Although it can be easy to assume that 100% of your target audience is connected to their digital lives all day, every day, recent studies have shown that this isn’t necessarily the case. In fact, as many as 10% of Americans live in areas that are deemed “off the grid” in the first place – that is, in places where they don’t have regular or reliable access to the Internet at all.
Plus, more and more people every day are scaling back their digital presence due to security concerns, among other issues. So how does your retail location or franchise reach these people when an email isn’t necessarily as reliable as you think it is? It’s simple – you use direct mail as your guide.
Taking Your Marketing Off the Grid
Print is incredibly effective in these “off the grid” areas of the country because people are just so used to it to begin with. They don’t get all of their advertising online – they’re very accustomed to print signage, direct mail catalogs, and similar types of material.
Using targeted mailing techniques, you should be going after these people with not just print in general, but print that is specifically designed with their own unique needs in mind. In a print-based world you’ll have to put in a bit of additional effort just to stand out in a crowd, but it’s easy to do with unique materials like plastic postcards.
Keep in mind that the direct mail collateral you send to these people are very likely to be carried into their homes so that they can interact with them further. This means you should absolutely be sending out promotional offers to incentivize people to both “save” the collateral itself and further communicate with your brand in whatever way you deem necessary.
Let people know through your marketing that you understand why they’re not constantly attached to their devices and that you’re more than willing to cater to them because of it – it’s a great way to really get someone to sit up and pay attention to what you have to say.
If you’re interested in finding out more about reaching prospects beyond the grid through better and more informed targeted mailing strategies, or if you’re just eager to learn about how finding the right partner can help take retailers and franchises to bold new heights from a marketing point of view, please don’t delay – contact us today.
