Masonry Magazine January 2003 Page. 50
Marketing 101
In addition, you can use them as resources for direct mail, and as a result continue to bring in future business.
# Direct Mail
Some marketing gurus think that email already has had its heyday while direct mail still produces the same, consistent results. Direct mail may not make the sale all by itself, but it obtains crucial leads that result in sales and its results are completely accountable. The advantages of direct mail include being able to achieve measured results, targeted audiences by address selection, personalized messages, the ability to test unique messages, and you can expect higher response rates.
What you need to pay attention to, first and foremost, is getting the right list. This is where most companies waste money- know what your target demographic is and buy a proven response list. Next in order of importance are the offer, the copy and the graphics. Pay close attention to all of these. Make sure your copy reflects your strategy and that your problem-solution benefits are clearly stated.
Make it easy for the recipient to take action-copy is king! Give them a call to action so they don't have to think about what to do; they just do it. For example. "Call (800) xxx-xxxx NOW, before this offer expires." If you've targeted the mailer correctly and if you leave them with a sense of urgency, they will respond. Track your results and when it comes to your messaging, remember to test, test and test again. Last, but not least, use testimonials; they improve response rates significantly.
These are just some of the factors that should be considered as you plan the 2003 marketing plan you know you need. When I speak with mason contractors, I get the feeling they would rather be in the field, supervising projects, writing bids, talking with clients, playing golf or doing almost anything but marketing their company to new customers. That short sighted approach will let the competition-a tip-up builder, for example get into the mind of the architect, GC or owner who could control the next job being bid, and that could be a big problem.
Cathy Taylor is a marketing and sales consultant with over 20 years experience. She specializes in strategy and plan development as well as management of communications and public relations programs in both the high-tech and small business sectors. She can be reached at Creative Communications: creative-communications@cox.net.
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