Question

Topic: Strategy

When To Launch A Direct Mail Campaign? 4wks, 6wks

Posted by Anonymous on 6/25/2008 at 10:01 AM ET 125 Points
We promote bi-annual rounds of credit seminars. How far out from our first seminar date do we mail the first invitation/registration piece? 4wks, 6wks, other?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by bruce on 6/25/2008 at 10:20 AM Accepted
    I assume your seminar program is in a physical location as either webinars or tele-seminars require different strategies.

    My personal success in this area has been to send a teaser card nine weeks out along with the media campaign announcing the upcoming event. This would be followed by select press releases about speakers, content, curriculum, etc.

    Finally, the invitation itself, if it is personally addressed and labeled and requesting an RSVP or registration would go out seven weeks ahead of the program. And depending on the size of the mailing, would be followed up with email contact and/or a phone call if possible. A second and third mailing would follow on the fifth and third weeks

    If the event is based on a blind mailing to a list, and with registration required, plan on a minimum of three First Class mailings starting at eight weeks, five weeks and three weeks.
  • Posted on 6/25/2008 at 11:18 AM Author
    Thank you! That's a big help. We are trying to update our process and merge our email campaigns to be succinct with our direct mail pieces.
  • Posted on 6/25/2008 at 2:34 PM Accepted
    I do live seminars as the core of my business as well. I think bruce has given you an excellent timeline.

    I don't know your budget/labor pool, but the DMA recently released a report showing that combining a direct mail program like bruce has given you with a call campaign increases return by 40%. So...if you have the manpower and the budget I would reccomend calling with a "personal invitation" to the event.

    Hope this helps. Best of luck!

    kris
  • Posted on 6/26/2008 at 8:44 AM Member
    I have to second Steve's statements.

    People ARE booked if you call only 2 weeks out but he is also dead on talking about confirmation calls.

    We do confirmation calls and get a little "bonus" business from them as well. Also...it never hurts to ask them when you call to confirm if they "have a friend, relative, or neighbor they would like to invite."

    kris
  • Posted on 6/26/2008 at 4:52 PM Member
    Are you mailing first or third class?

    If third:

    16 weeks,
    12 weeks
    8 weeks

    If first:
    14 weeks
    8 weeks
    6 weeks

    Figure 2-3 weeks for third class to reach recipients, and a week for first class.

    If you use email, you can add it after the second and third promos. People like information in different ways. Some prefer email, others print, so use both channels.

    Closer than that is too close.. people's calendars will be booked.

    I wouldn't mail at 3 weeks, it's too close.

BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)