Setting up a direct campaign can be a very time consuming procedure. I generally like to do a mailer every few months or so. As a small business person, I need to keep a fresh flow of leads coming in to insure that I get new clients in on a regular basis. One of the biggest mistakes a small firm can make is to wait until you actually need the business in before starting a campaign. By waiting you run the risk of putting together a campaign that is doomed for failure. Even if you have plenty of business, you will want to have the option on taking on more work if you can manage it. Hire someone if you need and can afford to. Remember that there is always someone waiting in the wings ready to take on the work that you don’t have time to handle. Always make time for new business. If you want to do a direct mail campaign there are several key times of the year in which to do it
Sept 1-Nov-15 This is a great time because you are about to go into the holiday season and you don’t want your mail lost in all of the holiday cards soon to come.
April 16th-After tax time is terrific because no one wants to think about anything but taxes until after the 15th.
Jan 5th-March 15th This is right after the first of the year and right before tax season. After the first of the year is good ,because people are going to be most receptive to new marketing pieces and products.
Which type of dm piece should you use? That depends. There are a vast array of pieces you can put together.
Updating the mailing list
How often do you update your mailing list? Once a year? Twice a year? Never? If you´re like millions of other business that mail literature to prospects, then you probably need to update on a fairly regular basis. I won´t lie to you updating a mailing list can be tedious and a chore, but it has to be done. There is no perfect time; you simply have to do it. The reason is simple. If you are going to take the time of putting together a nice dm piece to mail out buying the postage and possibly hiring a firm to design the piece. Don´t you want to make sure that the information you have on file is correct? I recommend that you do a list clean up around the end of the year or right before you get ready to do a major mass mailing. It will require that you hire a tm to make the call (or you can do it yourself) and it may take you several weeks to complete depending on how many calls are made and how many names you have. You want to keep the presentation simple.
This is __________________ calling from _____________. I am putting some literature to John Smith in marketing is he still the VP? Or. Does he still approve the budgets for graphic design? Are you still located___________? Thanks again I will put something in the mail to him.
If John isn´t the person any longer you want to know that. Otherwise you run the risk of you nice brochure being tossed by the wrong person. Also you want to make sure that the address is correct as well. If you don´t want to do all of the calling you can do a search of the company´s website on line. Often all of the info you need is there at your fingertips including the decision maker. Be careful that the website has been updated lately however. Remember the only thing you are looking to do is verify info. You aren´t looking to sell anything or set up an appointment unless you happen to be speaking with the right person when you call.
This is an excerpt from my book"Telemarketing Success for Small and mid-sized Firms available at www.amazon.com and bookstores everywhere
Tony Wilkins is the owner of Telemarketing Consulting Services and author of "Telemarketing Success for Small and Mid-sized Firms´ available in most bookstores and online at www.amazon.com and www.xlibris.com you may also find out about his workshops and services at
http://stores.ebay.com/telemarketing-success via e: mail at firstname.lastname@example.org or phone 415-267-4872 .If you´d like to be notified of a new posting for this column, please contact Tony Wilkins at email@example.com