Direct Mail


We bring more than 20 years of experience developing and executing successful direct mail campaigns for both consumers and businesses to achieve the desired metrics for categories including direct response, drive to web, retail and driving brand awareness efforts. We are experts in all facets of direct mail, and offer turnkey services to bring your campaign to life. Direct mail allows for almost unlimited testing of creative/messaging, offers and mail formats.

Direct Mail has proven to be a channel that performs even better when utilized as part of a multichannel effort. When coordinated with Radio and TV campaigns, the umbrella impact of all efforts is enhanced and performance improves. Direct Mail is also the only channel where you know the exact name and address of every impression, which enables advertisers to run backend matchback analyses to determine an accurate return on investment for each campaign and help to crack the results attribution code.

We have the experience to find and target the right lists, at the right time, with the right messaging, offers and formats. With literally thousands of head-to-head tests under our belts, we have the data and test results to rapidly accelerate learnings and deliver cost structures and performance similar to that of a mature campaign to a first time test.

Here’s how a direct mail campaign is executed from start to finish:

  1. Analyze Data & Research Target Audience – Utilize a combination of client-supplied data and syndicated research tools to develop optimal target audience(s) for testing.
  2. Establish Campaign Goals – Develop a strong understanding of the client’s business and scale of target audience based on their historical performance metrics and establish realistic target metrics for campaign.
  3. Source Lists – Determine best course of action for list strategy, from most targeted customized modeled files and vertical lists to more scalable and lower cost options including compiled and saturation lists.
  4. Data Hygiene & Merge/Purge – Perform sophisticated merge/purge analysis and determine optimal list prioritization; CASS certify and NCOA all records before output.
  5. Develop Creative, Offer and Format – Use client and category research data to determine optimal creative, offer and format; split-test across one or all platforms to determine optimal control.
  6. Print/Production and Lettershop – Utilize vast network of printing and lettershop partners to deliver fastest and most efficient manner to execute final mail piece.
  7. Freight to BMC or Fulfillment Center – Work with freight consolidation partners and printer to determine best presort and commingle options for mail campaign.
  8. Mail via USPS or Alternate Delivery Method – whether desired delivery method is via solo or shared mail, utilize most cost-effective rate structures based on deep knowledge of postal regulations and available promotions.

Print Media


We have deep relationships in this channel and twenty plus years of experience in all forms of print media, including mass and targeted vehicles of all shapes and sizes for the consumer and business-to-business segments. We know how to develop, execute and optimize print advertising to make it a core part of your media mix for customer acquisition and brand development.

A main benefit of all forms of print media is the ability to target almost any consumer segment, whether large or small. Print Media audiences have proven to be extremely loyal readers and utilize this medium for entertainment, education and commerce. Brands that establish themselves within this environment benefit from the ability to inform the consumer and help to develop an affinity with their products and services.

Print Media offers a vast array of options for any advertiser, whether your target audience is broad or narrow. Options include the ability to target by geography, demographics and psychographics, and frequency can be planned on a daily, weekly, monthly or quarterly basis. These options afford all advertisers maximum flexibility in their strategy, creative development and planning cycles.

Success in print media is dictated by the ability to utilize a combination of media options to deliver a coordinated campaign that is built to maximize response and build brand awareness simultaneously. We have the experience to find and target the right media, at the right time, with the right creative, messaging, offers and formats. There is much more to print media than just running ads, and we have the test results to develop campaigns that drive optimal performance and visibility for your brand.

Here are the steps we take to ensure your print campaign will deliver optimal results:

BMG
Print Media Planning & Execution

  1. Analyze Data & Research Target Audience – Utilize a combination of client-supplied data and syndicated research tools to develop optimal target audience(s) for testing.
  2. Establish Campaign Goals – Develop a strong understanding of the client’s business and scale of target audience based on their historical performance metrics and establish realistic target metrics for campaign.
  3. Perform Competitive Analysis – Research top competitors to develop understanding of which media is being utilized, including specific insertion timing, volumes and creative/offers/formats being utilized.
  4. Research Relevant Media Opportunities – Determine best course of action for media strategy, from targeted vehicles to more mass and lower cost options.
  5. Develop Plan to Maximize Performance, Reach and Frequency – Once appropriate media vehicles are determined, outline plan to minimize risk and maximize overall campaign performance.
  6. Develop Creative, Offer and Format – Use client and category research data to determine optimal creative, offer and format; split-test across relevant media to determine optimal control.
  7. Print/Production/Freight Services – If applicable, utilize vast network of printing and freight partners to deliver fastest and most efficient manner to execute final printed piece.