and Clicksquared are returning to direct mail.
- iPads were everywhere and were the most popular booth giveaway. If you’re reading this article on an iPad, you may have noticed our blog is mobile friendly. Click here for visual instructions to add the SpeakingDirect “App” to your homepage.
- The financial uncertainty facing the Postal Service was a hot topic of conversation throughout the exhibit hall. While details remain fluid, Kurt Ruppel did a great job of explaining the issues and helped provide some insight into what mailers need to know in last week’s blog.
- Social media presence was strong but booth chatter suggested customer acquisition efforts are still best handled with direct mail.
- During the event the DMA reported the industry is healthy and growing. In fact, direct marketing spending in 2011 will reach $163 billion, which accounts for 52% of total advertising spending in the U.S. What’s more, ROI for direct marketing in 2011 is projected at $12.03 of sales per dollar of expenditures, compared with $5.24 for general advertising.
It was a pleasure meeting with so many interesting marketing folks and discussing how we can help their acquisition, loyalty and engagement efforts. Until we speak again, Cheers!
– Pat Deck
Chief Marketing Officer
Subscribe via email to our Stevie® and Feedspot award-winning blog and get a fresh post delivered weekly to your inbox. We promise to keep it interesting, but you can easily unsubscribe if we don’t.