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Postcard Direct Mail Marketing By An Irish Removal Business |
By:
Matt Eve... |
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Postcard Direct Mail Marketing by an Irish Removal Business
by Matt Eve...
Last Thursday I put our house up for sale the following Wednesday, I received a postcard from an Irish Transport and removal firm called Libra Trans giving details of their service and encouraging us to call for a free estimate.
Libratrans deserve a pat on the back for actually implementing a direct mail campaign to a well defined target audience, that of people selling a home and moving and therefore most likely to need the services of a removal firm. The full colour postcard they sent is well designed and caught my attention straight away. Generally I find that in amongst all the other daily mail a postcard tends to stand out.
In terms of getting the prospect to take action I thought the postcard could have been better, really all it says is visit our website or call for a free estimate. The offer of a free estimate is a bit of a cop out in my mind and is not a strong call to action. It is not like a company is going to charge you to tell you their prices now is it?
Unfortunately whilst the postcard mailer that Libratrans sent out was good their website really lets them down. When I visited I was disappointed to see that there were a number of errors on the page and the most crucial part of their website, the quote request form, was not working at all. When you think of all the trouble they have gone to in sending out the postcard mailer it is a real shame that the website lets them down so badly.
What other things could Libratrans have done to make this campaign more effective? Perhps the campaign could have been strengthened by offering a free incentive for prospects to get in touch. On their website they currently offer a checklist to prospects of things to remember when packing up the contents of a house. The content of this checklist could be reworked into a report and offered for free when prospects fill out a form on the website.
An even stronger offer might have been to offer something of practical use to people moving house, like 3 free packaging flat pack boxes. Again this would have helped to focus in and identify people who are in need of the service. It would also facilitate contact between the company and the prospect and pain them in a good light. The cost to do this would be fairly low and I'm sure that if it was implemented the conversion rate that Libratrans currently has could be improved.
In general this irish direct mail campaign was effective and allows targeted leads to be generated. I'm nor sure where they got our contact details, maybe they keep an eye on the property websites for new listings. Or maybe their staff are encouraged to keep a note of any homes that they see for sale.
This is a very good example of a simple yet effective marketing campaign, it can certainly be improved but it is a good start. When you think that a potential client is going to be worth ?1000 to them the cost of sending out a postcard to say 100 prospects for a 1% response rate could produce a healthy flow of business.
Author: Matt Eve is a writer and runs a specialist marketing company in Ireland.See more articles at his irish marketing blog This article is available as a unique content article with free reprint rights.
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Article Source: http://www.statssheet.com/articles/article53818.html |
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