From the formation of S&A Cherokee (then Smith & Associates) 32 years ago, we have never subscribed to a cookie-cutter approach to PR and marketing. When we think a client can benefit from media relations or content marketing, we recommend they do that. If it makes sense for a client to advertise or use direct mail, we’ll recommend those tactics.
While geo-targeted direct mail may not be ideal for B-to-B clients, it can certainly make sense for consumer-oriented businesses like auto service repair shops, restaurants and optometrists.
Traditionally, you would have to go to a list broker to obtain a database of mailing addresses that match your specific criteria (location, income, education, married status, etc.). Now, you can get some of those services directly from the United State Postal Service. Read more »