1 | P a g e C o p y r i g h t ©2016 A d v a n c e d M a r k e t i n g C o n c e p t s , L t d .
POSTCARD MAILER ‘IDEA’ GUIDE FOR REMODELERS
C o p y r i g h t ©201 6 A d v a n c e d M a r k e t i n g C o n c e p t s , L t d .
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Introduction:
Guess what’s making a robust comeback in the world of marketing? That’s right… direct mail! This is happening
for a variety of reasons not the least of which is the fact that direct mail is THE most preferred communication
method by today’s consumer according to a recent study done by the Forrester Group. Wow! Many marketers
today are realizing that optimum success requires striking a good balance between your Offline and Online
marketing mix. Direct Mail has evolved to be the perfect “offline” medium to compliment your online efforts.
Contents:
Direct Mail Overview Page 2
Proximity Marketing Page 3 - 5
Lead Recovery Page 6 - 7
Customer Loyalty (Repeat & Referral) Page 8 - 11
Product Promotions Page 12
Specialty Events/Seasonal Page 13
Personalized (Custom) Page 14
Contact Us Page 15
About This Guide:
The following pages will detail 6 concepts where direct mail could be leveraged to help grow your business. You’ll
also see a number of specific campaign examples you can use ‘as is’ or tweak for your specific purpose. Be aware
that everything outlined in this guide can be accessed and implemented through MarketSharp M’s integration with
MarketSharp Mail.
Direct Mail Marketing
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Proximity Marketing
Jobsite Proximity (radius) Marketing...The Goldmine Next Door!
"The best place to find a customer is right next door to your last customer!"
After all, the fact that you are already working in the
neighborhood adds credibility to your company - the neighbors
see your vehicles, your yard signs and your WORK!
But beyond that, neighborhoods tend to be homogeneous in
nature. Homes are of similar age and value and the people who
live there tend to have similar earnings and needs. On top of this,
you got the "keep up with the Jones" thing going on. And the best
part... It's so easy to do proximity marketing with the help of your
MarketSharp system!
Even though you may have already thought about this... Chances are you never really consistently
implemented a complete proximity marketing program. At best you may have done a couple mailers or
dropped off some door hangers around a few jobs, experienced so-so results and gave it up. Well, effective
proximity marketing is a simple process that involves 5 easy steps and, if followed, can result in at least
another sale for every job you install!
MarketSharp makes implementing the "Proximity" function easy!
1.
The Pre-Job Mailer: Studies show that the average person needs to be exposed to an advertisement
multiple times before they respond. With this in mind, we begin our process with a pre-job mailer of
some type that goes out to the closest 75-150 homes in the area encouraging them to "watch for us"
at their neighbor's home. The "Coming Soon" postcard is a perfect touch for the initial contact.
2.
The In-Progress Job Mailer: An optional, but very effective second exposure is to send a courtesy note
about starting the project to the same 75-150 homes. A simple "Pardon Our Dust" postcard does a
great job of making neighbors aware of work in progress. But better yet, send the second in a mailer
series like the "Now Playing" postcard.
3.
The Yard Sign - Job Presence: Yard signs are very important in
successful proximity marketing. The sign, a) allows the neighboring
homeowners to learn about the project, b) builds name awareness,
and, c) reinforces your other advertising. Inform your new customer
that you'd like to use a yard sign as a way to identify their home for
delivery people and your staff. Also, let them know that if anyone in
the neighborhood decides to do business with you from seeing the
Jobsite Sign, you will compensate them with something of value (cash, dinner, show tickets, etc.) Not
only will you find your customer to be agreeable to allowing your sign, but you will also find them
actively involved in promoting your company since they now have something to gain by it! Plus, this is
the beginning of your referral program.
4.
The Post-Job Mailer: This mailer acts as your fourth exposure to your
prospective customer. It goes out to the same 75-150 people that received a
pre-job/in-progress mailer. Again, it may be a simple postcard like "Two
Thumbs Up", although many dealers have great success with a personal letter
for this mailer. It should encourage the prospect to look for the job sign and
talk with your new customer about their new windows, siding, roofing,
addition, etc. To be most effective, this mailer should also have a time
sensitive 'special offer' to encourage the prospect to act NOW. Some
Proximity Marketing (cont.)
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companies are offering a marketing magnet like "How to hire a contractor?" or professionally
produced company videos to increase their results dramatically.
5. The Follow-Up Call/Canvass: Although some homeowners will call you directly
after seeing your marketing messages, you will dramatically increase your results
by making a soft phone follow-up call (be sure to comply with state or local Do-
not-call laws) shortly after your last mailer arrives. As an alternative, you could
canvass the neighborhood with a door hanger. The follow-up contact is VERY laid
back - you'll want to simply reference the job, the neighbors, your marketing
impressions and then, offer a convenient time to have a representative drop by
for a consultation.
So, that's it. A recent survey done by Better Homes and Garden Magazine reveled that
"Saw Similar Job by the Company" was the second biggest reason purchasers of
remodeling projects decided on their contractor to do their project. Seems to make
sense to make sure that the neighbors are fully aware of the project and most
importantly WHO is doing the project.
Below you will find a few postcard design ideas for proximity marketing (all available using MarketSharp Mail
integration)…
Pardon Our Dust:
Choose your image,
headline and
subheadline!
Enter your Call-to-
Action!
Provide info about
your company or
offer
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The Drive-By:
The Vintage Series (Multi-Impression):
Insert Your
Completed Job
Image
Enter Your
Personalized
Headline
Insert Your New
Customers or
Product Image
Proximity Marketing (cont.)
The After!
During!
Before!
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REVIVE Unsold Leads to MAXimize Profits!
Are you aware that 60% of the leads that say NO to your salespeople DO end up buying a similar project
from some company within a year. (Wow!)
With that said, how many unsold leads reside within your MarketSharp program... 100, 500, 5000? But
the really BIG question is: Are you systematically communicating with your unsold leads?
Let's face it... your unsold leads are a FANTASTIC source of new business. But, how can you "effectively
convert" these expensive, unsold leads to paying, referral-giving customers?
First, you must realize that your unsold leads are living, breathing profit
channels that need constant attention and nurturing. And secondly, to drive
additional profits, you need to implement a consistent, follow-up system! And
that's the fun part... It's so easy with the help of your MarketSharp system!
To be most effective, your unsold lead follow-up program has to be much
more than a singular event and should include up to 10 follow-up 'touches' in the year following your
initial meeting. A touch can be any combination of correspondence: courtesy phone-calls, emails,
letters, postcards, surveys, etc.
A typical follow-up system will include two types of communications for your unsold leads...
1. Sequential Communications: (post-presentation follow-up) This is more immediate type of
correspondence directed to 'individuals'. For example... A simple 'thank you
for the opportunity' email message that evolve to more sophisticated
informational gathering touch such as a 'Lead Survey' where you just may
find out WHY they haven't purchased yet! Or how about, a 'Power Proposal' -
a professionally printed proposal to build trust.
2.
Ongoing Targeted Communications: (impending-event promotions) This type
of communication is a periodic message directed to specific 'Groups' of your
unsold leads. Examples would be... 'Second Chance' check letters that
reiterate the benefits and offers a hold-the-price promo. 'Price Increase' postcard notices on a
specific product as an incentive to act now. Or, revive unsold leads by offering a 'Relevant Event
Promo' about the energy tax credits or a marketing magnet – ‘Consumer Guide’ as
reinforcement.
It HAS to be an Accepted Practice within your Company!
Even though the communication mechanisms listed above are built-in to MarketSharp - your company
must be dedicated to reviving unsold leads to become successful. It’s an ongoing process and the users
of MarketSharp must recognize the importance of proper timing and frequency within your overall
marketing efforts.
On the next page you find ways to try and “recover” those leads that were not initially sold using
postcard within MarketSharp Mail.
Lead Recovery
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Price Incentive Offer:
Price Increase:
Consumer Guide:
Lead Recovery (cont.)
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Get MORE Referrals!
The fact is... referral leads are consistently your lowest cost, highest quality leads. But to truly be
effective, your company should implement a "referral program" that maximizes your
referral generating opportunities.
Maximizing referrals is NOT complicated, but it does take some thoughtful planning and
some extra effort. The following three steps are critical to referral marketing success...
Step 1: Exceed Your Customers Expectations!
Can you think of a situation where a company or product by FAR exceeded your
expectations? Did you tell others about it, I bet your customer did? - Ask them
and easily follow-up with them by using your built-in MarketSharp referral campaigns!
Step 2: Develop A Referral Mindset!
Having a referral mindset means that you have accepted the notion that one of the most cost-
effective ways of generating low cost, high quality leads is by using referrals.
Step 3: Ask Ask Ask!
This is the easiest part, but also the most neglected. Simply ASK for referrals! Send special
notices to customers using MarketSharp describing your referral program. And be sure to train
your salespeople and installation crews on how to properly ask for referrals. Why not provide
them with a sheet designed to collect names from their new customers.
Utilize MarketSharp To Tap Into This Goldmine!
Referral marketing is a philosophy; a way of doing business, a mindset that has building relationships at
its core. With MarketSharp, you can create relationships, create true business friendships, and each side
of the partnership will continually work to serve the other.
Here’s an example of a great
Referral Marketing Postcard…
Customer Loyalty (Repeat & Referral)
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More Repeat Business!
Did you know that is costs 5 to 7 times MORE to acquire a NEW customer than it does to resell a past
customer? Don't you just love it when a past customer calls you and says “come on out, we're ready for
more”! An automatic sale right? Easy business! Our goal should be to do EVERYTHING we can to turn a
one-time sale into a lifetime relationship guaranteeing future revenue from each and every customer.
To accomplish this, “Customers For Life” needs to become much more than a buzzword in your office.
It has to become a company philosophy practiced each and every day by your policies, systems AND
employees.
There are four basic steps to maximize your repeat business…
Step ONE - Satisfy Your Customers
This SHOULD NOT even have to be mentioned. But, listen to this! According to a
recent survey, today's contractors totally satisfy consumers less than 30% of the
time! Furthermore, only 4% of all consumers with problems complain. But, the
average person with a problem eventually tells 9 other people! Your satisfied
customers will tell 5 of theirs friends about you.
The Better Business Bureau offers the following tips on satisfying customers:
Assume full responsibility for the quality and performance of the product or service you sell.
Be honest and accurate in your advertising.
Avoid promises in sales contracts, labels and promotions that cannot be delivered.
Provide a one-person customer contact in order to avoid giving the customer the runaround.
Return calls and messages from customers as soon as possible.
Show up on time for sales/installation/service calls or notify the customer when you will be late.
Promptly call the customer if the work and charges are to exceed the estimate.
Don't ignore complaints from customers. Respond in a prompt, fair and courteous fashion.
Don't let unresolved customer disputes spoil your business's reputation. If your best efforts are
not proving satisfactory to the complainant, contact the Better Business Bureau for arbitration.
Simply put, OVERDELIVER on your promises!
Step TWO - Build Loyal Customers
Has this ever happened to you…You get a new window customer, do a great job for
them, assume they will be your customer for life, only to run into them at a social
gathering a few months later and have them tell you …
“They just had your arch competitor complete a siding job on their home!”
(OUCH!!!!!!)
Studies show that customer satisfaction alone does not equate with continued sales--it is the loyal
customer who keeps coming back for more. Loyal customers will go out of their way to do business with
you again and again. So your goal is to build customer loyalty. Can you think of a case where YOU are
loyal to a particular vendor? A car dealer maybe? An insurance agent? Ask yourself WHY. What have
Customer Loyalty (Repeat & Referral – cont.)
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they done to EARN your loyalty? My guess is that they first satisfied you and THEN made you feel
special and appreciated. Frequent flyer programs are prime examples of building loyalty. Providing that
special treatment and continuous communication with your customers will go a long way towards
building loyal customers.
Step THREE - Get To Know Your Customers Intimately
In order serve your customers most effectively, you have to KNOW what they
want. One of the most powerful marketing tools you can use in your business is
your ability to survey your past customers through the use of a well thought out
customer survey. Combine the responses from this survey, with your own
observations of their home, to help pinpoint what additional products are in your
customer's future. Very soon, you will be able to predict WHO might buy WHAT
and even WHEN! This is when marketing gets real fun! If you are not using a
customer survey, you are missing a goldmine!
Step FOUR - Actively Market To Your Customers
Finally, don't let everything just happen by chance. Take these satisfied, loyal customers and match up
your survey results with the appropriate marketing offers to ensure additional, low-cost sales. In
addition to using an Annual Past Customer Appreciation Sale, be sure to implement targeted “Future
Interest” mailers. These WILL BE the lowest cost sales you will ever generate.
Are you ready to generate more repeat business? Try out the following postcard ideas…
Thank You – Appreciation Sale:
Customer Loyalty (Repeat & Referral – cont.)
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Future Interest:
Warranty Inspection:
Customer Loyalty (Repeat & Referral – cont.)
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Get creative and promote your products! Below you will find ideas to use for particular products you
may carry. Not only are there designs for bathroom and roofing, but you’ll also find designs for
windows, kitchens and more!
Bathroom Remodel:
Roof Inspection:
Product Promotions
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When an act of Mother Nature, an industry announcement or a holiday rolls around, you can be ready
with relevant messages to send to your prospects, leads and customers. View a few of the event and
seasonal postcards available within MarketSharp Mail below…
Storm Damage:
Home Show Invite:
Happy Holidays:
Specialty Events/Seasonal
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Personalized/Custom
Need a more customizable design, or perhaps your manufacturer offers postcard designs for your use?
No problem… With MarketSharp Mail’s custom and personalized designs you can upload a design in its
entirety or create a design on the fly. Below you’ll find a few options to start creating a card to promote
your brand!
Personalized: Get the recipients attention by using their name within the design!
Custom Design: Full Card Uploads, Image with Banner and Fill-in-the-Blank Color Template!
