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Marketing Mojo: Don't Rain on the Parade

Every year I watch the Macy’s Thanksgiving Day parade.  Most of the time, the rest of my family just treats it like background noise, only paying attention when they have a number from a Broadway show, or a particular artist they enjoy.  Most of the major musical acts are kiddie-pop artists that nobody over the age of 12 recognizes, and the lip-syncing is terrible, but that’s okay.  For me, watching the parade is an event – I love critiquing the floats, and seeing the performances from the various bands, dance troups, and shows.  I still talk about a few years ago when Cartoon Network rick-rolled the entire nation, with the real Rick Astley. The Macy’s Thanksgiving Day Parade is one of a handful of events that create major exposure for any brands involved.  Between the float sponsors, musical acts, balloon characters and other special appearances, viewers are exposed to a lot of names and brands that they might not have otherwise. Of course, not everyone has the multi-billion dollar budget necessary for that type of media coverage.  While it would be nice to reach millions of potential customers in one swing, realistically most of us are much more focused when it comes to our target audience. Fortunately for us, the new Every Door Direct Mail program from the USPS has the best of both worlds – wide areas of coverage at a cost-efficient rate.  EDDMs are based on postal routes – so there’ s no need to purchase or manage a list.  The size parameters are larger than a standard postcard, which gives you the ability to include as much or as little information as you need to create an effective high-impact piece.  It's like having a tiny parade float for your business in every mailbox! Contact us today to learn more about the EDDM program and how it can benefit your business!

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