One Minute Marketing Ideas

What Kind Of Response Will I Get From My Direct Mail Campaign

Good question!

Most experts agree that Direct Mail Advertising is one of the best media choices for small businesses (6 Reasons Why). How well it will work for your business depends upon how well your campaign is executed. Don’t worry, that’s where we come in.

There are 3 important factors to consider when designing your campaign. First, what do you want to promote? Second, who are the best prospects for that product, service or event? Third, how are you going to get those prospects to respond.

We have over 20 years experience in creating direct mail campaigns that deliver results. Direct Mail Advertising Works! It may take a little fine tuning along the way but if you stick with it, response rates will be predictable . At that point, every time you mail it won’t cost you money, it will make you money.

The bottom line is, if you succeed, we succeed. So let’s get started!

Direct Mail Advertising Is The Right Choice!

Congratulations for considering Direct Mail Advertising for your business. Direct Mail Advertising is one of the best methods for small businesses to attract new customers. Here are 6 reasons why:

1. DIRECT MAIL ALWAYS REACHES YOUR PROSPECT
   Why is this true? Everyone reads their mail! Not everyone gets the newspaper. Even those that get a paper may not read it from beginning to end, so your ad may never be seen. How about radio or TV? Do you have a budget to cover multiple stations at all times during the day?  Probably not. Billboards, signs, even aerial banner planes can be a hit or miss situation. 
2. DIRECT MAIL OFFERS THE BEST TARGETING OPTIONS
   Can you believe the amount of retail shopping plazas that have been built in the past 20 years? Each one seems to be a clone of the one just down the street offering the same lineup of stores. So when advertising, it is more important than ever to geographically target the homes closest to your location. For many businesses, demographic targeting is also important, age, income, ethnicity, etc. can be used to make your advertising more effective. Direct Mail Advertising offers the most precise targeting options.
3. DIRECT MAIL OFFERS THE MOST ACCURATE TRACKING
   Tracking response is easy with direct mail advertising. Include a special offer that can only be redeemed with the return of the postcard. If you can’t measure results you won’t be able to make the right advertising decisions.
4. DIRECT MAIL ADVERTISING: A GREAT VALUE AND AFFORDABLE
   How do you know? Divide what you spend by the number of customers or leads generated. You will find that direct mail is one of the most affordable advertising methods you can choose.
5. DIRECT MAIL LETS YOU ADVERTISE ON YOUR SCHEDULE 
   Timing is everything. Launch your campaign on your schedule. 
6. KEEP YOU COMPETITORS IN THE DARK
   When you advertise in the newspaper or many other media, you are also sending your advertising strategy to your competitors. With direct mail, for the most part, your advertising is between you and your prospects.

If you’ve got questions or comments, give us a call.

We are here to help Monday – Friday, 9-6 Eastern Time. Call 866-594-3069.

6 Tips For A Successful Mailing

BEFORE YOU MAIL

1. WHAT Are You Going To Promote? 
   Be specific. Don’t include a laundry list of products or services. Pick your most popular or the best value.
2. WHO Are The Best Prospects For Your Product Or Service?
   Decide if you should target geographically or demographically or a combination of both. A better mailing list means better results.
3. HOW Are You Going To Attract The Prospects You Are Targeting?
   A special offer or “magnet” must be strong enough to yield the results you are planning on. Be honest. If you received the offer in the mail, would you respond?

AFTER YOU MAIL

1. DELIVER
   Make sure your staff is fully briefed on the mailing and and are prepared to deliver special offers enthusiastically without confusion. Remember, first impressions count.
2. TRACK Response Carefully
   Get as much feedback as you can from employees and customers. If you have more than one offer on your postcard, determine what works best. Carefully monitor sales and traffic. Not every prospect will redeem a coupon. If you notice an increase in traffic or sales, it may be a “hidden” response to your mailing. 
3. EVALUATE, Fine Tune and Mail Again
   Direct Mail Advertising Works. But it is a process. Response rates can be improved with each mailing. After time, response rates will even become predictable for your unique situation.

Ready to get started? Our staff can walk you through each of the tips above. We believe that our success depends on your success. So give us a call 866-594-3069.

Don’t Have A Customer Mailing List? Start One Today!

Regular mailings to your customers is a great way encourage loyalty and new sales. Your customer mailing list is a valuable resource, but you can’t profit from it if you don’t mail it.
Whether your list is 100 or 100,000, we can create an affordable mailing program that will allow you to keep in touch with your customers on a regular basis.

Don’t have a customer mailing list? Start one today, here’s how:

1. Take names and addresses from invoices and input them into an excel spreadsheet or similar program.
2. Create sign up flyers and place a bunch at your point of sale. Put up a sign, “Get On Our Mailing List For Discounts & More!”
3. Got phone numbers? Start calling your customers and ask them for their mailing address. Tell them you would like to mail them special offers from time to time.
4. Got a website? Put up an invitation for folks to send their mailing address to receive special offers.
5. Use a program for sales and invoicing? Most programs have a mailing list output feature.

A Dozen Great Direct Mail Advertising Ideas

Here are a dozen great ideas to help make your postcard advertising campaign a success. These ideas are universal and can be adapted to promote just about any product or service. Remember, direct mail is a process. Design the best postcard you can and then track response carefully. Fine tune the postcard based on the response and then repeat the process. After a while response will be predictable and direct mail won’t cost you money, it will make you money every time!

Direct Mail Advertising For Air Conditioning & Heating Company

Here are a few Ideas for an Air Conditioning & Heating Company that have been used successfully by our clients. Use one or a combination, but don’t over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.

1. Direct Mail Strategy: How Many, How Often?
   We get calls, like clockwork, from HVAC companies just before the start of the winter and summer seasons. It makes sense, homeowners haven’t used their heating or air conditioning for a few months and they will need a tune up, service or replacement.
   Consider the distribution options. With a budget of about $1100 per month, you could print and mail 36,000 large, full color postcards a year. One option would be to mail to 18,000 homes twice a year prior to the summer and winter seasons. Another option would be to mail to 6,000 homes every other month (6 times a year). Or you could mail to 3,000 homes every month. There’s no right or wrong strategy here. However, direct mail experts emphasize that repetition is an important factor in the overall success of a campaign. Targeting a smaller territory, mailing more often and supplementing your direct mail with additional media can result in a steady stream of prospects, rather than a flash in the pan once or twice a year.
2. Call “The Honest Contractor”
   It may sound corny, but people are wary of tradesman. Everyone hates the idea of getting ripped off. Remember, you are asking for an invitation to go inside someones home to provide an estimate or checkout equipment. Include your photo on the postcard. It will make the postcard more personal (you may be surprised how many people recognize you). You name and a photo sends a message that you are proud of your company and your work.  If you have a crew, show a group photo and they should be in some sort of uniform (even a nice t-shirt).
3. Don’t Just Offer A “Tune-UP” – Tell Them Why They Need It!
   A pre-season 15 point checkup is a standard offer in the industry. Make sure you show a price for the service and highlight any savings offered. For example “15 Point Air Conditioning Checkup – Now $79 Regular $99 Save $20!”. And be sure to stress the benefits of the checkup: “Extend The Life Of Your Unit and Save On Energy Costs With Regular Maintenance”. 
4. The No Fee Service Call
   If you get the job, waive the service call fee. Your ad can say: “FREE Service Call” the disclaimer can go on to say ”Service call fee waived if work is done (a $59 value)”.
5. Offer Residential Service To Your Corporate Clients
   No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current clients.
6. Show The Price
   If you offer replacement units for heating or air conditioning, use a price to get more response. Which offer do you think sounds better? A) “Replace Your Central AC Unit, Call Today & Save!”  or B) “Replace Your Central AC Unit – Most Homes In This Neighborhood Only $1995!” .  Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call. Use your best offer, with a disclaimer if necessary, for example “…price based on existing electrical and slab.”

Direct Mail Advertising Ideas For A Cleaning Service

Whether you are targeting new residential or commercial clients Direct Mail Advertising is a great way to get new customers for your cleaning service. Here are a few ideas that our clients have used successfully in the past.

1. Concentrate Your Customers – Save Time, Save Gas, Clean More Homes!
   Use USPS mail carrier routes to create a mailing list where you currently have the highest concentration of customers.  Get Mail Carrier Route Maps for the Zip Codes you cover. Then select the routes that have the highest concentration of current customers. Mail postcards to these routes every 4 – 5 weeks.
2. Is Having A Cleaning Service Is A Luxury?
   To many people it is, but it’s got to be an affordable luxury if you want them to consider it. Actually, for working couples with kids, a cleaning service has become less of a luxury and more of a necessity. Try using this headline: “Think You Can’t Afford A Cleaning Service… Call Us, You May Be Surprised!” Then go on to describe that you have programs available to fit most budgets. By varying what you clean, and how often you clean, you can make it affordable. 
3. Show A Price
   Give prospects an idea of the cost of your service. For example, “Most Homes In This Neighborhood Cleaned For $79 or Less!”.  In fact, you should include a menu of prices for a variety of services. Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call.
4. FREE Cleaning Service!
   You are probably thinking “…that’s easy for you to say”.  Try this offer: FREE CLEANING SERVICE (Headline) and then a disclaimer – For new customers. Get 2 cleanings at our regular low price and your 3rd cleaning is Free! That works out to a 33% discount. Plus, after 3 cleanings in a row, it is probably safe to say you’ve got a new regular customer.
5. It’s All About You!
   Do you have a small operation? Try this headline to emphasize your personal service: “I Own The Company, I Clean The Homes, I Guarantee Your Satisfaction!” Include your photo and you will have a very powerful message on your postcard. If you have a crew, then show their photo. The more personal and professional your image, the more likely it is that a homeowner will trust you inside their home. 
6. Promote Your Website With Direct Mail
   Don’t have one? You should. And it should contain more than just a laundry list of your services. testimonials, cleaning tips, monthly specials on seasonal cleaning services and more.  The website should have plenty of good content that can be used to sell new clients and keep the ones you have.
7. Use Specialized Mailing Lists To Target Commercial Accounts
   A specialized list can do more than target zip codes. It can identify the types of businesses you want to add to your client list. Perhaps you specialize in restaurants, or offices or stores. You can also target by the size of the business (number of employees or annual sales).
8. Offer Residential Service To Your Corporate Clients
   No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current residential clients. 

Direct Mail Advertising Ideas For A Home Remodeling Company

Here are a few Ideas for a Home Remodeling Company that have been used successfully by our clients. Use one or a combination, but don’t over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.

1. Make A Specific Offer
   While it may be a good idea to include a “laundry list” of all the home remodeling services that you offer, don’t make that the highlight of your ad. That type of ad is better suited for a directory, like the yellow pages. When people go the the yellow pages, or some other directory, they have already decided to investigate a remodeling project. Direct marketing presents more of a challenge. We are trying to get the attention of a prospect who is probably not thinking about a homeremodeling as he goes to his mail box. Our goal is to get the prospect excited about a project. Offer a home remodeling project that is popular and a great value and then, promote it in a tantalizing way. Remember, all we are trying to do is generate a lead. 
2. Go Fishing For New Customers – Use A Price As The Bait
   We are not suggesting a “Bait and Switch”, an attractive price for a specific service will “lure” more prospects to respond. Which offer do you think sounds better? A) “Storm Windows Replaced – Call Now And Save!”  or B) “Storm Windows Replaced – Most Homes In This Neighborhood Only $195 per Window!” . You can always include a disclaimer such as: “most homes”,  ”window size”, “single story homes only”, etc. Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call. 
3. Call “The Honest Contractor”
   It may sound corny, but people are wary of tradesman. Everyone hates the idea of getting ripped off. Remember, you are asking for an invitation to go inside someones home to provide an estimate. Include your photo on the postcard. It will make the postcard more personal (you may be surprised how many people recognize you). You name and a photo sends a message that you are proud of your company and your work.  If you have a crew, show a group photo and they should be in some sort of uniform (even a nice t-shirt).
4.   Use Full Color Postcards With Lots Of Photos
   It’s true, a picture is worth a 1000 words, or more! Include a photos of your work. If you have before and after shots, even better. Along with the photos add a few testimonials and a line that says additional references available on request. 
5. I Guarantee It!
   “We show up when we say we will, we treat your home like it is our own and we’ll finish on time and within budget. I own the company, I’ll be at the job and I guarantee the work”.  That’s Powerful.
6. Build A Foundation Of New Customers In Your Own Neighborhood
   Why not prospect in the neighborhood where you live. USPS Carrier Route Maps make it easy to target specific neighborhoods. People like to do business with locals. You can even offer a neighborhood discount.

Direct Mail Advertising Ideas For A Mortgage Company

Here are a few Ideas for Mortgage Brokers that have been used successfully by our clients. Use one or a combination, but don’t over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.

1. Highlight One Main Loan Type
   While it may be a good idea to include a “laundry list” of all your loan types and services, don’t make that the highlight of your ad. That type of ad is better suited for a directory, like the yellow pages. When people go the the yellow pages, or some other directory, they have already decided to investigate a new home loan. Direct marketing presents more of a challenge. We are trying to get the attention of a prospect who is probably not thinking about a home loan as he goes to his mail box. Our goal is to make the prospect excited about our loan offer. Pick your most popular and best loan offer and promote it in a tantalizing way. Remember, all we are trying to do is generate a lead. 
2. I’m Afraid To Look At My Credit Score!
   The first step in applying for a loan is checking the applicants credit score. People usually hate this part. Scores are never as high as anticipated. Take the sting out of that process by offering a FREE Credit Score and Analysis. You might include copy like this: “We’ll work with you regardless of your credit score. We’ll even show you how to improve your score as fast as possible.” You can even charge an upfront fee for the service to be refunded at closing and still call it free.
3. Do You Represent More Than One Loan Institution?
   Then make sure prospects know you have a number of companies to place their mortgage with. Use the phrase:”We Shop And You SAVE!”
4. It’s All About You
   When you are advertising your services, it is not the time to be modest. Securing a mortgage is a one on one,  personal service. Include your photo and a brief resume on your postcard. You may be surprised how many people recognize you, especially if you mail to homes in your own neighborhood. Humanize your image by including memberships in community organizations or church groups. 
5. Offer The Right Loan Product To The Right Prospects
   Using the right mailing list can help you achieve a higher response rate and save money in the process. You can target neighborhoods that are nearby your office and also filter by average home value. How about targeting renters as first time home buyers. Get of list of folks with 2nd mortgages and offer a consolidation at a lower rate. Use loan to value ratios to create lists of homeowners with lots of equity or no equity at all.
6. Let The Prospect Pre-Qualify Themselves
   If you have a loan offering with specific requirements try listing them on the postcard. Income, Credit Score, Length of Employment, etc. – Use this headline: “Pre-Qualify Yourself For A New Loan – If You Meet This Criteria, Call Today And Let’s Get Started!”. 
7. Benefits Not Details
   Use your postcard to highlight the benefits of a particular loan not the details. Save Money, Get Cash Out, Lower Your Payment, etc. The purpose of the postcard is to generate a lead, not make the sale. Keep it brief and as tantalizing as possible.

Direct Mail Advertising Ideas For Plumbers

Here are a few Ideas for Plumbers that have been used successfully by our clients. Use one or a combination, but don’t over crowd the postcard with too much information. The postcard must pass “The Glance Test”, which means the reader will know what the card is about with just a passing glance. This can make the difference between getting noticed or being tossed out as junk mail.

1. So Many Homes, So Many Opportunities!
   We’ve seen lots of plumbers advertise their services with the headline: “PLUMBING PROBLEMS? CALL US!” This approach can yield results. There is bound to be lots of folks with some sort of problem. However, why focus on just home owners with problems? Instead, consider every home as a prospect. Think about all the services you could provide in addition to plumbing problems. Services like: changing a faucet, upgrading bathroom fixtures, installing a water line for an automatic ice maker, adding a new outdoor water spigot, the list goes on and on.
2. Show The Price
   Give prospects an idea of the cost of your service. For example, Faucet Replaced $99 (plus parts), Regular Price $119, Save $20. In fact, you should include a menu of prices for a variety of services. Some will see a price and say, “that’s too expensive”, but others will remark “I didn’t realize it was so reasonable.” Prices pre-qualify prospects before they call.
3. Use Your Neighborhood As A Pipeline For New Customers
   Why not prospect in the neighborhood where you live. USPS Carrier Route Maps make it easy to target specific neighborhoods. People trust their neighbors.  You can even offer a neighborhood discount.
4. Call “The Honest Plumber”
   It may sound corny, but people are wary of tradesman. Everyone hates the idea of getting ripped off. Include your photo on the postcard. The photo also makes the postcard more personal (you may be surprised how many people recognize you). Remember, you are asking for an invitation to go inside someones home. If you have a crew, show a group photo and they should be in some sort of uniform (even a nice t-shirt).
5. The “No Fee” Service Call
   If you get the job, waive the service call fee. Your ad can say: ”FREE Service Call” the disclaimer can go on to say Service call fee waived if work is done (a $69 value).
6. Be Flexible
   “Service On Your Schedule: Evenings and Weekends At No Extra Charge!”.
7. Offer Residential Service To Your Corporate Clients
   No corporate clients? How about a “Friends And Family” Promotion. Offer discounts to the friends and family of your current clients.
8. If Offering A Discount Use $$ Not %%
   A discount expressed in dollars rather than percentage off is usually more effective. If you say 10% OFF, people will wonder – …”10% OFF What?”. A dollars off discount (even a modest one) usually works better (especially in these economic times). Try this headline: “SAVE THIS POSTCARD – $10 OFF ANY PLUMBING SERVICE”.