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 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 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”. 

Direct Mail Advertising Ideas For Political Campaigns

Direct mail advertising is one of the best ways to deliver a message to voters. Over the years we’ve launched hundreds of direct mail campaigns that have helped candidates become winners! Here are few factors that should be kept in mind.

1. Clarify The Goals Of The Mailing
   For example:
   - Introduce the candidate if he is not well known
   - Talk about the most important issues
   - Ask for contributions 
   - Ask for volunteers
   - Expose competitor’s weaknesses
   - Invite voters to a town hall meeting
2.  Putting Together The Best Mailing List
   USPS Mail Carrier Routes are the least expensive mailing lists and can be mailed at the lowest postage rates. Carrier route maps are available and can be compared to target specific voting districts or precincts. Even if there is a bit of overlap, the savings will probably outway the cost of a more targeted list.
   You can also purchase a targeted list by party affiliation (including independents), age and income, education levels, ethnicty and more.
3. Use Full Color Postcards With Lots Of Photos
   It’s true, a picture is worth a 1000 words, or more! But, don’t just use a head shot of the candidate that looks like it came from a drivers license. If the candidate is for Education, get a photo of him at a school with kids. If he’s pro-business, get a picture at a Chamber of Commerce Meeting. If he’s for moral values, a shot with the family on Sunday talking to the Pastor. You get the idea. 
4. Use Direct Mail To Drive Voters To Your Website
   Make sure there is lots of good content about the issues and the candidate. Don’t disappoint web visitors. Your website doesn’t have to be “Madison Avenue”. It can even have a “home-made” look, but it most deliver on content and be worth the voters time.
5. Send An Invitation To “Ask The Candidate”!
   Not always possible, but if you can manage it, get a cell phone and dedicate the phone number to taking calls from voters. Invite them to “ask the candidate”, “express their views” or just “sound off”. You can limit calling to specific times during the day or week.
6. Target Residential Communities With A Club House
   Use USPS mail carrier routes to target communities with a club house. Contact the homeowner or condo association and ask if you can use the facilities for a mini town hall meeting exclusively for their residents.

Direct Mail Advertising Ideas For Restaurants

The success of a direct mail campaign is determined by a number of factors, starting with having a clear objective for the campaign.  Once you have defined the goal of the campaign, the postcard must be designed to motivate the prospect to respond to your call to action, for example, come to the restaurant, go to a website, order over the phone, etc. We call this motivating offer “A Magnet”. 

Here are a few Ideas and Magnets 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. Increase Lunch Business 
Mail to local businesses and offer a lunch special. Use a business saturation list. This is an inexpensive list that includes all businesses in a geographic area. It is addressed to “Current Business Owner or Manager”. Use a radius from your location, a half mile to a mile. For this campaign, it is better to have a smaller list and mail it frequently. 

Your magnet doesn’t have to be a discount. Take a lesson from the national chains like Subways $5 Footlong or McDonalds Value Menu. Feature value packed lunch specials, that are served up quickly and taste a lot better than the  ”fast food” competition. 

A word of caution, don’t try to combine this idea with a dinner promotion. In most cases, workers who are around during the day probably live in a different part of town and won’t be prospects for evening business. Don’t clutter up the card. Stay focused on lunch.

2. Build An “Earlybird” Crowd
 Is there a senior community near your location? They like to eat early and save money. You want to fill seats between the lunch and dinner hours. Sounds like you may have something in common! If there isn’t a senior citizen community nearby, ask about a targeted mailing list. Once you get them into the restaurant, keep them coming back with a frequent diner punch card. 

3. If You Show Them, They Will Come!
How many nearby residents have never been inside your restaurant? How many drive by without ever stopping? Show them what you are all about with a full color postcard. Start with a photo of the exterior that prospects will recognize from their daily travels. Then, include photos of the interior, your customers, your staff, you and especially your food. Include a partial menu of your best dishes. Finally, include a personal invitation with a special offer. Tell the prospect to ask for the owner or manager when they arrive, and then roll out the red carpet.

4. Build Your Delivery Business
 Use mail carrier route maps to target your delivery area. Direct mail is the best way to keep in front of potential delivery customers. Once again a smaller list, mailed very frequently will yield the best results. Experiment with different offers and track response carefully. Repeat your best offers, get rid of the ones that don’t work and keep adding new ones. Once you have fine tuned this type of mailing, it won’t cost you money, it will make you money every time you mail. Then, it’s time to expand that delivery area.

Make sure you include a menu with a “Bounce Back” coupon with every delivery order. Give them an incentive to order again, sooner rather than later.

5. Give A Really Big Discount
In this economy everyone is looking for a deal. So give them one. Just make it valid only on the days or hours that you need to increase business. Don’t measure the success of your campaign on this one discounted transaction. If you make a new customer as a result of this promotion, you’ll see benefits all year long. And don’t forget about the value of “word of mouth”. So be aggressive and make them an offer they can’t refuse.

6. Secret Recipe Revealed!
If you have a dish that you are really proud of, publish the recipe with some photos of the preparation on your direct mail postcard. The Olive Garden does this all the time in their TV Advertising. They make the food the star of the show (which it should be). Don’t worry about potential customers staying home and cooking instead of going out to eat at your restaurant. Most couples today have too little time and energy to cook a special dinner at home. But if you are worried, you could leave out part of the recipe (only kidding).

7. Use A Discount Coupon On Your Postcard To Test New Menu Items
Want to add a new item to the menu, but you’re not sure how it will go over? Mail a coupon with a discounted price, for a limited time, to jump start the introduction.

Like it or not, you are competing with Disney World and McDonalds!

Even if you are not in the restaurant or amusement park business, Disney World and McDonalds are marketing giants that have affected the way entrepreneurs promote their business.

When you visit Disney World, you expect the restrooms to be clean and the employees (or “cast” as they like to be called) to be smiling and helpful. You know that if you go into just about any McDonalds worldwide, their award winning French Fries will taste the same as all of their other locations.

Consumers have grown to expect excellence from theses and other world class operations like Wal-Mart and Netflix. Therefore, you can’t get away with using slogans in your advertising that have become cliche. “Lowest Prices”, “Personalized Service”, and “Best Selection” and so on, don’t have the same impact on prospects as in the past.

Consumers take those things for granted. They expect a business to deliver on the basics, and if they don’t get what’s expected, they will take their business somewhere else.

Answer this question: “Why should a prospect do business with me instead of my competition who is offering a similar product or service?” You should be able to answer this question in a brief sentence or two. And here is the real challenge – the answer must be compelling enough to attract more customers than your competition.

In marketing terms, your answer is called “A Value Proposition”.  Develop a good one and then use it in your direct mail advertising campaign!