direct mailings

[rlcarrr]

In my area, we have two direct mailings available for the spring season. This mailing will reach 20,000 people, and the cost is $645.00. Is this a fair price?

Also the two available dates are Feb. 11th and Apr. 20th. Which date would be more appropiate to advertise? My main focus points will be mowing/maintenence contracts, irrigation systems, and seeding/sodding.

The mailing includes six coupons and a small section for custom wording. Any tips on advertising or wording would be appreciated.

Thanks in advance for all of your help.

[Elwood]

3 cents per peice. That surely is not mailed?? Not bad, 3 cents each. I don't like either of the dates, For my area, one is too early and one is too late. It all depends on when your season begins, but unless you are up north, you should go with the first one. Expect return rates to be low though, I just don't like the dates.

[Rustic Goat]

Re: direct mailings

Originally posted by rlcarrr
In my area, we have two direct mailings available for the spring season. This mailing will reach 20,000 people, and the cost is $645.00. Is this a fair price?
Also the two available dates are Feb. 11th and Apr. 20th. Which date would be more appropiate to advertise?

Price is good, but are they really direct mailings? Or- Is it bulk delivery via that wad of stuff that comes in the newpaper, or some other version?

Also- Is there any selection to be had of who/where the 20K are delivered to? If it goes to business complexes and/or apartment buildings, it's a waste of money no matter how cheap.

As far as the dates, if you'd have filled out the info in your profile, it would be easier to answer. Don't know where you are, so don't know what your seasons are.
Just something to consider when not filling in the details.

[PearceTurf]

I have to agree with Elwood and Rustic Goat. Both are seasoned pros and give great advice. However, I have learned to network and/or chat with people in my own area to get the best advice. I have even 'hooked up' with people in my own area because of this forum. Regional info helps out tremendously. What works for me in NC does not mean it will work in Oregon or Australia or Canada.

I also think the mailer advice given was good too. Sometimes, I throw the whole "package" away knowing that I won't go shopping for carpet cleaners or termite control in the next two weeks. Then another one comes two weeks later into my mailbox whether I want it or not. I'm not trying to bash your ideas, I'm just saying that some things that sound too good to be true are just that.

If flyers or small paper ads are what you want to do, try using a target market with direct demographics instead of flooding college dorms or apartment complexes. Don't let the advertising saleman tell you any different. After all, he is paid on commission and you get my 2 cents for free. LOL

[Kerry]

The only way to use direct marketing to your advantage is to target a specific area. Say a gated community. There is no other way in unless you know someone, so target those people.
You can get names and addresses for a specific community or area.
Mail only to these . It may cost a little more to do it with an envelope with your co logo and address on it. But little things will set you apart and get your message read. After all it didnt do you any good to mail out 20,000 at a time if they all get filed in file 13.
A bright envelope with your business name and address hand written. That will catch someones attention right off.
All it takes is to get just one customer inside that gate. You will be surprised at how many neighbors will stop and ask will you come look at mine. But that will never happen if your not inside.

[Phil Nilsson]

rlcarrr

You are NOT reaching 20,000 people ... your materials are diluted from comp within the group. Suggest compiling your own targets.

Select targets, mail to them 4 times a year. This is rule of thumb.

Phil

[Kerry]

Oh yeah thanks Phil I forgot about the multiple mailings to the same people.
You may not get them the first go around but the more your name is in front of them the greater the chance that the light bulb will go off.
Man I remember this guy I'll give him a call.

[Phil Nilsson]

Kerry,

It's better to mail to same 100 people five times than 500 people one time. Also make your mailing 3 dimensional ... put a small pencil with your company name on it (a 3 cent item) inside envelope and they will open it.

Hand pick your targets ... best streets only, best props only, most likely candidates ... shotgun approaches are for direct marketing "amateurs".

Don't look for a BIG list ... look for a high quality small list and mail to it day in and day out for the next several years!!!!!! Quality NOT quantity! You can't service ALL lawns ... so choose the ones you want ... and "where" you want.

Phil

[Elwood]

4 times per year is fine, but if you are doing a lawn in a selected area and want to get more in that area, hit them once per month. A seasonal letter with some type of promotion.

For a new area, 4 times is good, more in the spring/pre-spring and once towards the end of the season when the sour taste of poor service is still fresh!

[rlcarrr]

Thanks for the great info.

[Phil Nilsson]

Joe,

Just remember this important point about direct mail or any other form of advertising ... customers are not always ready to buy ... when you're ready to sell. Use a consistent, unbroken string of direct mailings. In other words, be there with direct mail at the "right time" when they need you. How many times have you seen an ad piece that you totally ignored UNTIL you had a need for that product or service? What happens then? Then you go "looking" for them. Don't make them have to look too far ... what did they do with your direct mailer they rec'd from you last month? It takes 7 mailings (on average) to remember your mailer.

Phil

[jim carpenter]

Hello! /
I am making a postcard mailer now (5 1/2 / x 8 1/2 ) a half sheet of paper. Bristol stock. The post office charges a $150.00 one time fee then a $150.00 annual fee for a permit number.
I know what zip codes (2) each zip code has rural delivery routes with anywhere from 5 to 8 rural routes in the area of De. & Pa. where I am. Each route has 150 to 350 app. homes. You have to put your cards in groups of 50 for the carrier. Take them to the post office they will charge me either 12 or 12 1/2 cents a post card depending if I mail them there or drop them of at the delivery post office. I have got printers pricing from $450.00 to $825.00 for 10K. This is a color stock or paper with black printing since I want to mail multiple time I am going just color stock to save money or budget my money. This way you don't need a list but you can't do city carriers. Just call the post office in the zip you want to mail in an ask them how many rural routes they have and count per route. Another hint call don't go to the post office , be polite but be persistent you need the information the person on the other end has. If your lucky or good once you have the route's you can drop off mailers just for certain routes if you can find out where they run( streets, developments, etc.) well good luck.

jim

[Rustic Goat]

Originally posted by jim carpenter I am making a postcard mailer now (5 1/2 / x 8 1/2 ) a half sheet of paper.

I'm curious, the size you state is a door hanger size, does Post Office still consider this within post card size range, thought it was much smaller?

[Phil Nilsson]

The average small green biz is better off selecting let's say 500 customer targets all within range of current accounts.

Cloverleaf accounts first on list and mail to them a first class letter, hand write the address bar. In upper left hand corner your name and return address only ... no company name or logo.
Inside a very brief offer ... make FREE part of the offer. 99% of (perceived) junk mail is thrown out unread, unopened but a hand written "unidentified" letter is opened and read almost 100% of the time!

Phil

How to handle hand writing 500 names? ... do a few each day!

P.S. What is junk mail? .... mass produced stuff ... the more time it takes to (personally) prepare your mailings ... the LESS it's considered junk mail and the better the chances it will be read.

[jim carpenter]

5 1/2 x 8 1/2 is the size of a standard sheet of paper folded in half. I generally see door hangers sized half again . But this is what works for me. I also do a 2" x 3" ad in a once a week paper that covers one of the zip codes $22.50 per issue.