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Timeline For Mailing Marketing Postcards
Posted By: coachlisab* on 10/6/2006 6:20 PM (CST) 500 Points
I'm putting together a marketing postcard that will announce a seminar I'm giving at a conference next June.

Registration for the conference opens the Monday after Thanksgiving.

Having sent out many "save the date" cards over the years, it seems to me that anything sent during the period between Thanksgiving and New Year's "disappears." I'm especially concerned because the target audience is tea manufacturers and retailers, and this is their busiest time of year.

It's been suggested to me that I do two or three mailings - one a "save the date" card, and others that are reminders.

I'm pretty sure I won't be able to afford more than two postcard designs (or one that's easily adapted to two) and two mailings, so what would be the most effective timeline between now and next June for sending these two mailings?

Thank you in advance; you've all been very helpful in the past!

Posted by: Multi Channel Marketing Member Response
10/6/2006 7:31 PM (CST)
Hi,

I am Alex Kohl. I understand that you attend Tradeshows to enhance your business reach. You are doing direct mailing for your marketing. Though it is effective it has a lot of budget involved into it.

Marketing has to be appreciated with Technology and emails and online marketing are the essence of the current business market. Emails can be reached out to various verticals of the various industries you would like to Target.

Email with reach and repetition with a good HTML pitch and subject matter can do wonders. It also reaches a large number of target audience. But it also need to be made sure that you are reaching the emails who have opted in to receive information that is permission based emails in compliance with CANSPAM ACT.

To know more of email campaigns, permission based emails and online marketing you can reach me at my email address - alexk@supremelists.net

Regards,

Alex Kohl
 
Posted by: coachlisab* Author Response
10/6/2006 7:40 PM (CST)
Thank you for your comment, Alex. I'm using the trade show's exhibitor mailing list, and putting the rest of the names together myself, based on known attendees and other speakers from the last event.

However, I don't have permission to send e-mails to this group, as it's not my own list, so that likely won't be a part of my campaign, although it's by far the least expensive avenue! The last thing I want is to spam the people I'm trying to get to come to my seminar.
 
Posted by: coachlisab* Author Response
10/6/2006 7:42 PM (CST)
Sorry about the double post; I don't know how to delete it.

LB
 
Posted by: tsuiter Accepted Answer
10/6/2006 10:29 PM (CST)
This might sound bizarre but why don't you open your registration Jan 1st? I agree- the holidays are lost times. But if you're stuck with the Thanksgiving thing - would it be crazy to send out one before Thanksgiving that has a creative message on the order of "What are you doing the day after thanksgiving?" You could go on to say that while most folks are shopping or sleeping, you know your clients will be registering for the conference. If you could afford THREE - then you could time it out creatively again - say on Ground Hogs day and say "If he sees his shadow - it is time to register..., and "If he Doesn't see his shadow - guess what, it is still time to register. Make it fun to get their attention. If they laugh they might not forget. I don't know when your registration cut off is, but can you offer some sort of incentive if they sign up early?

Best of luck.
Tina
 
Posted by: kannanveeraiah Accepted Answer
10/7/2006 1:24 AM (CST)
Dear Lisa Braithwaite,

Usually for such conferences you have a starting date for Registration and Closing Date for registration. Depending upon what are the preparations and arrangements needed for the event and what time frame each part of the preparation requires you should have a definite closing date for registration. Further, when you have a definite closing date for registration it creates the urgency for the prospective participants - the likely beneficiaries.

The time limits for beginning and closing of registration should be just the minimum needed, if you can not send too many mailers / cards. When there is a long time available people tend to postpone their decision and in the process forget the event itself. Else, you have to resort to more mailers or reminders that usually does not sound well.

So, if you have to limit yourself to just two cards / mailers, send the first card in such a way that it reaches the addressee just a day or two before the beginning of the registration. The second reminding of the definite closing date of the registration should be sent in such a way that the addressee has just 5 to 7 days left to book himself.

Best Wishes,

kannan
 
Posted by: coachlisab* Author Response
10/7/2006 9:44 AM (CST)
Thanks, Kannan. That sounds logical!

LB
 
Posted by: coachlisab* Author Response
10/7/2006 10:20 AM (CST)
Tina, I responded to you, but it looks like my post went away along with my accidental double post.

I'm definitely planning to offer an incentive, probably a discounted coaching rate, as I don't really have anything else! I'll need to coordinate with the organizers to see if they can track the early birds who sign up for my seminar so I can actually make sure to reward the right people.

I don't have any say about registration dates or process; I'm just a participant. I do think sending out before Thanksgiving and again right before the close of registration is making the most sense.
 
Posted by: Frank Hurtte Accepted Answer
10/9/2006 1:05 PM (CST)
I suggest putting something off the wall on your post card and using the same one 3 times.

I once did a mailer on postcards with elvis' favorite recipes on one side and my short message on the other. By the time the third postcard arrived I was getting calls with questions and jokes from dozens of people.
 
Posted by: coachlisab* Author Response
10/9/2006 1:12 PM (CST)
That's an interesting idea, Frank! I won't be able to afford three mailings, but that might be something to consider for two mailings.

LB
 
Posted by: Giovino Member Response
10/10/2006 10:46 AM (CST)
Lisa,

This is going to be more questions than answers, but I have a lot of experience in conference/seminar registrations and improving response.

1. Are the registrants paying specifically to attend your sessions?
2. Are you being paid to offer the information in your session?
3. Are the registrants staying at a particular hotel during the conference?
4. Is the overall purpose of your session to gain contacts to build your business opportunities?
5. Is the information you have to offer relevant to all attendees of the conference or are you segmenting to only those to would have relevant interest.

The holidays are a tough time to get mail response. With so much competing mail, it's going to be difficult to get noticed in the mail.

Get some distinction in the mail through mail piece size, dimensions, curiosity, personalization. Would be good to know a little more about what you offer, and what their needs are to connect the dots a little better. A postcard gets only a couple seconds of eye time, and then is quickly tossed if not immediately recognized as relevant or valuable.

Anyway, I'll watch this thread if you have the chance to add some information to help me help you. Thanks...good luck!
 
Posted by: coachlisab* Author Response
10/10/2006 11:28 AM (CST)
Thank you, giovino. Here are answers to your questions.

1. Are the registrants paying specifically to attend your sessions?

Yes.

2. Are you being paid to offer the information in your session?

I'm being paid per attendee, plus a bonus for over 200 people - I have a major incentive to get people to show up at my seminar!

3. Are the registrants staying at a particular hotel during the conference?

There is one designated hotel for the conference; I don't know how many attendees will be staying there or at another nearby hotel.

4. Is the overall purpose of your session to gain contacts to build your business opportunities?

Yes.

5. Is the information you have to offer relevant to all attendees of the conference or are you segmenting to only those to would have relevant interest.

The seminar is on public speaking. It's relevant to anyone who has to represent their business: in formal presentations, in pitching their product to retailers, negotiating with brokers, or running staff meetings - and on and on. So basically, everyone who speaks for their business can benefit from attending.

And I will reiterate that I have a TINY budget (under $600), and I'm probably even bartering for some of the cost.
 
Posted by: coachlisab* Author Response
10/14/2006 10:01 AM (CST)
Thanks, everyone. I appreciate your help!
 


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