How To Use Offline Inexpensive Direct Mailers To Increase Your Online Profits!
How many extremely savvy small business owners and or cash strapped service providers do you think are slightly negative about aggressively (or even passively) using offline direct mailers to make more money? In fact, are you interested in discovering how to systematically increase your online profits, simply by strategically using 8.5 x 11 (either) one or two sided flyers?
One of the major reasons that most (otherwise) extremely cost conscious small business owners consistently strike out with regards to their use of direct mailers, is because they come out of the gate incorrectly? Huh? Case in point; they’ll use door hangers to blanket complete or at least partial areas in certain neighborhoods.
While the concept of door hangers itself makes economic sense, utilizing them to canvas areas of complete strangers does not! Which brings us to the effective use of offline, standard one or two sided flyers, strategically placed, in order to increase your online profits!
So How Do You Increase Your Online Profits By Inexpensively Using Offline Direct Mailers?
Have you noticed “how” much better your typical response rates are when the recipient already knows, likes or trusts you? Or if they know or trust somebody positively connected to your company? Case in point; let’s take a high profile company like the Marriott hotel chain. And let’s say that they (meaning Marriott’s or major hotel chain X) does either a co-op and or joint venture promotion with a major airlines.
For ex: imagine this scenario, you (or some other) high priced room customers, anybody that pays $500 a night for a room and up! Shortly after they’ve checked into their room, a Marriott employee simply slides a simple (market tested) one or two sided flyer under the patrons door.
And it’s from (said major airline X) and the flyer offers these big spenders the chance to go to the airlines website for a chance to (what else) enter their exclusive monthly free drawing, that’s only available to the extremely valuable customers of Marriott’s worldwide hotel chain!
But only those patrons that have spent a certain amount per night on the cost of their room! Each month, two grand prize winners, (one male & one female) will win 5,000 in frequent flier miles! Cool!
Irregardless of how many frequent flier miles they may already currently have. And each month,everybody else (meaning) all the runners up for that month, they automatically receive vouchers for 20% off their next stay at a Marriott hotel chain! On any room they choose, provided the room is actually available!
Plus, the airlines will also send them (either periodic text messages) and or periodic special VIP customer email alerts on daily or weekly cancelled flights, to any major destination across the entire country!
Isn’t It Amazing What A Simple Flyer Can Do To Increase Your Bottom Line!
Keep in mine, Marriott’s only has 4,000 destinations worldwide and 18 various brands to go with it! They could and should start small and inexpensively test which products and services, that their high paying customers respond best to.
And reach out to those various providers/vendors and put together something mutually beneficial! Here’ s the point: do you think, this type of direct marketing approach makes more strategic sense for the effectively use of flyers?
Or should a company keep plastering flyers all over neighborhoods, where they’re not even sure if the people in those particular neighborhoods, even need or want their particular products or services!
Hopefully, you can see how this type of non traditional marketing approach can and will easily help you (or your) major competitors, increase your online profits! Any questions?
Please list at least two simple spin off concepts (in the comments section below) that you can apply to your business, product or service in the next 30 days or less!
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Mark, find points on this method of promotion.
As David above has pointed out. You should be aware of who the person is, first. Try to create some type of bond. Then, you would find out their needs and desires. That is a great starting point. Prior to spending money, on this type of promotion.
I have found that building an awareness through my City. Of who my company is and how we give free support to all. That has made a huge awareness and thus, allows my marketing through snail mail, a success each venture.
Thank you again Mark for your insight on this subject. This is a method I have mastered through a unique way. I look forward in sharing this with you soon.
William Earl Amis Jr III recently posted…Be A User, Not A Sales Person?
Awesome William! Thank you!
And you are so right about creating that all important first, because that does
definitely help you in terms discovering what their true needs and desires are.
Great points and thanks for stopping by and sharing your thoughts and for your continued support!
I truly appreciate both!
Nice strategy you’ve shared here, Mark.
It reminds us, of course, how important it is to make sure our target audience has a real sense of who we are, and what we can do for them.
Better yet, we should devise ways to demonstrate our value before trying to take the relationship down a deeper hole.
That would entail having contact with them first, giving them excellent value, sincere help and convincing them that we really care about their success.
Then, they’re likely to follow us along any path we lead them.
David Merrill 101 recently posted…List Building With Video | Introducing Breakthrough Video
Absolutely David!
I couldn’t agree more with your extremely marketing astute suggestions. The first one being to
always be sure and strive to deliver value to our specific target audience!
And the second one being, to try and take our current relationships down an even deeper hole
of possibilities!
I can’t thin of two worthier goals than that! Thanks for your continuous support and for sharing your keen (real world)
insights!
I truly appreciate both! Thanks Coach!
Wow Leslie Thanks!
That is a totally awesome compliment! Hey, when you think about, in terms of cyber space, I am going door to door. Only you
and I strategically accomplish the same thing, whenever do do a guest blog post or leave a comment on another
entrepreneurs blog.LOL!
Those comments stay there pretty much indefinitely, for all future eyes to discover! Unlike a door
hanger, that will definitely get removed!
Thanks for your awesome compliment and for your continued support! I truly appreciate both!
It’s funny Mark, when I first started reading your article I was thinking how I hate direct mailers – period. But then I came to your point about what a difference it makes if the person is already familiar with you – Bingo! Typically I give mailers a cursory glance, but IF I know who they are from I’ll take the time to read them, and the rest go into the recycle bin. Always goes back to relationship building doesn’t it? 🙂
Marquita Herald recently posted…Stepping Stones: Resilient Optimism
Absolutely!
Relationship building goes such a long way! We’ll (some of us anyway), will even follow celebrity
brands recommendations, as a direct result of our fondness of the the celebrity!
What’s that, if it isn’t about our respect for the celebrity. A close friend, spouse, co-worker, relative,significant other or
employee or employer etc.
They recommend a movie, local dentist, lawyer or publication etc. And because our respect (relationship) with them, we’ll take a look
that we normally might not!
Thanks for your continuous support and for sharing your extremely kind words!
That’s a great idea.
Your example makes it possible for me to envisage a useful connection that can work for all parties.
David Bennett recently posted…So What Camera Do You Use?
Fabulous David!
That’s a great start and definitely the right answer! And so glad you realize there are only micro and macro
marketing challenges of all shapes & sizes to be creatively approached and ultimately solved!
No offense my friend, but anyone that can write (like you can) on such an incredibly high level of intelligence and
articulate their perspective so well, like you can!
Just needs to step back and brainstorm with both your audience, by tapping their
self benefited participation, by using a contest of some kind and your (hopefully) soon to be
created mastermind group, and provide them with the task and hold out the carrots (aka)
the rewards and stand back!
They’ll bombard you with enough workable marketing suggestions, for both the front and back end of your business.
Then all you need to do initially, is inexpensively test a few of the ones you feel are the most practical.
Monitor the response, tweak it and roll it out again. And (typically within the first two -four tweaks, you will have found your
most responsive carrots!
(AKA) one of your best marketed tested lead generating freebies for your all important front end! And for list building purposes.
Please keep in mine, some other non competing (and perhaps) more importantly better financed local or even regional or national
company and or service provider!
Definitely needs your exact same customers and or clients etc. In which case, they would only be too glad to continuously supply
you with a physical and or digital version of your free lead generation give away (no matter what it actually turns out to be!) and you
just use it to build your list and share your database with them.
Or make an arrangement (upfront) where they revenue share anywhere from 10-30% of their front or back end profits, in exchange
for you sharing your list with them!Or their major competitors!
My friend, anybody as articulate as you, should definitely be able to come up with several viable potentially alternatives! But if for any reason, you
need any further real world 101 marketing consulting assistance, with consistently generating any battlefield tested marketing ideas,
strategies, tactics and or concepts etc!
You just head back over here and leave me a message on this very thread! And depending on where you’re actually located, we’ll either do
a skype initial brainstorming session, phone and or email or all three if need be!
And yours truly will be more than happy to brainstorm with you, free of charge!! Seriously! Just so you know, my current one on one consulting
rates are just $250 per hour.
But here’s the deal! Just so you know and understand (upfront) exactly where I’m coming from and the method to my madness.
For any and all current and future marketing help that you may receive from me and or my network of experienced business problem solving professionals.
I just expect you to continuously help spread the word about your positive results, as a direct result of your exposure to one, Mark Newsome (aka)
Mr.Marketing!
That’s means both online (social media) and offline, and that also includes all of your business and networking functions that you and or your staff attend etc.
And of course, future radio interviews etc!LOL! Hey, you gotta cover your bases, right? LOL! Anyway, if you can live with these incredibly
simple, yet potentially profitable terms, for both of us!
Then you know how and where to find me! Are you aright with that? If so, let the brainstorming marketing sessions begin! Take care!
And whether I ever hear from you again or not, you definitely need to down load and and re-read my powerful free nine page special report!
Because I guarantee, an articulate guy like you, would get a lot out of it! Guaranteed!
Mark,
What a great example of reaching out strategically to your target audience. In this case it is people who have already paid a higher than average rate for a hotel room, they are in the room and you know they will at least receive the flyer, they are probably in a more receptive or curious mode than in their normal everyday hectic lives, and your product is affiliated with the well known hotel chain. Certainly is better than wasting flyers around town in the hopes that a few people will read them and purchase from you.
Warmly,
Dr. Erica
Dr. Erica Goodstone recently posted…For the Love of Your Game and Your Practice
Thank you so much for your extremely kind words Dr. Erica!
BTW, let me just say that I really love your assessment of the psychology of the potential customers
already being upgraded customers, plus how (as you mentioned), that mere fact probably puts them in a far
more receptive mood of checking out any type offer than normal.
Excellent points! And the fact that because it is a major hotel chain (or whatever the particular business)
happens to be, the customer will equate that with your product or service being of high quality and reputable!
Priceless! And as you also point, you’re far more likely to generate much higher response rates, than you would
if you merely blanket some neighborhood (upscale or not, with flyers and the recipients have no idea who your company, product or service is!
All great points! And probably an entire second or third posts are in needed in order to fully elaborate on them correctly!
Thank you so much for sharing your extremely keen insights and for your continuous support! I truly appreciate it!