If you’re a local business owner in the Buffalo, NY area, you’ve probably dabbled in online marketing—Facebook ads, email lists, maybe even TikTok (if you’re feeling adventurous). But have you ever thought about direct mail marketing?
I know, I know—some people say “Isn’t that old-school?” But here’s the thing: Direct mail still works, and it works REALLY well—especially for small, locally owned businesses like yours and mine.
And, especially if done as a co-op with a group of other local businesses. Non-competing of course. The business information local folks need with they want a product or need a service in your area.
Why Direct Mail is A Good Choice!
Well, the most obvious reason is that everyone will see it. Because everyone checks their mail. And, unlike emails that get lost in your inbox or your spam folder, or like social media posts that just disappear when we scroll, GOOD physical mail gets held, read, remembered and even sometimes saved.
Then, because there is a lot Less competition. Your inbox is flooded, just looking at my inbox can give me anxiety! But the mailbox? Not so much. A GOOD mail piece that is well-designed and has a great offer really stands out!
And last but not least by any measure, is that you get higher response rates. Studies show direct mail has a response rate 10-30x higher than digital ads.
How Local Businesses Can Use Direct Mail to Win Customers
I don’t have room enough in this article to talk about all the specific strategies available to you for every type of business here. But, with that said, I’d be happy to work one up with you. If you run a restaurant, boutique, or service business in the greater Buffalo area, direct mail is your secret weapon. Here are a few ideas:
Exclusive local deals – Send out a coupon for 6 FREE Wings at “Buffalo’s Best Wings”, or at Nicks Bar and Grill, kids eat free on Tuesday nights for example, you can watch people line up at your door. Does it cost you to offer that? Maybe. But more likely you’ll have a repeat customer if your food and service are good. What is a customer worth?
Customer loyalty programs – If you are collecting data on your customers, and you should be, a “We Miss You” card to old customers you haven’t seen in 60 or 90 days with a discount or a free item will bring them back.
Neighborhood targeting – Got a great new product or service? Let your “BEST” customers know about it right in their own mailbox.
But best of all? You don’t need to figure this out alone. At Shop Local Buffalo, I handle everything—design, printing, mailing—so you can focus on what you do best: running your business.
Want to see how direct mail can boost your sales? Let’s chat! To quote a southern friend of mine… It doesn’t cost anything to talk.
