Hi!
I have a successful business that I am trying to get on board with my station. The woman I am working with KNOWS her direct mailing is what is successful for her. Mailed 3500 and had a blurb to be the first so many to email and they'll receive a gift. She got 2400+ emails. She also does Time Warner.
I would love to get her to try our station. In a commercial we could promote the email idea as well. Just need to get her on board. Need help!
Thank you!
If this person is getting that kind of response from Direct Mail, she is doing Direct Mail RIGHT. She does not need radio ads for her business... she needs Help Wanted Ads to take advantage of 2400 leads.... unless of course she is stretching the truth a bit. :-)
What kind of business is this? Honestly I have NEVER (35 plus years doing this) seen a response rate anywhere near that high on direct mail. 3500 mailings... maybe 70 to 100, but not numbers like that. If she is doing that kind of number I would like to know how many of those 2400 she turned into sales, and then I want to fly out to meet this person and learn from them!
Ditto - particularly if this is something she's repeated with similar results.
Thumb rule of:
Direct Mailers (in tangible form, paper, etc) - 3% Conversion is considered VERY GOOD
Direct Mailers (in in - tangible form, email, out bound dialers,etc) - 1 - 2% Conversion is considered VERY GOOD
This lady has a 69% conversion! Not possible, unless freebies are being doled out without...ah....the classic *... TERMS AND CONDITIONS
Mr Philip Kotler should meet this lady...he needs to revise his tome on marketing and advertising!
Agree with what's been said.
I have an Ear, Nose, and Throat doc who likes direct mail since the hearing aid co helps pay for it. We ran a very heavy radio schedule starting a week before the drop date of the mailer and continued for a total of 3 weeks. The message and offer was exactly the same as the direct mail piece. We simply reinforced the direct mail message and gave the customer "three bites of the apple" taking them from awareness to conviction to action. The results were much, much larger than direct mail alone. We have repeated this several times. He now also advertises about 6 other months a year and is used to running an aggressive schedule.
Double ditto!
Sometimes we run into "patients" who are perfectly healthy and happy. I'd recommend taking your considerable talent for "healing" and go find some companies that are not experiencing such good fortune. My first rule has always been to consult solutions from the heart. I don't hear that a solution is needed here.
