Proudly, he explained how he had invested several thousand dollars in a snail-mail marketing campaign. That included custom-making logo baseball caps to enclose.
As yet, he had not earned any revenue from that expenditure. But, nevertheless, he appeared pleased with his creativity.
First I expressed good wishes that the campaign prove successful. Then, I gently mentioned that, on a far lesser scale, I did a snail mail campaign in 2009. There was not one response.
The cost had been about $45. That was enough of an investment for me in learning this: All marketing is an experiment. That includes trying out special events. No law firm, especially a small one, should bet the ranch on that tactic.
If there ever had been a "correct" way of marketing, that no longer exists. The best we can do is try out what might be effective. When there are signs that it might be working, we do more of that. Meanwhile, we continue to experiment with other tactics.
Incidentally, creativity can be irrelevant. All that is relevant is that our call to action (CTA) results in closing sales.
You owe yourself a complimentary consultation about your marketing and advocacy communications. Please contact Jane Genova, email@example.com or @genova_jane.