Developing: Direct Mail
An article in the July 2007 issue of Direct (www.directmag.com) states that while two-thirds of the respondents in a recent survey anticipate direct-mail revenue increases for the remainder of the year, a large percentage believes the increases will be slight. Some expect small decreases. Respondents also said that their return on investment isn't what it has been in the past.
Additional insight into the effectiveness of direct-mail marketing can be found on Page 5 of the 2006 Relevance Study which states that awareness of AAA is limited due to the use of ineffective junk mail. In short, AAA's direct-mail advertising does little to create a relevant, vibrant or competitive image for the brand.
Until the success or failure of direct-mail marketing is more clearly determined, many clubs are finding a way to use direct-mail more effectively - Retention.
This member communication piece and others of similar style are used frequently by some clubs to keep members informed of the benefits their membership provides. Another smaller foldout mailer shows members the savings they can enjoy.
The relevance study also reveals how important it is to stay in touch with new members. One club combined emotion-generating photography with New Member Information as a follow-up piece to new members.
Marci Schoenmaker, SYC&S Marketing Manager at AAA Washington-Inland, received accolades in the December 2006 issue of Deliver, the USPS newsmagazine, for a unique direct-mail piece referred to as the Z-Card®. This design provided Marci the ability to put a lot of information into a tiny package, while also presenting a unique look to members.
To find additional ideas, check out the right navigation bar of this site for business-line related materials. Direct questions or comments to Carole Sustak, Membership & Brand Marketing at 407 444-7613 or e-mail csustak@national.aaa.com.