How Often Should I Send Out A Direct Mailing?

[mikeb7]

great post card examples in this thread - could anyone point me to a place where I can see more? im in process of creating a post card!

thanks

[printchesco]

Often enough to get noticed, but not often enough to anger people who don't want spam from unsolicited sources. These things are really a case to case basis and special for each business, but your main goal should always be to sell without turning off potential customers.

[lptprinting]

Networking with vet's was a great idea. Have you also considered contacting humane societies? If you have a product that solves a real problem for pet owners, you may be able to get them to promote your product. Even if you have to sweeten the deal with a percentage of the proceeds, it can be a huge boost, plus you'll be able to let people know that their purchase will be helping a cause that, as animal owners, many of your customers will identify with.

[ArissaSmith]

Originally Posted by BeTheBest

Hi MeowSpace... nice problems you have. Great numbers too! The only spot you 'lost me' was the 'graphic' in my head when you mentioned the issue of dogs eating cat poop. Not nice!

For openers, I wouldn't do anything more frequent then ONCE a month. That is MAX. The reasoning is that you need to allow time for things to change. But that is still often enough for those who saw you last month to remember. I think the average number of 'touches' you should plan is 7 (that I believe is what the Direct mail people suggest as a standard)

With respect to the actual piece, I would suggest a postcard. It's a lot easier than a 3 fold and makes your message REALLY CLEAR just be landing on the persons desk.

I would start with bold headline that REALLY HITS ON THE PROBLEM. I mentioned this in another post to you... I don't know exactly what problem you are solving. I am not saying I don't understand your product, but there has to be a really big problem that upsets people... and that is your headline.

On your mail out, you can add some text and pics, but I would concentrate on KEY HEADLINES AND/OR SUBHEADLINES. People don't have the time to read a lot... so they will scan it. If they can scan your card (look it over real quick) and get your MAIN POINT and supporting points real fast, they will know EXACTLY what your product does and the main features and benefits. I would also PUSH your USP (Unique Selling Proposition). That is 'Not Available Anywhere Else!' That attracts attention too.

If I knew more about your market and the problem, I would be pleased to help you more.

Good luck!

Yes, I agree with you. I've had a location base business before and upon research have found that it takes the average consumer 7 times before they will remember your business. So stick with the same logo "meowspace". Don't change your logo before consumers are familiar with it. Starbucks changed their logo without the company's name and they were able to do so by branding themselves.

And I agree with the post cards, consumers tend to associate tri-folds or bi-fold with unwanted soliciting mails and gets toss out quickly. Direct mailing works but it has to be consisttent, your brand (logo), your headline, your message. Sad but a lot of companies have market themselves with coupons so much that they don't have customers unless there is a coupon out.

[meowspace]

The mailings worked. Our sales and reputation have increased 4-fold. Since I last posted here, several milestones have been hit.

1. Sales to vets themselves have increased
2. Sales referred by vets have increased
3. We are now endorsed by Hill's Science Diet in their newest Feeding Guidelines pamphlet that goes out to vets all over Canada and the US. Photo and description included.
4. We are endorsed by SureFlap pet doors http://blog.sureflap.com/4009_need-t...oileting-area/
5. We have been issued a patent

I thank all of you who took time to advise us. We sent thousands of post cards, and now use the tri-fold exclusively because we are well-known enough that more information is requested.

One more thing, Facebook has been a HUGE free advertiser for us.
https://www.facebook.com/pages/MeowSpace/204399421562

All in all, we may actually show a profit by the end of 2012.
😺

[hdm]

That's excellent news, thanks for giving us an update. I'm sure it will encourage others considering a direct mail campaign.

Just "liked" your facebook page too (from my page and business page).