Filed under: Landing Pages, PURL's, Postcard Marketing, Small Business Marketing, agent marketing, direct mail, direct mail analytics, email marketing, marketing, marketing analytics, marketing roi, postcards, real estate, real estate marketing, realtor marketing, realtors | Tags: direct mail, marketing, marketing analytics, partnerships, point2, Postcard Marketing, real estate marketing, realtor marketing, realtors, Small Business Marketing
We are an approved vendor for Point2 Technologies and they really are amazing. If you’re a realtor they help you set up a web-site for free. They also provide you with many other powerful tools. Since 2003 they have 177,530 Members, 85 countries, and 1 National Listing Service.
Not only are we an approved vendor, Travis Batting, Founder of www.EasyMailMaker.com will host a 1 hour long teleconference call with agents to educate them on Combination marketing, marketing analytics and the Power of Purl’s. If you don’t have a web-site through them you should check it out at www.point2.com
We will be on air on April 21st at 12pm eastern time through their live learning section. Check it out!
A little about Point 2
| Under the complete control of its members, Point2 NLS empowers agents and brokers to profit from the web like never before. A non-political listing service exclusively for real estate professionals, Point2 NLS includes a complete website solution to attract new clients, the most powerful listing syndication engine on the web, and dozens of inimitable listing and advertising tools which together help to attract more clients and sell more real estate. | |
Filed under: Postcard Marketing, Small Business Marketing, direct mail, marketing roi, postcards, real estate marketing | Tags: direct mail, marketing roi, Postcard Marketing, postcards small business marketing, realtor marketing
Filed under: Postcard Marketing, Small Business Marketing, direct mail, marketing roi, postcards, real estate marketing | Tags: campaign, direct mail, direct marketing, marketing, Postcard Marketing, Realt estate marketing, Small Business Marketing
This is the 1st of 10 lessons to help build a successful postcard marketing campaign. This is the first and a very important portion of a campaign because it describes a very important ingredient that will give you the edge that most forget or are too lazy to do.
- An operation or series of operations energetically pursued to accomplish a purpose: an advertising campaign for a new product; a candidate’s political campaign.
- Military.
a. military operations for a specific objective. b. Obsolete. the military operations of an army in the field for one season.
What’s the main thing that pops out when reading those? It’s focused, direct, and repetitive to reach it’s object.
The military is a perfect example as they have a mission, they understand what they are fighting for and are very focused & repetitive in their drills. It’s too bad we don’t have a drill Sargent that disciplines us when we get off track or don’t do our “routines”when it comes to marketing. That’s why it’s up to us to ensure that we have a military like way of doing things when it comes to campaigns
What does all this have to do with postcard marketing.
If you’re only prepared to do one mailing, stop reading. You’re not fitting the definition of a campaign and will be fail no matter how good the images, copywrite or mail list is.
The easiest way to understand why you need to do more then just one is simple.
2000 cards go out………………a few calls the first week………….a few call the second week……..then
Option 1: don’t mail and let the few trickle in after the 2nd week
Option 2: Send another mailer
Another 2000 cards go out in the second week…………….. now you have a slight increase in calls in the 3rd week……….4th week
Another 2000 cards go out in the 4th week………and by then you have 3 mailers all with objectives, all informing and influencing your customers to do whatever you are asking them to do with an overlapping campaigns. You can almost alter the famous saying from the movie Field of Dreams to “If You Mail It, They will Come!” or “Patience, Young Grasshopper!”
I just recently listened to a podcast from Guerilla Marketers. Jay talks about patience and an interesting marketing research that lets you understand the number of times you must penetrate your customers mind to make an impact with them.
Marketing is a funnel effect and you one mail piece will not touch all the personalities that you mail to. We all respond differently to different things which is what makes the world of marketing a science and an art. We’re going to break down some of these differences and show you how to market to the differences in the coming articles. The next part of this course is to know what you want and what to expect.
Filed under: 1, Postcard Marketing, Small Business Marketing, direct mail, marketing roi, postcards, real estate marketing | Tags: campaign, direct mail, Postcard Marketing, real estate marketing, realtor marketing, Small Business Marketing
Filed under: Postcard Marketing, Small Business Marketing, direct mail, marketing roi, postcards, real estate marketing | Tags: direct mail, direct marketing, marketing waste, Postcard Marketing, real estate marketing, Small Business Marketing
There are many things that make a direct mail campaign successful. We know the list makes up 40% of a successful campaign which is where it begins.
Then second comes the development of a ‘matching offer.’
The offer you make in a direct mail package needs to be carefully thought out and matched as closely as
possible to the interest, needs, and motivations of the list. And as a general rule of thumb the more specifically matched
the offer and list are the higher the response rate.
Here are two simple examples to help you understand this idea. Example #1: John’s Sporting Goods Store mails a
brochure about his upcoming sale on skiing and hiking equipment to every resident in his store’s neighborhood. His offer
may be great, 25% to 50% discounts, a free gift for everyone who comes in, but his response will still probably be very
low because of a high waste factor in his mailing.
Let’s say John mailed 10,000 brochures. As few as 15 to 25 people may come in. A response rate of only one half
of one percent or slightly worse, but that’s deceptive because of the waste factor. Of the 10,000 residents mailed only
1,000 of them may be interested in skiing or hiking. If that’s true, and fifteen people come in, that may represent one and a
half percent response rate, which is usually acceptable.
Example #2: John’s Sporting Goods Store mails the exact same offer as in Example #1, but he only mails a
thousand brochures to a list of people in his store’s neighborhood who are subscribers to Skiing, or Hiking, or
Field and Stream Magazine.
In Example #2 John’s list acquisition cost will be much higher than in Example #1. In Example #1 the resident list
may cost only $35.00 to $40.00 per thousand names, $350.00 to $400.00 for the 10,000 names. In Example #2 the list may cost
a $150.00 or even $200.00 for just the thousand names and in Example #2 the cost of printing the brochures will go up dramatically per
unit.
In Example #1 the 10,000 brochures may cost only a nickel each, $500.00 total. In Example #2, the thousand
brochures may cost twenty cents each, $200.00 total. However, in Example #2 John saves almost two thousand
dollars in postage by cutting the waste factor out of his mailing. Overall he spends about $2,500.00 less with the
sophisticated approach in Example #2 and gets the same results as he would with the costlier,less sophisticated
Example #1.
Most small businesses and many big businesses waste substantial sums of money by taking the less
sophisticated,easier approach. If the typical small business like John’s Sporting Good Stores conducts just four direct
mail campaigns a year and there’s a $2,500.00 differential available each time, that’s $10,000.00 a year that can be
wasted or saved.
$10,000.00 is a lot of money to a small business. Part of the magic of the sophisticated approach is the list to
offer match. But to be successful you must also develop a very good attractive offer.
Dedicated To Multiplying Your Income
Travis Batting
President Postcard Marketing Group
www.easymailmaker.com
Filed under: Postcard Marketing, Small Business Marketing, direct mail, marketing roi, postcards, real estate marketing
I am not a great fan of our lovely Postal Service. Overall
there’s no doubt in my mind that it is a poorly managed,
inefficient, financially troubled operation sadly in need
of review. But in spite of all its faults that system gives
you a powerful and effective sales force at a bargain price.
Using the postman as your salesman via direct mail
advertising is a great bargain and one of the most
effective marketing strategies available to most businesses.
Direct mail gives the marketer tremendous control over the
sales process.
You can do direct mail marketing cost effectively in
relatively small quantities. You control who gets your
advertising and who does not. You can control to a great
degree when they get it. You can test and evaluate a
promotion very inexpensively before committing a big budget.
There really is no other media that gives you all of these
advantages for the delivery price of a postage stamp. There
have been many studies done to determine the average cost
of sending a rep out to make a personal sales call, getting an
ordinary business letter done and out of the office or making a telemarketing call.
My observation is that the bigger the company, the higher the
cost. But even in well run cost efficient situations, these marketing
methods can easily cost from ten dollars to a hundred dollars or
more per prospect contacted. At that cost they are not the way
to prospect for new business.
Advertising in newspapers and magazines, radio, TV and cable
TV also has a cost factor problem, mammoth waste. When you
buy this type of advertising, you’re paying for distribution
outside your market area, copies that never reach readers
and circulation to recipients who have no possible interest
in what you have to offer.
Most businesses can benefit tremendously from the more
controlled targeted process of direct mail advertising. In the
Success Marketing Strategies emails that follow, I want to give
you some insight into the three aspects of success in direct
marketing advertising and introduce you to the two most
common, most successful formats you can use in direct mail
advertising.
