VIEWS: 5 PAGES: 3 CATEGORY: Agriculture POSTED ON: 6/30/2010
Try to narrow the list down so it is hitting only the prospects you want. Don't mail "everyone you can" Rather, be choosy and have a strategy, like "penetrating a new area" or "building client density" or "bringing in higher-end clients" Direct mail also works for gaining new commercial accounts.
REACHING BEYOND B $1 MILLION Business development strategies for growth-minded landscape companies g By Jeffrey Scott PART 4 7 Ways to Make Direct Marketing Work Today W ith all of the hype and focus on a new area” or “building client density” or “bringing in Internet marketing, I am happy to . higher-end clients” Direct mail also works for gaining say that direct marketing still makes new commercial accounts. money for many contractors. The fol- Two of my peer group members get their residential lowing are specific examples of where direct market- lists from postal carrier routes. A third gets his list from ing works, along with seven tips you can use to ensure the Tax Assessor’s office. You can usually buy mailing your success. lists from printing companies that offer a full-service Postcards Need Pictures and Hot Buttons – approach. There are both national companies and local Postcards are highly effective, whether you are selling ones in your state that offer this service. million-dollar projects or small residential lawn care. Maximize Upsales, Maximize ROI – Return on Ideally, postcards should have both: investment (ROI) is calculated by adding up all of the • A “fall in love” picture, to capture the emotional side profits you make from new clients (brought in by your of the prospect’s brain direct marketing effort), and then dividing that number • A clear, simple marketing message, to capture the by the cost of the marketing effort. So if you brought in analytical side of the brain. $20,000 in profits, and the marketing cost you $5,000, One of my peer group members, John Dominy of then your ROI is 400%. BestYard.com in Parker, CO, has exceptionally beautiful The key is to make sure you are maximizing your postcards and a specific strategy to make his direct mail ROI by maximizing the upsales and cross sales you are stand out. Email him if you want to learn more. making to your new clients. So when you get a new Your postcard wording should focus on your target client, track what/how much you are selling them, and customer’s hot buttons. A good way to identify their take actions to sell them more services. hot buttons is to ask a recent customer: “What did you Sometimes yo
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