Are You Using This Time-Tested Marketing Tactic?

Everyone is trying to save money on what they purchase, from groceries and ammunition to car washes and services. One time-tested marketing tactic — direct mail — still gets the job done and can work for you.

Are You Using This Time-Tested Marketing Tactic?

Like many of you, we receive scads of coupons and other similar items in the mail each month for a wide variety of goods and services in our community.

The local car dealership reminds us of discounts on tune-ups. The pizza joints and restaurants offer deals. Lawn, pest control and gutter services hammer us with announcements about free estimates and reduced prices. We usually look at them, pick what we might use and throw away the rest.

Outdoors retailers rarely, if ever, are in the mix. One of our local gun-ammo shops regularly advertised in the local newspaper with full page ads. Another store, now closed, switched from newspaper ads to television, radio and direct-mail. We have a Cabela's and, occasionally, get mail about seasonal or holiday deals.

Each month we get what I call a "coupon book" with multiple offers. We always flip through it to see if some of our favorite restaurants have deals. Usually they do, offering a 2-for-1 entree special or reduced rate for the buffet. Given the COVID-19 situation, I don't know if buffets will continue but that always was one I clipped and stuck in my wallet. Other offers, as you could see in the main photo above, span a gamut of businesses.

You can do the same with your business. I'd probably opt for the "hard card" in a 5x7 size with vivid colors and a nice photo of something, possibly your storefront. Using a photo of a gun or ammo might turn off some recipients but that's a decision you'd have to make. And, of course, you'd have to check with the company that sends the coupons or mailings to see if they have restrictions about firearms. If so, you'd probably want to avoid them.

One option instead of touting sales on products would be discounts on services. That might be an easier way to attract eyes and get them into your store.

"It's fishing season, so come have your reels professionally cleaned and spooled. Receive 15 percent off line purchased in-store and get free spooling."

"Hunting season is approaching. Our staff can double-check your shotgun or rifle, and clean and lube it. Receive 20 percent off our professional services performed in August."

"Don't wait until the week before archery season begins to have your bow checked. Get 15 percent off arrows and broadheads purchased in our store and you'll get free tuning."

Those are general ideas, of course. You could fine-tune your offers based on your services, from guns and bows to ATVs and fishing gear. And you could also promote special deal-buster days or "Reps will be in our store!" appearances to further spur interest.

Direct-mail coupons are a smart way to hit specific areas of your town at specific times of the year.

Groupon also is a great way to generate sales. If you haven't looked into it, do so. I quick-checked my town on and found a deal for 42 percent off of one hour of range time. That's a super bargain. For someone on a lunch break or weekend, spending about half of the normal price would probably spur them to add an hour (at full price) or buy something else.

Coupons are time-tested ways to reach consumers. Don't forget about this solid tactic that can yield results.


Comments on this site are submitted by users and are not endorsed by nor do they reflect the views or opinions of COLE Publishing, Inc. Comments are moderated before being posted.