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Postcard Critique

by longrobnc
9 replies
Hello All,

I was thinking of converting an ad that I recently ran in a magazine into an EDDM postcard. I'd like to get some feedback on my offers before pulling the trigger. Thanks in advance!

Edit: thanks to everyone for their time and feedback.
#critique #postcard
  • Profile picture of the author longrobnc
    Originally Posted by adiknight View Post

    How did the ads perform in the magazine? Data-driven decisions are the way forward
    It did well. I got 41 leads for a $1900 investment. I just wanted to pull out all the stops before sending it out EDDM. The magazine goes out to 100k homes.
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  • Profile picture of the author misterme
    And out of 41 leads, how much business did you write? And which offer pulled the best?
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    • Profile picture of the author longrobnc
      Originally Posted by misterme View Post

      And out of 41 leads, how much business did you write? And which offer pulled the best?
      We made 28 sales. The least profitable offer was the Tune up offer, but it pulled the most leads by far. However, many of the no up sales came back from the same tech.

      The downside is that we only closed 1 installation lead.

      Edit: 13 of the leads were installation quotes. Again, we closed 1 for $1530.00.
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  • Profile picture of the author jrod014
    The only thing with EDDM is that residential areas could include apartment buildings (depending on your location), just be aware of that. If your magazine ad performed well for you, then run a EDDM campaign with the same ad. Or, if you have the funds, A/B test with different postcards.

    Either way, good luck!
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    • Profile picture of the author longrobnc
      Originally Posted by jrod014 View Post

      The only thing with EDDM is that residential areas could include apartment buildings (depending on your location), just be aware of that. If your magazine ad performed well for you, then run a EDDM campaign with the same ad. Or, if you have the funds, A/B test with different postcards.

      Either way, good luck!
      Most of the areas that I target have a lot of condos but not really apartments. The condos are all high end and have garages. However, it did not cross my mind. Later, when I add areas closer to the city it could become an issue.

      Funds are not an issue. I will be running both. I figure that its year end and this testing will be tax deductible.
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  • Profile picture of the author akazo
    Everyone has preferences but I don't like the green. I would prefer a blue shade.

    Also, I don't like the word "value" beside the $ amounts, just use the strike through.

    Just my opinion... good luck!
    Signature
    Brite Future Marketing
    Practical Local Business Marketing <= Available at Amazon
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  • Profile picture of the author misterme
    Originally Posted by longrobnc View Post

    We made 28 sales. The least profitable offer was the Tune up offer, but it pulled the most leads by far. However, many of the no up sales came back from the same tech.

    The downside is that we only closed 1 installation lead.

    Edit: 13 of the leads were installation quotes. Again, we closed 1 for $1530.00.
    Sounds like you've got something profitable to work with with the installs and tune up offers. Out of being buried in a magazine, a stand alone postcard might do well for you.

    You'd want to test it in small runs first though before you roll it out maybe. Then tweak as you go along.

    Did you ask your techs for feedback about what they're hearing in the field that may give you clues to help boost the offer's pull?

    Are your techs winging it in the field or is there a proven sales script they follow?

    Are you following up?

    With the installs you've also got yourself a new customer that you can tell them includes a comp tune up or two and upsell from there when you do it.
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    • Profile picture of the author longrobnc
      Originally Posted by misterme View Post

      Sounds like you've got something profitable to work with with the installs and tune up offers. Out of being buried in a magazine, a stand alone postcard might do well for you.

      You'd want to test it in small runs first though before you roll it out maybe. Then tweak as you go along.

      Did you ask your techs for feedback about what they're hearing in the field that may give you clues to help boost the offer's pull?

      Are your techs winging it in the field or is there a proven sales script they follow?

      Are you following up?

      With the installs you've also got yourself a new customer that you can tell them includes a comp tune up or two and upsell from there when you do it.
      The techs are all sales trained. My wife was the national sales trainer for 2 huge weight loss companies and she developed my sales trainings. The tech with the lower tickets just has a poor man's mentality. He just has a negative personality and never implements when he's given feedback. He has the lowest numbers and he gets the lowest customer service scores on our in house reviews. I'm close to showing him the door.

      I mailed to a list earlier this year and it did not do well. 41 leads seems like a lot, but not considering that it hit 120k homes.
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