Direct Mail Disaster

One way to waste a few thousand dollars.

In any marketing venture, disregarding details will often result in a marketing disaster. Advertising and direct mail are by their very nature public, so marketing mistakes in these areas are very visible. So learn from this company’s mistakes before you launch your next small business marketing initiative.

Furniture Row, a retailer with 330 stores in 31 states, apparently put a lot of thought (and resources) into developing a system for sending direct mail to people who recently moved into a new home. Here is a mailer recently sent to a resident in Cincinnati, OH:

It’s a shame they didn’t put as much thought into getting customers to their stores. The mailer doesn’t include a phone number or website address, just cryptic directions to go “N. of the Florence Mall” and an address in Denver. Observe:

Without any directions or way to contact the company, this direct mail piece is a failure. Surely Furniture Row doesn’t expect new homeowners to drive around Florence, KY looking for their store.

In your marketing efforts, pay attention to the details (unless you like wasting your marketing budget on mistakes).

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4 thoughts on “Direct Mail Disaster

  1. Wow. That is terrible. It is very true though make sure you take care of all loose ends. Check and re-check all artwork. Have a couple of opinions on pieces like this. I have heard numerous times and couldn’t agree more spend 40% of your time on the offer, 40% of your time on the mailing list, and 20% of your time on the creativity.

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  2. Your suggested ratio is a great guideline, Jennifer. It goes to show how much thought should go into a piece before the graphic design even starts.

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  3. Pingback: Implementation means, “Keep at It” | Zoo in a Jungle Marketing

  4. That is very attention-grabbing, You’re a very professional blogger.
    I’ve joined your rss feed and look forward to in search of extra of your excellent post.
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