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Keep in Touch with Direct Mail Postcards

Happy People using direct mail postcards

Your best source of increased sales is from your current customers. The people most likely to purchase your products and/or services are the ones who have paid for them before. They know you. They were happy with their last purchase and you got to bypass that whole “get to know you” step you typically go through with new prospects.

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It also costs you far less money to keep a customer than it does to go out and get a new one. The above are the main two reasons that using postcards to keep in touch with your customer database is a must.

The following are tips to help you get the most out of your direct mail postcards marketing program for existing clients.

Rule #1: Make sure you get all your customer’s data.

It sounds like a no-brainer, but you would be surprised at how many businesses do not collect the most basic information from their customers. The more basic rule here is that the more information you have on your customers, the easier it is to market to them. There was a book written by Harvey Mackay who ran a large business envelope manufacturing company. Harvey had what he called the Mackay 66, which basically was 66 pieces of information that they had collected on all their customers.

Rule #2: Don’t treat your customers like prospects.

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A customer is different from a prospect and a suspect is different from a prospect. Differentiate between people who have placed an order in the past and people who have not.

It is bad PR to send a customer who has placed a few orders a “10% Discount for First Time Buyers” postcard. It makes you look like you do not know what is going on in your own business. Customers will feel unappreciated. Bottom line, if they don’t qualify for an offer you are sending out, do not send it to them.

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Rule #3: Don’t let your designs get old and stale.

When you are mailing to databases of people that you have never spoken to before it is OK to send them the same postcard multiple times, repetition sells.

Repetitious mailings will help to increase recognition, making people aware of your business and it will eventually increase your response rates too. However, in dealing with customers and prospects that you have already spoken to, you should mix things up a bit. The first rule of marketing is to get noticed so you want your postcard mailer to get attention and also be informative.

If the promotional mailers that you send to your database get too repetitive, your customers will lose interest and at that point you are just wasting your money on postage because your postcards will not get the attention that you want them to.

It is a dog-eat-dog competitive market place out there and just being great at what you do is not always enough to keep the customers that you have already earned. You have to find ways to constantly remind your customers that you are the best at what you do. Direct mail postcards are the best way to give them that reminder. We have other tools you can employ to stay in front of your customers as well.

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Personalize everything that you can and make sure that what you are sending to a past client actually pertains to them or their company. There are several unique direct mail programs we offer that are personalized and attention getting. If you would like samples or more information on these unique direct mail programs please contact us.

How to Get More Business from Home Shows and Trade Shows

Home Show Success

Home shows and trade shows usually represent a big investment of your time and money. Are you getting enough business from your participation in home shows or trade shows to justify the amount of time and money you invest in them?

There are lots of ways to improve the success of your trade show participation, for instance, you can increase your returns from buying a snazzy display or by offering product discounts and employee incentives. But many of home shows and trade shows improvement methods come with hefty price tags.

The follow are 20 ideas you can use to pump up your trade show sales performance without breaking the bank:

1. Research the trade show before you commit:

  • Does it attract a large number of people from your target audience?
  • What type of audience does the show attract?
  • How are the organizers promoting the show?

This seems pretty basic, but the more information you can get about the show in advance will help you tailor your display and offers to the attendees.

2. Give yourself enough time – planning and preparation for a major trade show can take four to six months, for a home show or small trade show you can pull together in four to six weeks if you have a plan:

  • What types of full color printed sales flyers, brochures and catalogs do you need for the show?
  • Do any of your printed sales materials need to be updated?
  • Do the people going to the show need business cards?
  • Do any of the panels in your booth need updated?
  • What type of promotional products do you need for giveaways?

Looking at this in advance will save you last minute headaches and stress.

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3. Send e-mail reminders to loyal customers and strong prospects before the show, urging them to stop by your booth. The more self-promotion you do in advance, the better.

4. Define and write down your goals and objectives for your home show participation. Goals give you something to shoot for and without them you have no direction.

5. Share these goals and objectives with your booth staff. They can’t help you achieve your goals and objectives if they do not know what they are.

6. Make sure you have enough manpower to work the booth. Ask organizers what the peak days and times are for traffic. You do not want hundreds of prospects walking by and you have one or two people in your booth.

7. Give each person you have manning your booth a specific role, with job expectations clearly spelled out. It is also a good idea to give each person a specific quota.

8. Drill the traffic flow through the booth; everything from how to greet people, polite manners, appropriate body language and how to get a person interested in your product or service. Manners and body language are extremely important. Have you ever walked past a company’s booth and the personnel in the booth are sitting there slouched, looking bored and totally uninterested in what’s going on around them. What kind of impression does this give of your business? Are people more likely to stop or walk by?

9. Take the time to familiarize your team with the lead collection technology you’ll be using before the trade show. Is it a simple enter to win fish bowl? What type of information do you want to get from prospects?

10. Make sure at least some of the people going to the show are prepared to answer technical questions. (This is part of step 8)

11. Send friendly, personable people with a genuine enthusiasm for your company, its products and its services. These may not be your most senior people; make your choices based on effectiveness, not seniority.

12. Check in with your team throughout the trade show to assess performance, reward positive behaviors, and stop negative trends before they get out of hand.

13. Establish a dress code for your staffers: They’ll look more professional and act as better ambassadors for your company.

14. Don’t forget the shoes, hair, and accessories: people notice the details.

15. Two words: Breath Mints. I don’t think I need to say more on this.

16. Drill asking qualifying questions with your booth staffers. The more information and the better you qualify the prospects, the better your returns will be.

17. Product demonstrations are a great way to draw a crowd. Make sure your team knows how to give an effective, engaging presentation by having them practice before the trade show.

18. If you are sponsoring entertainment, a speaker, or other event, make sure your team knows what to do during this time. From working the crowd to collecting leads, there’s plenty they should be doing to promote your company’s name and image.

19. Put someone in charge of the booth. This person is the “go-to” person to act as a liaison for trade shows management. The better your relationship with management is, the better your show experience will be.

20. Establish a follow up protocol for hot leads, promising prospects, and likely customers. Use this protocol to turn leads into sales.

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