Therefore, DM is a new advertising carrier different from traditional advertising media such as newspapers, television, radio and internet. Traditional advertising media sell content, and then sell the circulation to advertisers twice, while DM is an advertising channel that sells directly to target consumers.
DM can be divided into broad sense and narrow sense, including advertising leaflets in broad sense, such as leaflets distributed in streets, shopping malls and supermarkets, discount coupons of KFC and McDonald's, etc. In a narrow sense, it only refers to a set of advertising brochures with pages ranging from more than 20 pages to more than 200 pages. For example, Jinhua's British fashion life has only 28 pages, while Jinan's boutique advertisements have more than 100 pages.
1, DM advertising magazines can't be sold, and subscription users can't be charged distribution fees, so they can only be given away for free;
2.DM advertisements can only be published with the advertisement serial number approved by the Industrial and Commercial Bureau;
3. At present, we can cooperate with DM Express in the post office.
DM doesn't seem so lucky in China. As we all know, the postal industry is one of the controversial monopoly industries in China. As an egg under postal monopoly, DM's life is not smooth sailing, nor has it improved much. According to the market survey data of Guangzhou Postal Administration, in the proportion of individual consumers using postal services in Guangzhou, business letters only account for 0.7%, postal advertisements account for 1.0%, and advertising postcards account for the least, accounting for 0.2%. This tiny figure also reflects the embarrassing situation that DM encountered in China.
DM is a blind spot in China advertising industry. It has a lot of room for us to expand, and its rise seems to be just around the corner. There are four reasons: first, the development of modern postal services and the strong support of national policies provide sufficient development space for DM; Secondly, with the breaking of monopoly in some special industries, it will inject new impetus into DM and promote its continuous development; Thirdly, DM has caught the direct users, and the manufacturers are less influenced by middlemen; Fourthly, compared with other traditional advertising media, advertisers prefer the autonomy of DM operation.
The advantages of DM are obvious:
1.DM is different from other traditional advertising media. It can select the target object pertinently and reduce waste.
2.DM directly advertises the pre-selected objects, and the advertisement recipients often have a sense of superiority that other traditional media can't match, which makes them pay more attention to the products independently.
3. One-to-one direct communication can reduce the objective volatilization in the process of information transmission and maximize the advertising effect.
4. It won't cause direct competition of similar products, which is beneficial for small and medium-sized enterprises to avoid confrontation with large enterprises and concentrate on developing and expanding enterprises.
5. You can choose your own advertising time and area, which is flexible and more suitable for the fickle market.
6. If you want to say something, don't be too long. Advertisers are no longer worried about "the palm of your hand is full of meat, so you can praise the goods and let consumers know the products in all directions".
7. Free content and informal form are conducive to catching consumers' eyes in the first time.
8. Timely and direct information feedback is conducive to two-way communication between buyers and sellers.
Advertisers can adjust their advertising activities according to changes in the market.
10. Get rid of the control of middlemen, and both buyers and sellers are happy.
1 1 DM is objectively measurable, and advertisers can redistribute advertising fees and adjust advertising plans according to this effect.
Although DM has many advantages, it needs three conditions to exert the best effect. First, there must be an excellent commodity to support DM. If your goods are far from the information conveyed by DM, or even fake and shoddy goods, then no matter how hyped your DM is, the market will still abandon you. Second, choose your advertising target. No matter how good DM is and how great the product is, you can't play the lute to a cow, otherwise you will die. Third, consider what kind of advertising methods to impress your god. As the saying goes, the heart is the best. Clever advertising appeal will make DM get twice the result with half the effort.
Do DM better
Although DM has many advantages, not everyone will love you when they meet your DM. No matter how good things are, they are like rare gems. If its shining point is not known to the world, it is only a stone after all. Okay, DM is not blind. When designing DM, if we consider the advantages of DM in advance, it will be very helpful to improve the advertising effect of DM. The design and production methods of DM are as follows:
1. Designers should have a thorough understanding of commodities, be familiar with consumers' psychological habits and laws, and know yourself and know yourself, so as to be invincible.
Everyone loves beauty, so the design should be novel and creative, and the printing should be exquisite and beautiful to attract more attention.
3. If the design form is 3. DM is not feasible, so we can grasp it flexibly and use it freely according to the specific situation.
4. Fully consider its folding mode, size and actual weight, which is convenient for mailing.
5. You can play some tricks on the folding method, such as learning from the traditional origami art in China, which is refreshing, but remember to make it easy for the recipient to open and read.
6. When matching pictures, choose patterns that are strongly related to the transmitted information to stimulate memory.
7. consider the charm of color.
8. A good DM does not forget to expand deeply, form a series and accumulate advertising resources. In the eyes of ordinary consumers, DM is not much different from tabloids distributed on the street, with rough printing and poor content, which is inevitable advertising garbage. In fact, if you want to impress heartless consumers, it is impossible not to work hard on your DM. In DM, there is often a step between fine products and garbage. To make your DM a quality product instead of rubbish, you must use some effective advertising techniques to improve your DM effect. Effective DM advertising skills can make your DM look more beautiful and attractive, and become a bridge to establish a good interactive relationship between enterprises and consumers. They include:
1. Select the appropriate delivery object.
2. beautifully designed envelopes capture people's hearts with aesthetic feeling.
Writing a brief introduction of the main contents on the back of the envelope can improve the reading rate.
The address on the envelope and the recipient's name should be written neatly.
5.DM had better include a letter to consumers.
6. Write the recipient's name on the letterhead, which makes people feel friendly and interesting to read.
7. The writing should be sincere, humane, warm and polite, so that the recipient feels cordial.
8. The content should be concise, but the address and method of purchase must be clearly stated.
9. Attach a consultation form or an order form.
10. Using ordinary letters, which the recipient thinks are letters from relatives and friends, can improve the opening rate.
1 1. Design a posture and a series to attract attention.
12. Try to guide consumers to read repeatedly and even collect them as works of art..
13. The feedback to consumers should be handled in time.
14. Repeated mailing can deepen the impression.
15. depending on the situation, it can be delivered and distributed in various forms, such as single, phased or repeated.
16. Multi-purpose inquiry DM, because it usually encourages consumers to answer questions in the form of rewards, plays the role of two-way communication, and can arouse consumers' interest more than introductory DM. Dm advertising is profitable in the short term, so that the information on dm can achieve substantial results as soon as possible.
Effective information must be timely, authoritative, critical and effective.