Question

Topic: Advertising/PR

Advise Graphic Designer On His First Direct Mail Piece

Posted by Anonymous on 7/15/2004 at 12:22 AM ET 251 Points
Hello marketing gurus I’m looking for some advice/direction on my first direct mail piece.

I’m a graphic designer who is ready to expand his client base. I’m looking at creating a test postcard mailing of a 1,000 cards to an industrial park or business district and then repeating the mailing in perhaps 2 weeks. Now I’m hoping the card can demonstrate a little of what I can do and generate a couple new jobs or clients. Now I believe my services could be utilized by most business so I’m hoping that broad net can generate some response especially since I haven’t found a target market or built a specific list.

Mailer:
4x6 or 5x7 full color 2 sided postcard

Costs: Design $0 Print $350 to $475 for 5M cards (same design for all cards) Postage for unaddressed ad mail $105 /M

Total cost of mailing 2M $560 to $600
(With 3M postcards left over to mail to a different location)

Profit from average design and print job ranges from $400 from a simple postcard to about $1500 for a brochure. I’m hoping for about 10 to 20 prospects and perhaps 2-4 jobs.


I am considering putting a top 10 list on the back and asking people to visit my website for some additional top ten best or worst lists or articles that relate to creating sell sheets or brochures or business collateral. My hope is that the list might prevent the postcard from becoming immediate garbage and that the link will offer some credibility. Not so sure what sort of offer to include - perhaps a discount on the first order or an extra 1M for a low low price and there is always the free consultation.

Thanks for reading. Looking forward to your savvy advice?
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RESPONSES

  • Posted by SRyan ;] on 7/15/2004 at 5:21 AM Accepted
    Hello, guy... my only comment is that you should consider doing three or four different postcard designs, maybe with a clever theme that ties them together visually. Send them to the same list at regular intervals. Repeat exposure will increase your odds of success. Plus it'll demonstrate your range of capability.

    - Shelley
  • Posted on 7/15/2004 at 11:00 AM Accepted
    Do you plan on doing follow up calls?

    Based on what you've described, it sounds like an awareness campaign. I did a similar postcard campaign a couple of years back. I knew going in that it would be for awareness only - helping with the buzz. For one year, I mailed a different postcard to a list of 800.

    I received no calls or business as a direct result of the mailing. I did get a lot of feedback. When I would meet someone, I heard anecdotes. "I saw your postcard hanging in a friend's office." "I can't wait to get your next postcard." "I give all of your postcards to my boss."

    If you expect a response, you'll likely need to add a response device. Offer something relevant and desirable. What would the target like? Offer a free communications audit - a first meeting where they bring everything they've had designed and you tell them what the design says to you about who they are.

    Regardless, I think you'll still have to plan on getting on the phone.

    Please let me know if I can help you any further. With a degree in Visual Communications, I still have design in my heart. And, I'm a small business owner. I have to market myself - perhaps the hardest work I do.
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