MindValley Labs Internet Marketing Blog

Hey guys

Recently, MindValley’s inno­va­tion team has been try­ing out some­thing new. We’re already amaz­ingly suc­cess­ful online so we thought of apply­ing what we know about Inter­net mar­ket­ing to the offline world. So we’re get­ting our hands dirty with the good old direct response mar­ket­ing. Yes, I’m talk­ing about mail­ers, mag­a­zines, cat­a­logs and post­cards. We’re talk­ing Hybrid Mar­ket­ing — mix­ing direct response mar­ket­ing (DRM), and the Internet.

We’re now look­ing to launch direct mail cam­paigns for some of our busi­nesses. Some ini­tial ideas that we’re test­ing out are “Thank you for pur­chas­ing” post­cards and “Happy Hol­i­day” mail­ers for spe­cial promotions.

Why are we going back to a decade-old tech­nique when the Inter­net is the place to be?

1. Cov­er­ing all bases
   We’re not rely­ing on DRM to gen­er­ate sales, we’re using it to strengthen and ener­gize our Inter­net mar­ket­ing and sales. Depend­ing on your tar­get clien­tele, using DRM in addi­tion to the Inter­net can help you expand your cus­tomer base beyond the tech­no­log­i­cally savvy.
2. Rela­tion­ship Build­ing
   DRM can help you build REAL-lationships. When a cus­tomer con­ducts an online pur­chase, send­ing a sim­ple thank you let­ter or post­card to your buyer is a pleas­ant sur­prise. They think, “Wow, these peo­ple go the extra mile and seem to really care!”
3. Increas­ing deliv­er­abil­ity
   Email­ing and send­ing them direct mail might seem like overkill. But it really is not. Instead, what you’re doing is increas­ing the chances of them receiv­ing your offer. The post office is no Google. “Taboo” words such as “FREE!”, “SALE!”, “$$$” and “ACT FAST” won’t be black­listed as spam. As such, there is a 98% chance of your offer land­ing in someone’s hands!
4. 100% prof­its
   The won­ders of the offline world is that it’s all Do-It-Yourself. While you may have to invest a bit of time in study­ing and struc­tur­ing your action plan ini­tially, the prof­its are 100% yours because you don’t have offline affil­i­ates wait­ing for you to pay them.

There are prob­a­bly even more awe­some things that we’ll dis­cover about hybrid mar­ket­ing once it’s com­pletely up and run­ning. Many busi­nesses have been amaz­ingly suc­cess­ful using either online mar­ket­ing, or direct-response mar­ket­ing alone. So it will be really excit­ing to see what hap­pens when you inte­grate the two.

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