Unlocking the Power of Direct Mail

In today’s digital-heavy marketing world, direct mail often stands out as a breath of fresh air. With its tangible and personal approach, direct mail remains one of the most effective tools for reaching customers. Whether you're a small business owner or the head of marketing for a larger organization, understanding direct mail and its benefits can give you a competitive edge.

What Is Direct Mail?

Direct mail is any physical correspondence sent to a targeted audience. It includes postcards, catalogs, brochures, flyers, or even promotional merchandise. Unlike digital ads that can be easily scrolled past, direct mail lands directly in the hands of potential customers, offering a tactile experience.

“Studies show that 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it at their convenience,” according to the United States Postal Service.

Types of Direct Mail Marketing

Direct mail can take on different forms depending on your goals and audience. Two of the most effective options are direct mail publications and stand-alone postcards:

1. Direct Mail Publications
   These are curated collections of advertisements, coupons, or information from multiple businesses, often presented in a magazine or booklet format. Direct mail publications are perfect for businesses looking to reach a broad audience with a shared mailing cost. They work well for local marketing, allowing multiple businesses to showcase their offers in one convenient package.
2. Stand-Alone Postcards
   Postcards are a direct and cost-effective way to communicate with your audience. They’re ideal for specific promotions, events, or announcements. Their simplicity ensures your message is seen immediately—no envelopes or additional steps required. With creative design and clear calls-to-action, postcards can make a lasting impact.
3. Local Fare Magazine
   Our magazine’s smart design is used to attract customer leads to support the local businesses we feature. Dedicated to helping small businesses succeed, we work with each client to assess their unique goals and marketing strategy.

Both formats are powerful tools, and choosing the right one depends on your business goals, budget, and target audience.

The Benefits of Direct Mail

Direct mail offers several unique advantages over other forms of marketing:

• Higher Engagement Rates
  Customers are more likely to read and engage with physical mail. A 2022 report by the Data & Marketing Association found that direct mail response rates are 5-9 times higher than digital marketing efforts.
• Targeted Outreach
  Direct mail can be highly personalized. You can tailor your message to specific demographics, making your marketing more relevant and effective.
• Tangible and Memorable
  A physical piece of mail leaves a lasting impression. Studies show people remember direct mail messages for much longer compared to digital ads.
• Integration with Digital Campaigns
  Direct mail doesn’t have to work alone. You can combine it with QR codes, personalized URLs, or social media campaigns for a multi-channel marketing strategy.

What to Know Before Starting a Direct Mail Campaign

Before diving into direct mail, consider these essential tips:

1. Define Your Audience
   Knowing your target audience is crucial. Work with a professional marketing service or use customer data to narrow down your recipients.
2. Invest in Design
   A visually appealing design can make or break your campaign. Eye-catching colors, clear messaging, and a strong call-to-action are key.
3. Track Your Campaigns
   Use tracking tools like coupon codes or QR codes to measure the success of your campaign. This will help you fine-tune future efforts.
4. Budget Wisely
   Direct mail campaigns can vary in cost. Ensure you account for design, printing, postage, and list rental fees if applicable.

Why Direct Mail Still Works

Despite the rise of digital marketing, direct mail remains relevant. Forbes notes that direct mail has a 90% open rate, compared to less than 20% for email. Moreover, businesses often see a high return on investment (ROI) when campaigns are well-targeted.

Companies like ours specialize in creating tailored direct mail campaigns, helping businesses navigate the design, production, and distribution process. By working with an experienced partner, you can ensure your campaign is impactful and cost-effective.

Conclusion

Direct mail is a tried-and-true marketing method that continues to deliver results. Its tangible nature, high engagement rates, and personalization capabilities make it a standout choice in an increasingly digital world. Whether you’re new to direct mail or looking to refine your strategy, investing in this approach can help your business connect with customers in meaningful ways.

If you're curious about how direct mail could work for your business, explore your options with trusted marketing professionals who understand its potential. Direct mail may be traditional, but its results are anything but old-fashioned.

by LocalFare

Unlocking Google Ads: Your Guide to Budgeting, Landing Pages, and Success Tracking

For many small businesses, Google Ads are a powerful tool to boost online visibility and drive more targeted traffic. However, getting started can feel overwhelming, and many business owners have questions about the best strategies to achieve positive results. A well-executed Google Ads campaign can lead potential customers directly to your website or service page—but to make the most of your ad investment, it’s important to understand how to budget, optimize landing pages, and track your progress. Here are three of the most frequently asked questions about Google Ads, complete with actionable answers to help you confidently navigate your campaign and maximize your returns.

1. "How much should I budget for Google Ads, and what can I expect in return?"

Answer:
Budgeting is one of the biggest concerns for small business owners venturing into Google Ads. A common starting budget is between $1200-$2500 per month, though this varies based on your industry, target audience, and ad goals. Industries with high competition, like law or real estate, may require a higher spend to see significant results, whereas niche markets or local campaigns can often work with a smaller budget.

What can you expect in return? Initially, Google Ads campaigns provide valuable insights into customer search behaviors, preferences, and the keywords driving the most interest. While it may take a few weeks of testing and refining, you’ll start seeing a more direct connection between ad spend and performance metrics, such as click-through rates (CTR) and conversions. Paired with an optimized landing page, a well-budgeted Google Ads campaign can drive high-quality leads and improve your brand’s online presence.

2. "What makes a good landing page for my ads?"

Answer:
An effective landing page is critical to converting visitors into leads or customers. When someone clicks on your ad, they expect the landing page to match the ad’s message and fulfill the promise made in the ad copy. A successful landing page typically includes a compelling headline, brief and persuasive copy that highlights the benefits of your service or product, and a clear call-to-action (CTA)—like “Get a Free Quote” or “Sign Up Today.”

To maximize effectiveness, ensure your landing page content is simple and laser-focused on one goal, whether it’s collecting contact information, making a sale, or encouraging a download. Testimonials, limited-time offers, or customer success stories can also help build trust and increase conversions. And with over half of web traffic coming from mobile devices, mobile optimization is essential. A responsive landing page ensures users on all devices have a seamless experience, which directly impacts your ad’s performance and conversion rate.

3. "How do I know if my Google Ads are working?"

Answer:
Monitoring and understanding your ad performance are vital to refining your strategy and ensuring your ad dollars are well spent. Google Ads provides several metrics, including click-through rate (CTR), cost-per-click (CPC), and conversion rate, which help gauge the effectiveness of your ads. A high CTR generally indicates that your ad copy resonates with users, while a low CPC suggests that your ads are cost-effective.

However, the true measure of success often lies in conversions—these could be form submissions, phone calls, purchases, or any meaningful action aligned with your business goals. Setting up conversion tracking in Google Ads and using Google Analytics to analyze user behavior on your website are key steps to ensuring that you’re not only attracting clicks but also generating valuable interactions.

Regularly reviewing these metrics and adjusting your campaign—whether through keyword selection, ad text updates, or bid adjustments—will help you continually optimize for better results. By consistently fine-tuning your approach, you can transform Google Ads into a powerful driver of growth for your business.

Final Thoughts

Starting with Google Ads may feel like a big step, but with a clear understanding of budgeting, landing page best practices, and performance tracking, you can make informed decisions that drive measurable results. By asking the right questions and applying insights from your metrics, you’ll gain control over your campaign’s effectiveness and make the most out of every ad dollar spent.

by LocalFare

The Ultimate Guide to Video Marketing: Overcoming Common Hurdles

Video marketing has become one of the most powerful tools in the digital marketing world. But if you're just getting started or have hit a roadblock in your efforts, you may find yourself asking, "Is video marketing worth the investment?" or "How do I even start?" These are common concerns, but with the right approach, video marketing can yield impressive results.

In this blog, we’ll break down some of the most frequent challenges marketers face with video marketing and provide solutions to help you move forward. Whether you're new to the game or looking to refine your strategy, we've got you covered.

Why Video Marketing is Worth It

First, let’s address the big question: Is video marketing worth the investment?

Absolutely. Video content has a higher engagement rate than any other form of content. According to HubSpot, 92% of marketers who use video say it's an important part of their strategy, and 88% of marketers reported that video gives them a positive ROI. The trend towards video consumption continues to rise as well, with viewers spending 100 minutes per day watching online videos on average.

Common Challenges in Video Marketing
While video marketing's effectiveness is well-documented, getting started or scaling your efforts can present challenges. Here are some of the most common hurdles:

1. Budget Constraints

One of the top concerns for businesses is the cost. Many wonder, "How much should I spend on video marketing?" or "Are there hidden fees I should be aware of?"

Solution: Video marketing doesn’t have to break the bank. Start small—use tools like smartphones and free editing software to create professional-looking content on a budget. Once you see the return on your investment, you can scale up. Hiring a professional team can come later, but starting simply can get the ball rolling.

2. Unclear Strategy

Without a clear strategy, video marketing can feel overwhelming. You may be asking, "How many videos should I make?" or "What’s the most important thing to show in my videos?"

Solution: Before creating videos, define your goals. Are you aiming to build brand awareness, generate leads, or drive sales? From there, decide on the types of videos that align with your objectives. For example:
Explainer videos to showcase your product or service.
Testimonial videos to build trust.
How-to videos for providing value and positioning yourself as an industry expert.

The key is to ensure every video serves a purpose and ties back to your larger marketing strategy.

3. Content Fatigue

Marketers often ask, "How many videos are too many?" or "What if my audience gets tired of my content?"

Solution: Variety is key to maintaining audience interest. Mix up your content with different formats: short-form content for social media (like Instagram Reels or TikTok), long-form content for platforms like YouTube, and live streams for real-time engagement.

A regular posting schedule helps, but focus on quality over quantity. One engaging, well-produced video is better than five rushed ones.

Video Marketing Best Practices

Now that we've covered some challenges, here are a few tips to keep your video marketing strategy on track:

1. Prioritize Platforms Wisely

Not all platforms are created equal. The best platform for your videos depends on your target audience. For instance:
YouTube is ideal for long-form, in-depth videos.
Instagram and TikTok are better for short, attention-grabbing content.
LinkedIn works well for B2B marketing videos, focusing on industry expertise.

Start with one or two platforms that align with your audience, and grow from there.

2. Measure Your Success

How will you know if your videos are working? This is one of the most important questions to answer in your video marketing strategy.

Solution: Use data to measure your video’s performance. Most platforms offer built-in analytics that track:
Views: The number of times your video has been watched.
Engagement: Likes, shares, and comments that show how your video is resonating.
Conversions: Whether your video leads to actions, like purchases or sign-ups.

Tracking these metrics allows you to optimize future content and ensure you're meeting your goals.

3. Video Length Matters

One of the most common mistakes in video marketing is producing content that's too long. A study by Wistia found that videos under 2 minutes long have the highest engagement rates, but longer videos (10+ minutes) can work well if you're delivering high-quality content.

Solution: Tailor your video length to the platform and purpose. Social media audiences typically prefer shorter content, while tutorials or webinars can afford to be longer. Experiment and find what works best for your brand.

Conclusion: Don’t Let Video Marketing Intimidate You

Video marketing is a powerful tool, but like any strategy, it requires careful planning and execution. By addressing budget concerns, crafting a clear strategy, and using data to guide your efforts, you can overcome the challenges and reap the rewards.

Whether you're just starting out or looking to level up your video marketing game, Local Fare is here to help. Our video marketing services include, Meta, CTV, ZTV, and OTT. Reach out if you need guidance on building a strategy that works for your business.

by LocalFare

A Resurgence In Direct Mail

“If we look back to when Local Fare launched in 2010, there was very much this view that there wouldn't be magazines anymore and we'd be in a world where everyone wore Google Glasses. Yet, here we are 14 years later and as a publisher, we're considering adding more homes to our mailing based on ROI for our clients.” Juan Bustamante, VP of Local Fare Marketing Group

WHY DIRECT MAIL

As digital advertising costs are on the rise and the digital market is on the brink of over saturation, there has been a resurgence in print advertising. Unlike digital advertising, where multiple interactions are required to convert a customer, which leads to increased advertising costs, print advertising offers a potentially more cost-effective approach.

As stated by Polly Wong, president of Belardi Wong

 “If you look at CPMs and CPCs, they’re up double digits. With the increase in the cost of digital marketing, somehow we landed where you can send four direct mail pieces to a targeted audience for the cost of one click.”

Retailers are reverting back to the more traditional form of advertising through direct mail. 

“Print offers a break in terms of people's media habits. When everyone has screen fatigue, we realize that value.” notes Juan Bustamante

With direct mail, there is less competition in mailboxes and offers a more direct route to customers.  Because our world is so commoditised by screens, direct mail allows your product to stand out.  Printed mail pieces such as Local Fare Magazine, provides opportunity for companies to create their brand awareness in a high-quality marketing product with plenty of real estate for shaping consumers’ perceptions of their products. 

“There are so many players involved in getting a magazine into somebody’s hands. At Local Fare, we are fully committed to paper. And it’s because we see the demand.” Juan Bustamante

From the quality of paper and printer to the carefully curated contents, these higher end direct mail pieces are not viewed as junk mail, rather coffee table products which offer advertising staying power. 

CONSUMER JOURNEY

Don’t get me wrong, digital has its place in the Consumer Journey, however, we’ve found that direct mail advertising is the only tactic that excels in every category of the Consumer Journey - Awareness, Research / Consideration and Conversion.

Several studies have found, consumers find physical print advertisements more credible than their digital counterparts. To put it very simply, providing a strong awareness of a product in an unsaturated platform such as a high quality direct mail piece, like Local Fare Magazine, directly leads to consumer research through online platforms, consideration of product follows and ultimately, achieves the main goal, conversion of sale! 

Are you interested in learning more about direct mail advertising? We would love to plan a time to talk with you about what our direct mail advertising options can do to help support the success of your business! Let’s talk! 

by LocalFare

A Look Back, A Leap Forward

As the close of 2023 quickly approaches, we are taking this opportunity to take a look back at what we have learned over the past year in the world of direct mail and digital marketing and advertising and what we project to be valuable marketing avenues as we look forward to building successful campaigns for our clients in 2024.

OTT/CTV

OTT (over-the-top) is the umbrella term which covers the delivery of video content via the internet with any device (cell phone, lap top, ipad or computer). CTV (connected TV) refers to the physical device that delivers the video content, otherwise known as Streaming TV.

Local TV and cable spending is on the decline, while OTT’s share of local advertising spend is on the rise. After growing by 57% to reach $2B in 2022, OTT spend is expected to reach $3.5B by 2026 — and it currently holds the title of fastest-growing local media segment making it a valuable resource for advertising dollars.

Remarkably, more radio buyers are moving to OTT while existing broadcast buyers are using a combination of both broadcast and OTT.

GEO AND DEMO

All of our clients are using Geography and Demographics to drive their marketing decisions. Here are the top 4 products our clients used in 2023 - Social, SEM, GeoFence (including Display, Video, and OTT/CTV) and Direct Mail.

DIRECT MAIL AND SEM

Most people agree, brand marketing is the most obvious and most important place to invest marketing dollars. Brand awareness serves several purposes, including boosting your brand’s reputation and inspiring consumers’ trust and loyalty. We’ve found Direct Mail gives the consumer the idea and is the catalyst which drives consumers to go online to research more. If you’re not showing up on the first page of a search engine then your competitors are benefiting from your direct mail campaign. This is where SEM, otherwise known as Google ads or PPC,  comes into play.

GEOFENCE BUNDLING

As technology advances, so do geofencing tactics. Partnering with an agency like Local Fare who buys over one million impressions a month towards geofencing in Chattanooga ensures you have access to those new tools. We’re seeing clients benefit from bundling OTT (streaming TV), Video and Display Ads to a specific audience whether at home or where they shop and play. Simply put, the right person at the right place and time.

CONTENT IS KING

Delivering high quality, relevant content to the consumer is a great way to improve your search engine ranking as well as drive traffic to your website. With our direct mail Local Fare Magazine, we take great pride in producing unique content for each of our clients which is delivered to the consumer from the voice of a trusted friend. Our content is specially designed to connect to your target audience and serve as a way to entertain, inspire and educate

STAND OUT FROM YOUR COMPETITORS

Almost every business is performing some type of digital advertising with global digital marketing dollars at an estimated $350 billion in 2020 and is projected to reach $786.2 billion by 2026.

The best way to stand out from your competition, who is an all or nothing digital advertiser, is by appearing where they are not - traditional media. We believe a strong marketing strategy includes a healthy balance of digital and traditional media; our preference is direct mail.

Local Fare Marketing Group is a full service Marketing and Advertising agency capable of executing all tactics mentioned above in helping all types and sizes of businesses. Whether you're an existing client, previous or prospective client, let's have a conversation to evaluate your plan in 2024. Contact us today for a consultation!

by LocalFare

Your Customer's Journey

Effective advertising requires collaboration across traditional media, social media, and digital marketing. Before deciding where to spend your marketing budget, it is important to consider the consumer’s journey. From the first time a consumer learns about your brand to the day they employ your services, there are many steps and each requires a different marketing tactic. 

Brand Awareness

Brand awareness is the first step in the consumer journey. When trying to create brand awareness, remember the Marketing Rule of 7’s. It can take the consumer seeing your message up to 7 times before they are provoked to take action. Through traditional media like billboards, broadcast tv, radio, and direct mail brands can create consumer trust with brand recognition. Your name and messaging will be at the forefront of the customer’s mind when they consider who to retain for services.

Consideration

Once a potential customer has identified a need, they’ll begin looking for services through social media and google. While they narrow their options they’ll check out your company’s Facebook, Instagram, google reviews, and website. A study found that 97% of consumers are influenced by websites in their decision to purchase. Additionally,  92% won’t purchase the first time they land on your site. As customers gather information about where to shop and find services, programmatic marketing can track and retarget them later when they’re ready to identify their preferences. But don’t forget the importance of direct mail in the consideration phase. Studies have found that consumers find physical advertisements more credible than their digital counterparts. 

Preference 

Customers will develop their preferences based on google reviews, reading advertorials, looking closely at your website, and scrolling through your social media accounts. Now is the moment to hook potential customers with your “why.” Why should they choose you? Savvy companies know the power of an emotional connection. Your online presence allows you to share your unique story, show your expertise, and create an emotional connection. Have a clear-cut message that stems across all forms of media about who you are, and why you’re the brand to choose. 

Conversion 

Congratulations, you’ve made the sale! But there’s still more work to be done! Creating a positive customer experience is key. From beginning to end, their experience with purchasing through your company should be professional and smooth. Excellent service yields happy customers, positive reviews, and data future customers will use during the consideration and preference phases.

Loyalty

Dealing with unhappy customers can be a tricky, but necessary step for reputation management. A study showed that 70% of customers reported having their perception of the company influenced by how a business responds to reviews. That includes the management of negative reviews. Address any complaints head-on, take ownership of mistakes, and offer solutions. Your customers should consider you their best option for future services. Their reviews, word of mouth, and continued patronage are important marketing tools. Create loyalty programs, offer free videos and blogs with useful information, and thank them for choosing you. A happy customer is the best advertising money can’t buy. 

Let Local Fare Marketing Group help you hone your message, identify your audience, create compelling content, share your advertisements, fine-tune your website and social media presence, and much more! 

by LocalFare

Custom vs. Stock Photography: The Impact of Authenticity

Photography is an important tool for small businesses. Using custom photos communicates professionalism, while creating a personal connection to the customer. Here are a few ways custom photography uses real people and real products to make a real impact. 

Real People: The Battle of Stock vs Custom

When comparing the use of stock photos vs using real people, a study found potential customers were 35% more likely to respond to advertisements using custom photography. While the stock photos might feel more cost-effective, they can come across as cheap and fake. You also run the risk of using the same images as other companies. Custom photography uses real people to create a sense of authenticity, building a connection with potential customers. Making your face and personal story part of your branding gives them another reason to choose you over the competition. 

Real Products Create Real Demand

For retailers, professional photography is essential. Nearly 75% of shoppers surveyed said they make decisions on what to purchase based on product photos. Providing beautiful product advertising serves the dual purpose of showing off your stock, and sparking a bit of FOMO (fear of missing out). Highlight the best of your inventory, give customers ideas of how to style, and tap into that insatiable “oooh, I need that” feeling. 

The Real Impact of Custom Photography

In selecting which product to purchase 67% of consumers rated the quality of a product image as very important. Consumers are significantly more likely to engage with advertisements featuring high-quality custom photography than those with just text. Custom photography is an opportunity to share what sets you apart from your competitors, to demonstrate your professionalism, and share your vision.

Let Local Fare help you create custom photography that makes an impact through advertising campaigns and giving new life to your website. 

by LocalFare