Know-How Exchange : Advertising/PR

Maybe we use the term "offer" differently. The "offer" is what your audience responds to. It's what they "get" when they do what you ask them to do.

When you send out your mailing, isn't there something you're going to ask them to do? Or is this just a mailing to remind them that you exist? What "response" do you want from the audience? What are you promising them if they do respond? Why should they bother to read your mailing?

However, before you send out the mailing to your "lapsed users," I think it might be important to find out WHY they stopped using your services. For example, if they merged with another company, they might be doing business (with you) under another name. Or they might have gone out of business altogether. Or they might not need what you're selling any more. Or they might have found a supplier of the same or similar goods/services that does a better job of meeting their needs. Etc.

Before you blast them with hardcopy spam, maybe you should find out why they lapsed. The information could keep you from (a) [further] alienating a former customer, and/or (b) spending a lot of money on a campaign that doesn't address the real issue.

Thanks for the responses.

The product is for a dental office- as we know people don't like goign to the dentist, they switch, they fall off, they dont have the insurance coverage etc.

So we were going to send a DM piece one with an offer and one without. They would both focus on appreciation for the customer and their business but one would incent the customer further by offering $off, or free service etc.

Just curious if it would be worth the test to do offer vs, no offer, or medium value, vs, high value.

Watcha Michael, Jay, Randall, Chris - youve had fresh competition since only January! Good research and nice answers though.

Michael - You'd better let Randall know as a) he's head down at the moment and b) You two love each other!!!!


Steve Alker
Xspirt