MAKE AN IMPACT with DIRECT MAIL CAMPAIGNS
The message, offer or call to action is the second leg of the proverbial three-legged stool of direct marketing. It should be specific, unmistakeable and irresistable. Free samples are great, but obviously inappropriate for services, and bulky or pricey products.
Nicastro suggested evaluating top clients’ annual and lifetime dollar value to determine the best offer for winning new clients. A focus on the long-term ROI, not just that of immediate sales, coupled with offers that are fun, unique and compelling, will boost response rates, according to Nicastro. For instance, he said business offers should provide not just a guided tour to show off their business’ capabilities, but also send a limousine to pick up the prospect and enjoy lunch in the executive suite. He also noted that such personalized pampering can be well worth the expense if the prospect is carefully selected.
- Companies:
- Ash City USA
- People:
- Matthew Staudt