Direct Mail Success

    Predictive modeling can boost your bottom line by allowing you to assign every customer a specialized customer category based in a specialized model – predicting the likelihood of the customer to take certain action. This may sound really hard, but in reality, it’s not. Stay with me…more on that later. Promise!

    Creating the Model

    There are four steps required in creating a predictive model, which determines the probability of certain events based on a target. Variable factors, which are the building blocks of your predictive model, include information like customer age, favorite color, how often they purchase, how many times they’ve frequented your business in the last year, for example. Let’s suppose you wanted to predict the likelihood of a customer visiting your store 5 times in the next 12 months, here’s how you’d proceed:

    1. Prepare Your Data

    Good data preparation is key. Data may be broken down into categories, such as:

    • Demographics: age, gender, income, or marital status.
    • Financial variables: income, or property ownership.
    • Geographic variables: zip code, region, climate.
    • Psychographic segmentation: lifestyle, personality values.
    • Behavioral segmentation: brand loyalty, benefits sought, ready-to-buy stage.
    • Past business history: total amount of previous purchases, responsiveness to marketing campaigns, returns.

    Once categories are determined, data can be pulled from a database, where it will be organized and formatted.

    2. Set Your Target

    Your target, in this scenario, is customers who will visit your store five times in the next twelve months.

    3. Determine the Most Important Variable Factors

    Depending on the software you use to create your predictive model, you may have to use your judgment to determine the most important variables, or the software may tell you. Some software even gives you both options; it will tell you what it likes, but allow the variables to be tweaked.

    4. Create the Model

    Predictive modeling software measures the importance of the variables and creates a model. As you fill in the variables, the model calculates the probability of certain events occurring, such as which customers, with the greatest probability, may return to your store 5 times in the next year.

    Ways to Use Modeling in Your Business

    Modeling can be used in a variety of ways to boost your business. Let’s take a look at some examples:

    • Retention efforts: Because retention efforts can be costly, ideally, you want to spend that money where it will be most effective. A predictive model can determine probability of retention and that helps you avoid spending money retaining those who were already staying anyway and instead direct those resources at those likely to leave.
    • Choosing content: You may choose to offer 50 different promotions on your website, and predictive modeling can help you determine which customers are likely to respond to which offers, based on browsing history and past behavior.
    • A/B tests: When A is stronger and B is weaker, we gravitate toward always using A, but some customers may be more likely to respond to B. Predictive modeling can help you know who’s most likely to respond to A or B, so you can keep both types of customers happy.
    • Using survey data: Surveys can gauge your customer’s level of interest in something. A predictive model can look at survey data and determine targets, then show you who your best prospects are.

    The Good News…It’s All Done For You!

    Nielsen Media Company has created a product called Prizm Code Data that has already done all the work described above. They even went a step further by naming them with really cool descriptions. Then we took the time to research each category and make category recommendations based on your industry.

    Check it out Here :

    So if you want to power up your response, cut down on waste and watch the pre-qualified leads come rolling in, get started today using Nielsen Prizm Codes on your next mailing.

    If you need help deciding which data best fits your objectives, give us a call at 888-222-6010.

    Some would say we’re sorta data geeks!

      Direct Mail Secrets

      Postcard marketing is still one of the most effective and overlooked ways to get new customers to discover the details of your business.

      It’s affordable, targeted and mercilessly immune to email spam filters! Top that with the fact that today’s economic climate has consumers eager for good news and good deals in their mailbox – and you have a recipe for success.

      If you’re ready to dive into the direct mail marketing waters, take heed to avoid the four most overlooked and underused elements of postcard marketing victory.

      1.  Don’t discount the list: Your prospect list is the most important part of your marketing equation. In the old days, companies would mail to entire cities in the hopes that a small fraction would raise their hand and say, “Hey that’s me!”

      Today, savvy entrepreneurs and business owners know that to get the most from their marketing dollars, they have to research first and mail later. A little time on the front end of the marketing equation can literally save thousands in lost marketing dollars on the back end by NOT mailing to those who in all probability would not purchase or benefit from your product or service.

      Take a look at your best customers. You know the ones that always buy, are always ready to give feedback and better still, first in line to send referrals your way. What are they like? What age are they? Where do they live? Figure that out and tap into today’s extraordinary ability to data mine for more consumers that fit that same “customer profile” and you’ve got the makings of a truly targeted list.

      2.  Capture their attention from the start.  You’ve got a minute tops to grab the reader’s attention.       What’s your headline? What’s most important to that “perfect customer” we talked about in step one? Draw them in out of the chute if you hope to take them from headline to offer to dialing the phone or visiting your site.

      3.  Make them an “offer they can’t refuse.” Sure, it’s a great line from an unforgettable movie, but it’s also the heart of what will cause people to act – or not. This is the time and space to make an offer that will not only get their attention but again, have them raising their hands to say, “Hey, I want that!”

      4  Track it. If you can’t track your marketing in today’s data driven world, don’t do it. With the advent of QR codes and tracking phone numbers there is no reason to stay in the dark wondering what works and what doesn’t. In this era of ever-changing technology, having the ability to track your success and failures (we learn from those too) is one of the greatest hidden secrets marketing experts deploy every day.

      So get out there. Start investing in yourself and your business with what still works – only better with the aid of technology, postcard templates and groundbreaking tools.

      Remember, you don’t have to reinvent the wheel. Sharing new and innovative ways to increase your customer base and grow your business is what we do.

      Call us today at 877-222-6010 or visit our site online at www.prospectsplus.com/pei

       

       

        For many businesses, it can be tempting to think of marketing as an operational cost, just part of the cost of doing business.

        In reality, marketing is an investment in your business – money you put back in to the business to help it strengthen and grow.

        Businesses often struggle with the best way to determine their annual marketing budgets. There’s no simple formula, but there are guidelines that smart business people can follow to help ensure they budget wisely and appropriately for their marketing needs.

        Basics for Sound Investing

        It is common for businesses to base their marketing budget on the previous years’ sales numbers and then increase or decrease their marketing budget accordingly.  Be careful…there’s a real danger in that. The danger lay in a company spending what they want to spend on marketing, rather than what they should spend on marketing, and that gap can be the difference between status quo and growth.

        The marketing investment must reflect three basics:

        1. Reliance on solid data
        2. Sound marketing strategies
        3. Clearly defined goals.

        Staying on Point

        Businesses should review their marketing plan no less than once a year to ensure they stay on target. A comprehensive review requires asking some questions:

        1. Have your target markets changed?
        2. How has the competitive field changed?
        3. Should we develop new marketing goals?
        4. What are the strategies we need to implement to achieve these goals?

        What was effective 10 years ago, 5 years ago and or even last year may not be what positions us for success today and into the future. Once you’ve answered these critical questions, then proceed to determining what current goals will cost, and whether your business can afford it.

        Measuring Success

        One advantage of thinking of marketing as an investment rather than a cost is that we understand investment often brings reward. Once you’ve made your decisions about how much you can invest and how to invest, then it’s time to measure that investment for return. Every postcard marketing campaign, sales promotion, and sales strategy should be generating revenue for your business. For example, if postcard marketing has a new customer acquisition rate of around 4%…are you finding your postcard marketing campaigns more or less successful?  If you fail to evaluate the return on your investment, how will you know if what you’re doing is truly effective?

        There are rarely simply answers to nearly any question in business, but the answers are easier to find if you begin with asking the right questions. Sometimes you have to change how you’re thinking about the costs related to business and realize that what you put into it is what you get back out of it, and that’s not as easy as a simple number on a balance sheet.

          Content Marketing

          Why Bother with Content Marketing?

          Content marketing is simply any marketing that involves creating and publishing educational content in a way that will create more customers for your company.

          You may be wondering why you should spend the time and energy to create content like articles or white papers. First, you have to embrace the idea that your potential customers have questions. They want to know about your company, products, services, and why they should choose you over a competitor.  When you are able to create and propagate smart and effective content that answers those questions, you’ve created the most direct line to sales and loyalty. No business can afford to not create effective content marketing.

          Businesses Are Struggling to Make Every Dollar Count

          Most large brands use content marketing, and yet many profess not to be very good at it. However, effective content marketing is critical for small business in particular. Small businesses rarely have the luxury of bloated marketing budgets therefore every dollar must count. One of the main goals of content marketing is to build trust because when consumers have trust in your brand, they are more likely to purchase your products and services, and recommend them to friends and family.

          Identify Key Components

          When creating a postcard marketing campaign, for example, a business must identify business goals, target audience, the value they wish to create for the consumer, and the value they wish to create for their business. It can be invaluable to take the consumer’s perspective and ask what problems does the consumer have and what can I do to help solve them? Pull together a team of associates you can trust and who know your business from the ground up to help you really understand and develop your goals and potential strategies. Write down strategic possibilities and tie your business goals and objectives to your content marketing strategy.

          Breaking Through

          Consumers are often bombarded with advertising and brand messaging and finding a way to break through the clutter is a must. Your content marketing must address volume, value and variety. Your message needs to be always present. Postcard marketing is one piece, but you must also develop a strong web presence and build good will through word of mouth.

          Businesses must identify what they want to communicate, specifically, what are the topics of conversation surrounding their brand. The goal then is to create valuable content around those topics. A business must be prepared to deliver their message in a variety of ways. Postcard marketing, a web presence, print advertising, blogs – these are all different ways to get your message out.

          Four Musts for Good Content

          Good content must be “findable”, “readable”, “understandable” and “actionable.”

          Content must be easily accessible by your target audience. This can be achieved through using effective search engine optimization online, and using compelling imagery, packaging, and easy flowing text that makes your content messaging stand out in direct mail pieces.

          Making your content readable means presenting it in a way that is reader-friendly. Bullet points, numbered lists and chunking are ways that can make your message more readable. These styles work well on postcards, websites and print ads.

          Creating understandable content means content must be appropriate for your audience. For the audience at large, the less complex the better. If you’re marketing to highly skilled professionals, speak their language and stay on their level. Try to articulate your message in a new way.

          Lastly, a call to action is critical. In a direct mail piece, such as a postcard, offer a web address for more information or for comments, offer a link to relevant content, give the consumer a summary of what to do, and where appropriate, ask for their business.

          At ProspectsPLUS.com, we have tons of experience with content marketing.  Topics, formatting, location, accessibility and more.  If you want to try this strategy or want to improve on your current strategy, give us a jingle.  We just love chatting about this stuff!  877-222-6010

            Trigger Postcard Marketing

            When you’re doing postcard marketing, you’ve got a small space to make a BIG impression!

            The good news is, it doesn’t take much space, it’s about using the space you have for maximum effectiveness. You’ve got a blank space to fill with style and artistry that’s breathtaking and awe-inspiring. You need good copy…I mean…you need the BEST copy!

            Defining “best” is the part that’s not so easy. Let’s take a look at a few types of copy and why they’re effective.

            1. The Plain Jane – Plain copy doesn’t use gimmicks, there’s no flash or sizzle. It simply presents facts and benefits. It may not set your customer’s hair on fire, but it gives them the information they need to make an informed decision, and sometimes that’s enough to get the job done.
            2. The Storyteller – A story has four basic traits; opening, conflict, dialogue, and solution. A story may speak of a challenge someone faced, and how they overcame that challenge. The moral of the story, of course, is that your product or service was the catalyst to overcome the odds. The story doesn’t have to be dramatic; it just has to tell an engaging tale that frames a need for what you offer.
            3. The Conversationalist – Conversational copy is written as if you and I are having a conversation. It’s as if we’re at lunch and you tell me you’ve been experiencing some dry skin lately. I tell you I used to have a terrible problem with that, but then I found a great product and my dry skin is a thing of the past. This type of copy can invoke passion for a product, making it quite effective.
            4. The John Lennon – John Lennon asked us to imagine something very different from the world we understand. It was persuasive and imaginative. You can ask your customer to imagine something, like painless weight loss, or the joy of unwinding on a dream vacation. Ask your customer to picture something, or close their eyes and imagine it.
            5. Long Copy – While this is not likely to lend itself well to postcard marketing, long copy takes the approach of “the more you tell, the more you sell.” Long copy lays it all out for the reader. It answers their questions before they’ve asked them.
            6. The Poet’s Copy – Using poetry is a means of presenting an ad in a beautiful and moving way. While it educates and sells, it also elevates the reader with stylish prose. It is a combination of style and selling. If you choose this type of copy, do it well, or select a different style of copy.
            7. Communications Direct from the CEO – When a CEO communicates directly with a customer, it gives the company a down-to-earth feel that makes the CEO seem approachable and caring. Jeff Bezos often uses Amazon.com’s homepage to reach out directly to customers in a plain and conversational style that presents the facts.
            8. The Direct Approach – Sometimes copy benefits from just being “frank”. It starts not with the gems, but with the warts. It may point out all the negatives up front before introducing you to the benefits. Honesty and transparency about the weaknesses of a product can build trust with the customer. When you tell them about the bad things, they are more likely to believe you when you tell them about the good things.
            9. Claims of Excellence – It is sometimes ok to be outlandish. It’s ok to say something could make someone a fortune, is a miracle, or you really can achieve this goal. It’s ok to say something, assuming you can back it up. You could back a claim up with statistics, testimonials, research, or all three. Because this type of copy can appear to be hype, use it sparingly.
            10. Rejected and Dejected – Rejection copy tries to discourage people from being interested in your product. It conveys the notion that your product appeals to only a very exclusive set of people. This is known as the velvet rope approach. The Amex Black Card is a great example of this type of marketing. It’s reserved for the wealthy and elite and is available by invitation only. The exclusivity is part of the appeal, and this type of copy keys into one’s desire to belong.

            Often, great copy combines a variety of techniques into one package. For example, a CEO sends a conversational note about his passion for a product, or someone sends a postcard explaining why certain people will not receive an invitation to dine at an exclusive restaurant.

            There is an art and a science to creating good and effective copy, and with a little thought and practice, you can achieve a great and successful balance.

            Need help figuring out which approach to take? We can help!  Call 877-222-6010 and we’ll take as much time as you need to understand your business and figure things out.  

              Today’s technology has created the fastest moving society in history. It’s a society where 140 characters blasted around the world can create instant impact. In business, those same 140 characters can make a business boom or fatally bankrupt it. Not performing proper marketing online can be the difference between success and failure.

              Social media is used by at least half the entire country. Ignoring this marketing opportunity is literally ignoring millions of potential customers – that is almost insane for a small business. Facebook allows tailored advertisements based on an individual’s “likes,” and other sites such as Twitter and LinkedIn are not completely dissimilar in the way they advertise.

              However, with respect to targeted advertising in a local marketplace, one of the best and least contested methods is through direct mail. Even in today’s modern society, the act of opening a mailbox and seeing mail addressed to the owner is still an exciting one. Even if the mail is considered “junk” and thrown out immediately, the person has seen the advertisement and the company has shown that person “Hey! I exist, and can serve you if you need me!”

              A Complete Marketing Campaign Attacks from All Fronts

              Mixing both social media and direct mail advertising is taking the best opportunities and combining them to form a superb marketing strategy that will almost guarantee success in today’s competitive marketplace.

              There are a 3 easy ways to accomplish this:

              1. Send a postcard to a potential local customer’s home or place of business. The postcard can suggest to check out the company’s Facebook page for up-to-date specials or solicit comments on a product that the customer is interested in. On Facebook, a “like” can show up on a user’s friends’ pages, which generates new curiosity and thus, new business potential.
              2. Another option would be a postcard detailing a contest that can be entered on the company’s Twitter or Blog page. Of course, consumers like free things, and if the offer is compelling enough the opportunity to win will draw some in.
              3. Adding a QR code, also known, as a Quick Response Code is smart. These are the decorative squares printed onto your direct mail piece. Customers can then use their smart phones or tablets to scan the code and immediately, they are directed to your website or social media page. It’s a playful way to tap into your customer’s curiosity, because they want to know where the QR code will take them. It’s fun. It’s easy and it helps someone take action. Consider adding a different QR code to each direct mail piece. The code can take your customer to a different landing page or coupon where they receive immediate gratification. This is a creative way to engage your customer, but the added bonus is that customers will stay engaged with your company and pay attention when your mail piece shows up in their mailbox. Not sure how, we can help, just click here.

              Add an extra bonus, when you integrate social media into your direct mail campaign, you’ll see the added benefit of tracking the effectiveness…and what you can’t measure you can’t manage.

              While social media can be a powerful tool, 97% of Americans still visit their mailbox daily. And a 2-4 minute walk from the mailbox sure beats a 2-4 second view in their crowded email inbox. People feel appreciated if they receive a letter in the mail – it shows extra effort and care that a spam e-mail simply can’t.

              Want to see better results using social media in your direct mail? We can help. Call our marketing team today at 877-222-6010 or visit our website today!

                Postcard Marketing Copy

                It’s no secret that people put value on emotional experience. When we like or dislike something, we are assigning a value to it.

                At any given moment in time, we are focusing on a trend of thought and experiencing the relevant emotions. Sometimes it’s a conscious choice, sometimes it happens in our subconscious, but the value we place on whatever is before us at that moment determines the emotions we will feel.

                When you want to connect with your customers, you cannot downplay the value of emotion. Emotion and decision making are bound together, and successful marketing requires creating an emotional connection between you and your customer.

                Making It Personal

                It is critical to your success to find out that one thing that your customers really love. Some of the most successful brands in the world have been those that were able to tap into the heart of their customers and establish an emotional connection. Bear in mind, an emotional connection is not about what a product does, for example, maybe this shampoo will give you shiny hair. Rather, a connection is about a feeling – something that makes it personal for the customer. Shiny hair might make a person feel good about themselves, feel more confident, which may help draw people to them – that’s now an emotional connection.

                Know Your Audience

                Establishing an emotional connection also requires the proper focus.

                Not everybody wants shiny hair. Dr, Phil, George Foreman – you can tell them all day how your shampoo will make their hair shiny and they’ll never make an emotional connection because they don’t have hair. Your target market would need to focus more on people who have hair, people who want to feel good about their hair, and people who will feel better if their hair looks better. You’re targeting a specific demographic.

                If you can establish that emotional connection by communicating with them in such a way as to create some positive feeling, then you’ve already won half the battle. Words must be chosen selectively to invoke a feeling and a positive response that makes the customer desire what you have to offer.

                The Power of Carefully Selected Words

                Some companies have had tremendous success by carefully choosing their words. For example, Zappos.com has tapped into our frustration with customer service by placing it front and center. Their tagline “Powered by Service” indicates their model is built on the reputation of good customer service. Customers want to feel they’ll be taken care of, if there’s a problem it will be resolved – building your brand around customer service taps into the positive emotion that’s generated from saying, in essence, we care about you.

                Years ago, Apple made significant inroads into the market with their slogan, “Think Different.” Just those two words allowed Apple to appeal to edgy individuals who wanted to be the early adopters of new technology, people who were excited by innovation.

                Creating Emotional Content

                Emotional content captures the reader’s attention, keeps their interest, and inspires them to take action. This is especially true in direct mail campaigns. Creating emotional copy may seem challenging, but in reality, it’s as simple as understanding the customer’s feelings.

                Here are four key elements to creating emotional content:

                1. Respect the individuality of your customer. Use the word you.
                2. Create a headline that grabs your customer’s attention. Make your emotional connection in the headline.
                3. Describe your customer, understand who they are, and identify them. Don’t shy away from direct assertions and bold statements.
                4. Focus on feelings. Describe a sensation, a pleasure or some other sort of sensation the customer understands. This is a form of emotional persuasion and can have a significant impact on the customer’s willingness to make a decision.

                Creating an emotional connection is indispensable – whether you’re launching a multi-million dollar ad campaign for a large corporation or doing a postcard marketing blitz for a neighborhood shop.

                Once you find that emotional selling point, you need to emphasize it with good content. Customers remember less what you actually do and more how you make them feel – tapping into that will bring a wellspring of benefits.

                Need help crafting the perfect, attention grabbing message?  We can help.  Call our marketing team today at 877-222-6010 or visit our website www.prospectsplus.com/PEI

                  Simple Marketing Plan

                  Marketing is a crucial piece of your business, and every bit as vital as the business plan itself.

                  A good marketing plan must focus on the key elements of how to win and keep customers.

                  It must be strategic but also include specific objectives and tactics you’ll use to achieve your sales goals. Think of it as an action plan – what will you sell, who is your target audience, and how will you generate leads that result in sales. Here are some simple steps you can take to build a winning marketing plan.

                  Take An Honest Look in the Mirror

                  A situational analysis is essentially a snapshot of your company’s current situation. Keep it very simple: Define your company and the product or services it offers then show how the benefits you offer set you apart from competitors.

                  Many times, targeted audiences may be very specialized or segmented. Regardless of what your business is, to market competitively you need to understand your target audience. You must thoroughly understand not only what you offer but what the competition offers, and be prepared to show how you offer the best alternative. This will help results while saving you big bucks!

                  During this “Honest with yourself” process:

                  1. Be prepared to give an honest overview of your business’s strengths and weaknesses.
                  2. Consider opportunities from within your business, and threats from outside forces.
                  3. Ask yourself why your products or services are superior. What do you offer that gives a competitive advantage?
                  4. Consider also vulnerabilities, such as inexperienced staff or working in a highly competitive market.
                  5. Consider opportunities your business can capitalize on, such as expanding your market. Detail ways you can deal with any potential threats.

                  Your marketing plan should effectively position your product or service by analyzing your product or service features. For example, are your customers looking for convenience, quality, or discount pricing? By understanding what your customers want, you’ll best know what to offer.

                  Target Audience

                  Create a simple one paragraph profile of your target customer. This could be described in terms of demographics, such as age, gender, marital status, earnings, location and lifestyle.

                  Then, if possible, drill down into greater specifics. For example, ask yourself:

                  1. Is my customer conservative or innovative?
                  2. Are they are a leader or a follower?
                  3. Are they humble or aggressive?
                  4. Are they introverted or extroverted?
                  5. Are they traditional or modern?
                  6. How often do they purchase these goods or services?
                  7. How much do they spend on these goods or services?

                  This deeper analysis will help you construct marketing messages that relevant to your audience.

                  If you do primarily business to business marketing, you can define the target audience based on business type, job title, business size, location, and other relevant factors. Whoever your target audience is, it’s important to drill down on the specifics in this section of the marketing plan. This section will serve as a guide when planning media and public relations campaigns. If you need help in the area, head on over to our Mailing List Page…we have some great “How To” videos to help.

                  Marketing Goals

                  What is the goal you hope your marketing plan will achieve? Write down a list of goals. You may want to increase sales by 20%, increase profits by 10%, or you may want to expand your business into a new territory. This list should be short and measurable so that you can look back later and determine if you’ve met these goals.

                  Marketing Communication Strategies and Tactics

                  This is perhaps the most important part of your marketing plan. You’ve already outlined what your marketing is to accomplish and identified your customer. Now it’s time to decide how you’ll reach those customers and accomplish your goals.

                  Ideally, you must target prospect at all stages of the sales cycle. You may choose to utilize tactics such as public relations and direct postcard marketing for reaching cold prospects. You might use permission based emails, loyalty programs and customer appreciation events to reach out to warm prospects.

                  The hottest prospects, those who have already received your message and are close to a sale may be most effectively converted through an interpersonal combined approach, such as postcard marketing followed up by a phone call, email, or both. Outline your primary strategies and a variety of tactics you can use to reach prospective customers at any point during the sales cycle.

                  To know which strategies create the ideal marketing mix, tune into where your target audience goes for information on the type of product or service you offer. When you key in on the customer’s preferred channel, they’ll be more receptive to your message.

                  The Marketing Budget

                  Determining the right budget can be a challenge, but it is one you must confront head on. You must plan to devote a percentage of projected gross sales to an annual marketing budget.

                  The good news is that with so many different types of strategies and tactics available for reaching out to even a niche audience, there’s a good fit for even the tightest budget.

                  If you find yourself exceeding your marketing budget, continue to adjust until you find the right mix that is affordable and effective. Just keep marketing in whatever manner you can afford and set aside the more costly tactics til you’re in a better position.

                  Need help? To learn more about how we can help you fuel your business, streamline your systems and take your career to the next level, call our marketing team today at 877-222-6010 or visit our website www.prospectsplus.com/PEI

                    Neighborhood Radius Marketing
                    Most businesses understand that targeted marketing is more effective than a scattered approach. 

                    One type of targeted marketing that may be especially effective for your business is radius marketing. Radius marketing, also known as neighborhood marketing, targets prospects in specific neighborhoods.

                    Why use radius marketing?

                    While some target marketing allows to you to market to a demographic by age, gender, income, or whether they have children, radius marketing uses a critical element a group of people directly have in common – their neighborhood.

                    You may have heard, “Birds of a feather, flock together.”  This means that it is already known, statistically, that people of similar age, income levels and education tend to gather in the same neighborhoods. So why is this an effective marketing strategy?

                    1. Neighbors often have similar needs and buying habits.
                    2. Neighbors also talk to one another, often mentioning a product or service they are happy with.
                    3. For some business, like home improvement companies, other neighbors can see their work completed and say “WOW! That looks great!”
                    4. You can give the appearance that you are the expert in the neighborhood. You can even cater your marketing message that way.
                    5. For retail, restaurants and health clubs, distance to your facility matters. Target neighborhoods within close proximity to your business.
                    6. When you get a sale in a neighborhood, you can reference that address, letting people know you will be working in that neighborhood.

                    Going after this low-hanging fruit is one of the smartest marketing moves you can make.

                    So how do you do it?

                    There are a variety of ways you can reach out to these potential customers. Yard signs with your company logo and contact info provide easy access for anyone who might be interested in your services. You can even attach a plastic holder with brochures to provide additional info. It also tells the neighborhood that their neighbor trusted you to do this work, and that reflects well on your company.

                    Door hangers can also get your message out. Consider it a follow up to the yard sign. Spread out for a mile or two in radius to people who may not see your yard sign. Include your logo, contact info, and a call to action offer.

                    Next, this is also the perfect time for postcard marketing. Send a postcard to prospects in the neighborhood or zip code as another way of helping your business create top-of-mind awareness.  It’s something that comes directly to them and they can keep handy for when they need it. You might even consider a perforated business card or refrigerator magnet included on the mailer that they can tear off and keep in their wallet or on the fridge for quick reference.

                    Prior to launching your postcards, you’ll want to visit our MapMyMail page to research your neighborhoods.

                    Hope that gives you some insights into why neighborhood marketing is so effective.

                    If you need help launching your next campaign – we’ve got you covered.

                    Call our marketing team at 877-222-6010 or email us at okiam@prospectsplus.com to learn how we can get your production hopping this next quarter in a very budget friendly way!

                      Direct Mail in a Digital World

                      Six Powerful Reasons to Put Direct Mail Into Your Fall Marketing Plan

                      It might be a “digital world,” but we’re also a world of people who still appreciate personal touches. With 9 out of 10 people headed to their mailbox daily, taking full advantage of this habit should be high on your marketing priority list.

                      Take a minute and really think about it, people still appreciate getting their mail every day, sorting through it looking for the good stuff (letters, cards, positive messages, and special offers) – anything other than those bills-right?

                      And the truth is – with most businesses trying to make it through spam filters using email marketing, there’s a lot more room in mail boxes these days for your direct message.  While email is a great piece of the marketing puzzle, don’t discount the power of putting something into the hands of the folks in the market area you wish to dominate. Less mail means more opportunity for your postcard to be seen and you have a captive audience.

                      Here are six reasons why mail is not only relevant – but it produces results!

                      1. It’s targeted. Many marketing vehicles aim at reaching out to as many consumers as possible, but it’s expensive and casts a wide net. Many people refer to this as a “shotgun approach.”  With direct mail you can match your mail specifically to your market or niche dramatically increasing your response rates. You can even now find the mailing lists for those you most want to market to by taking advantage of the specialty data selects from our friends over at Nielsen or look for our Lifestyle Interest data. Head over to our Mailing List page to learn more about all the affordable list options available to you.
                      2. It’s personal.  Direct mail is your canvas.  You can address your customer by name, share specific offers, communicate information that’s specific to your area, and begin to create a top-of-mind awareness and trust. All of our marketing tools are editable so you can easily match your message with your exact target market.
                      3. It’s flexible.   Add direct response offers and timely information and you again increase your response rates.  Some businesses wisely choose a campaign with similar branding to send month after month or quarter after quarter that helps consumers develop a recognition of their brand more easily.  Others mix and match their marketing messages – preferring to keep consumers alert and eager to see “what they’ll send next!”
                      4. It’s tangible. The truth is, as human beings we’re tactile people. Engaging different senses is just smart business.   If I get a message from a professional I touch via email for example, it registers in the moment – but not necessarily long term.  If I get a message that’s directed to me and offers something of importance to me and my family and I can feel it, touch it, put it on the refrigerator or tack it to my bulletin board, etc. – then that message has a much longer shelf life-right?  And a better chance of getting a response – not just once but again and again.
                      5. It’s measurable.  Direct mail is one of the few media channels that give you the ability to track your success.  Use a QR code or make a specific offer on a direct response piece and keep tabs on how many people click or call on that offer.  Adjust future mailings based on that response rate.  I always recommend making a direct response offer on every piece of direct mail as opposed to just a generic, ‘here I am’ type mailing.  Give people valuable reasons to reach out to you and they will!
                      6. It’s easy and cost-effective.  Direct mail doesn’t have to mean big bucks. One of the things our customers appreciate most about our services in fact is that we do have the ability to provide short-run orders at extremely affordable rates unlike big mail houses which require you to order thousands at a time.  Not sure what pieces will work best with your budget?  Give us a call-our team is terrific about helping agents match their marketing to their market as well as their budgets!

                      Hope that gives you some insights into why Direct mail is on so many business’s to-do list this season! If you need help finding the right pieces for you at the right prices-we’ve got you covered. 

                      Call our marketing team at 877-222-6010 or email us at okiam@prospectsplus.com to learn how we can get your production hopping this next quarter in a very budget friendly way!