The
Challenge:
How can I bring in a
regular, steady stream of potential new
clients and customers without spending a mountain of
cash?
In addition to helping
maximize your word-of-mouth referrals from current customers and
clients, we can also help you introduce your organization to potential NEW customers, clients,
patients, or members.
New Movers
§
Established
Residents § Local Businesses
The solution: direct mail. From identifying the perfect potential new prospect, to list procurement,
to mailer design, to printing and labeling, to final mailing, we can handle
ALL of the details of your outreach campaign. And whether you mail out 100,000 + at a time or
only have the budget for 50 mailers a month, we can tailor our programs
to suit your needs, your goals, and your
budget. |
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Direct mail is a GREAT way to introduce your business to a steady
stream of potential new clients and customers. That's why millions
of companies use this effective strategy every day to build up their
business and provide valuable leads for their sales force.
With direct
mail, since you control who receives it, ALL of your advertising dollars
can go directly to reaching only those people
who are most likely to need and use your products and services simply
because they meet your profile and they live a
convenient distance from your store, shop, or office. With mass media
(radio, newspapers, cable TV, Yellow Pages, billboards, etc.) you are paying to reach people
unlikely to ever use your services - even if they wanted to - simply for
geographic reasons. This is why direct mail continues
to grow in popularity.
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There are
3 main "categories" of direct mail
prospecting:
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1.
New Move-Ins
Did you know that, on average,
1,278,542 people move to a new residence each and every month
in the U.S.?! People
who have recently moved into your market area can be a great source of new
business if you reach them before their new buying habits
are established. We can provide you with an easy way to reach out to all
the new homeowners and/or
renters in your area - filtered by income level, home value, distance of move,
and a host of other criteria - so you reach the best
possible prospect.
2.
Established Residents
We can help you identify and reach out
to established residents who live nearby but perhaps have not yet taken
advantage of your products and services. Again, these lists can
be filtered by a variety of criteria such as professional title, income
level,
length of residence, home value, buying habits, general interests,
investment tolerance, the kind of car they drive, and much, much more.
3.
Local Businesses
Whether
you work directly with other commercial accounts or simply want to network
through their employee base, local business lists can be an invaluable source of
new business for you. Commercial
lists are available by SIC (business type) and can be filtered by sales volume,
number of employees, credit rating, and much more. We can even help you
identify the specific decision makers (by title) within each company so that your direct
mail contacts reach key people.
(Lists of new business start- ups in your area
are also available.)
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Some Examples:
| Let’s
say you run an upscale Pet Grooming Service and want to target local pet owners earning
over $50,000 a year and who
live within 10 miles of your location. We do an analysis for you and identify 13,475 families that meet this criteria. You decide to
contact 500 new people a month. Once the final design of your mailer
is approved, you’re done! Now, 6,000 new prospects a year will be
introduced to your pet service and be invited to take advantage of whatever
offer you’ve included in your mailer. In this example, that’s over two
years' worth of new client prospects—not including all the new families
who will be moving into your area during that time that also meet
this same criteria! (Which we can
also
help you reach out to!) |
| Perhaps you run a Health
Club and want to reach out to all the local residents that live
within a two mile radius of your facility and who have a confirmed
interest in health & fitness (they subscribe to health
magazines, belong to a recreational or sports-league, answered a survey, etc.). We
can help you identify these health & fitness-minded people and reach out to them with
your special
offer. |
| Maybe you run a Restaurant
and would like to offer a free appetizer, meal, or dessert each
month to everyone who lives within ten miles of your establishment
that is having a birthday the following month. (Yes, this data is
available!) Most people don't celebrate this day alone, and your
timely offer might just steer that party to your location! Then, once
they visit, why not capture their contact information so you can keep in touch with periodic postcards, email
reminders, and
special offers. |
| Perhaps you are a Florist and
would like to offer a small bouquet to welcome all the new
families moving into your area. People are creatures of habit, and
very few comparison shop for flowers - especially men! All you have to do is get
someone to stop in your store that first time and leave feeling good and you'll
probably have them as a customer for life. While you're at it, snag their
contact information and offer to send them anniversary and
birthday reminders. After all, flowers make a great gift, and you
might save them from forgetting an important date! That's what's
called "value added," and the best part is, it costs you very
little to do. |
| Maybe you run a Landscaping, Remodeling,
Window, Roofing, Furniture, Appliance, HVAC or Carpet
business.
Established residents who own homes in your area that are reaching
5 or 10 years old might be ready for some upgrades or
repairs. Send them a letter. Or have us do it for you! |
| Churches, Dry Cleaners,
Banks, Pizza Shops, Delis, Auto Repair Facilities, Accountants, Salons, Barbers,
Dentists, Insurance Agents (etc., etc., etc.) can all benefit from introducing their
organizations to all the new families that move into their market
area each and every month. After all, every new mover coming into
town will be searching for new providers in each one of these areas.
So why shouldn't YOU be the first one they hear about! |
|
As you can see, the ideas
for reaching out to new clients and customers are virtually endless. To explore
an outreach campaign that is custom-tailored for your
business or organization, give us a quick call anytime at 1-800-723-1599 or drop us a
note
on our FREE
Samples Page.
|
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Some Common Questions
about our Outreach
Programs
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What format do your mailers usually take?
Postcards are always
popular because no action is required to read the message since there are no tabs
to break or envelopes to open. We print our postcards in full color (on both
sides) on heavy, durable, glossy card
stock and jumbo size them so they
are hard to miss in a stack of mail!
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Newsletters are also a
popular option since they stand out from a typical sales brochure or other
mailer. Newsletters have a perceived value that sets them apart, and
they give you plenty of room to offer valuable tips and fun stuff as well
as introduce your business's products & services. They are also a format
people look forward to since each upcoming issue offers something new.
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Letters, Tri-Folds,
and Odd Shaped Mailers are also different ways to get your message and
offer noticed. ClientContacts can help you
get the right message to the right people at the
right time.
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How often do you do your
mailings?
We design our programs to suit your
particular needs and budget. Retail stores, for example, may want to blanket an entire
geographic area just prior to each holiday buying season, while
professional service providers (preferring a more manageable, steady stream of
business) may opt for a smaller campaign that is sent out on a more regular
basis. A monthly outreach, for example, is a common and effective frequency that
works well for most businesses and is easy to budget for.
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What if I am targeting different
groups?
We can design a different message
for each target group and separate your campaign accordingly. For example, the
mailer we send to all the “New Families” coming into your area would be
different from the one targeting “Local Residents” or “Area Businesses”
or to the contacts being made to your existing client or customer base.
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We also
take great care to identify and remove any duplicate mailings that could
originate from using different database sources. This will not only save you money in
printing and postage costs but will eliminate any confusion caused by sending
multiple (and different) messages to the same people.
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How much does a direct mail
campaign cost?
The cost will vary depending upon
the scope of the campaign, the size and complexity of the mail piece itself,
whether it is being mailed bulk rate or with first class postage, whether you
wish to buy a specialized mailing list (for multiple contacts) or
rent a list for a single use only, etc. With all that considered, direct mail
contacts tend to average about 50¢ - $1.50 ea. including printing,
database rental, labeling and postage.
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When you divide the number of
people responding to a single newspaper ad you’ve placed or a yellow page ad
for any given month by the cost of that ad, you’ll find that direct mail is a
very cost-effective way to reach new people. Not only that, you get
to define the recipient so that every dollar you spend is reaching
people who match your target demographic as the best possible next new
customer or client.
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How does your direct mail program
work?
First, we'll
help you identify your ideal target demographic. It might be
all the new families coming into your area each month, or established
local residents, or area businesses. You can choose specific zip codes
or use a given mile radius around your company's street address. Lists
can also be filtered right down to individual postal carrier routes for
targeting specific neighborhoods. You can
choose home owners and/or renters and filter your contact lists according to
home value, income level, buying habits and a host of other criteria. This
analysis is a FREE service!
There's no obligation or
commitment to getting this detailed information about your
area.
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Second, we’ll design a unique,
eye-catching, and informative direct mail piece to help introduce your business
to the prospects we've identified for you. With our service
you are not locked into a single mailer idea but have virtually unlimited
flexibility with regard to format, content, and design. We’ll include your logos,
photographs, coupons, maps—you name it! Plus, we can add some elements that
will cause people to hold on to your mailer even if they don’t have
an immediate need for your product or service! (Ask us how.)
.
Third, you set the budget, and we
take it from there. Each month we’ll upload the latest data for your area,
filter it according to the criteria you have pre-set, then update, print, fold,
label and mail your message to each person on the list—a
timely, personal invitation directly from you!
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Can I supply my own mailing lists?
Yes. And whether we provide the
mailing list or you do, we always CASS certify it against the latest U.S. Postal Service
data to verify deliverability and remove any duplicates or undeliverable addresses
it might contain. We can even purge your existing customer base from any new
outreach mailings we do for you to ensure that you are only reaching out to new
people each time.
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What if I want to make multiple contacts to
the same (new) people?
Actually, multiple contacts will
vastly improve your response rate. We can set up your direct mail campaign for a
single contact or a pre-set number of multiple contacts. We can even coordinate your
mailers with different designs and messages (first they get message #1, a month
later they get message #2, etc.)
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One effective idea is to make an
initial "introductory" contact with someone new, and then add them to your regular newsletter
list for a preset number of issues (all of which we'll take care of for you). While some
may respond to the initial contact, many more will respond after repeated
contacts. Those that don't will simply be dropped from the list and replaced with new prospects.
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Studies have found that most people must see or
read your name at least 5-7 times before it really begins to stick in their mind. If your list
and message are targeted right, your investment of multiple contacts can be well
worth it.
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What if I want to make changes to my
campaign?
Changes to your target audience
parameters or the mailer's content can be made at any time.
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Will I be locked into any
contracts?
With our programs there are NO
contracts to sign and NO long-term commitments to make. Why? It’s quite
simple: If you are pleased with the feedback and results you receive from our
working together, you will
naturally want to continue or expand our relationship - so a contract is not
even necessary.
If not, you would (and should) fire us immediately anyway. The need to sign a contract
should always be a RED-flag.
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Win-win relationships are
always the
best kind to have, so we would rather earn your business by producing the
results you need and expect. This is how long-term relationships are built, and
this is our chief aim. Most of our clients, if fact, have been with us
for many, many years.
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Top of Page
* * *
Drop
us a line on our FREE
Samples Page to receive more info about Direct Mail
Campaigns.
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