It is more expensive but generally reaches larger audiences. Because of cost, maple producers usually avoid TV advertising. While television may not be appropriate for small producers, it may be an effective medium for larger operations with a variety of products to offer. Producers should seek professional guidance in evaluating the appropriateness of TV advertising and especially in developing TV commercials. The use of direct mail as an advertising medium has considerable potential for the maple producer.
Direct mail requires a mailing list.
This can be obtained from commercial sources for most communities, although many producers have developed their own list through guest registers, taking names from business checks, etc. Unless you sell mail order, direct mail is most effective when the mailing list is confined to customers within a 50-mile radius of the sugarhouse. Direct mail has the advantage of being quite selective. It can be used to promote maple syrup in general, the arrival of the maple season, or to publicize specific products such as maple confections, etc. It can also be directed to customers who are specifically interested in a particular item or package.