Has anyone tried EDDM

29 replies
I sell water purification systems, which is a pretty tough market, however my systems are unique and I believe will pay off in the end.

I'm not having as much success as I would like just marketing on line so of late I am going to expos and looking into other traditional marketing.

I have been reading about Every Door Direct Mai and was wondering if anyone has used this method? What kind of results did you have?
#eddm
  • Profile picture of the author joe golfer
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  • Profile picture of the author xlfutur1
    You might want to look into putting a postcard together with local businesses for the sole purpose of not only making a little money, but getting your ad on the card for free every time you mail. Check out any products by Bob Ross, a long-time WF member. They are excellent.
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  • Profile picture of the author Synnuh
    Search for Bob Ross here on the forums. His stuff is gold for EDDM.
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  • Profile picture of the author gjabiz
    EDDM will waste your time and money for your product. As will ads in coupon books, valpaks and other shotgun ad methods.

    Realtors have the keys to your kingdom. Target those in an area where water isn't the greatest and the affluent homes.

    If your water catches on fire, selling your home is going to be tough.

    Now, you may consider holding a workshop (mass sales) for people in the For Sale By Owner markets too, a good water system adds great value to a home, all things being equal, the FIZBO with water system could have an advantage of a neighbor's house listed with realtor.

    So, find successful realtors, do a JV, offer them a unit for referrals, get creative.

    I assume you sell home units so find those people going into homes every day...realtors.

    Lots of JV opportunities there,

    gjabiz


    Originally Posted by mymoney5243 View Post

    I sell water purification systems, which is a pretty tough market, however my systems are unique and I believe will pay off in the end.

    I'm not having as much success as I would like just marketing on line so of late I am going to expos and looking into other traditional marketing.

    I have been reading about Every Door Direct Mai and was wondering if anyone has used this method? What kind of results did you have?
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  • Profile picture of the author triggerbig
    Why do EDDM when you can just put an ad in a newspaper?
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    • Profile picture of the author gjabiz
      Originally Posted by triggerbig View Post

      Why do EDDM when you can just put an ad in a newspaper?
      I must assume you are new to this world.

      There are times when a newspaper (daily or weekly) might be the way to go.

      But not with a product like this, unless it was a well conceived 2 or 3 step ad.

      His upper end product rings in around 650 bux, not enough margins to do this sophisticated multi-step promotion.

      Imagine if that ad runs in the Cleveland Plain Dealer the day the Cavs win the NBA title, no one will even see it.

      Newspapers are a shot gun approach, it goes like this

      first they have read the paper, spot the ad, be interested, make an effort to call...unless their water has become instantly unusable, the ad doesn't work.

      This product, and it is at the lower end of water purifiers, needs direct to consumer marketing.

      Shot gun ads of any kind will waste money.

      The consumer has to see it, taste it, OR they are cost comparing with other similar products online.

      But, he can try anything, who knows, maybe he'll come up with a game changer re: newspaper ads.

      I don't think it will work for this.

      gjabiz
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  • Profile picture of the author bob ross
    Gja is right, EDDM will be a waste of your money here, you've got to take a more targeted approach.
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    • Profile picture of the author SCC
      Originally Posted by bob ross View Post

      Gja is right, EDDM will be a waste of your money here, you've got to take a more targeted approach.

      I'm a little surprised at that comment Jake.

      Even Doran liked the idea of EDDM for this. He would be targeting homeowners,
      who could use his water filtering services for home or camping or whatnot...

      At the very least I would have expected you to suggest your M3 program (wink, wink, nudge, nudge)
      to offset his costs at the least... and perhaps make a little side money with it.
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  • Profile picture of the author Oziboomer
    A bit of a side track...but I agree with the targeted approach as the more experienced postcard mailers point out.

    One of the best water purification demos I witnessed...and it wasn't for home filters...it was for a portable lifesaving device was at a camping show.

    The product basically filtered "ANY" kind of wet material into drinking water.

    They demo'd a muddy mess of water and sheep poo and scooped it up into their manual filter and in a few moments produced a glass of pure drinking water. Powerful demonstration for people going into the Australian outback.

    At another "Home Show" the water filter guys were doing really well targeting the female audience....particularly Asian women.

    I noticed because my wife is of Chinese descent and the salesman targeted her with a very specific pitch aimed at "family health" and "water purity"

    My wife is a fitness/health type and also has experience of the "putrid" water supply that most of the Chinese population has to access.

    At the time...

    There also was a lot of "guardia" issues in the press in Australia so the thought of "pure water" was also being pushed everywhere.

    She was really dragged into the presentation and would have purchased had I not suggested to think about the need and have a look after the show.

    I guess what I'm saying is...

    Demonstrations that appeal to the female buyer may have a greater impact and you may get more milage targeting moms with kids via group demonstrations at childcare groups or play groups where you can get a number of people together and demonstrate how "clean water" helps their family "stay safe".

    You could offer those demos as a community service and then make some in-home bookings from there.

    It is hard for a man to resist when their wives who have just borne their children have the conversation about "Do you care about our family's health?"

    There is some leverage there...
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    • Profile picture of the author Barry Unruh
      Originally Posted by Oziboomer View Post

      It is hard for a man to resist when their wives who have just borne their children have the conversation about "Do you care about our family's health?"
      .
      Now that simple statement should be getting bells ringing in your head.

      How many new mothers would love to have cleaner water for their newborns?

      You might be able to partner with some local baby clothing stores and get a list of clients you can promote to.
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    • Profile picture of the author AmericanMuscleTA
      Originally Posted by Oziboomer View Post

      A bit of a side track...but I agree with the targeted approach as the more experienced postcard mailers point out.

      One of the best water purification demos I witnessed...and it wasn't for home filters...it was for a portable lifesaving device was at a camping show.

      The product basically filtered "ANY" kind of wet material into drinking water.

      They demo'd a muddy mess of water and sheep poo and scooped it up into their manual filter and in a few moments produced a glass of pure drinking water. Powerful demonstration for people going into the Australian outback.

      Definitely a great side track...

      MyMoney, I just checked out your site and you have pictures of the water filters in front of mountains and they're all outdoors, and you have a video where the family is camping. It's obviously your target market.

      Go where the campers/outdoor world people are and market to them. How about fisherman (water-water everywhere, but not an ounce to drink)?

      How about people into motocross? I know a bunch of people who ride dirt bikes and quads for days out in the middle of nowhere. They may not be looking at camping magazines, but they are looking at motocross magazines.

      Just some food for thought.
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  • Profile picture of the author bizgrower
    I looked at the site and some of the related YouTube videos that pop up.

    Major product advantages as I see it:

    Safety
    Taste
    Portable
    No electricity needed
    Optional Fluoride filtration for those on city water? (It was mentioned in one of the related videos.)

    So, I'm thinking demos/displays at camping supply, Recreational Vehicle stores, sporting goods stores, home improvement stores, natural food stores, and so on.

    Reach health conscious and "taste aware" restaurant and lodging facility owners and managers.

    You have a lot of market segments you can target and work with the other businesses that serve those segments. Realtors as gjabiz suggested. Kitchen and bath remodelers and plumbers...

    So, I'll throw EDDM back on the table for discussion - as long as it's to people or business owners
    in specific interested market segments. I don't know, I think that might still be too much of a shotgun approach, but I'm asking the experienced EDDMers? Perhaps hand addressed envelopes and letters?

    I think PPC, banners on relevant websites/blogs, display ads/advertorials in trade magazines and consumer magazines in your segments (OUTDOORS...). Also, publicity campaigns. Support your local animal shelters - I think those workers and volunteers will be interested in your products.

    Dan
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  • Profile picture of the author mymoney5243
    I am already doing expos as part of my advertising However, you did bring up a good point, I should probably do a video of my product purifing different types of water sources. I do this at the shows but have not done them on a video. Then probably should target, hikking, camping, survivalist, and others with the video. That might get visitors from on line to visit my site. Any and all suggestions are welcome. Thank You all
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  • Profile picture of the author Claude Whitacre
    Originally Posted by mymoney5243 View Post

    I sell water purification systems, which is a pretty tough market, however my systems are unique and I believe will pay off in the end.

    I'm not having as much success as I would like just marketing on line so of late I am going to expos and looking into other traditional marketing.

    I have been reading about Every Door Direct Mai and was wondering if anyone has used this method? What kind of results did you have?
    Do you sell them in people's homes? What is an average price point?
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  • Profile picture of the author mymoney5243
    The water systems can be used for outdoors and home use. No I don;t go to peoples homes. I sell online and at events. The price point depends on the size and numbers of filters they have. check out my website.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by mymoney5243 View Post

      The water systems can be used for outdoors and home use. No I don;t go to peoples homes. I sell online and at events. The price point depends on the size and numbers of filters they have. check out my website.
      Don't do EDDM.
      In my opinion, you should do home shows every week, and mall shows. That should just be the job. Scheduling home shows, boat shows, mall shows, andy kind of an event where you can show your products. I rented 10X10 booths at malls for $100 a day, and made a killing, at the malls, selling air purifiers.

      I hope you know how to sell.
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  • Profile picture of the author Doran Peck
    Originally Posted by mymoney5243 View Post

    I sell water purification systems, which is a pretty tough market, however my systems are unique and I believe will pay off in the end.

    I'm not having as much success as I would like just marketing on line so of late I am going to expos and looking into other traditional marketing.

    I have been reading about Every Door Direct Mai and was wondering if anyone has used this method? What kind of results did you have?
    I'd like to address a couple of things...

    your second sentence indicates that you not having the success you want JUST marketing online.

    I can tell you why: ...You are breaking the most crucial rule of marketing...or even being in business for that matter...

    Never let your customers or prospects move at their own pace....motivate them and do it often...or your competition will do it for you.

    This reveals the inherent, and sometimes crippling weakness of online marketing...that is...YOU can't do a dam thing...until someone out there decides to go looking for you.

    Is that a position of strength? when you must wait for someone else to make a move before you can make your move?....until that happens you sit and wait and sit on your thumbs....until someone decides he needs to worry about water purification.

    in reality how often do you think that happens? ....apparently not often enough right?

    Your first sentence actually contains the starting point of the answer to your obstacle. "my systems are unique and I believe they will pay off in the end"

    well that's good...people want to know you believe in your product...is that commitment and belief apparent in the sales material?...in your personal presentation?

    You mention your system is unique...of all the things you could have mentioned, you chose unique...so it must be a primary reason why its better...is the reason they are unique reflected in the material?...the pitch? Can a person easily understand why the whole "unique" thing directly impacts them?

    "pays off in the end" ...is how that happens immediately evident and clear?

    If you could just have a casual conversation with any random home owner ( not a sales conversation, a normal conversation)..don't you think that in the course of that conversation you would invariably affect his thinking about water purification systems? ..in some way or other you would nudge his thinking right? ...you ( being the expert) will probably even tell him something he never knew before.

    At the very least you've educated him...probably got him thinking about water purification..and at some point soon now he's probably gonna go online and look for something.

    Finally, you ask about a particular medium..the EDDM mail.

    Here's the thing.....isn't every human being a potential customer for you?

    So, you just need a way to have that conversation with...anyone who drinks water.

    Which means, you just need a way to get in front of the eyeballs of some water drinking person at each every house in town right?

    Its called EDDM ...it will allow you to have that conversation with everyone at the same time...nudge their thinking...get it rolling toward you a helluva lot sooner than waiting for them to eventually get around to it.

    The question you should be asking isn't "will EDDM work for me" ...the proper question is....Is my message...my conversation working for me.

    EDDM is just the messenger...your online stuff is just the messenger.

    Which one is going to get your message in front of more customers quicker?

    Good Luck sir !
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  • Profile picture of the author vndnbrgj
    I think your website needs some work.
    Your accessories link doesn't work, and some of the brand names don't display properly on my phone. You also display 2 prices... which are both the same price..?

    I don't know a whole lot about water filtration. You need to walk me through what I need to know. You show products and prices. I am not going to read every description to find out which system will benefit me the most. You need to lead, direct, educate me on what I need.

    I know you don't sell in homes... but see what you can do to adapt part of this....

    I use to sell water softening systems for Rain Soft years ago. They put a washer and dryer on display and had people enter to win it. On the form, it said someone would contact them about their water system. They then called every lead and offered a water sampling test. While demoing the unit they had the homeowner interact with the presentation and gave them all of their cleaning supplies for the next couple of years. This helped offset the cost. They made it more about buying their cleaning products in bulk right now, the softer was an after thought.

    What is the weight difference between hauling one of these and a gallon of water? How much will it save vs buying bottled water?
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    • Profile picture of the author Joe J
      Originally Posted by vndnbrgj View Post

      I think your website needs some work.
      Your accessories link doesn't work, and some of the brand names don't display properly on my phone. You also display 2 prices... which are both the same price..?

      I don't know a whole lot about water filtration. You need to walk me through what I need to know. You show products and prices. I am not going to read every description to find out which system will benefit me the most. You need to lead, direct, educate me on what I need.

      I know you don't sell in homes... but see what you can do to adapt part of this....

      I use to sell water softening systems for Rain Soft years ago. They put a washer and dryer on display and had people enter to win it. On the form, it said someone would contact them about their water system. They then called every lead and offered a water sampling test. While demoing the unit they had the homeowner interact with the presentation and gave them all of their cleaning supplies for the next couple of years. This helped offset the cost. They made it more about buying their cleaning products in bulk right now, the softer was an after thought.

      What is the weight difference between hauling one of these and a gallon of water? How much will it save vs buying bottled water?
      You have to give as many taste samples that you can.
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  • Profile picture of the author 20k emails
    I feel like EDDM would get quite expensive. I would find a way to get better targeted with your approach or focus on newspaper ads in a specific county where you could reach a large group of people with not as much cost.
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    • Profile picture of the author ewenmack
      2 key points...

      1 Connect with a buyers dominant motivation to buy
      first before mentioning product. Aim for a 60 to 1 ratio.

      2 Put that message only in front of those most likely to buy.
      What was once difficult, labor intensive and expensive to
      find these high probability buyers, has now become available for
      the 'little guy and gal'.

      Best,
      Doctor E. Vile
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  • Profile picture of the author mymoney5243
    Some very intresting point of views. I did check the accessory link on my computer and it works fine I'll check the phone site and see what the problem is. As for the other things I can change some of my site to refelect the systems pros. such as a bottle of water is 12 oz. and cost you $1.79 where as the smallest systems is 1.5 gallons and cost about $.18 cents per 12 oz glass. It seems I am going to have to do a lot of education for people to understand the value of the product.
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    • Profile picture of the author Oziboomer
      Originally Posted by mymoney5243 View Post

      Some very intresting point of views. I did check the accessory link on my computer and it works fine I'll check the phone site and see what the problem is. As for the other things I can change some of my site to refelect the systems pros. such as a bottle of water is 12 oz. and cost you $1.79 where as the smallest systems is 1.5 gallons and cost about $.18 cents per 12 oz glass. It seems I am going to have to do a lot of education for people to understand the value of the product.
      You are missing the value of the advice provided by several people who have immense experience in marketing and who have commented on this thread.

      Your website is one thing and yes there are improvements we could all suggest or make on our own sites but that is not where your "real" problem lays.

      Understand that you're about providing a benefit to people and you need to connect with those people and demonstrate your solution to have the greatest impact.

      Please read your thread and take notes.

      Then take action.

      Please come back and share your experience after taking action as the people who genuinely care about people's success are here and waiting to hear about the way you utilised their suggestions.

      Do some more demos.

      Change some people's lives who "NEED" pure clean water.

      Please share your resutts.
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  • Profile picture of the author Freebiequeen1999
    IMHO....you should be at every sort of "happening" (expo, trade show whatever)

    Biz to Biz....Home shows....Health shows....spa shows (yes there are shows for spa owners) ....Beaty/skincare expos -spas (Novelle Esthetique runs big ones)....Restaurant/Hotel trade shows...
    Fitness trade shows
    Network
    Get on Linkedin and strategically connect with prospects
    Post interesting not salesy stuff

    Join local networking groups (probably find on LinkedIN)

    Network locally....go to biz breakfasts, biz happy hours

    IMHO it sounds like your product sells better face to face....at shows, or locally
    you might look into why it is not selling online....could you tweak your website, presentation?
    video...powerpoint presentation?

    while you tweak the online - work offline
    I have learned - think global, act local

    eddm IMHO would be a waste of money that you could spend on getting booth, table at shows
    and/or tweaking your presentation materials
    How about your marketing materials....do you have good handouts, presentation folders, reminder and follow up cards?
    You might do better to get a postcard and use to follow up on (former) prospects who said no or who you were not able to connect to for presentations rather than sending EDDM
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    • Profile picture of the author savidge4
      I think first and foremost you need to size up your competition. looking at: PUR 18-Cup Water Filter Dispenser : Target price point is a hell of a lot less. what makes your product different? I would tell you right now you would have a hard time selling me one of yours... this fits in my refrigerator, so not only do I have clean water.. I have clean COLD water.

      Many years ago I worked in a coffee shop in Hawaii. the owner was an interesting character. but one thing that stuck with me all of these years is when he used to talk about his competition. It was as he put it "The coffee can" referring to why would people come to his shop when they could make a cup of coffee at home.

      So your sources of competition become tap water, bottled water, that there Pur filter, and what ever else there may be. PRICE? the absolute last battle ground I personally would choose. That whole $1.00 a bottle vs .18 - a bottle is convenient your product is not. start thinking about giving away 4 of these with every purchase: Drinkware | Sport Bottles | Flip Out Sport Bottle - 24 oz. (Item No. 120465) from only $2.29 ready to be imprinted by 4imprint Promotional Products and you can diminish that effect.

      The other topics discussed. You could easily bury tap water.. its nasty we all know it. Bottled water has all those plastic chemicals floating in it.. again not good, not to mention the space to store it and the space it consumes to chill it.

      You need to be doing the shows as many have mentioned. you need to work out a 5 minute presentation that is straight up visual and impact layden. crush up 100 plastic water bottle and place them in a trash bag and dump them on the floor.. this is the waste that is created with water bottles. pull out another bag ( with nothing in it ) and pour it onto the floor and say "this is the waste produced by the wizbang 3000 water filter" and then point to the product and the 4 free water bottles.

      Have a display with a piece of old corroded steel pipe, a piece of old corroded Copper pipe. a piece of nasty junk filled plastic pipe... "when you are drinking tap water.. you are drinking this"

      Go out and buy a Pur filter thing or 2. pour mud in the thing. pour mud into yours.. which would you want to drink?

      DEMONSTRATE your product. Shock and awe the crap out of it. $30.00 up to $200+ is a big price jump. you need to put on one hell of a $170+ show!
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  • Profile picture of the author Freebiequeen1999
    Yes...great visual ideas for shows....I like

    I am still thinking about that sheep poo in Oz...yow....gag me...but what a visual that must have been

    show and tell
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  • Profile picture of the author mymoney5243
    I am listening and I am not missing the point. I do shows every week In fact I have one tomorrow. I use muddy lake water on my light model, which is transparent so they can see how it works. It is the only model that uses food grade polymers. The water purification bottles are food grade polymer as well. Most of the shows in this area are survival and gun shows. No camping, outdoor showss but I have also registered for the home show which is in December. I do have friends who are into hiking, camping, etc who take the go Berkey to these events and I do sell quite a few of these. Yes you can buy cheaper filtration systems but they do not work near as well as mine. You are correct I am now doing up some information on bottled water and other purification systems to show why mine are better. Has anyone read the testing results? They are under shop with us/ Testing. I do appreciate all your input and I am getting ideas from you.n\ Thank You all so much
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    • Profile picture of the author savidge4
      Originally Posted by mymoney5243 View Post

      Has anyone read the testing results?
      Why not ask if I looked at the directions before I build anything... I am going to say that you might not be in connection with who you are marketing to. Ive seen you now say who it is, but I can tell you first hand being in your target your site aint speaking to me.

      I bet when you are out presenting your product you hear some pretty generic terms "fangled" "thatthere" probably in conjunction with "Shiny" and maybe a "contraption" or 2.

      You are targeting those that believe in God, Country and depending on the person or the region Chevy or Ford. You want to convince me to buy your product.. turn wine into water.. ok maybe not that far.. but lipton iced tea back to water, and son id take 2 of em.

      Your website, your presentation, your show display, you need to make like Missouri - and SHOW ME. One of the many images of your product should be on the tailgate of a truck. If the product comes in a matte black finish.. you'd sell more.

      when you are displaying these at the shows sitting there probably on a white table cloth.. you need to track yourself down some log rounds to use as what them fine folks call "chargers" and I aint talkin the car. You need to bring the outside in. You need to sell the fine finish in a rugged environment.

      It don't just look Purdy and shiny it gets er done. I might even push the onvelope here and say "Just like mama all gussy'd up to go out on a Friday night."

      Your product takes the guess work out of the ability to drink water.. if you can pour it in here ( point to the top ) you can drink it from here ( point to the tap ) Just like my grandpappy taught me, "be weary of the water and let another drink first" ( that is a real quote by the way )
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