Question

Topic: Advertising/PR

How To Market As 'service Savior'

Posted by Anonymous on 1/28/2008 at 12:00 PM ET 250 Points
An internal division recent came under my department and I am now tasked with 'renovating' existing literature, discovering 'pains' of prospective customers and overall self-education of the brand.

During this time, we have discovered that a majority (almost all) of our clients have sought out our services due to some serious headaches caused by current vendors. I have a beautiful direct mail piece already printed, but need a unique way to catch the eye of prospects who are in the early 'headache' stages, but haven't investigated alternative solutions or just don't have the time.

What would be a appropriate tagline for marketing this? I.e. 'having a problem with your delivery service?' and how can I incorporate this into my piece? I.e. sticker on the envelope? Custom printed envelopes?

General background: we deliver Fine Furniture Delivery services to the nation's highest-end manufacturers and craftsmen (Thomas Moser).
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 1/28/2008 at 1:49 PM Accepted
    When it comes to delivery services, we're tops in service delivery.
  • Posted by Harry Hallman on 1/28/2008 at 6:17 PM Accepted
    Perhaps you should offer some interesting incentive or guarantee of performance. It allows you to find these people without getting negative.
  • Posted on 1/29/2008 at 8:32 AM Accepted
    I think a tagline like the one Jessica suggested would fit well.
    "Putting the Service back into Delivery Service."
    "Is your delivery service driving you crazy?"
    "We'll deliver fewer headaches."
    "Tired of delivery headaches?"
    "Steer clear of delivery problems."
    "Get on the road to better service."

    Anything with a driving reference(driving, TIREd, wheel) offers an opportunity for easy graphics to go along with it if you want.

    A sticker is certainly a cost-effective solution, but I personally don't like like them. I think that they look like the last minute solution that they are. Unless your piece is one that is designed to be closed by a seal, then the sticker would be a great fit. If it's meant to be enclosed in an envelope, then I would definitely go with the printed envelope if it's within your budget constraints.
    I don't know how often you send direct mail pieces, but I will also suggest that if you don't send many then a narrow message that appeals to people already having trouble may not be the best route. A focus on your outstanding service may offer the broadest reach and should still appeal to people feeling frustrated with their current providers.
  • Posted by bdggmg on 2/3/2008 at 11:59 PM Accepted
    We deliver peace of mind.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)