Direct mail is an incredibly versatile form of advertising. Businesses of all kinds, including medical and dental practices, boutiques, service-based businesses, and even non-profit organizations can utilize direct mail to reach a wider audience and boost their revenue. Direct mail and seminar sales are an especially powerful combination for striking relationships with consumers and increasing sales.
According a Forbes article penned by seasoned seminar sales professional, Rylee Meek, no other form of advertising worked as well for seminars as direct mail. In his article, he discusses the fact that direct mail involves less competition than other forms of marketing and that mailpieces serve as an offline funnel, which delivers interested parties to an in-person sales event where he can pitch to multiple people in one fell swoop.
Direct Mail and Seminar Sales: Why It Works
Seminar sales are a unique way to generate revenue. One major advantage to this sales method is the fact that a salesperson can pitch to multiple parties at once. These parties voluntarily agree to attending a seminar where they are often gifted a free meal or refreshments, which helps facilitate an environment for success. While seminar-based sales won’t work for every industry, this method is especially useful for businesses that operate in the tourism, real estate investment, and legal industries. Companies that offer real estate trusts, living wills, and timeshare properties have found great success in seminar sales.
Direct mail works very well with generating interest in seminars for a couple of reasons. The first is that competition for a consumer’s attention is not as steep with mail pieces as it is online. Compared to the digital marketing realm, direct mail is far less competitive. Marketers sending mail don’t have to compete with thousands of related businesses nor do they have to contend with pop-up and ad-blockers or e-mail spam folders.
A second reason that direct mail is effective is that it’s seen as a legitimate and trustworthy form of advertising that intrigues consumers across many demographics. According to research conducted by the USPS, direct mail resonates with all age groups—including Boomers and Generation Z.
Although billions of people use the Internet on a daily basis, most folks maintain a healthy mistrust of digital content and tend to view print more favorably. In the case of seminar sales, consumers are tasked with making big decisions that can involve large sums of money. Gaining a consumer’s trust is paramount to making a successful sale. Since trust is such a factor in seminar sales, it’s important to select the most trustworthy forms of advertising, which includes direct mail campaigns.
Lastly, another major advantage to advertising seminars with direct mail is that modern technology makes it easy to target your ideal audience. For example, Pel Hughes has access to vast and reliable consumer databases. These databases make it possible to target consumers with certain education and income levels. Consumer databases also contain helpful information related to consumer spending and behavior. Using these databases makes sending targeted direct mail easy, efficient, and cost-effective.