6 Different Ways Direct Mail Enhances Brand Awareness

Brand awareness is crucial for every business. Planning and implementing strategies to make your company more recognizable to audiences and build deep connections with consumers is essential.

Direct mail can help you do that.

In this article, we will explore why direct mail is an excellent tool for enhancing brand awareness and provide six different approaches to improve it.

What is brand awareness?

Brand awareness is how familiar consumers are with your brand, product, or service. The more recognizable your brand is, the greater your brand awareness.

To establish brand awareness, your company needs to have robust and consistent branding. You should use the same colours, typefaces, slogans, tone of voice, and logo on all of your company’s marketing channels, including direct mail.

Recognizing your brand should be effortless for current and potential customers. Consistent branding makes this possible.

Building brand awareness also requires persistent marketing, especially in the beginning. You need to present your brand to your target audience as frequently and consistently as possible.

Staying top of mind will boost brand awareness. Direct mail marketing plays an important role in this; consequently, it’s an indispensable part of your brand awareness-building toolkit.

Why is brand awareness important?

Brand awareness is vital to the success of your business. When you build brand awareness, you enjoy the following benefits:

• Stand out from the competition.
• Consumers think of you first.
• Reduced cost of generating sales.
• Increased trust among consumers.
• Higher perceived value of products and services.
• Customer loyalty.

  How can direct mail improve brand awareness?

  1. Direct mail is tangible

  Between smartphones, computers, and televisions, most modern marketing is intangible. In today’s technological era, it’s rare for consumers to have any interactions with their favourite brand’s marketing materials in the real world. Ads appear briefly on screens before getting lost in the scroll.

  Direct mail, however, is different—it’s tactile. Recipients interact with the direct mail pieces that they receive. They can pick it up, hold it in their hands, feel its weight, and examine it more closely.

  Direct mail provides a personal experience that makes a stronger impression than digital ads, improving brand recall and increasing brand awareness.

  2. Direct mail stands out

  Consumers are bombarded with digital ads. As a result, it is often much harder to make an impression with digital marketing. Direct mail marketing does not have this challenge.

  Since far fewer companies advertise with direct mail, it’s easier to stand out. Consumers are more likely to pay attention to your direct mailers because they are unique, tangible, and have less competition.

  Building brand awareness is all about distinguishing your company from competitors. If your ads blend in with the competition, then you will struggle to create brand awareness. Differentiation is crucial.

  Simply by sending direct mail advertisements, you are differentiating yourself from others in your industry.

  3. Direct mail has few distractions

  No one likes a distracted audience. After all, it’s much harder to communicate your message if your audience isn’t paying attention. They’re less likely to remember your brand’s products and services, which is the opposite of brand awareness. If you want to be memorable, you need to capture your audience’s attention.

  Direct mail is the perfect channel for this because it’s unique, touchable, and has few distractions. Essentially, there are fewer things competing for your audience’s attention when they’re sorting through their mail.

  Consumers are often multitasking or distracted when they encounter other forms of advertising. For example, they scroll on their phones as they watch TV. They may hear radio ads, yet they’re more focused on driving. They check their email during the commercial break.

  With direct mail, though, recipients are focused on the task at hand: sorting and reading their mail. Unlike other marketing channels, they’re actually paying attention. Consequently, it’s easier to make an impression, build brand awareness, and inspire action.

  4. Direct mail forms a personal connection

  Direct mail is personal, which allows you to build an emotional bond with your audience. Mail is addressed directly to the recipient and can even be customized specifically for them.

  By injecting personalization into your direct mail campaigns, you can deepen the connection that customers feel towards your brand. This strengthens brand loyalty, customer retention, and brand awareness.

  You can use direct mail to establish a presence in the lives of your customers. Regular direct mail campaigns allow you to grow awareness organically without seeming pushy or “spammy.”

  Furthermore, you can build trust and credibility alongside familiarity.

  5. Direct mail is easy to understand

  Direct mail lets you communicate clearly, concisely, and easily with your audience—the space limitations of most forms of direct mail force you to refine your message.

  You have to be deliberate about what you choose to include and exclude. Whereas digital ads can be confusing because of animations, jump cuts, and quickly disappearing text, direct mail marketing is easy to consume.

  However, the design of your direct mail pieces plays an important role in readability. Ensure that you use a typeface large enough to be read easily, two to three fonts, and easy-to-read colours. If you need help designing your direct mailer, contact the team at Troi Mailing Services.

  6. Direct mail has less competition

  Most companies prioritize advertising on social media platforms, websites, and other digital channels. The result is an almost overwhelming barrage of digital ads that cause consumers to “tune out.” With so much competition, it’s that much harder to stand out.

  Successful modern marketing always utilizes a multichannel approach. Building brand awareness requires companies to be everywhere, all at once. You want your brand to be there no matter where your customers go.

  Social media and other forms of digital advertising should be one channel in your multichannel marketing, but not the only one. Direct mail marketing also plays a vital role.

  In fact, when you tap into the potential of direct mail, you do not have to fight for your audience’s attention. Since there’s less competition, it’s easier to stand out.

  Advertising Mail Services in Toronto With Troi Mailing Services

  Direct mail campaigns are a highly effective way to enhance brand awareness among your target audience. Troi Mailing Services in Toronto can help you get started. We are your one-stop shop for all your direct mail marketing efforts, offering everything from printing to mail fulfillment.

  To learn more about advertising mail services in Toronto, call Troi Mailing Services at 1-866-486-0423 or contact us here.

  About: Seamus Barton
  
  Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.

  You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at seamus@troimail.com. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster“

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