Building brand is an attractive notion, but for most school marketers it is a poor investment. Building brand is a long-term, multi-media investment that only the largest companies can afford. Most of us need to focus on selling our products.
Deals Deliver More Sales
Educators receive hundreds of mail order solicitations over the course of the year. Much of this mail is concentrated in August, January, and March.
Most recipients of direct mail try to dispense with it as quickly as possible. Often it’s sorted into three groups: 1) “read it now”, 2) “read it later”, or 3) “toss it out.” The mail that ends up in the “read it now” group is most likely to yield a response. Obviously, the “toss it out” group is not going to deliver any response, and few find the time to review the “read it later” group.
Do you market a product that parents purchase to help their children succeed in school? If so, you might consider a program to reach parents through teachers. Here are the necessary ingredients to qualify for a successful “through the teacher” campaign.