Example Of Squeezing More Money Out Of Direct Mail
Have a look at these postcards and the numbers on the second postcard,
then I'll comment on them.
First of all, who the message was going to
was well thought out.
It was decided...
Only women as it was a all women gym
between the ages of...I've forgotten the age range
Lived in free standing homes, not apartments
because they tend to be more affluent
Combined income over $100,000
Already have bought health and fitness things
Live in a 5 mile radius of gym.
Part of the reason behind the selection criteria was they
are more likely to be less price resistant
as it was about 8 times the cost of other gyms which are mixed sex.
This was the only women's gym in a area of one of the highest ratio of gyms
to population in the country.
So, selecting who the message goes to is huge.
Now onto the postcard.
It was all about the easiest low risk offer there could be...
which was to go try it and leave your credit card at home.
Plus there was a valid reason behind it...
which was it was new and wanting feedback
before opening to the public, therefore creating
a status lift for the reader.
Part of the vip treatment was the mystery location
which would be given out in exchange for handing over contact details.
The ease in which contact details can be given without having to talk with anyone
was also a key because, again, perceived risk of talking with someone eats up precious time, or being pressured into something that was not expected.
For the gym owner, the follow up process became automated so that it would get done
which avoids good intentions not happening.
When you look at the postcards, there doesn't seem anything that special.
What is special is behind the scenes focus on 4 things...
1 Audience selection
2 Lowest risk free offer
3 Capture prospect details
4 Automate multiple follow ups
There you have it, an example of squeezing more money out
of direct mail.
Best,
Doctor E. Vile
Note: this example came courtesy of Frank Kern's presentation for InfusionSoft
then I'll comment on them.
First of all, who the message was going to
was well thought out.
It was decided...
Only women as it was a all women gym
between the ages of...I've forgotten the age range
Lived in free standing homes, not apartments
because they tend to be more affluent
Combined income over $100,000
Already have bought health and fitness things
Live in a 5 mile radius of gym.
Part of the reason behind the selection criteria was they
are more likely to be less price resistant
as it was about 8 times the cost of other gyms which are mixed sex.
This was the only women's gym in a area of one of the highest ratio of gyms
to population in the country.
So, selecting who the message goes to is huge.
Now onto the postcard.
It was all about the easiest low risk offer there could be...
which was to go try it and leave your credit card at home.
Plus there was a valid reason behind it...
which was it was new and wanting feedback
before opening to the public, therefore creating
a status lift for the reader.
Part of the vip treatment was the mystery location
which would be given out in exchange for handing over contact details.
The ease in which contact details can be given without having to talk with anyone
was also a key because, again, perceived risk of talking with someone eats up precious time, or being pressured into something that was not expected.
For the gym owner, the follow up process became automated so that it would get done
which avoids good intentions not happening.
When you look at the postcards, there doesn't seem anything that special.
What is special is behind the scenes focus on 4 things...
1 Audience selection
2 Lowest risk free offer
3 Capture prospect details
4 Automate multiple follow ups
There you have it, an example of squeezing more money out
of direct mail.
Best,
Doctor E. Vile
Note: this example came courtesy of Frank Kern's presentation for InfusionSoft
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