More from Miami. South Beach along the waterfront. Tourists, beaches, aerial banners, and al fresco dining.
I had the good fortune to spend a few days in Miami. Took a little stroll around Ocean Boulevard and Collins Avenue. Look at all the beautiful people.
International Markets are ripe for exploitation and there are lots of different ways to reach your target market. Individually, each medium is effective but ever more so when combined. It’s not that different than what marketers have been saying about the U.S. market for years. With one exception.
According to a study done by Anpost (the Irish post office), U.S. households receive about three or four times the amount of direct mail that households in the UK and other EU countries receive. U.S. consumers get about 11 direct mail pieces weekly. EU countries average 2 – 5 mailings. Talk about an opportunity to stand out. Imagine how effective a well-crafted and properly targeted mailer would be if it was one of just a few instead of one of the many?
Of course, there are all the usual reasons for using mail to penetrate international markets, as there are for the U.S. Enough with the boring statistics and studies. Here is a real success story. It is a story about serendipity, innovation, and perseverance. This is about someone I know. It could be someone you know.
Valentine’s Day, 2007. A loving husband comes home with a gift basket filled with cosmetics and other beauty products. His wife, a homemaker, while very appreciative, is also very particular and she realizes that she won’t use many of the products in the basket. Her husband suggests that she should try to sell them on a popular online auction site and see what happens. To her surprise, all of the items sell in a matter of hours; at a healthy profit! Epiphany! She buys another basket and sells the contents in a matter of hours, again. This is too good to be true.
Energized, the woman hatches a plan to create a small business. She can buy the cosmetics from liquidators and close out companies and continue to sell at a small profit. She has discovered a great way to find something to keep busy and generate some walking around money. Huzzah! More products purchased, more orders processed in the comfort of her kitchen (I visited her headquarters), more boxes shipped from her garage, and her business was booming.
Let’s fast forward to 2009. Simply by chance, she has gotten a handful of orders from customers in Europe. How to get even more? Another brainstorm! Send a postcard to upwardly mobile women in France and Germany. Offer them a special deal and direct them to her website. Sell them products that they cannot buy locally. Where to begin?
Mailing list rented. Simple postcard designed and printed. Mailed to the list.
Foreign orders are streaming in. Europeans love her site and her products. In fact, they love all things American. Today, she is shipping around $3,500 worth of merchandise to her European customer EVERY DAY. More postcards, more mailings, more orders, more money, more money, more money.
Spent Christmas in Raleigh, North Carolina. We caught an early morningng flight home and got to see the sunrise over the Atlantic. Came in low over the Rockaways, and under the clouds, for a landing at JFK.