Marketing help
Discussion
Make sure it is fantastically well targeted, ie only going to the right bods.
Try and find a real point of difference and illustrate it.
Don't cram in lots of detail and all your selling points - you can tell them all that when they express an interest later on.
Make it as interesting as possible - they will get all sorts of bumf through the post and it will hurt their brain in its mundanity.
Consultancy is notoriously difficult to 'sell' via DM in my experience.
I would try a quirky postcard, then a follow up letter to all in the target group.
I'd then follow up the top 25-50% prospects by phone, and maybe send a very nice looking brochure through the post. Flyers can be very cheap and nasty for consultancy. At least a 4pp leaflet, with high-ish production standards.
Cheers
Dom
Try and find a real point of difference and illustrate it.
Don't cram in lots of detail and all your selling points - you can tell them all that when they express an interest later on.
Make it as interesting as possible - they will get all sorts of bumf through the post and it will hurt their brain in its mundanity.
Consultancy is notoriously difficult to 'sell' via DM in my experience.
I would try a quirky postcard, then a follow up letter to all in the target group.
I'd then follow up the top 25-50% prospects by phone, and maybe send a very nice looking brochure through the post. Flyers can be very cheap and nasty for consultancy. At least a 4pp leaflet, with high-ish production standards.
Cheers
Dom
All wise words from Dom!
I'd add to this by suggesting you sell the end-benefits first, service second. If they will save money, tell them!, If it makes them more accountable - say so!
Remember the classic business school model: AIDA - Awareness - Interest - Desire - Action. The flyer (or postcard) should simply make them aware you exist and begin the process of generating interest. As Dom, says - follow up with something else. This will create desire and then it's down to you to get them to action it (buy!!)
Word of warning though, most authorities require you to go through a tender process for any work.
LGA (Local Government Authority) might be a good starting point. I hav their details in the office and will mail to you in the morning).
I'd add to this by suggesting you sell the end-benefits first, service second. If they will save money, tell them!, If it makes them more accountable - say so!
Remember the classic business school model: AIDA - Awareness - Interest - Desire - Action. The flyer (or postcard) should simply make them aware you exist and begin the process of generating interest. As Dom, says - follow up with something else. This will create desire and then it's down to you to get them to action it (buy!!)
Word of warning though, most authorities require you to go through a tender process for any work.
LGA (Local Government Authority) might be a good starting point. I hav their details in the office and will mail to you in the morning).
...also, get a decent design company to put the flier together, don't try to do it yourself! The following link will give you details of those in your area.
www.graphicdesigners.co.uk/
www.graphicdesigners.co.uk/
I agree with all the points already raised, but also when using DM you must ensure the following:
1. Make sure the mailing is targeted - it is always worth qualifying a list before mailing it.
2. Highlight your USP's - why are you different.
3. Always focus on the benefits of your service and not the features as they will be irrelevant to most people.
4. Give a clear call to action (i.e. call for more info or visit our web site).
5. Finally - make it look good - ask yourself if you would read it and test it out on as many (honest) friends as you can.
Also as already said, the follow up is going to be key to the campaigns success, this is where you can really 'sell' what you're offering.
Good luck.
1. Make sure the mailing is targeted - it is always worth qualifying a list before mailing it.
2. Highlight your USP's - why are you different.
3. Always focus on the benefits of your service and not the features as they will be irrelevant to most people.
4. Give a clear call to action (i.e. call for more info or visit our web site).
5. Finally - make it look good - ask yourself if you would read it and test it out on as many (honest) friends as you can.
Also as already said, the follow up is going to be key to the campaigns success, this is where you can really 'sell' what you're offering.
Good luck.
Hi Graham,
I've got 10 years Marketing & DM experience. I'm currently in the process of setting up a new business venture but I'm quite happy to give you more detailed advice (FREE of course) if you give me some more info.
I can point you in the direction of suppliers (if required) and give you some info on cost effective and impactful marketing techniques. Feel free to email me if you want!
I've got 10 years Marketing & DM experience. I'm currently in the process of setting up a new business venture but I'm quite happy to give you more detailed advice (FREE of course) if you give me some more info.
I can point you in the direction of suppliers (if required) and give you some info on cost effective and impactful marketing techniques. Feel free to email me if you want!
hi sorry for the delay in replying guys, a combination or working and racing put things on the back burner for a few weeks...
there's some good advice in there and i'll take it all on board.
I've worked in the LG area as a consultant for about 5 years now so know most of the ins and outs, the trouble is all the work so far has just rolled in mainly through word of mouth. whilst thats fine for me. we've setup another company to try and build up a consulatancy company employing rather than just our curent pool of freelancers, so it needs more marketing.
There is quite a lot of movment in the housing area, so thats where we are targeting first ( using lga and housing accosiation lists)
we've spent ages checking through the details of the first batch, looking specifically for pending transfers. The letters will go to all of them and each will be followed up. whats a good time frame for sending and then a phone call
cheers
Graham
p.s. miss pj you will have mail shortly
there's some good advice in there and i'll take it all on board.
I've worked in the LG area as a consultant for about 5 years now so know most of the ins and outs, the trouble is all the work so far has just rolled in mainly through word of mouth. whilst thats fine for me. we've setup another company to try and build up a consulatancy company employing rather than just our curent pool of freelancers, so it needs more marketing.
There is quite a lot of movment in the housing area, so thats where we are targeting first ( using lga and housing accosiation lists)
we've spent ages checking through the details of the first batch, looking specifically for pending transfers. The letters will go to all of them and each will be followed up. whats a good time frame for sending and then a phone call
cheers
Graham
p.s. miss pj you will have mail shortly
Paper gets thrown away, video/CD-ROM/DVD doesn't. It might cost a bit more but you may only need to clinch one extra sale to get your money back. I'm a producer with 12 years' experience in the corporate sector - please call if you want to know more. www.autograph.uk.com
John
John
Gassing Station | Business | Top of Page | What's New | My Stuff