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. With direct mail it is also possible to add a personal touch to advertising.
Direct mail represents a direct communication between the producer and the customer.
This allows for news items, announcements about facility changes, new products, etc. The personal aspect of direct mail is compatible with the natural goodness and country hospitality image many producers want to project. Road Signs Road signs are probably the most common type of advertising used by maple producers. They are viewed as a necessity for those sugarhouses that depend primarily on transient traffic. Road signs, as a medium, limit the number of people they reach to those traveling the road where the sign is placed.