Question

Topic: Advertising/PR

Mailing Flyer Or Postcard

Posted by Anonymous on 8/31/2009 at 10:35 PM ET 250 Points
I am trying to send out two mail campaign, one is to target local small business for bookkeeping and taxation business, one is to target accountants who may want to outsource their bookkeeping work. For small business, I am sending out using the post office service to target a certain route. For the accountants, I already have a lists. After a little bit of research, I realized standard size postcard are actually the least expensive compare to folded flyers like a tri-fold. But I am not sure if it is effective for both market. Any advice will be greatly appreciated.

Cecilia
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  • Posted by SteveByrneMarketing on 8/31/2009 at 11:51 PM Member
    Hi Cecilia,

    I think you have a third option. Write a simple to-the-point letter on nice letterhead. Place it a nice envelope and put a real stamp on it.

    It's professional, very few people still do this and it might stand out from all the junk mail.

    The success factor is in the writing itself. Don't waste words and provide a next step for the readers consideration.

    Hope this helps,

    Steve
  • Posted by darcy.moen on 9/1/2009 at 2:04 AM Member
    The above idea of writing a letter is a good one. Even better, use mail merge and make it uber-personal. If you have a mailing list, use first names. Its much more powerful to read: 'Dear Darcy', than to read Dear sir or dear fellow accountants. A personalized letter will really grab attention. And, if you HAND SIGN the letter, even better. Few folks use personalization anymore, so a hand signed letter will really grab attention.

    While flyers can convey a lot of information, in reality you have two sides to gather attention. Use the outside to your advantage and make the copy and offer interesting, so interesting that folks will want to open the flyer and read the rest.

    Postcards are great for quick reveals of information. Again, you have two sides to make your pitch, but that's it. Unlike the flyer, you have limited space to deliver your message. Once you are out of room, you either give the potential customer a call to action, or drive them to your web site or call you for more information.

    Darcy Moen
    Customer Loyalty Network
  • Posted by CarolBlaha on 9/1/2009 at 5:32 AM Accepted
    Really, in this kind of sale- pick an option you have already paid for-- the phone. Accountants aren't likely to select you from a post card. If you insist on mailing, call, mail and call again. And do a letter-- explain your background and area of expertise.
  • Posted by telemoxie on 9/1/2009 at 7:48 AM Accepted
    unfortunately, neither a single letter nor a single postcard is likely to be enough. You should probably budget for a series of postcards, or a series of letters, or even the series of postcards and letters mixed with phone calls over time.

    I doubt very seriously that you will be able to sell your services with postcards or letters. You probably need some sort of an intermediate step, such as inviting someone to a seminar, encouraging them to visit your website, arranging a conference call, setting up a time to meet in person, and so forth.

    If it were me, and I had sufficient budget, I would set up a series of mailers which dealt with different topics. For each topic and mailer, I would have some sort of a free offer, such as the White paper or book dealing with the topic you discuss, or free consultation, or something. Sometimes you need to give something away to start a relationship... You need to bait the hook. Good luck.
  • Posted by CarolBlaha on 9/1/2009 at 8:23 AM Member
    I think Phil might want to reread my post. My advice was to pick up the phone and call her prospects-- to expand, introduce herself, her company, set an appointment to meet, and build the relationship.

    I said if she INSISTS on mailing-- call, mail and call again to follow up. I did not say a letter would sell her service.
  • Posted by michael on 9/1/2009 at 9:01 AM Accepted
    Cecilia,

    How big is your community? You may have more time than money.

    If you intepret all the responses above, you'll need more than a post-card (although a well written postcard pulls very well). So, don your best business attire and show up at the door. If they don't have time, give them the card and take theirs.

    Follow up with an email (it's on their card) and a phone call.

    Personal service is what you're selling, so sell in person

    Michael
  • Posted on 9/2/2009 at 9:32 AM Accepted
    Hello,

    Do not mail a post card to a CPA!!

    What you send is an extension of your brand image. A post card in many cases to a professional audience communicates cheap.

    Send a well drafted letter (hopefully written by a direct marketing expert) and not a post card. This is not a one shot mailing. Think of it as a dimensional/drip mailing where you mail several times adjusting your offer and message each time.

    To increase response rates follow-up with a phone call. In this call find out the needs, wants, desires, decision maker and email address. Create an monthly newsletter educational and informative that your target audience will want to read each month.

    This audience takes time to develop and you want to be top of mind when they need your services.

    You might want to send a memo pad with your company name and contact information on it. This is something we all use.

    Hope this helps.

    Thank you

    Tom
  • Posted on 9/6/2009 at 12:48 PM Author
    Thank you everyone for your advices. They are all valuable to me. I still decided to sent flyers to the local small business thru the post office, since I don't have contact information for small business. I will still go around the local retail stores and follow up with them. For accountants, I decided to take a more "personal approach" as all you of suggested. Thank you very much.

    Cecilia
  • Posted by michael on 9/7/2009 at 2:11 PM Member
    Cecilia
    The manufacturers directory has all the contact info. It's at your local library. Also, check the chamber website for contact names...if they are members.

    Michael
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