PROMOTION PROGRAMS OUTLINE
For a small sales shortage ask about our lawn sign program and water heater
service program to give you an immediate boost in sales. For longer term
needs consider our direct mail solutions. Please note - ultimately, companies that
have the best positive top of mind name recognition win the branding battle.
In the long term, nothing builds brand (the value people place on your company's reputation)
more cost effectively than radio and television in most markets. For immediate results nothing beats direct mail.
Once you have chosen and tested the best direct mail ad design for your area, there are three factors that affect direct mail results:
1. Targeting - the age of the homeowner, the age of the home, the value
of the home and the lifestyle of the home you choose to mail.
2. Positive top of mind awareness - the more consumers like your
company and know your company before they receive your mailers,
the better your response will be.
3. Your average ticket - direct mail is like any other promotion - once
you have the lead, it's your job to maximize the sale.
Note: All direct mail programs net only about 50% of their total result in
the first eight weeks after the mailing. The rest of the result will
come in over time, even eighteen months later.
Five - Fold Plan:
1. Thank You cards to recent customers. With the right card, the normal
sales return is $25 to $50 for every dollar invested.
2. Reminder cards to prior customers. We recommend mailing 20 to 33%
of your base each month except December. Normal sales are $8 to $16
for every dollar invested, and you maximize customer retention also.
3. Neighbor mailers. Mailing the neighbors of your customers one week
from the service date. Normal sales are $6 to $10 for every dollar
invested. It's simple - your most likely best new customer lives right
next door to your current best customers.
4. Newsletters. A great way to build warm feelings and customer
retention. While these public relations returns are hard to measure, we
have been able to get direct results using coupons that have been tested
most effective for this medium.
5. General Public Mailings. With very strict targeting and the right
mailer, you can expect $3 to $7 for every dollar invested. A much
better return than most yellow page new customer costs. And, the new
customer established from the general public, starts the whole cycle
where you'll be using the Thank You cards, the Neighbor cards and
other mailers - introducing you to a new circle of friends.
Summary:
Using the right cards, letters and targets, we have been able to achieve
success over 80% of the time. Success means that these companies
can now grow their businesses as fast as they can staff them - and enjoy
maximum profits given the correct pricing and cost analysis strategies
we also provide.
For each of our five Direct Mail Programs we have direct mail pieces that are designed and tailored to the kind of people who live in your area. In some areas glossy colorful cards work better than single-color cards. With
minimal testing we can determine which cards will work best for your area.
It's taken us seven years and over four million dollars to perfect this program. In fact, for every successful card we've developed, we've endured five failed ones - and all of that experience is just one phone call away.
ELECTRONIC MEDIA PROMOTIONS
Radio, TV, cable advertising and public relations build your company's positive name recognition. Your company's positive name recognition affects everything else you do. The seeds of goodwill you plant by building up your name and reputation will make your yellow page, direct mail advertising and referral work prosper.
Nothing is more effective to build company image cost effectively than radio, television and cable advertising. In most markets you can reach a consumer on radio and TV twenty to thirty times for the same cost as reaching them once by direct mail. But it's not just all about image. With the right elements your electronic ads can pull direct results also. Even $3 to $5 for every dollar invested with immediate response can be tracked to your electronic advertising given the right message. The right message often utilizes customer testimonials or announcer endorsements. The right message always has a call to action - the reason for the consumer to buy now.
Here's the key - don't overpay. You must choose stations and programs that reach the best consumer cost effectively. For all practical purposes, only a professional advertising agency can do this.
In summary: The secret to radio, television and cable advertising success is straight forward. Deliver the right message - to the right target customer - the right number of times - at a price low enough to make a profit - with a target big enough to make a difference - and you'll have advertising success.
Click Here to E-Mail Mike
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Mike Morosi, President
(607) 770-8933 ext. 80
 
 
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