You have finally done it, you have committed to starting a direct mail campaign (DMC). Your cards are in the mail and now all you need to do is sit back and relax and wait for the customers to come flocking in, right?
WRONG!
The definition of campaign is to work in an organized and active way toward a particular goal. The key word here is work, therefore you have committed to do the work that it takes to grow your business. The mailer you created is simply an invitation for the public to follow the directions provided and heed a call to action. It is still your job to follow up and ensure they are coming.
When I hear someone say,” I tried direct mail and honestly, it just didn’t work for me.” I have one question I ask, “What did you do after you sent the card out?”
This usually prompts a response like, "What do you mean?" and gives me a pretty good idea of what what wrong.
Most people in this business will tell you that to create a successful direct mail piece you need to focus on 3 things:
- The target audience
- The message
- The incentive
While these are all VERY important keys to your success, there is one more aspect that not many touch upon and that is ensuring that the audience knows who you are. If you are invited to a party, would you go if you didn’t know who the host was and what they were all about? No, therefore it’s your job to introduce yourself properly.
Press Releases
Depending on what type of product or service you offer, a press release may be a good idea. Check your local papers, community websites, bulletin boards and local online news sites and post a comment or ad letting the community know you will be sending them an “invitation to do business”. Tell them to keep an eye out for it as it has a great offer they don’t want to miss. What this will do is put a hint in the back of their mind and when they see your mailer they will remember, “Hey, I remember reading something about this.” This may earn you a closer look at your mailer.
Volunteer
The more you learn about mean, the more you will see me mention this tactic a lot. It is one of the best ways to get you and your business positive visibility. What better way is there to get noticed than by getting noticed helping others? Wear a company t-shirt or polo with your logo and if someone asks, just let them know who you are. Don’t try to sell them anything because that will create a negative image, just be there and do something good. Maybe the community is doing a neighborhood clean-up, or a 5k for charity, show up as a team and support them in any way possible. The idea here is you want to put a face to the name and then when the mailer is delivered, they will recognize who you are.
Set up a booth
Vendor fairs, local business expos, and school and community functions are great opportunities for you to get out and meet the community. Take advantage of them and set up a booth to promote awareness of who you are and what you do. Get out there and make your presence known. It’s hard these days to get noticed, there are too many distractions calling our attention away so sometimes we need to be shaken a little bit. Check your local papers and find out what events are going on around the time your mailer will be delivered and get out let yourself be seen beforehand. You can even hand some of the cards out, that way when they see them again they will make the connection.
Pick up the phone
I know it seems barbaric, but try it. A few days after your mailer goes out, pick
up the phone and start calling the locals. If you’re starting a new business, tell them who you are and to be on the lookout for an “Invitation to do business”. That’s it. When it comes to Direct mail it’s not about the quantity of people you bring in, it’s about the quality and if you’re calling ahead to let your prospects know they have a great offer on its way, they may give it a second look and give you a call.
The beauty of direct mail is the ROI, return on investment. Based on your business, a successful DMC will pay for itself with only a few new prospects. The rest is all bonus!
