What would you add/omit to this marketing strategy for businesses?
I am looking to send out some mailers to specific target businesses that would complement my products or add to their current line. Is there anything that definitely needs to be in or out of the envelope?
1. Food brochure showcasing all food products available to purchase.
2. A letter with info about the company, the vision/mission, product availability/quantity.
3. Business card.
Here are some thoughts about your direct mail program:
1. You'll want to differentiate your company/offer, probably in the letter and in the brochure. Why should the targets buy from you?
2. Depending on how targeted the program is, consider including an inexpensive premium such as a pen with your imprint (handy for signing a contract!). be careful though, because some industries have limits or forbid the acceptance of "gifts."
3. In your letter you can drive recipients to your website for more info on the company and products. A call to action could be a free white paper on a relevant topic, or a 5% discount on the first order, etc.
4. Include a reply card (preferably postage paid) as another way for those who may not use the internet frequently to respond to your promotion.
5. If you're going to make an offer (discount, etc.), you may want to imprint a message about that on the outside of the envelope.
6. Plan to followup by phone (if you have phone numbers) or email). For those who respond with the reply card or on your website, you'll be able to capture their contact info and easily get back to them. For those who don't respond, you may want to do some digging to find phone numbers or email conventions (if you know the convention is first name, last name@ company name.com, you should be able to identify the email addresses.
Hope all of this is helpful. Jon
Oh my. That is not a strategy. What you described is purely tactical in nature. It would be ill-advised for any professional to comment on the promotional efforts you described since you have not provided a full description of your current situation, what your goals are, who your target audience is and what your budget is among many other items.
While vision/mission and available products is nice to know, it's not what your target audience want to learn. In the end it is all about:
— What you can do for me.
— How can you eliminate my pain points and solve my problems.
— What makes you different.
Furthermore, is this how your prospective clients go about learning about potential suppliers?
Were you thinking this is going to be a one and done tactic? Are you going to do any follow up? How?
Did you know purchasing decision makers are looking for 4-8 pieces of information from a prospective supplier? Did you know that it typically takes 7 touches/interactions between a target customer and a prospective supplier before a decision is made?
How are you going to satisfy the above?
You should include what is different about your products from the competition.
I would suggest making at least three contact attempts to each prospect either with an additional mailer or a phone call.
Maybe think about a time restricted coupon if the offer is taken up within x amount of days? If you know what your lifetime value is of a client, you can test this with a batch, see what the uptake is, see what you have gained or lost on the campaign, but, more importantly, o the potential lifetime value
hope this helps
You need to do something to get your mailer opened and read. A compelling why for your customers is more important than your reason for existing (your vision and mission). I hate to be blunt but look outward as to why your customers need/want your products and then start creating the content for the package. Knowing their why enables you to speak their language and now, they're listening! Is there something you sell that is particularly popular with your current customers? Something you sell that fills a void in the marketplace now? I would suggest including an opt in for a free sample or something so you can start building a mailing list of people who are engaged and interested in what you offer. I see you're sending out this mailer to specific targeted businesses but I don't know if you've targeted them or they've targeted you. Here's to your SWEET success!
I think your primary objective of this campaign is to give you customer an opportunity to use your product . So, it will be helpful for them to invite them to try your product & therefore they can differentiate your product from others through a real experience.
My suggestion is to include an invitation for free (or discounted, according to your allocated budget for this item) real trial to your food.
Also it's important to include in your letter your previous & current partners, so those new customers can gain more trust in your business.
You may not find this answer as helpful as you had hoped but your approach seems to ignore the ways in which many decisions are made, the use of digital technology and the importance of engagement. The positive information you have provided suggests that you have the basis of segmentation and believe that you can identify particular businesses that might have an interest in what it is that you have to offer -- and you have a catalog that usually - with some assistance can help define a new website for your company. I'll stop here, wish you all the best and hope you are not offended by my suggestions and point of view.
I'd recommend adding a feedback form (preferably an online link) - it will be a great way to show that you care about your target audience and are willing to walk the extra mile to serve their requirements.
A sample of the product newly introduced.. can be added
Depending on your budget, you might try a short visual presentation video disc. Remembering the the human brain retains more through visual aids than print, not to mention food items seen and heard when some one takes a bite are some of marketing's best keep secretes, the crunch, snap, juices flowing, the ohh and ahhs., Lol.