Direct Mail Marketing With Generation Y
by Janice Jenkins
The teens of today are very different from the teens of yesteryears. They are more independent, more outgoing, more adventurous, and the best thing is, these kids have money to spend.
Having said that, if you have the product that you believe would be highly suitable for this market, then by all means, try to capture this market and take advantage of this growing sector.
There are many strategies to capture this sector. But let me talk about a strategy that has not been commonly used for this particular market group.
Direct mail marketing.
You would think that I may be crazy by suggesting direct mail as a strategy. But hold on. Before you dismiss it, read on and you'll see that direct mail marketing can be an effective means to grow your business.
The key here is to understand the problem.
Direct mail marketing is difficult for this generation precisely because of
(1) the absence of a database; and
(2) limited attention span.
Number one problem
is how to get your mail directly to them especially that you don't have a database of the addresses as well as the names of the young people as they are not listed. Particularly because they are minors. So what you'll get are the names and addresses of the parents.
If that is the case, then go to their second homes - their schools. Almost a quarter of their day is spent on these establishments. That is why they are excellent venues to get your promotional collaterals to your teen market.
You don't even have to know their names, you just have to put your direct mail materials, like flyers or postcards, in their lockers, pigeonholes, or cubbyhole; well, of course with the permission of the school's principal or officials.
Good thing about this is that you immediately capture the market. And second, you maximize your resources because you get your materials directly to them without going through the process of mailing it.
Number two problem,
saying that "youth is wasted on the young" should be considered in the case of direct mail marketing. This is also true for your promotional collaterals because they would definitely be wasted on the young if you don't get them interested at all.
Sadly, Generation Y has very limited attention span. If you have five seconds for regular adults, your marketing collaterals should be able to capture their attention in the speed of light.
What are they interested in nowadays? What gets them excited? Who do they idolize? Where do you think they get ideas from?
With these things in mind, you really need to research and get to know your teen market to be able to grab their attention. You need to integrate in your flyer printing projects, postcard printing projects the strategy and design that would click with your teen audience, and avoid what would get them bored.
The teen market is definitely a growing market source. They are curious and they are ready to explore new things. You just have to tickle their fancy and offer the right product in your marketing collaterals. When you do, you'll definitely have a gold mine with this generation.
Janice Jenkins is a writer for a marketing company in Chicago, IL. Mostly into marketing research, Janice started writing articles early 2007 to impart her knowledge to individuals new to the marketing industry.
for further reference see: Printing Flyers, and Postcard Printing
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