Maintaining a strong brand identity is one of the best ways to achieve a successful B2B direct mail campaign, an expert has suggested.
According to Laura Pasternak, president of MarketPoint, firms should be aware of what their brands are associated with and capitalise on this in order to secure more business leads.
Writing in The 60 Second Marketer, she pointed out that once they discover what appeals to their client base, direct mail marketers should build their brand identity accordingly.
Ms Pasternak also advised that they should make use of creativity in their campaigns, as well as include their own corporate ethos into the fabric of their communications.
“It is one thing to imply that your brand reflects these philosophies or values; however, it is quite another to back up those assertions with specific actions,” she explained, adding: “In doing so, you will strengthen your brand.”
According to direct marketing copywriter Dean Rieck, including testimonials is one of the best ways to increase a brand’s credibility. Writing in Marketing Vox, he noted that testimonials work best when they are printed as a stand-alone piece.