Four Small Business Direct Mail Marketing Campaigns That Say “Remember Me”

With direct-mail marketing persistence is a virtue. Your mail piece may find that one prospect that is ‘ready to buy what you’re offering right now’, but in most cases the recipients of your direct mail marketing piece are those that are categorized as the ‘buying in the future’ or ‘thinking about it’ categories. Your persistence will pay off when prospects in those categories move to the ‘ready to purchase’ category. There are four types of direct mail marketing campaigns discussed in this article.

1. Tip-of-the-Month Series

A monthly mailing is the easiest way to achieve consistency. The content for those mailings should be something that you know a lot about. Your tips need to be related to what your product/service is. Think about what your customer would use or need either right before or after they buy your product. What issues are your prospects facing and think of several solutions (not just buying your product/service).

If you’re a Real Estate Agent, for example, one issue your prospect may face is a growing family and the house is too small. Your solutions would be tips about how to put on an addition, remodel, or find a larger house.

Keep your tips relevant to what your product/service is and it will provide two benefits for you. First, you will be seen as an expert in your field. Secondly, you become a pre-qualified vendor in the prospects mind and they will be more inclined to work with you when they are ready to purchase what you’re offering.

2. Recognition Campaign

This campaign identifies and rewards your existing customers by saying ‘thank you’. It is suggested that you tone down the marketing when using this approach. When you’re sending a ‘thank you’ leave the sales pitch off completely. This is very effective for your existing customers to keep you ‘top of mind’ and refer you to others.

Use this approach to single out your targeted prospects. Start by making them an exclusive offer your general mailings do not. Explain why they are receiving mailings from you and what to expect to receive each month. Keep the sales pitch in but the personality of your message should over shadow it.

3. Pre-/Post-Sale Campaign

Use this campaign to follow your prospect throughout the entire purchasing cycle resulting in customer follow-up. This will create consistency, repetition and follow-up.

Let’s look at a window replacement example:

A company makes a sale to replace several windows and sends postcards to other homes in the area announcing that they will be in the neighborhood. Once the windows are in (make sure your yard sign is in the front yard), the company sends another card to reflect this, and then begins mailing to the area on a regular basis. The company is now developing recognition in the target area. All postcards need a strong call to action providing the recipient a reason to contact them, see the house with new windows, or visit the company’s website.

With this campaign you show prospects what you can do and then ask if you can do it for them.

4. Drive To Your Website

Direct-mail postcards will drive prospects to your web page. The postcard informs your prospects about a free gift, great discount offer, or a Special Report on your website to get them there. Once they are on your website you want to keep them there. Ensure you have a content rich website with information that will be valuable to your prospect. With this campaign you draft a plan about when you will update your website and with what type of information. Use the postcards to announce your updates and the value to the prospect to visit again.

Postcards are cost effective and work well by themselves and/or with other marketing mediums like e-mails, telephone calls, or even sales calls. Establish a frequency and you will be top-of-mind in your prospects eyes for very little money.

These are just a few of the ways you can campaign with direct mail. Experiment to find a plan that suits your particular situation, your products or services, and then see it through. You may find that a combination of these will produce new leads and generate increased sales. A successful direct mail campaign will say ‘remember me’.

A View of Your Business Marketing Future

Let’s imagine…

….how your new website will serve you…

… after it has become a highly optimized, direct response website.

Because of your targeted search engine optimization, a potential customer sees your site within the top 10 results on Google, Yahoo or Bing. Clicking on the link, they are taken to your highly informative and interactive website. They discover your new blog with its weekly updates provides just the type of information they need to receive on a recurring basis. So, they sign up for your RSS (Really Simple Syndication) feed.

Next, they see the offer of a report, tip sheet or ecourse that provides exactly the guidance they need. To receive this product, they complete your response form. This form gathers their name, the entity they work for, a phone number and an email address. Upon completion of the form, they automatically receive the report through your auto-responder. The message tells them to be watching for their first copy of your newsletter, and lets them know they will receive notice when new information is uploaded to your website. Part of this new information will be the notice of the weekly blog post. Since all of this is automated, simply by the potential client completing the form, all of the rest occurs without intervention by your staff.

One more step takes place automatically. A designated person on your sales staff is automatically notified that a new potential client has registered. A prepared email from that staff person is automatically sent to the new registrant thanking them for requesting the report and providing personal contact information. Within 24 hours, one of your sales persons places a follow-up phone call. That call is the first time human intervention takes place. Everything up to that point is automated.

Key Components

The cornerstones of today’s internet marketing efforts include:

  • A fully search engine optimized, direct response website.
  • An active blog.
  • An email campaign.
  • Article and video marketing.
  • A well-rounded social media marketing campaign. Coupled together, these interwoven pieces will exponentially increase your market share.

Measurable Results

Internet Marketing is the only type of marketing able to provide detailed tracking information. Tracking is also available within your email marketing system. With a full service email marketing system you know how many of your messages reached their destination, and if there are any links within the body of your message, you can track how many clicks that link received. Your system will also track how many email addresses were undeliverable and if anyone made any complaints against your email marketing program.

Article and video marketing will increase your page rank in search engine results while also increasing your Know-Like-Trust (KLT) factor. Social media marketing exponentially increases your KLT factor while simultaneously providing a platform for viral marketing that reaches into markets you would probably have no other way of reaching.

Inspired by Craft Beer, Distillers Debut Beer-Barrel-Aged Whiskey

Craft beer and whiskey have a lot in common, so it’s no surprise that distillers are experimenting with aging their whiskeys in barrels formerly used for craft beers. Distillers are now aging their whisky in barrels which were formerly used to store craft beers such as stouts or porters. These whiskies have more flavoursome and aromatic qualities than regular ones, and they’re infused by the rich flavours of the beer.

Craft beer in London has made such a huge impact on the beer industry that it is now inspiring a new trend in the whisky world. Aging spirits is not an unusual practice but aging whiskeys in barrels which were previously used to store premium brews has made this beverage unique among its peers. This modern approach proves how much power craft beer carries over the alcohol industry, thus leaving no doubt about its huge impact on today’s society and culture at large.

Whiskey is typically aged in oak barrels to add flavour and colour to the drink, but when bourbon makers started using wine casks instead of new oak barrels, they noticed that the flavours from the wood were more subtle than before. The process of aging whisky in a cask which previously held another alcohol is called “finishing”, and it can have a drastic effect on the flavour of the whisky.

Whisky aged in beer barrels, or what is being referred to as “beer-barrel ageing”, has been gaining traction amongst distillers for many years now. While this type of spirit may seem like an oddity at first glance, there are several important reasons why producers choose to use these types of casks from time to time.

Beer-barrel-aged whiskey has been around since at least 2014 when Balcones Distillery released Waco Blue Lightning, a Texas whisky made from rye malt barley.

One major reason is the fact that used whisky/liquor barrels have already done their job creating flavour and aroma profiles so they can be re-used which will help drive down costs even more than they already have over previous decades. Some examples of beer barrel aged whisky includes Balcones Distillery’s Brimstone, Kentucky Artisan Oak Reserve and Angel’s Envy Bourbon.

The process starts by soaking a barrel in water or alcohol overnight then filling it with freshly brewed beer. Distillers are also using barrels, similar to those used for wines and bourbons, to make these whiskies that add more flavours into their products. Distillers are adding flavour enhancers into their products by taking inspiration from craft beers as they use barrels commonly found in wineries & breweries such as chardonnay & blue corn bourbon for making malt barley rye whiskey aged six months prior to being bottled.

After letting it sit for two weeks, brewers remove the spent grains and rinse out any remaining sugars before filling it up again with more of the beverage. Once this step is done, the brewers move on to the fermentation process which typically takes between four weeks for ales and several months for lagers. During this time, yeast is added to start converting sugars into alcohol while also imparting its own flavours in the mix through fruity esters. At some breweries, you can actually taste different types of yeasts that are available depending on what type of beer they’re making, similar to using various strains of hops. Brewers often describe their beers as being either clean or complex with most craft brews leaning towards the latter due to longer fermentation times allowing more nuanced flavours & aromas from both yeast and malt barley.

The most popular type of beer being used is porters because they’re dark enough to give depth without adding too much bitterness or sourness to the final product.

Craft distillers are following the trend of craft brewers and making whisky that is aged in barrels previously used to store their favourite brews. These new whiskeys offer a unique taste profile by combining the best of both worlds, but they also come with an increased price tag because these barrels cost more than traditional oak casks. This interesting phenomenon offers consumers a chance to get their hands on some really special spirits and indulge in something different while simultaneously supporting local breweries or wineries, and this is in addition to the new craft spirit movement which produces some excellent beverages such as The Lakes Whisky.