Although I love the possibilities of the Internet for marketing and building your direct sales business, there’s nothing like the good old mail system for getting your name around your community and in front of your customers. Here are some tips for a successful direct mail marketing campaign for your direct sales business.
1. Get a system. Before you even start with the first mailing, think about your plan of attack. Think through your mailing budget, your goals for the mailing, and your system of follow up, etc. Without a good plan and system, direct mail campaigns can really be just a major waste of money. Sit down right now and write down:
a. Your goal for your mailing: What are you promoting and what do you hope to happen when someone receives your print piece? Are you looking for a new customer? A recruit? People to attend an open house? Your goal here will determine your audience as well as your follow up plan.
b. Your budget: How much do you want to spend on this campaign? Factor in postage, printing costs, etc. If, for instance, your goal from this campaign is to get 10 customers to attend an open house, you’ll need to mail out at least 30 print pieces. Decide now if that should be a post card, flyer or full newsletter.
c. Your timeline: What all needs to happen after you send out the mailing? In our open house example, for instance, you would want to allow for print time, mailing time, follow up calls and event planning time once you know your attendance. Chart all of this on a calendar so you know exactly when that print piece needs to be in the mail and follow your timeline to make sure you don’t miss any steps.
2. Don’t forget follow up: As with anything in direct sales, the money is in the follow up. If you’re not planning to follow up after you’ve mailed your print piece then you may as well not waste your time or money doing it at all. People are busy these days and often your flyer or postcard will end up in the “I’ll look at that later” pile, never to be looked at again until it’s too late. If, however you follow your timeline above and follow up with the folks to whom you are mailing your print piece, you provide another contact point and a better chance of sealing the deal.
3. Be a generous direct mailer: Somewhere on your print piece should be a free incentive for taking action. Offer a free gift for RSVPing, a free sample when they call for more information, a free ANYTHING to encourage them to call. Mention it on your follow up call as well. People respond to “free” and it helps to build confidence in you as a direct sales rep.
4. Use your company materials. Whenever possible, use your company printed materials in your direct mailings. Most direct sales companies offer fabulous professional print pieces that, again, help to build confidence in your potential customers and recruits when they see the quality of those flyers or post cards. If your company does not have a preprinted glossy brochure, post card or flyer that will work for your campaign, take the time to make a professional looking piece. Post cards and flyers from online vendors are usually very inexpensive and look much better than something you’d just print off the PC. Saves ink too!
Whatever direct sales business you are in, consider doing some direct mail campaigns this year. Make a plan and timeline and stick to it. You’ll be pleasantly surprised at this relatively inexpensive way to advertise your business.
Annette Yen is the Direct Sales fanatic who loves helping other WAHMS find great tools to grow their Direct Sales business. You can find out more information about direct mail campaigns and other fabulous tips for growing your business at her site: www.directsellersuniversity.com
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