Direct Mail Marketing to get a New Skateboard Park in Town

Business retailers and the public are often against skateboard parks and yet a skateboard park will mean less skateboarders breaking the law and causing problems in shopping centers. It also means less cost and security guards to chase them away. It will also alleviate the cost of police who are often called because of the skateboarders.

Skateboard parks makes sense but it is hard to gain public support and therefore one of the best things skateboard park planners need to do is to send out direct-mail marketing campaigns to the local citizenry and public to explain the new skateboard park proposal.

Additionally, the skateboarders themselves and their parents may volunteer their time to help get an initiative on the ballot, lobby local politicians or even show up at City Hall for the planning commission meeting. With public support a new skateboard park in town is possible and feasible and it will eliminate many problems.

This is why I recommend direct-mail marketing advertising in those little coupon book packages that are sent out to people in various zip codes. If the public within a 15 mile radius gets these little cards explaining the skateboard park, then you will watch your support for the project grow and then your town can finally have a skateboard park.

Direct Marketing for Big Box Stores Studied

Most large big-box store retailers will send out colorful brochures and catalogs as inserts in the local newspaper on Thursdays and it seems we also see them on Sundays. During the Christmas season we see that many box stores use more than one method of advertising to get customers to come in and entice new customers to come in and have a look see.

As a case study lets discuss direct-mail marketing in those little coupon package that we see for a big-box store retailer. Does it make sense for a big-box store retailer to send out coupons in the little coupon package books to all the homes that are within a 50-mile radius of their store?

It appears that it does make sense and perhaps they can advertise their best deals on three or four types of items that they expect to sell a lot of during the Christmas season. For instants let us talk about Circuit City and Best Buy; it makes sense for these stores to send out direct-mail marketing pieces to the customers within their area or region.

It also makes sense that they send out things like discounts on iPods, laptops, MP3 players and plasma television sets. Why you ask? Well because many people do not take a newspaper, as they will often read the newspaper at their local Starbucks or in the break room at work. Please consider all this in 2006.

Direct Mail – A Friend to the Environment?

When you think about direct mail marketing and direct mailing lists, the first thought that comes to mind is usually anything but green. In this day and age many people are becoming very conscious of the environment and the effect we have on it. A vast majority of those people don’t support direct mail marketing because of the perceived notion that it is bad for the environment. While in the past their concerns might have been justified, the direct marketing list industry has changed immensely in the past few years. The way direct marketing campaigns are executed today is far more environmentally friendly than it has ever been. There are a number of factors that contribute to this change.

The Postal Service has made large contributions to helping make direct mailing campaigns, and mail in general, green. These simple details are important to this issue because direct marketing companies use the Postal Service to distribute their direct mailing campaigns, and the US Postal Service has been scrutinized for its substantial footprint on the environment for years. However they have been working on making that footprint smaller little by little for over 100 years, dating back to 1899 when they first used an electric vehicle to deliver mail. They now have electric-powered delivery vehicles in Manhattan, and even three wheeled electric vehicles dropping off correspondence in California, Arizona, and Florida. They also have made a huge effort to incorporate vehicles that use ethanol, CNG, liquid propane and bio-diesel. They are in the process of testing a hydrogen fuel-cell delivery vehicle that only emits water from the tailpipe. Since 2003 they have reduced the energy intensity of their facilities by 24%. The Postal Service recycled almost 220,000 tons of material in 2010 alone. All of their boxes, envelopes, and even stamps are Cradle to Cradle certified. What this means is that the materials are safe for human health and the environment and they can all be safely composted or recycled. As of now, they are the only shipping company with this certification. The Postal Service reminds us that mail is a renewable resource and it makes sense to recycle. Contrary to popular belief, they have been and remain a shining contributor to the green movement.

Now that the delivery process has been covered, the next portion of this process that needs attention is what exactly the direct marketing companies are doing. They have made a great deal of changes in order to be as ecologically aware and conscious as possible. The following are a few simple guidelines that make a big difference in how much of an effect a direct mailing list company has on the environment.

  • Strategy. Make sure that there is a specific goal in mind and a detailed plan to meet that goal to minimize wasted time and energy.
  • Targeting. Use targeted direct mailing lists to narrow the canvassing window.
  • Recycle. Recycle within the office and utilize recyclable paper in the office and in direct mailing campaigns.
  • Ink. Using eco-friendly ink is one of those little known ways to make a sizeable difference. Eco-friendly inks are biodegradable and reduce chemical impact to groundwater.
  • Reduce. Americans use over 680 pounds of paper each year, with one third of that deriving from packaging material. Again, using targeted direct mailing lists helps reduce the amount of wasted materials in a direct mailing campaign.
  • Filter. Use things like zip code correction, address standardization, NCOA, US Postal Service Address Change Service, and DMS to make sure only the most current, up to date, targeted mailing addresses are used.
  • Update. This is also a part of filtering process. Maintaining databases that contain all leads, do not call registries, and do not mail lists is crucial.
  • Options. Provide clients with numerous options for their customers to opt-in or out of their re-contact marketing campaigns and specify the clients preferred method of contact to minimize waste.

These simple guidelines have helped contribute to the 82 million tons of recycled material, 54% of all paper products that were recycled, and the 100% increase in total recycled products in the US over the past 10 years.

Direct mail marketing is not a rival of the green movement. In fact, they are coming up with new ways every day to help make the world more eco-friendly. With the information that has been given you today, one cannot deny direct mail marketing in general is not quite the big bad wolf it may have once been. Steps are most definitely being taken, will continue to be taken, and the green movement shall prevail.