We are all used to coming home in the evening to find out door mats littered with leaflets, flyers and envelopes that have not name/address on them but are marked 'urgent' or 'important information enclosed'.
9 out of 10 times we then collect all the information, sift through picking out the bills and reminders dumping the rest straight into the recycling (normally without even looking at them).
However - sometimes we do glance at the local pizza offers, flyer for 35 free iTunes downloads, half price wine from Virgin Wine - and think 'this may be worth reading'.
But, there is always a catch, always - and for a good reason; no company is going to give something away for nothing - after all there is no such thing as a free lunch is there?
The marketing departments within companies doing mailings are very clever, sculpting great offers around such specific T's & C's that they draw you in. That is good marketing and it works!
If you need help in getting a direct mail campaign put together - it would be good to talk to the marketing gurus that the above companies use - as they are good.
The pizza offer is restricted to certain days (Tuesday for example) and the half price pizza is only available up to 4pm on Tuesday - who is going to order a pizza at 4pm?
The iTunes voucher is subject to you subscribing to their monthly tariff of £9.99 per month - which you can cancel before the 30 day expiration date. However most of us forget and then get charged (as they have our credit card information (which we had to give in order to get the 35 free tracks.
Virgin wine indeed are offering half price cases of wine (which sounds great) - however you have to sign up to their 'wine club' in order to qualify. This is not stated on the flyer that got sent to you, but is in very small print on their website.
The thing is, there is always a catch - businesses craft
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