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The go local phenomenon sweeping the country is not exclusive to farmer's markets, natural food stores and area restaurants.

Studies show that consumers respond better to direct mail for locally-based campaigns such as political campaigns for mayor, city council, or sheriff. Direct mail remains the most effective way to introduce a candidate or an issue because it can target specific blocs of voters.

When marketing locally, remember that mail remains an effective and economical way to reach a small geographic area such as a community or neighborhood. This is important for locally based fund-raisers such as your area SPCA or membership drive for your neighborhood community association.

Many list providers offer online tools to pinpoint an area as small as a one mile radius around a restaurant, or offer list enhancement services (household income, gender, race) to better target the audience.

The ability to target a specific audience remains a primary strength of direct mail over other communication channels, including email.

Businesses that collect additional information about their audience can develop personal campaigns using variable data printing. Or the direct mail piece can act as an introduction to Web-based marketing by presenting a PURL (personalized URL) as the call to action.

Whichever route you choose to go, remember, grow local, eat local, shop local and mail local!


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