Just Getting Started...some Questions

[robmypro]

Hey guys, I have been reading this forum for the last 30 minutes or so and have found a lot of good information. I am looking for some advice starting a DM campaign. Let me give you some details so you have a better idea what I am trying to do.

First, my company provides custom software services. Mainly database development for web and mobile applications. We get a decent amount of leads from Google organic results, but I would like to try and reach decision makers at the Fortune 1000.

The people in question could be managers, c-level folks (CIO, CTO, etc.). I am planning on the following:

1. Buy a list of c-level folks targeting this market. No idea where to get this list from.

2. My first thought was to do a intro piece (4x6 printed two fold, in an envelope) hand writing their name and address. I'd include my business card as well. The 4 color printed piece I include would address their pain on the front, with a little bit inside about how we can help.

3. I'd mail 500 out each month, and plan on contacting each lead every 2 months.

4. Since it is hard to get this group's attention, I was not planning on doing any postcards or bulk mail. I want it to look like it is a personal mail to them, so they open it. That is also why I am hand printing each (okay my wife is doing that part!).

So what do you guys think? I know my postage will be higher, but the project sizes are big, and my payback on even 1 project would pay for the entire campaign for a year. At this point I have no idea where to get a good list.

Thanks guys and gals.

Rob

[StartupSurvivor]

Here's a couple of ideas about reaching your audience.

If you want a better chance of getting noticed, invest in some 9 x 12 "express" envelopes that mimic the look of the overnight envelopes used by FedEx and the P.O. They have a better chance of making it all the way to the desk of your target.

I'd probably avoid the typical business list for this type of mailing. Given the description of your business, I think it makes more sense to go hunting with a rifle than a shotgun. Contact the most relevant trade magazine that your top prospects are likely to be a subscriber to. Most will rent their lists (not cheap - but usually current and more useful than a list of businesses that only have a 'contact' name). While you are there, look into the cost of a small display ad. If nothing else, in your correspondence you can make the claim "as advertised in _____". Credibility counts with this group.

[zilog]

I second SupS - you will have to get your hands on a more relevant up-to-date list. Since the worldwide recession there has been an awful amount of people changing jobs. So maybe, as suggested buy a list from a trade magazine.

Hand written addresses sound great in theory but they will take ages to complete even just for 500.

[ilovemedia]

Promising strategy, but you should wait for more feedback from people who have tried similar strategies. Look for similarities between your situations and see what adjustments you can make to your plan before implementing it. A bit more research shouldn't hurt.

[hdm]

Hello Rob

Seeing as your forum post was back in February, I am interested to know how you got on / are getting on with your direct mail campaign. Did you go for the handwritten address option?

[mscott]

I don't have any hard numbers to back me up, but I am not so sure that the time, effort and expense is the best ROI...

I'm not saying that you won't get something, just thinking that doing something more creative may lead to better results... Again, not sure what...

Time to get out of the box...