You’d have to be living under a rock to not notice how rapidly social media has grown. Over the past several years, many financial professionals thought that by diverting their marketing dollars to creating a social media strategy – including company pages on Facebook, blogging, eblasting, and banner ads – in the hopes of saving money while garnering motivated prospects. Unfortunately for them that bet didn’t pay off as well as they would have wanted. Why? Because there are certain subjects and issues that consumers don’t want to talk about on the internet.
In fact, according to Epsilon’s 2012 Annual Channel Preference Study, consumers (your prospects) made it very clear that their preferred channel to receive financial information is DIRECT MAIL.
Specifically, the survey found, “Marketers can take advantage of consumers’ resurgence and interest in receiving postal mail to help differentiate their offers and grab consumer attention to increase sales. In a digitally-focused world, a majority of consumers still prefer postal mail for a large portion of their multichannel diet when it comes to receiving information.”
The bottom line? This survey validates what I have been sharing with you for more than 2 years: When it comes to offering your services, they prefer direct mail because they feel like they are being communicated with specifically and intelligently.
When consumers (your prospects) speak – LISTEN!
About the Methodology/Survey
This report on channel preferences for the receipt of marketing information is based on the completed responses of 1,991 U.S. and 3,816 Canadian consumers to an online survey conducted in June 2012. The survey is representative sampling of U.S. and Canadian consumers. A 15 minute questionnaire was presented to respondents 18 years of age and older. Statistical significance is calculated at the 95% confidence level. Epsilon now has completed four surveys on the topic of consumer channel preference to generate trending data. The June 2012 research was preceded by an initial study in February 2008. That effort was updated in February 2010 and again in August 2011.
Jorge Villar is President of Response Mail Express (RME), with more than 26 years of direct marketing experience, he is known in several industries for his ability to create mail packages that garner the highest response rates. He is responsible for the Seminar Success program that, for the last 17 years has accounted for more than 65% of the events being held in the nation with over 14 million individuals making reservations. Mr. Villar has also been very successful marketing to physicians and business owners regarding Success Planning and Asset Protection. Response Mail Express, and parent company DME, is a $100+ million marketing powerhouse, housing over 600 employees in their 2 state-of-the-art facilities in Florida. Their marketing ideas are presently being utilized by over 10,000 clients, including: top producing advisors, estate planning attorneys, large financial organizations, health care organizations, universities and many other industries. Mr. Villar is a frequent key note speaker at national financial symposium and training conferences.
Academy Guest Blogger
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
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