Software Marketing: Distribution

This is the fourth article in a five-part series that details exactly what you need to market your software and make it a success. Simply printing marketing materials won't convince customers to buy your software. You have to know when and where to deploy your software marketing materials in order to put your message in front of the right customers, at the right place, at the right time.

Direct mail

Direct mail is the best way to put your software pitch in the hands of well-targeted customers. The reason is that with direct mail, there is no middle man. As such, direct mail reduces the potential to waste marketing dollars and vastly increases your opportunities for success. Repetition is crucial to direct-mail success. Instead of a one-postcard campaign, develop a strategy that incorporates multiple direct mailers during a six-month period. Doing so enables you to brand your company and establish long-term relationships with your customers.

Here's a sample direct-mail marketing campaign for your software:

Week One: : Send a postcard to potential customers on a well-targeted mailing list that delivers an incredible offer and highlights your software's features, benefits and specific problem-solving abilities. Week Six: Send a flyer or newsletter that features case studies of others singing praise for your software. Be specific about how your software solved their problems. Week 12: Send a calendar that highlights your software and your company's commitment to your customers each month. Week 18: Send a greeting card as an invitation to an extended free trial of your software. Week 24: Send a booklet that educates potential customers on a specific area of your industry. Make your booklet an excellent resource and pepper it with information about how your software can make life easier. Week 30: Send a second postcard with an even better offer - strictly time-limited.


Advertise with flyers and posters on bulletin boards, billboards, walls, under windshield wipers, and as inserts in newspapers, magazines and other publications. Take out ads in radio, television, print and online. Deploy a street team to hand out flyers, stickers and to spread news about your software word of mouth. Host/sponsor an event or publicity stunt to get free PR.

Following up

Test, track and tweak: These three Ts will help you develop winning software print marketing campaigns. Always test different variations of your marketing materials on small portions of your mailing list before launching the full campaign. Sometimes a single word change can make a big difference in your return on investment. Keep a database of clients and respondents, and evaluate recognizable trends so you can customize your pitch, which allows you to make intelligent marketing decisions based on honest, proven statistics.