TV or not TV?

New York District Sr. Sales Executive Ruben Gomez

When a major sporting goods chain recently reduced its direct mailings, New York District Sr. Sales Executive Ruben Gomez took note.

He met with the company’s executives, who explained they decided to spend more money on television advertising.

Gomez encouraged the executives to take a balanced approach and keep mail in their marketing mix. He also showed them how they could enliven their mailpieces by adding QR codes, which recipients scan with a mobile device to be taken to a company’s website.

The executives were persuaded. They decided to send 8.6 million direct mailpieces to their most loyal customers, generating $1.5 million in Standard Mail revenue for USPS.

“When I discuss television advertising with marketing folks, I ask them, ‘What happens when the viewer misses your ad because they’re not watching?’” Gomez said.

“Mail is different. Everyone loves the ‘mail moment’ — and that’s why direct mail is so effective at helping businesses grow.”