ORLANDO – The day before the Real Green Systems Service Assistant 2009 Conference & Expo kicked off Jan. 9, President Joe Kucik put on a free marketing seminar.
During the seminar, Michael Dauer, vice president of direct mail and list acquisition for Real Green Systems, focused on how landscape and lawn care professionals can maximize their direct mail marketing.
Dauer says there are three key elements of direct mail:
1. The mailing list.
“Having the right mailing list and keeping it updated is essential,” Dauer says.
2. An offer.
“You need a strong offer to get the prospect to respond,” he explains. “Think about what services you can offer at the time the mailing is being delivered. Provide an expiration date to promote urgency. Use a dollar amount if the percent is small – if you’re choosing between a $50 or 5 percent savings, for instance, in marketing it sounds better to say $50.”
Another idea Dauer suggests is a free grub control application if a customer signs up for a seven application program.
“And list the savings amount – if it’s a $130 savings, make sure to include it,” Dauer says. “Some people don’t want to give away a major service, but think out of the box. Think about what your true costs is in giving it away and how many more customers could you obtain if you do it.”
3. The right timing.
Think about factors that could help or hinder your mailing.
“For instance, you don’t want to mail around a primary election, and it’s more beneficial for your mailing to reach the intended parties’ mail boxes on Friday or Saturday,” Dauer says.
In addition to these key elements, Dauer offers some tips for getting the most from direct mail marketing. These include:
- Give prospects more ways to respond – phone (local and 800 number), business reply envelope or card and a Web site address.
- Put your owner or technician’s photos on these pieces. People like doing business with people – it’s harder to fire a person than a service.
- Test your direct marketing from time to time and try different things. You don’t want to put all your eggs in one basket.
- Once you find something that works well, stick with it.