Direct mail for a landscaping contractor
Hi guys... I have a ton of experience in B2C direct mail and lead generation and show good results. I also have a lot of experience in co-op mailings. In fact, I run several co-op mailings right now.
I've not much experience in B2B direct mail and though I feel I've got the chops to pull it off, I'd like some insight. I know B2B is another beast.
I have a landscaping contractor with 168 GAS STATION and HOTEL leads that he wants to contact with DIRECT MAIL.
2 campaigns.... one for the gas stations, and 1 for the hotels.
For B2B, we'd ditch coupons and postcards, for more of a personal letter, with a lead capture mechanism. I'd advise him to HAND ADDRESS each envelope, NO R/A, and a real stamp.... not his printed postage, no logos. Also, perhaps, a "lumpy" component such as a GOLD DOLLAR COIN.
We know the two biggest problems gas stations face with landscapers are (1) reliability and (2) quality (or lack thereof) work. We will address these in the letter.
As for the "lumpy component", the gold coin, that would increase the open rate even more and the "gold coin" would symbolize their INVESTMENT in their business and we'd word that in somehow.
The offer (lead magnet) could be free bark, free seasonal s, whatever, to get a contract. Still working on the magnet.
Other DIRECT MAIL off-liners..... what would you do with a commercial landscaper who sells B2B?
I've not much experience in B2B direct mail and though I feel I've got the chops to pull it off, I'd like some insight. I know B2B is another beast.
I have a landscaping contractor with 168 GAS STATION and HOTEL leads that he wants to contact with DIRECT MAIL.
2 campaigns.... one for the gas stations, and 1 for the hotels.
For B2B, we'd ditch coupons and postcards, for more of a personal letter, with a lead capture mechanism. I'd advise him to HAND ADDRESS each envelope, NO R/A, and a real stamp.... not his printed postage, no logos. Also, perhaps, a "lumpy" component such as a GOLD DOLLAR COIN.
We know the two biggest problems gas stations face with landscapers are (1) reliability and (2) quality (or lack thereof) work. We will address these in the letter.
As for the "lumpy component", the gold coin, that would increase the open rate even more and the "gold coin" would symbolize their INVESTMENT in their business and we'd word that in somehow.
The offer (lead magnet) could be free bark, free seasonal s, whatever, to get a contract. Still working on the magnet.
Other DIRECT MAIL off-liners..... what would you do with a commercial landscaper who sells B2B?
Growing older but not up!