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No. 3: Recommend-a-friend or Member-gets-Member offers. An invitation in your catalogue or ad material for customers to ‘share’ your brand can deliver FREE customers, or very low-cost new customers if you choose to reward the existing customer for recommendations. Word-of- mouth is the most powerful of all advertising. MGM leaf lets inserted in your outgoing packages will cost no more than £7 per ‘000.
Q = 10. Lowest CPA of all recruitment sources. (Very high LTV on MGM respondents); S = 1 (Sadly, not at all scalable); C = 9 (Zero cost for each new customer and you make a profit on the first sale); R = 10 (No Risk, as you control distribution) Score 30.
Scotts results: we can never get enough of these but we’re so busy cross-promoting other brands and scheduling big cold prospect mailings that we often overlook this, the smallest, but most golden opportunity for recruiting new customers.
MEDIA PROMOTED CONTENT
No. 2: Insertion of ad material FREE in outgoing mailings to responsive customers. These opportunities are few and far between, but some of the more enlightened mailers will allow you to undertake a FREE test of inserts in their mailings. This represents a means of accessing qualified customers who are accustomed to responding to direct mail, in the location where most purchasing decisions are being made right now – in the home.
Scotts is currently offering insert advertisers the opportunity to test 50,000 inserts with their catalogue mailings at no cost via their media division –
www.mailtrainmedia.co.uk, bookable direct or via your insert broker. Other FREE offers exist in the market. It’s just a question of tracking down these opportunities to test this new recruitment media.
Q = 7 (The audience is mail order responsive and each mailing is personally addressed); S = 10 (If test is successful, Mail Train Media offers over 200 million inserts in 2021) C = 7 (Costs are low (Free) on 50,000 test inserts, but ongoing costs are still at least 7 times less than for solus mailing at £25-£30 per ‘000 for standard inserts); R = 10 (Zero risk as Scotts & Co. mailings are time critical and closely controlled with certificates of posting available). Score 34.
Scotts results: the company has limited experience of inserting its own catalogues in third-party mailings as most mailers are unable to accommodate ad material weighing 43g in their mailing packs. Our closest equivalent experience is on Scotts inserts in magazine subscription mailings. Publications like The Week (100% mailed subscription copies) regularly generate response of over 0.3% (3 orders per ‘000) at an average order value of £85 (£255 sales per ‘000), achieving break-even on our costs of catalogue print and insert fee of £75 per ‘000.
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