Question

Topic: Advertising/PR

Construction Supplier Direct Mail Tactic

Posted by vicky.strand on 4/29/2010 at 4:52 PM ET 250 Points
We are starting a direct mail campaign to try and get our company out of a pigeon hole. After 55 years that's what happened. Goal is to re-create awareness. Direct mail postcards going out to prospects and current customers (more than 1 time). Target audience varies. Large product line.
Having issues with ideas for response/offer/tag line.
Initial idea was to offer (from each one of our geographic areas) a dinner on us after they filled out the required information from our website.-this would be randomly selected, not everyone would get dinner. Really having an issue "not making this so wordy" on the postcard. We thought about offering a "free gift" however, who really needs another pair of safety glasses or t-shirt in the construction market.
A little background-commercial construction, knowledgeable/skilled sales staff, free delivery, product training. We are not your typical "home" retail construction store.
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RESPONSES

  • Posted by vicky.strand on 4/29/2010 at 5:42 PM Author
    We haven't really taken a tumble...sorry for that not being very clear.
    We are mainly targeting customers like mechanical and electrical contractors, who do business with us, but buy XYZ products from someone else. Or we get the "oh, we didn't know you sold that?" Type of response from them.
    We are mainly trying to create the awareness of "these other products" we have too.
    The only reason we were thinking local is since we are small Midwestern company that we support a local restaurant from each one of our locations...
  • Posted by Jay Hamilton-Roth on 4/29/2010 at 6:11 PM Accepted
    You have two goals for your mailing: re-establishing your positioning and getting updated (email?) contact information.

    The first goal should focus on what's new/exciting with your company (from the perspective of your customers). The second goal: tell them the benefit to signing up online. What will you do with the information? Will they be able to opt-out? What about privacy? When will you choose a winner? Can you make it so everyone wins something (top prize: dinner. Other prize: free shipping or $10 off a $100 order, etc.?).
  • Posted on 4/29/2010 at 6:20 PM Accepted
    Why is it an advantage for your customers to buy their XYZ products from you, if they already have another source for them? That's what should be at the center of your marketing effort.

    Free dinners or other bribes are fine for generating awareness, but that won't help much if they just keep on doing what they've been doing all these years. What's in it for them to change a habit? (Do you have any reason to think that getting a postcard from you will do it?)
  • Posted by CarolBlaha on 4/29/2010 at 7:45 PM Accepted
    Well if you want to turn things around-- don't do something so passive as mailing post cards. A post card will not change the habit. Being aware of what you do is one thing-- but selling what you do is another.

    People buy from people. Get from behind the desk and rally the sales staff to go out and speak one on one with your prospects. Create a blitz. This is a consultative sell. Nothing short will do. Your competition is.

    And create an email list and email them weekly. I'm in the construction field and I get weekly updates from similar co's like yours. Unfortunately, its out of sight, out of mind.
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