Biz cards and Direct Mailers

by PBMax
19 replies
Getting frustrated (and impatient) with SEO and social media (hate it.) I always have a nagging suspicion that "old school" marketing is still what works best. So...

How well do these 3 options work:

1. Passive - Leaving business cards at restaurants and other places that have community corkboards.

2: Less Passive - Sending direct-to-door awesomely designed postcards/mailers targeted by zip code (as opposed to pounding pavement with door hangers.)

3. Least Passive - Flyers on cars in the parking lots of busy, upper-middle class shopping centers.

Should note that my clients in question are a restaurant and series of urgent care centers.
#biz #cards #direct #mailers
  • Profile picture of the author Claude Whitacre
    [DELETED]
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    • Profile picture of the author PBMax
      Originally Posted by Claude Whitacre View Post

      You'll waste an awful lot of money and time putting these things out. Pick up the phone and all them...or walk in.

      Everything else is pretending to sell.

      You could also do extensive direct mail. But just showing up is far far faster.
      Curious as to how I can walk in and "sell" someone on eating at a restaurant - or visiting a clinic? And that would be A LOT of talking to get enough people in the doors.

      I did mention EDDM - every door direct mail - targeting the perfect demographics for my clients.
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      • Profile picture of the author shadow92
        Well....

        What service is your client PAYING you for?
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        • Profile picture of the author PBMax
          Originally Posted by shadow92 View Post

          Well....

          What service is your client PAYING you for?
          I'm getting paid to make them money. Period.
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  • Profile picture of the author jamesfreddyc
    What's wrong with their customer database(s)? Any good business person will have mailing address, email address, phone number (broken out to cell #). This will at minimum give you a way to determine budget and potential ROI by using:

    1. Direct mail
    2. SMS/Text promotion
    3. Email campaign

    My overwhelming biased choice is #2 because it offers the least cost to setup and run with huge read rates, fast delivery and offer turnaround-to-sale.
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    • Profile picture of the author PBMax
      Originally Posted by jamesfreddyc View Post

      What's wrong with their customer database(s)? Any good business person will have mailing address, email address, phone number (broken out to cell #). This will at minimum give you a way to determine budget and potential ROI by using:

      1. Direct mail
      2. SMS/Text promotion
      3. Email campaign

      My overwhelming biased choice is #2 because it offers the least cost to setup and run with huge read rates, fast delivery and offer turnaround-to-sale.
      I've NEVER done offline. I've been doing online marketing for years and its a pain at this point.

      How would I get into text message promotion? Sounds cool to me.
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      • Profile picture of the author jamesfreddyc
        Originally Posted by PBMax View Post

        I've NEVER done offline. I've been doing online marketing for years and its a pain at this point.

        How would I get into text message promotion? Sounds cool to me.
        Get your clients to fork over their customer databases and pull the info you need. For most sms providers/solutions its going to be pretty simple: a single column of cell numbers that you upload or copy/paste into a box, type the message and then just click send.

        Send me a pm for recommended solution.

        Edit: there are spam laws to consider but if your clients did a good job of optin you should be ok. Best to review it all, get agreement in writing and consult with legal professional if you are not fully certain about something.

        James
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        • Profile picture of the author PBMax
          So I'd need to get their cell numbers on paper (a form in store?) before I can start the SMS campaign?

          Also, sent you a PM.

          EDIT: The form would be for the restaurant client.
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          • Profile picture of the author jamesfreddyc
            Originally Posted by PBMax View Post

            So I'd need to get their cell numbers on paper (a form in store?) before I can start the SMS campaign?

            Also, sent you a PM.

            EDIT: The form would be for the restaurant client.
            One of the things I qualify my prospective customers on is whether or not they have and maintain a customer database. If not, they just aren't either ever going to understand how they could use this information to generate revenue or they are just not good business people.

            So... yes. Get their customers data from them. I'm not sure if a paper copy is going to help you though. For an SMS campaign, just a list of cell numbers in one column of an Excel spreadsheet would work just fine.
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          • Profile picture of the author jamesfreddyc
            Originally Posted by PBMax View Post

            So I'd need to get their cell numbers on paper (a form in store?) before I can start the SMS campaign?

            Also, sent you a PM.

            EDIT: The form would be for the restaurant client.
            Since you are well versed in IM, you might have some success setting up an Opt-In page with a good call to action. Traffic could be right from the restaurant tables with a small paper teepee. Maybe staff could advise about the optin page and offer? Shortcodes could also help out in these scenarios too.

            There's probably some better ideas floating around for collecting phone numbers. I'm a service provider so I don't actually deal with that stuff much.
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  • Profile picture of the author Jack Gordon
    Yes, by all means recruit sms and email optins at the brick & mortar locations. That is a great way to build that most valuable list of paying customers.

    Just be smart about it - sms spam can be extraordinarily expensive... like as much as $1500 per text sent (per text, not per campaign...)

    Make sure people are consenting to receive messages from you, and that you are keeping that optin data on file to prove it. Even better, spend an hour with an attorney who can set you up with a complaint process for this.
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    • Profile picture of the author DABK
      http://www.warriorforum.com/warrior-...just-lazy.html

      I don't make money if you buy. But if you need a step-by-step (though it sounds like you probably do not, but just in case) this is pretty good.
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    • Profile picture of the author Freebiequeen1999
      Originally Posted by Jack Gordon View Post

      Yes, by all means recruit sms and email optins at the brick & mortar locations. That is a great way to build that most valuable list of paying customers.

      Just be smart about it - sms spam can be extraordinarily expensive... like as much as $1500 per text sent (per text, not per campaign...)

      Make sure people are consenting to receive messages from you, and that you are keeping that optin data on file to prove it. Even better, spend an hour with an attorney who can set you up with a complaint process for this.
      I personally find text messages super annoying (though I admit I have worked with a program for a business LOL). I also think they are kind of on the way out ...so " 2011" or whatever, I do know a lot of people opt out of them

      Another thing to consider - when people gave the restaurant/clinic their phone number did they give them permission to text them? I think emailing would be safer and cheaper JMO
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  • Profile picture of the author AmericanMuscleTA
    What kind of offer is the restaurant offering???

    I personally love direct-mail. Especially using EDDM. Can't beat 17.5 cents for a monstrous postcard.
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    • Profile picture of the author PBMax
      Originally Posted by AmericanMuscleTA View Post

      What kind of offer is the restaurant offering???

      I personally love direct-mail. Especially using EDDM. Can't beat 17.5 cents for a monstrous postcard.
      I'm liking the idea of EDDM. And the offer will vary, but the first mail-out will probably be 10%-20% off with coupon or similar.

      My only nagging doubt is ROI with, say, 1100 mailers being ~$600 shipped. Do they make the business money on average?
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      • Profile picture of the author cruisinman
        IMO - never run a solo eddm campaign - too expensive - especially for a food business.

        Run a co-op mailer. 6 large ads + space for yourself. Can even do 4 large ads . . .

        5000 printed pieces = $475 and the postage is $875 = total of $1350. Tough nut for one business. Divide that by 6 and your cost is only $225 - sell for $499 initial run and $399 if they run on 1 card a month and $349 on 2+ cards each month ( prepaid ).

        Get a Dry Cleaner, Carpet Cleaner, DirecTV / DISH, Landscaper, Alarm Company and your Food guy to run . . .

        Think about it . . .


        Originally Posted by PBMax View Post

        I'm liking the idea of EDDM. And the offer will vary, but the first mail-out will probably be 10%-20% off with coupon or similar.

        My only nagging doubt is ROI with, say, 1100 mailers being ~$600 shipped. Do they make the business money on average?
        Signature

        Life - enjoy it . . .

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        • Profile picture of the author PBMax
          Originally Posted by cruisinman View Post

          IMO - never run a solo eddm campaign - too expensive - especially for a food business.

          Run a co-op mailer. 6 large ads + space for yourself. Can even do 4 large ads . . .

          5000 printed pieces = $475 and the postage is $875 = total of $1350. Tough nut for one business. Divide that by 6 and your cost is only $225 - sell for $499 initial run and $399 if they run on 1 card a month and $349 on 2+ cards each month ( prepaid ).

          Get a Dry Cleaner, Carpet Cleaner, DirecTV / DISH, Landscaper, Alarm Company and your Food guy to run . . .

          Think about it . . .
          Get 2 or 3 other non-competing businesses to join the mailer. Good idea!
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        • Profile picture of the author Freebiequeen1999
          Originally Posted by cruisinman View Post

          IMO - never run a solo eddm campaign - too expensive - especially for a food business.

          Run a co-op mailer. 6 large ads + space for yourself. Can even do 4 large ads . . .

          5000 printed pieces = $475 and the postage is $875 = total of $1350. Tough nut for one business. Divide that by 6 and your cost is only $225 - sell for $499 initial run and $399 if they run on 1 card a month and $349 on 2+ cards each month ( prepaid ).

          Get a Dry Cleaner, Carpet Cleaner, DirecTV / DISH, Landscaper, Alarm Company and your Food guy to run . . .

          Think about it . . .
          Hi...what size is that for $475 and from which printer please? thanks
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  • Profile picture of the author Skystar
    I kinda don't think business cards, flyers etc. work very well. Too much of it floating around. You gotta be innovative, plus offer them something on 1st contact that might help their business.

    We had a client with a special on car warranties. We bought 100 post cards from Las Vegas with pictures of casino gambling tables and wrote this note on the back: "Don't gamble on your car warranty - we have a great new deal . . etc." It worked well - who wouldn't read a postcard from Las Vegas?
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    • Profile picture of the author PBMax
      Originally Posted by Skystar View Post

      I kinda don't think business cards, flyers etc...You gotta be innovative...We bought 100 post cards from Las Vegas with pictures of casino gambling tables and wrote this note on the back: "Don't gamble on your car warranty - we have a great new deal . . etc." It worked well - who wouldn't read a postcard from Las Vegas?
      So you mailed a flyer...
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