Question

Topic: Student Questions

B2b Postcard Campaign

Posted by Thatbeit1 on 6/8/2008 at 8:45 PM ET 250 Points
I am lunching a B2B Postcard campaign marketing Paint Overspray Removal services. The two main business sectors that purchase the service are Painting Contractors and Insurance Adjusters.

We have amassed a hand built list consisting of 280 painters and 153 insurance adjusters. The list is comprised of current customers, past customers and qualified leads most of whom I have already spoke to and sent information regarding our services.

Overspray Removal services are needed on an infrequent basis. Hence my main objective is awareness of the company and services. I have developed a specific postcard geared to each target segment: Painter and Insurance Adjuster. For the Painter postcard:full color (8.5 x 5.5),photo of vehicle with overspray and the following info on the front:
Your One-Stop Shop for Paint Overspray Removal
-Cost-effective-Affordable
-No hassles. No Worries
-National Service
-Turn Key Management
-All work guaranteed
-Moldings, trim and textured items repaired
-Call 888-xxx-xxxx
-Get it done!
-Get it done fast!
-Get it done right!

and first class stamp.

My questions are as follows:
1.) How often should I send out a postcard?
2.) Is it acceptable/effective to send the same postcard both front and back more than once?
3.) On the first mailing of the Painter postcard I am handwriting the following: “A.C.T. is in the business of managing your overspray claim effortlessly, reliably and affordably allowing you to get back to your business...painting.” What are your thoughts on my the act of a handwritten statement and on the statement itself?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 6/9/2008 at 8:54 AM Member
    1.) Split test your list, sending the postcard at different intervals for each half (for example, every other mailing to group A send to group B). As for how often, it depends upon results. 1-2x/month may work just fine for you.

    2.) Yes - consistency of message is the goal. However, I'd suggest working on the wording to tighten the message. Also, if you want to save a little bit in postage, don't use jumbo cards (over 6"x4.5"). Jumbo cards cost $.42/ea to mail, while regular cards are $.27/ea. Smaller cards can easily get overlooked, but a strong message/graphic can compensate.

    3.) Handwriting is good (if legible). The hand written note should add something of value - not repeat the same message. For example, "Special Offer", "Each claim gets our full attention", etc.
  • Posted by Thatbeit1 on 6/9/2008 at 9:05 AM Author
    Any suggestions on my hand written note? In the painting industry $ and swift clean management of the problem are the key issues.
  • Posted by Frank Hurtte on 6/9/2008 at 9:47 AM Member
    There are two things I recommend with post card campaigns.
    1) something that makes the customer want to hang on to the post card. In your case, I would include a few hints on minimizing over spray or do it yourself ways of handling overspray.
    2) a call for action. Put together an "overspray hotline" business card and offer it for free. Or, print up a complete overspray tutorial and offer it for free when the customer calls you.

    Action and retention are both your friends...
  • Posted by Thatbeit1 on 6/9/2008 at 9:54 AM Author
    I am considering developing an free ebook regarding how to prevent overspray. However, it will be some time before it is developed. I need to write something on this one and get it out the door.

    Does anyone know a way I can post the card for others to view? It may be more beneficial if people can view the card.
  • Posted on 6/9/2008 at 9:56 AM Accepted
    I like the note idea, but I would shorten it.

    1) the message will be clearer
    2) your hand will thank you

    Something like:

    We'll get rid of the overspray, so you can get back to painting.


    I agree with Frank. Add an offer (something like a free tutorial or a checklist with a catchy name) and a call to action:

    Call now for your free guide: 5 Ways to Minimize Your Overspray Bill.

    This will also make you stand out. Focus the postcard on that, rather than the bullet points (which are somewhat generic).
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