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Co-op mailing

by stanigator
8 replies
I have read this post and approached a whole bunch of non-competing businesses that overlap with my market with an offer: The Gary Halbert Letter

However, I'm not having success with getting businesses on-board. Before I provide the details, I want to post a question here: has any of you pulled this off successfully? If so, what businesses did you on-board, and how did you go about it (channel and what do you say)?

Thanks in advance for sharing your stories!
#coop #mailing
  • Profile picture of the author Kent_Thompson
    One time I sent a message through a contact-us form on a restaurant's website that said something like:

    Hi,
    My name is Kent Thompson and I'm putting together a coupon flyer for Orland Park businesses. We're mailing out to 2,500 mailboxes for $100. Our mailing is set for March 15th. Would you guys be interested? If you could let me know by Thursday, that would be great!
    Thanks!
    Kent Thompson
    [contact info, attached zone map, etc...]

    A couple days later I got a call from them and made a sale.

    I think it's best to keep it short and to the point. Businesses actually appreciate when you reach out to them with opportunities that are relevant to them. I got a lot of thank you's, even from businesses who said no, with them saying "not right now, but thanks for considering us".
    Signature
    Use Agency Ace to provide white-label directory, loyalty, rewards, direct-mail, email & SMS marketing services to local businesses: http://www.agencyace.com
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    • Profile picture of the author stanigator
      Originally Posted by Kent_Thompson View Post

      One time I sent a message through a contact-us form on a restaurant's website that said something like:

      Hi,
      My name is Kent Thompson and I'm putting together a coupon flyer for Orland Park businesses. We're mailing out to 2,500 mailboxes for $100. Our mailing is set for March 15th. Would you guys be interested? If you could let me know by Thursday, that would be great!
      Thanks!
      Kent Thompson
      [contact info, attached zone map, etc...]

      A couple days later I got a call from them and made a sale.

      I think it's best to keep it short and to the point. Businesses actually appreciate when you reach out to them with opportunities that are relevant to them. I got a lot of thank you's, even from businesses who said no, with them saying "not right now, but thanks for considering us".
      Even if you don't have anyone else to sign on board to mail out 2,500 mailboxes?
      I think my offer email is too long.
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      • Profile picture of the author Kent_Thompson
        only a few businesses asked me if I had anyone else on board. Typically it didn't matter. The business is just thinking about it from their point of view, what's in it for them. Do they want to spend the money on a coupon ad or not.

        I tried a couple different techniques, like leading in with "I'm part of the local Chamber and blah blah..."

        and none of that mattered. It didn't matter who I knew or was connected with. All that mattered was that I was doing a coupon flyer.

        So over time I found that the quicker I got to the point, the quicker I could find out if they were interested or not.

        Short and to the point. People have the attention span of a gnat and I wouldn't want to try to be brilliant and fancy. Maybe that would work if they know you already and it has entertainment value, but for local businesses, just having a plain and simple offer that they immediately understand worked for me.
        Signature
        Use Agency Ace to provide white-label directory, loyalty, rewards, direct-mail, email & SMS marketing services to local businesses: http://www.agencyace.com
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        • Profile picture of the author stanigator
          Originally Posted by Kent_Thompson View Post

          only a few businesses asked me if I had anyone else on board. Typically it didn't matter. The business is just thinking about it from their point of view, what's in it for them. Do they want to spend the money on a coupon ad or not.

          I tried a couple different techniques, like leading in with "I'm part of the local Chamber and blah blah..."

          and none of that mattered. It didn't matter who I knew or was connected with. All that mattered was that I was doing a coupon flyer.

          So over time I found that the quicker I got to the point, the quicker I could find out if they were interested or not.

          Short and to the point. People have the attention span of a gnat and I wouldn't want to try to be brilliant and fancy. Maybe that would work if they know you already and it has entertainment value, but for local businesses, just having a plain and simple offer that they immediately understand worked for me.
          I think I'm overcomplicating this. I will answer Ron's question in another reply.
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  • Profile picture of the author Ron Lafuddy
    Originally Posted by stanigator View Post

    I have read this post and approached a whole bunch of non-competing businesses that overlap with my market with an offer: The Gary Halbert Letter

    However, I'm not having success with getting businesses on-board. Before I provide the details, I want to post a question here: has any of you pulled this off successfully? If so, what businesses did you on-board, and how did you go about it (channel and what do you say)?

    Thanks in advance for sharing your stories!
    Stan,

    It works better if You describe the problems that You are having.
    How are you contacting the businesses?
    What are you saying?
    How many have you contacted?
    What exactly are their responses?

    You know, that sort of information.

    You are the one with the problem.
    If you want solutions to your problem, we have to know what
    you are saying and doing that isn't working. It's that simple.
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    • Profile picture of the author stanigator
      Originally Posted by Ron Lafuddy View Post

      Stan,

      It works better if You describe the problems that You are having.
      How are you contacting the businesses?
      What are you saying?
      How many have you contacted?
      What exactly are their responses?

      You know, that sort of information.

      You are the one with the problem.
      If you want solutions to your problem, we have to know what
      you are saying and doing that isn't working. It's that simple.
      Now that I'm confident this is the right place to ask it, here are more details (I made edit to the original post too):

      I'm contacting the businesses by sending an email with Yesware.
      Here's what I said:

      "Email Subject
      An offer to save money on sending direct mail without competition

      Email Body
      Hey {!Executive First Name},

      I don't know if I have reached the right person for this - maybe you can address this, or at least direct this to someone who can.

      And no, I didn't have prior permission to send you this message. If you don't feel like hearing me out, feel free to delete this message, as I won't bug you again.

      I am starting an information business. Specifically, I am targeting people who are between 50 to 65, earning at least $100,000 per year.

      As I have previously mentioned, I am starting out.
      Therefore, my advertising budget is non-existent.
      The reason I'm writing is to inquire your interest about a co-op mailing for this specific market.

      After all, these people have money to spend, and having good food outside their home is a hot topic for many of them.

      If you are thinking of or already sending flyers, you must be aware of the costs associated with it - postage, printing, list-buying.
      Even though sending snail-mail is expensive, return on investment is still attractive compared to many other channels - internet, newspaper, magazine, outdoor, telemarketing, etc.

      My offer is bringing you the best of both worlds of direct mail - affordability and impressive return on investment.

      I am approaching non-competing businesses in these industries: golf clubs, hearing aids, landscape contractors, restaurants, travel agencies, etc.
      Approaching this target market makes sense from my research.

      I have approached 36 restaurants in the Lower Mainland. I'm only taking one on board.

      That way, everyone can split the cost going after the same target market, while enjoying the fruits of sending a personal message. This is different from Canada Post's offer. Yes, you have precise targeting options, but who knows how many others did they lump you along the same coupon envelopes?

      If you're interested, and want to move forward, reply back with a "yes." I will send you a cost breakdown of this offer.

      Stanley"

      I have contacted at least 10 businesses of each category, ranging from golf courses, restaurants, hearing aid companies, landscaping companies, etc.).

      No responses other than one saying they don't have budget. I must have contacted 50 businesses. About 25% of them opened the message. I think I'm being too wordy with my message.
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  • Profile picture of the author bob ross
    Are you trying to do Gary Halbert's method of stuffing flyers into an envelope?
    Signature
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    • Profile picture of the author stanigator
      Originally Posted by bob ross View Post

      Are you trying to do Gary Halbert's method of stuffing flyers into an envelope?
      Haha yeah.
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