Why indeed?
Direct mail offers the advertiser a unique opportunity to "target" geographically the potential customers they want to reach, thus maximizing their advertising dollar. No other medium offers so much flexibility.
Market studies have proven that 85% of a small businesses clients are within a 5 mile radius of their location. Advertising outside of that area, while still having value, greatly reduces the response rate. Customers usually seek out merchants near their home or proximity to where they work. this is not to say that "drawing" customers from outside of your geographical radius is impractical, just to suggest that the smart money should be targeted.
Is Radio and TV a waste of money? For some yes - for Microsoft - No! You have to ask yourself what catagory do I fit into? Can I service a broad area or am I a local merchant with one or two locations. There should be a different marketing plan for each of these types of merchants.
ABDS offers an alternative to the high cost of Radio and TV advertisments. "Targeting" your message to those who potentially will use your services or goods. Call us today and find out how we can help you make more money.