Marketing Clinic Feature by Dee Blick of The Marketing Gym & award winning Chartered Marketer.
6 winning ways to increase response to your mailshots
Wahay - the Chartered Institute of Marketing has reported a signifi cant upswing in the use of targeted direct mail in the business to business and business to consumer sector. The keyword here is targeted. The days of buying a huge, random list and bombarding it with your messages in the hope that some will stick are over. However, if you’re looking to communicate with cold prospects consider a charming, relevant and targeted direct mail campaign.
Use my Power of 3 for results shoestring style. 1. A teaser message to let the recipient know that something exciting is going to be hitting their doormat in the next few days. Use LinkedIn, twitter and Facebook to make that initial connection. Remember a teaser message is just that. A couple of lines to stimulate interest as opposed to a soliloquy on the assets of your business!
2. Make sure that your direct mailshot has intrigue and impact power. A lumpy enclosure such as a nice pen, an attractive coaster, a product sample; something off the wall but entirely appropriate for your brand will ensure the envelope is opened. If you’re going to use a colourful envelope match it to your brand.
3. Follow-up the prospects you really want to convert to paying customers either by telephone or go back to social media.
According to Marketing Week we have fallen in love with fl yers again! Apparently big brands including Virgin Media have taken to
80
using fl yers – through business and consumer letter boxes. Use my Power of 3 success:
for fl yer
1. Don’t do a cheap as chips fl imsy fl yer unless you are a cheap as chips fl imsy brand. Nice thick card at least 180 GSM, the input of a professional designer and some compelling statistics and benefi ts about your business combined with genuine customer testimonial will ensure your fl yer has suffi cient eye contact to make a connection where a real need exists.
2. Consider a genuine off er to stimulate responses and if you have an all singing all dancing website, promote this on your fl yer.
3. Consider enclosing your fl yer in an envelope with a hand written message if you are focusing on a small number of prospects. I can’t stress just how powerful this approach is if you are targeting prospects in your local geographic area. Writing “by hand” on the top right-hand corner of the envelope with a handwritten message in the middle of the envelope will guarantee the envelope is opened and your fl yer read.
In the last fi ve years alone I have managed to generate hundreds of thousands of pounds worth of business for clients using these very simple techniques.
What’s stopping you?
To advertise in thewire t. 07720 429 613 e.
the.wire@btinternet.com
Clinic
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