Some small business marketing strategies are more prone to failure than others if executed incorrectly. Take direct mailings for example. The mailings that will fail the most dreadfully are the ones where someone tries to accomplish too many things.
So, you’ve got to decide what the purpose of a mailing is. It may be to get them to purchase a golf bag. But it’s not to get them to purchase the golf bag and also get them to register at your site and also get them to maybe look at the golf clubs, golf shoes and golf lessons, or ask for a golfing catalogue. Yes, things like that can happen as favorable outcome of your campaign but your task is to clearly define the reason for this marketing strategy.
Number two is, determine specifically the demographic and psychographic profile, who exactly is your customer and what are their challenges.
Once you know who that audience is, then you’ve got to determine your mailing lists. You may have a house list. There’s actually different levels of a house list. Lots of times, they’re broken into A prospects, which is the best and the B and the C prospects. An A list might be someone who has actually purchased from you before.
The people who have a purchase history with you are the most likely to be interested in new products/services again, if you’ve treated them well or your service has been good and your product has been dependable.
The B list might be someone who had been in the sales cycle and maybe dropped out for what ever reason. Those people who are ex-customers or people who were interested enough to be in your sales conversation, even if they dropped out, they are the most likely after the ones who have purchased before to be a good customer.
For example, people who have ended a subscription to a magazine are among the most likely to re-subscribe to it again. It’s almost ironic.
Your C’s might have been people who requested information about your products/services.
It’s important with this marketing strategy to use at least two different lists and test different creatives and copy.
Below you’ll find some more tips that’ll help with your direct mail strategy:
– postcards will do the trick especially the bigger ones. Those little 4x6s, they often get lost in the mail pile.
– a brochure is probably the least important aspect of a direct mail package, and many times people have tested with and without a brochure. It confuses or slows down the reader and they forget what they were doing. They often put it aside because it looks like too much to deal with.
– put a testimonial from a person/peer they respect in your package. For example, “Wolfgang Puck says that these are the best recipes, here’s why…”
– a good offer always has a time limit.
– money off or a discount often performs worse than giving them something original for free.
– test lists that have a lot of names because if you test 1000 names and there are only 1200 names in the list you don’t have much profit potential left.
– combine your offer with a sweep, or report they get when they buy.
– don’t expect your printer to develop a good campaign piece for you.
Small business marketing strategies come in different flavors. Of course, there’s a lot more to cover with above mentioned strategy. But if you keep in mind that testing is the key ingredient, you’ve already come a long way.