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Direct mail gives businesses a cost-effective method of efficiently reaching savings-hungry customers. News headlines insist that advertising is slumping, but smart marketers know that now is a crucial time to reach consumers. What are the benefits of advertising through an economic downturn?

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The answer is simple, no one else is advertising. Evidence shows that cutting advertising budgets during an economic downturn can cause both an immediate and long-term decrease in profits. Maintaining ad spending provides an opportunity for you to increase market share and even dominate the market. A direct mail campaign can reverse any threat of a downturn in your business. Directly targeting your local current and prospective customers will stimulate consumer confidence.

What better way to encourage them to seek your business than by providing them with additional savings? Proctor and Gamble conducted a test, eliminating coupons and instituting an everyday low-pricing policy. The result, consumers boycotted, petitioned and even held public hearings. According to the research, 85 percent of all consumers use some form of coupons. Consumers redeem an average of five coupons per week.


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The bottom line — coupons attract new customers, reward loyal customers and promote spending patterns. With postal rate increases, advertisers are concerned about the rising cost of direct mail marketing. When you mail your message in a cooperative program, postal increases are divided among all advertisers included in the mailing. Such advertising can save postage and help your business make money. A successful direct marketing campaign can provide your customers with great savings and offers and provides you with customers.

Remember, when targeting current and prospective customers, keep your message clear and concise. As cash-crunched consumers hunt for bargains, companies hope coupons will build loyalty after the recession is over. Thanks to the recession, in consumers used coupons at a faster clip than they did the year before — the first increase in coupon redemption in 17 years, says a new study by Inmar Inc.

Businesses issued billion coupons last year and buyers redeemed 3. See 20 More Destination Sites. Search Search Get the search terms used to find this site, the share of traffic they send from all referrals and the change in share from the previous month January analysis. What do you think about our search analysis?

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