Dobkin’s Top 10 Direct Marketing Recommendations for a Tough Economy
February 26, 2009 By Jeff Dobkin2009? Recession? Bah. Don’t give me any of your whining. I have aches and pains, too. Oh, my back hurts … oh, I have a bum knee … oh, I just dislocated my shoulder … hey, my appendix just burst …
You don’t hear me complaining do you?
My advice: Tough it out, baby — and get back in the driver’s seat. I don’t think the plan really was for the meek to inherit the earth — at least not when it comes to direct marketing.
Dobkin’s Top 10 Direct Marketing Recommendations for a Tough Economy
10. Market harder.
The additional spend of advertising and marketing dollars when others are pulling back propels you onto higher ground … and into higher visibility, way past others, to the top of the “Hi! I’m over here!” visibility peak.
9. Market smarter.
Market with greater precision. Take precise aim at your best fundraising sources — you know, the ones on the list you don’t share with anyone. Spend the additional time up front, and don’t waste hindsight expense by going after people on the edge who “may possibly donate if they are in the right mood and if they feel like it that day.” Dig deep. Aim for the low-hanging fruit: solid-performing lists that are your “most likely” contributors.
Send letters every six weeks to your top 500 prospects. Mailing costs: 500 x 42¢ = $210 x 9 times a year = $1,890. Best $1,890 you can spend in marketing — guaranteed. Have extra cash in your budget? Mail to your top 5,000 prospects.
8. Invest in your own success.
An investment in marketing dollars at this time is worth more now than when everyone else is also in the mail, (and magazines and newspapers have fat print-ad contracts.) With less competition for your donor’s attention, you stand front and center.
7. Take advantage of the better deals.
For example, the pulling back of the giant media-buying machinery of the sinking automotive industry has left great media, ad-space, direct mail and cut-sheet paper deals on the table for the rest of us. Look around. Great deals abound. Find them or …
6. Negotiate.
Make your own deals. Lots of firms that were so, so hoity-toity and steadfast on price now will negotiate. Go after them.
Direct Mail Pal
Basics of Print Production
Thanks for the great advice! So many companies/people cut their marketing hard or completely in a bad economy. Marketing is important, even if it's effect is not as direct as other departments.