Here's a recent direct mail project LaCoste Design did to promote our identity and branding work. And in order to have a great brand, like great architecture, it has to be built on a strong foundation. All the top companies know this. But small to mid-size businesses often give little thought to how a unique brand identity can actually help their business communicate clearly what they do, why they do it and what makes them different. With these advances, a good brand identity can and will make it easier for these companies to attract and retain customers.
In thinking about your marketing budget, you may be surprised about the effectiveness of direct mail, despite the new technology and social media channels. The Direct Mail Association Factbook for 2013 reports that for consumers age 15 years and older, an average of 65 percent have made a purchase as a result of direct mail in the previous year. This 65 percent translates to an average success or response rate of about 4.4 percent. According to Direct Marketing Association director Yory Wurmser, that's about 10 to 30 times higher than direct email marketing, direct postal mail’s closest competitor.