Low Budget / High Impact Direct Marketing Ideas
When times are challenging, you can maximize results and get the most from every direct marketing dollar. Here are some “Low Budget / High Impact” direct marketing ideas that can help you if your budgets are being squeezed:
Focus on efforts that bring in results (low hanging fruit)
When looking for new business, many companies take a shotgun approach, and they just throw a lot out there and see what sticks. That won’t work in times like these. Look at your current customer base – who are the 20% of your customers that make up 80% of your revenues? What are you doing to keep them loyal? What direct marketing programs have worked best for you in the past? How can you improve upon them going forward? Here are some actions you might want to consider:
- Make sure to communicate with your best customers, on an ongoing basis, through newsletters, direct mail solicitations, email, so your company will always be “top of mind.”
- Everyone loves a surprise -- so, if you can give a small token of your gratitude, or, a newspaper clipping that pertains to their business, it can really keep them bonded to you.
- Consider a creative retention program, like my dry cleaner implemented. Over the holiday, he gave me a bottle of wine with a large laundry bag that has his company name on it. I just put my dirty clothes in the bag and leave it downstairs. Because the bag has his company name on it, I couldn’t send it to another dry cleaner! Sometimes he even pins little notes to the bag saying, “We took the liberty of sewing on your button, it was getting loose.” My dry cleaner really makes me feel special.
Give them a great offer to try your product or service
The reality of direct marketing is that small changes can have a dramatic effect on profits. Sometimes, to get people to try your products or services, you just need to offer a discount coupon, free shipping and handling, gift with purchase, or a discount for multiple purchases. You can also try a “call to action.” For example, “Respond by December 15th and you will automatically receive $5 off!”
Make the most of every opportunity
This is the time to review your follow-up, call centers, reps etc. You need to be sure that all aspects of customer service and fulfillment are running smoothly. Are the phones at the call center and customer service answered promptly? Is the staff polite and informed? It’s just a nightmare when you put all this work and money into a campaign only to discover that, for example, the people who are supposed to be taking orders, are doing a poor job, and don’t know enough about your product. Have a fresh look at your order form – are the spaces on the form big enough for customers to write their information on? Are the perforations good – or does the customer have to get a pair of scissors? Is the offer really clear? Is the fax, 800 number and web site information easy to find? Make sure online ordering isn’t a chore. Double check that the 800 number and email address is prominently displayed on the ordering page so if a customer is having problems, help is available.
Develop powerful sales letters
Your sales letter is your most powerful direct mail tool. It acts as your company’s salesperson. It is usually the least expensive component of a direct mail package and frequently the most overlooked. A well-written, focused letter can actually generate a better response rate then you might get by mailing a brochure on its own. Here are some quick tips to help you get the best response from your sales letters:
- Use a second color for the signature
If the letter is printed in black, print the signature in blue. It almost always boosts response (because it looks like a real person signed it). - Add a P.S.
People often look to see who is sending the letter and then their eyes wander down to the postscript. If makes sense to repeat your offer here, in a compelling way, or, even improve upon the offer. For instance, tell readers that, if they call before such-and-such a date, they will receive an additional gift. - Tell the reader what’s in it for them
It’s natural for us to want to talk about what we have to offer – but we need to always turn that around and write, instead, about how the reader will benefit from our product and service. - Try to incorporate testimonials or third party endorsements
It can be hard to sing your own praises, and letting someone else (in the form of an endorsement) do it for you, can be a powerful and effect way to let your potential customers know how happy they will be with your company, your product and your service. The important thing is that the testimonials are believable, and it’s best to have a full name, and location.
Try to cut corners where no one will notice
When the economy is good, costs aren’t a big concern so long as revenues and profits stay strong. But, when money is an issue direct marketing needs to be more efficient. Sure your newsletter might be a great marketing tool – but there probably wouldn’t be any negative effect if you went from a bi-monthly to a quarterly (6 times a year versus 4 times a year). You’ll reduce your costs by 30%!
This is the time for a strong, creative offer
The offer is always crucial, and when money is tight, it is even more so. People are more hesitant, less impulsive, really on the look out for value. So, you might want to brainstorm some new offer ideas…and then test them.
Guarantees work
Make sure you have your guarantee prominent in all your sales materials and on your site. Especially in times like these, customers want reassurance that they will be happy about their purchase and that they have recourse if they are not. If you offer a strong guarantee, buying from you becomes a no-risk proposition.
Keep current customers loyal
When it comes to your current customer base never rest on your laurels and don’t take anything for granted. Continue to let them know, and show them, that you appreciate their business and you want to make it a pleasure for them to buy from you.
There are no quick fixes. The way to market smarter and get the most, from each and every direct marketing expenditure, is to have a disciplined approach. Be a fiend about keeping track of cost, response and revenue and it will become clear what you should be doing. This is a time of tremendous opportunities and learning. I truly believe that companies who maintain their commitment to building customer relationships and improving the quality of each and every customer experience will emerge with market share and profits. Good Luck!
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LOIS K. GELLER is president of Mason & Geller Direct Marketing, a full service direct response agency in NYC. Mason & Geller creates direct marketing plans, direct mail campaigns, direct response commercials and other offline and online strategic services for many blue chip businesses as well as smaller companies. Lois is the author of RESPONSE! The Complete Guide to Profitable Direct Marketing as well as Customers for Keeps. Lois is the developer of the popular corporate training seminar “Direct Marketing Boot Camp” which she has delivered to over 100 top organizations.
