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6 Showing: 1 - 4 of 4 Making a Hit with Your Marketing Campaign - By Susan FreidmannConsidered a vital link in a show`s promotional plan, direct marketing
is vital only if it`s done right. It`s certainly not as simple as typing a letter,
adding an address and stamp, and popping it in the mail. Direct marketing specialist
Debbie Bermont, president of San Diego-based Source Communications, offers her golden
rules for creating that vital, highly successful direct marketing campaign. There are some key golden rules to making your direct mailings work effectively.
That doesn`t mean that you have to spend more money in order to succeed. Far from
it. In fact, you could find yourself spending less -- or at least spending more
strategically -- than you may be doing at present. Here`s how: Mail to Mr. Right There`s a simple but very clear distinction between junk mail and direct mail.
Junk mail is mail that isn`t wanted. Direct mail is something that goes to the right
person and is wanted. One major key to the success of your direct mailing is to
find the right people to mail to. If you are working on a follow-up show, then targeting
the people who signed up last year would be a good place to start. If it`s a new
show or a new list, your first job is to start with a research phone call to find
out who that right person is. Even if you`re using last year`s list, it is still
worth a telephone call to check that your information is up to date. Don`t ever
rely on anyone passing your mailer on -- it just won`t happen. Boost Your Letter Once you`ve found out who to send your letter to, your next step is to make sure
that your letter works to its maximum effect. Write it as a one-on-one dialogue.
Beware of using industry lingo that your prospect may not understand. Keep your
paragraphs short and sweet -- no more than seven lines. Break up your letter into
clearly defined subheads. And keep it to two pages in length. Make All Your Copy Benefit-Oriented List the benefits so they are easy to understand. And remember that a benefit
is a lot different than a feature. Features do not have the clout that benefits
do. For example, stating that "10,000 people attended our show last year" is merely
a feature. Write it in the context of a benefit: "You can have the opportunity of
making 10,000 qualified contacts in three days," and you`ll start making the impact
that you want. Repeat your offer at least three times throughout your letter: in your headline,
within the first two paragraphs, and again in your closing paragraph. You can also
include it in a "p.s." Last, but not least, tell your prospects what the next step
is and tell them to do it today. Also include details of where to go for more information.
Your goal should be for the recipients to immediately respond to your letter in
a positive way. Make an Impact Your mail piece must stick out from all the rest. Yours will not be the only
piece of direct mail that lands on your prospects` desks today. The more you can
do to catch their attention, peak their curiosity, and urge them to open the packet,
the better. One particularly effective way of doing this is to make your packet lumpy. For
example, you can include Post-it notes or candy (but never candy that could melt!).
Make it even more appealing by relating your insert to your offer or your message.
For example, insert a bite-sized Pay Day candy bar along with the message, "Every
day`s a Pay Day when you exhibit at the ABC Show!" Another idea is to affix large
plastic aspirin capsules to your mailer with the message "Don`t let this be another
headache for you!" Or include a card with a telephone ringing along with the note
"Give us a call today!" Whatever your insert, make your message clear, make it novel, make it fun, make
it useful, and make it one that leaves a warm fuzzy feeling -- not confetti. All
that does is leave a mess! Too Good to Miss Create an offer that can`t be refused. This may be a limited time offer (the
expiration should never be longer than 60 days), or an offer that sets you apart
from your competition, such as a better location or a bigger booth size with early
sign up. Whatever the offer, the incentive has to be sufficiently appealing to inspire
immediate action. Remember that there`s no point in offering an outstanding incentive if no one
knows about it. So in your direct mail piece, make this offer clear, easy to understand,
easy to respond to, and relevant for your audience. Easy Does It Make it as simple as possible for your prospect to respond to you. The most effective
option is a fax-back form with quick and easy response sections. Other possibilities
are a toll-free telephone number, a postage-paid reply card, or a Web site. The
Web site might not necessarily be your direct response tool, but it is certainly
very effective as an additional interactive vehicle for obtaining more information
about the show. Follow up by Phone Whatever you send out, make sure you follow it up with a telephone call to close
the sale. You`ll see single digit response rates quickly turn into double digits
as a result. Whoever makes those phone calls must be professional, courteous, and
well-informed of the details of the show and the benefits of exhibiting. Printing Essentials There are plenty of ways to save money, time, and mistakes when it comes to your
direct mail bottom line -- and all without compromising quality or quantity. Here
are a few ideas to consider: - Save money with a printer. Pick a printer that will work with you -- not necessarily
the one that offers the lowest bid. If you don`t, you could end up sacrificing both
quality and money. - Get at least three estimates from three different reputable printers. - Ask to see samples of their printing quality. - Remember that you can always negotiate a price (typically between 10 percent
and 20 percent off of the price they first quote you). - For small print jobs buy your paper at a discount paper warehouse and avoid
the printer`s markup. - Always supply a very detailed purchase order that includes all the details
that could be problems: price quoted, ink colors, paper specs, space requirements,
quantity, etc. - Make sure that you see a final proof before the job is printed. - When possible, supply the printer with a sample of your final art as a guideline. Mailing Tips Not only does a little know-how help with your printing procedures, but in your
mailing too. If you want to save dollars, use third-class or bulk rate. You can save more
than 70 percent of your postage cost if you can afford the slight time delay that
bulk rate demands. Deliverability of bulk rate mail is between three and 10 days,
but depending on the city, it can be just as fast as first-class. Make up a sample package in the early stages of your preparation and take it
down to your post office to check that it will go through the mail system without
any problems. You don`t want to find this out after you have printed 30,000 pieces!
Consider using a mail house to handle and sort your volume work. It can save
an enormous amount of your time for a relatively low fee. Concerned about the image of mailing bulk rate? You can buy third-class stamps, which make a much better impact than a metered
bulk rate mark. What`s the key to your direct mail? It`s the synergistic effect of multiple hits -- whether that`s by mail, telephone,
e-mail, broadcast fax, or an inexpensive postcard reminder -- which will ultimately
make the impact and make the sale. Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: ?Meeting & Event Planning for Dummies,? working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week. Typing articles index
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