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Social, Local, Mobile – Innovative Integrated Marketing

Jul 08, 2012


SoLoMo – Innovative Digital Marketing Strategies with Every Door Direct Mail


If you're tuned in to digital marketing trends, you may have heard of SoLoMo – social, local, mobile. What does that mean? Basically, it involves marketing that combines social media (think Facebook, Foursquare, Yelp, and YouTube), local business and customers, and mobile technologies (like smartphones). At Click2Mail, we think you can take SoLoMo one step further by adding the power of direct mail, specifically Every Door Direct Mail (EDDM)


Think of it this way: First, take advantage of Click2Mail's Mobile Marketing tools to easily, quickly, and affordably design a mobile-enabled website. Then, use our QR code generator to create a scannable code that will direct people to your mobile site. Finally, design an EDDM mailer that you'll send to every address in your local area. On the EDDM mailer, you can include the QR code so people can access your mobile website, as well as links to your business's Facebook or Foursquare page. That way, recipients can connect with you in a social way by liking your Facebook page or checking in on Foursquare. 


If you think SoLoMo sounds like another techy fad, think again. Your customers are active in the mobile world, and they're looking for information about your business. Consider this: Over 50% of all searches are now done on mobile devices. That means it's no longer enough to have a website. Virtually all new phones sold today have web browsers and over 70 million consumers use them regularly. You need to take steps to connect with these on-the-go, always-connected customers. 


Still not sure how SoLoMo could work for you? Check out these examples:


  • A new, independently owned neighborhood coffee shop wanted to grab the attention of people who might otherwise get their latte from a big chain. So Jill, the owner, designed a glossy EDDM postcard encouraging people to try the “local” alternative. She sent the card to addresses within a few blocks (or walking distance) from her shop's location.

    The postcard featured a QR code that linked to the coffee shop's mobile website (which was easy to set up using Click2Mail's online interface). Recipients who scanned the code could check out the shop's full menu. If they went one step further and clicked through to “like” the shop's Facebook page, they earned a virtual coupon for a free coffee – all they had to do to redeem was show their phone to the barista.

    Jill was thrilled with the results of the mailing. Within days of sending out the piece, the coffee shop had boosted its Facebook “likes” by 75% and had seen a significant increase in sales, especially during the morning rush. 


  • Aaron, a real estate agent, had a unique, high-end property he wanted to market. First, he used Click2Mail's Mobile Marketing to create a mobile website for the listing, including a YouTube video showcasing the property. He also generated a QR code that linked to the site. Then, Aaron designed an EDDM flyer with lots of information about the listing, as well as the QR code, along with the instructions to “scan here to watch our exclusive video.” Aaron mailed his 8.5 x 11 mailer to every address in select, high-income areas. The response was terrific, and the property sold in a matter of weeks. 

Those are just a couple of examples of how some businesses are combing the power of SoLoMo and affordable Every Door Direct Mail to get the results they want. Interested in learning more? Email us at .(JavaScript must be enabled to view this email address) or give us a call at 866-665-2787. We're happy to answer your questions and help you get started.