Since 2006, Katherine Frappier and Regine Paquette have grown their trendy retail clothing business, Victoire, into 3 stores and a flourishing online business. One of their most important marketing tools is direct mail.
Frappier and Paquette say there are 3 key reasons why direct mail marketing works for their business:
- Geographic targeting uncovers market insights
- Direct mail works well with other media
- Direct mail is budget-friendly
Frappier and Paquette send direct mail campaigns to the neighbourhoods near their stores, exposing their brand to a broader market than they might otherwise have thought of.
“It’s a great way to see – oh the young mothers love our shop, the older women who are executives love our shop, the young teenagers save up all their pennies and come into our shop, so it really lets you see your full business and your full customer potential,” Frappier explains.
Because direct mail is easily measurable, the business owners gain insights they can apply to future marketing efforts.
“We’re really keen on using social media as much as we can with our business but, to us, direct mail allows us to speak to an audience outside of our current sphere of influence,” Paquette says.
Using a cross-media approach, the business owners use direct mail to connect with new customers and to draw them into their social media marketing circle.
This small retail business was able to create effective, engaging marketing material on a budget.
“Direct mail is also really affordable; you can tailor the scope of what you want to do to with what your business is comfortable with trying out,” Frappier says.
Tools like Canada Post's free Precision Targeter can find new customers near your business and give an idea of the prospects you could reach with direct mail.
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Join Solutions for Small Business™, Canada Post’s small business program, and benefit from immediate savings on direct mail as well as select shipping and packaging products. It’s free to join and no contracts are required.
This is part of a series of videos and articles on how Victoire expanded their brick and mortar stores and made a successful move to e-commerce as members of VentureOne. Next, learn how convenient shipping options helped Victoire’s e-commerce store.