With more than 99% of American homes now turning to direct mail coupons as part of their everyday shopping pattern, many service businesses have also turned to direct mail as a viable source for creatively increasing their revenue, with a solid direct mail marketing plan. Direct mail can be the most efficient way to promote the name of your construction business and help attract new customers. Here are a few tips to get you started:
Present A Strong Image:
- Use Quality Photographs, Logos & Colorful Illustrations: For added effectiveness, try to maintain a very consistent visual image for your business throughout all of your advertising campaigns. If you have any photographs, use them.
- Use Full Color! A picture is still worth a thousand words! When possible, avoid most black and white marketing options. Look for professional full color printing capabilities. Research has shown that full color advertising options can actually increase redemption rates by 30% to 60%.
Sometimes it may be best to hire a professional graphic designer, a marketing agency or a direct mail marketing team to design your direct mail campaigns rather than to create something that may look unprofessional. This is a great opportunity to make sure your direct mail device conveys the message that you want to get across.
Plug a Message of Savings:
- "FREE" Always Works Great! Nothing beats "free" and it can surely help to persuade new customers to try you for the first time. Offer free consultations, complimentary services or upgrades with purchase.
- Dollars Off, Not Percentages! Customers will react much better to strong dollars off discounts and incentives. Percentage discounts really are not perceived to be as strong, especially if they are only 10% to 20% off. Unless you use 50% off or higher percentage types of discounts, they will be perceived as weak offers and ignored.
- Use Care With Disclaimers! Try to avoid excessive disclaimers and rules for what is not included in these varied offers. Try to keep your special offers simple with words like, "No Double Discounts. Expires 00/00/09." Use expiration dates of no more than 60 to 90 days to keep your offers timely.
Annual Marketing Calendars & Budgets: Strategically examine your seasonal sales peaks and valleys. Develop an Annual Marketing Calendar that promotes all of your services throughout the year. You may also be able to turn historically soft months into strong months, by planning in advance with extra marketing and advertising support. Invest in your business success by direct mail advertising programs consistently throughout the entire year.
Affordable Direct Mail Solutions: Look at various direct mail marketing and advertising opportunities available to you. You can create solo direct mail letters, newsletters, free-standing inserts, postcards and brochures. Visit your local Yellow Pages or the Internet to find direct mail resources near you. With direct mail, you can specifically target neighborhood homes surrounding your business. It is best to target homes within three to ten miles of your business, while targeting at least 50,000 homes or more. At approximately three to four cents per home, direct mail marketing is extremely affordable, as opposed to solo direct mail campaigns which usually cost between fifty cents to one dollar per home. Use reputable and nationally respected resources, with a proven track record. Ask to see samples of mailing devices with samples of similar businesses to yours.