When considering a Direct Mail Advertising Campaign, one of the factors that can really determine the success of your efforts is balancing reach and frequency.
We’ve developed an Intelligent Approach to Direct Mail Advertising that consists of 5 steps. The video below outlines our Step 2: REACH & FREQUENCY.
It’s only about a minute long, so why not watch now?
Hi. I'm Jim from Printlabelandmail.com where we take a five-step, intelligent approach to direct mail advertising to get better results for our clients.
Now, the second step of our approach is reach and frequency. Simply put, reach is the number of prospects exposed to an ad, and frequency is the number of times an ad is exposed to a prospect.
So which you think is more important, reach or frequency? For the same budget, is it better to mail 5,000 prospects one time or 1,000 prospects five times?
Consider this. Have you ever established a good friendship with someone you met only once? Probably not.
Here's another analogy. Let's say you're given 100 seeds and enough water to water each seed one time. Would you plant all 100 seeds and water them just once? Or would you be more successful planting 25 seeds and using all the water to water those 25 seeds?
It's pretty obvious. Most direct mail advertising campaigns need frequency to succeed. And to schedule frequency, you're going to need an advertising budget, even if it's a modest one.
So set a budget, and then stick with it. Be patient. Maintain frequency, and gradually expand your reach. That's the way to grow your business. Think about.
Here’s our latest training video. Sell more by selling just 1 thing. It’s a tale of 2 salesmen. See which one is more successful and why. Use the lesson learned for your next Postcard Mailing Campaign.
Here's a tale of two salesmen. The old fashioned kind, you know, the kind that go door to door. Harry has just one product to sell, a lightweight, powerful vacuum cleaner. Sam, our other salesman, is also selling a similar vacuum cleaner, plus a line of brooms, mops, and cleaning solutions. Oh, and in case you don't like to clean, Sam also represents a maid service.
Each salesman is planning to knock on 50 doors today. So who do you think is going to sell more, Harry, with one product to sell or Sam with an entire line of cleaning products and services? The key to remember here is that Harry and Sam are being proactive. The prospects they will be contacting haven't expressed any interest in buying cleaning products today. So let's listen in on their presentations.
Hmm, how can I get rid of this guy?
Good afternoon madam. Hi, I'm Sam from the AAA cleaning solution company. I carry everything you need to have a sparkling clean home. I have a state of the art vacuum, a full line of brooms, traditional and sponge mops, cleaning solutions for every room in the house. And if you don't have time to clean, I also represent a great maid service. May I show you what I have to offer? I'm sure I'll have something here that you will want to buy.
I don't have time for this! I have a vacuum! I buy all my cleaning supplies at Wal-Mart, and I certainly can't afford a maid service! I'm sorry, I'm really busy. I don't have time.
Now let's see how Harry does.
Hmm, how can I get rid of this guy?
Good afternoon madam. I'm Harry from the AAA vacuum cleaner company. Are you spending too much time cleaning? Would you like to cut your cleaning time in half? Well today we are offering a free one week trial of our new, lightweight, ultra powerful, and surprisingly affordable vacuum cleaner. Can I give you a quick demonstration? I promise you'll be amazed.
Lightweight? Powerful? Affordable? Free trial? Maybe I do need a new vacuum. Sure! Come in and amaze me!
So what's the moral of the story? When trying to get the attention of the busy prospect, start by selling just one thing. Feature your best or most popular product or service, present a problem, and offer a solution. Make your offer uncomplicated, clear, and attractive just like Harry did. Want to talk more about it? Give us a call or send us an email.