Market Overview

Direct Mail Still a Potent Weapon in Political Campaigns


Despite the growing popularity of digital marketing, political campaigns still rely on direct mail to reach older constituents. Online Printing Company, a web-based printing company, gives its perspective on how businesses can take a cue from politics and reach out to their older customer segments with direct mail.

Adelaide, South Australia (PRWEB UK) 1 November 2012

Even though online marketing has become more important in campaigns, direct mail remains a potent tool for reaching older voters. Businesses can learn from marketing-savvy politicians and reach their older customers through direct mail.
Social media and email marketing have become important avenues for political candidates to reach voters. However, recent news from the United States presidential campaign sheds light on direct mail's importance in reaching certain segments of voters. President Obama and Mitt Romney, the two contending candidates to become President of the United States, are both spending heavily on direct mail to reach out to retirees and baby boomers.
Since direct mail marketing is more expensive than Internet marketing, the candidates have spent almost twice as much on direct mail as they have on Internet marketing. The logic behind their decision to spend on direct mail is that they are trying to reach millions of older voters. These older generations might not be comfortable with pop-up ads, YouTube, or other forms of Internet marketing.
Australian political campaigns also use direct mail marketing to reach voters. The Liberal Party recently launched a mail-out campaign to attack the Australian Labor Party on its financial management, cost of living, and jobs record.
Politicians are not the only ones that can benefit from direct mail to reach the older generations. Businesses can take a cue and do the same. Online Printing Company, a web-based online printing company that prints direct mail pieces among other products, weighs in on this.
“Businesses can learn from politicians who have invested heavily in market research and consultants to figure out the best forms of marketing to use. Of course, not all political marketing ideas are applicable to business. However, it is safe to transfer the idea of using direct mail to reach older customers or prospects who might not be comfortable with new media,” said Binh An Nguyen, Owner of Online Printing Company, “Whether this makes sense for your business will depend on whether this group of older people are a part of your target market.”

About Online Printing Company

Online Printing Company houses a team of experts who thrives on finding new ways to produce the best products. Their team of talented professionals can turn customers' prints into memorable pieces of artwork. What's more, their ability to deliver on their promise has given them a track record for excellent performance and the continued patronage of clients throughout the years. Online Printing Company can create business cards, magnets, brochures, and presentation folders for individuals or businesses.

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