BURKHOLDER
DESIGN +
MARKETING
INC.
We Do Mail.
Direct Mail for Retail Shopping Centers -
Collaborative Coupon Advertising - Center Mailers.
Format Direction
All of our mailers are custom and are as unique as your center. We help you choose the design style to meet budget and project goals.
There are a lot of styles to choose from including postcards, self-mailer brochures,
self-mailer booklets, envelopes, oversized postcards & newsletter flats. Each option is created to make your mailer memorable and bring about a call to action.
Cover Artwork
With direct mail, you have 3 seconds to get their attention!
Great direct mail print design drives your target audience of consumers to engage, respond, and take action.
Did you know that the postman delivers the mail with the address side UP?
That’s the first thing a potential customer sees and it should be impactful!
For each design, we work to balance aesthetic appeal, center branding and merchant messaging for an effective consumer response.
We can also partner with your in-house creative team. We're flexible!
Merchant Communication
In the average center, there are 15-30 merchants. We contact all of them. The more participants you have in your mailer, the better it performs.
There are many types of merchants in a center; mom & pop shops, franchises, corporate stores, big box retailers... most have layers of management and favor different modes of communication: text, email, phone calls, fax (yes fax!) etc. Keeping track of them all can be overwhelming & inefficient and it’s not something you want to deal with on top of your already full plate.
We know that communicating with merchants for marketing projects can be difficult and time-consuming. That’s OUR job!
We pride ourselves in having great communication and customer service. We are an extension of you. Not only do we contact the merchants online and in-person to work with them on their ad design and approval; we also take notes, update contact lists and “lend an ear” for merchants who just need someone to listen to them. We know that keeping an existing tenant costs less than acquiring a new one so communicating proactively with tenants is a way to increase tenant satisfaction. It’s not a guarantee, but it’s definitely a positive side-effect of our services. In the end, people thrive with good old fashioned communication.
![iStock-1185448405 [Converted].png](https://static.wixstatic.com/media/35e09d_28d7f4bf178d4f4f920ff10cc10b4896~mv2.png/v1/fill/w_89,h_56,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/iStock-1185448405%20%5BConverted%5D.png)
Targeted List
The mailing list is the single most important part of any direct mail marketing program.
If you’re not reaching the right people, nothing else matters. But this is not an easy process.
Mailing list research takes time to do right.
Most shopping center mailers mail to a radius around the center. That’s a great approach!
It’s nice to be kind to your neighbors with a mailer full of good deals. But we can also tailor
the list using demographics such as age, income, marital status, home value, specific neighborhoods... there are many ways to customize the list to get the response you desire.
We use a targeted saturation method in our list creation that allows us to get the lowest
possible price on postage & reduces waste (like dropped addresses & seasonal dwellings.)
This results in increased campaign ROI. Creating the right mailing list is essential to a
successful direct mail campaign!
![vector-bulls-eye_zJNbp3od [Converted].pn](https://static.wixstatic.com/media/35e09d_bd834b8c971d4901acaded536aeeacfd~mv2.png/v1/fill/w_77,h_77,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/vector-bulls-eye_zJNbp3od%20%5BConverted%5D_pn.png)
Ad Design & Approval
Simply put, coupons create Happiness. In a study of Neuroeconomics at Claremont Graduate University, researchers discovered that coupon recipients who got a $10 voucher experienced a 38% rise in oxytocin levels (the “love” hormone) and were 11% happier than those who didn’t receive a coupon. They felt more relaxed and less stressed. Who doesn’t want that?
“The Offer” is just as important as the targeted list. The targeted list gets the mailer into the hands of consumers who need the discount, but the offer makes them take action. We work with all of the merchants at the center to develop, design and gain print approval for each of their ads.
Printing & Mailing
Once the piece is all ready for the printer-we prep for print and send it off! From there it goes to the mailing house for list processing, addressing, mail sorting and delivery to the post office. You can use us for these services or you can use your own vendors...again, we’re flexible!
We get samples to you and each merchant in the center (whether they participated or not). Then, in about 6 weeks we provide you with a report on how the mailer performed.
