If you are a House Painter, Landscaper, General Contractor, Pool Guy or any other Owner of an outdoor based seasonal business-you’ve probably got most of your year booked. But there are still some opportunities to fit odd jobs in to maximize your profitability this year.
Targeted direct mail to a pre-defined customer prospect list is an excellent way to grow your local business. Why not buy mail lists?
How Do I Do It?
Here is how I suggest you go about doing this. There are two different schools of thought you can entertain here as to how to select your prospects.
#1: The first is to look at your existing customers and come up with a few characteristics that you see as consistent amongst them. For example, is there an affluence level? If so, determine whether you want to target based on estimating Home Value, or Household Income. Is Age, Gender, or Ethnicity a factor? Once you’ve created this “existing customer profile” then you would order a mailing list that targets these elements.
#2: The second school of thought is to try to hit the “home-run” Who is your dream customer?-don’t mean one that doesn’t complain…ask for free add-ons or pays on time. Rather, what are the demographics of that huge painting job, someone who might need to re-landscape a few acres, need a new pool, want to build an addition, etc…
Of course, you can do both if your vendor can/will run your order as a two part order. One portion can be from school #1, and the balance can be from school #2.
How Do I Figure out Where I want to Mail To?
This really comes down to your own business model. How far are you willing/able to travel-even with travel expenses added on-to do a job? There is no perfect answer here it’s all your preference.
Here are some ideas of how to decide.
Do you need to stay within the towns/cities that you currently do business in? If so, order buy town or zip codes.
Perhaps you have a central zip code that you do most of your work in and are looking to expand outward. Then I would suggest doing a radius (It’s like drawing a circle around something) in terms of miles outside of a targeted zip code.
Le’ts say you are a Nursery, and there are other Nurseries in your area. You know that your customers typically only drive about 10 or 15 miles to get to your Nursery, otherwise they go to a competitor. Then I would suggest doing what is called a “Rooftop” radius. This is a bit more exact than a zip code radius. It takes the exact location of your business and draws that radius circle using your business location as the center point.
Ok, so you figured out what criteria you want for your list, and you know the geography you want to pull from. What’s next?
What are you going to Mail?
What is it you are going to mail? A letter? A flyer? A brochure? How about a nice color postcard? As mentioned in prior postings, postcard marketing offers certain advantages in the mailbox over other media. Why? Because you can see what is on a postcard without having to do anything. It gives you the best chance to get noticed.
Have any questions, please don’t hesitate to contact me at http://www.greatmailinglists.com and I’ll be happy to assist you any way I can.
By: Doug Sauerhaft
About the Author:
DCS Marketing Solutions LLC and http://www.greatmailinglists.com was founded in 2007 by long-time Direct Marketing Industry veteran, Doug Sauerhaft. With over 28 years experience in the list management, list brokerage, list database and e-marketing list services marketplaces, Doug’s knowledge, expertise and innovative approach to marketing solutions has directly helped such notable national marketers as: ADVO, Inc., Checks In The Mail, Eddie Bauer, Grolier Enterprises, Newport News, Rodale Press, Spiegel, TV Guide, U.S News & World Report, Working Mother, Working Woman, York Photo, and others achieve their marketing goals over the years.
Today, Doug works with clients large and small to help them develop a marketing strategy, and exceed it. His success is his client’s success.
DCS Marketing Solutions, LLC offers clients state-of-the-art postal and e-list selection, segmentation and multi-channel campaign development and execution.
Success starts one satisfied customer at a time.
Doug also authors a regular Blog What About the Mailbox with No SPAM In It? which provides tips and insights into direct mail marketing for beginners and novices.
By: crazylf7
About the Author:
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