Direct Mail Marketing Planning - Real Green Systems direct mail 2014.pdf · Direct Mail Marketing...

Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.

Direct Mail

&

Marketing

Planning



Direct

Mail

There are many different types of direct mail pieces – when do you use them?

What has Joe used over the past few years and what were his results?

How can you increase your response rates?

How can direct mail be made to work harder and smarter?


Sales vs. Leads

• One main factor successful

direct mail is: The List

• All direct mail has a

price and an offer

• Leads come in from yellow

page ads and referrals

• Sales come in from direct

mail and Telemarketing

It isn’t magic – How Joe does it in Lansing


3 Keys to unlocking a

successful direct mail

campaign


Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved. Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.

3 Keys to unlocking a successful

direct mail campaign

1. The List Are you targeting the right prospects?

Is your list up-to-date?




2. Offer Strong Offer = Response

Use a dollar amount if the percentage is small

Which would you choose? $50 or 5%

What application can you offer at that time?

Always include an Expiration Date to protect

yourself inspire a ‘sense of urgency’




3. Timing Could weather be a factor?

Are you mailing around a primary election?

Can you hit mailboxes on Friday or Saturday?


Provide

multiple

ways to

respond

1. Phone Numbers (answer your phone) Local

800 Number

2. Business Reply Envelope or Card Get a permit from the Post office

– or –

“Place Stamp Here”

3. Website and Email Address Can a prospect signup online?

Do you have an email link?

The prospect can get more information about

your business and then make a decision

QR Codes



Mailing Side

No Lot Size?

Mail a postcard

Offer & Call to Action


Top 2014

Direct Mail

Marketing

Trend…

Customers have a harder time canceling with

John Smith then they do ABC Service Company

Set up mailers and promotional print materials

with a photo of you and your staff

Have an insert for invoice door bags with

a photo and note from the technician

Make it

personal and

form a

connection


Neighbor

Post Card

Offer

Offer Personal Touch

Local Owner

First Class Postage


5.5” x 11”

Postcard

Offer

Personal Touch

Local Owner


Prepay

Letters

Sent to all current

customers to offer a

discount for prepaying

the full year’s service.

NOTE: Send in December

Total pieces mailed = 9500

Prepay = 1800


Price

Letter Offer

This letter package is sent

to marketing customers

with lot sizes.

Total pieces mailed = 60,000

Sales = 873

Note: Mail January – March


Marketing

Letters

with Pictures

Full Window Envelope

features the home photo

and offer to prompt

homeowner to open

Print letters through

Service Assistant©

Double the response

of other letters

Picture of home

Offer


Upsell Letters

Upsell Letter with multiple offers

for services the customer

doesn’t currently get

“If you like your current

service, check out these

great service offers!”


Subscription

Services &

CAW

Automated email, letter generation and mailing program.

Requires a one-time setup in Service Assistant©.

Uses the data synchronized between Service Assistant© and the Customer Assistant Website© (CAW).

Emails and letters are auto-generated and mailed based on triggers gathered from data input by your production, offices and sales team.


Letter Letters are fully customizable and help you target market by including

specially targeted offers so you can give the right customers,

prospects, and cancels the right offer.

Cancel Letter Synchronized from your CAW data

Creates, prints letter and emails the day following a trigger

Condition Code Letter Mailed following production and alerts customers to add on service

Conditions found during a service

Estimate Not Sold Letter Follow up on all your unsold estimates

Rejected Not Sold Letter Gives you the chance to change rejected estimates to sales.

New Sale Confirmation Prepay Letter Provides huge incentives to prepay and confirm added services and new orders.


The Proof is in the Numbers Year-to-date averages of customers using

the Subscription Services program

Reject Estimate Letters $14.13 cost per customer acquisition

Estimate Follow-Up Letters $5.88 cost per customer acquisition

5.92%

6.72%

16.1%

Cancelled Letters

$16.05 cost per win-back


Auto-Email Types

Cancel Email

Win back customers with an attractive offer and a

sincere, personal letter.

After-Service Email

Sent following production to alert customers of

conditions found during service.

Includes a link to more information about the

condition(s) and what can be done.

Use to promote Referral Program, get Facebook

“Likes” or prompt customers to Write a Review.


After Service Statistics

60.2% of emails opened

23% of opened emails click a link

Click Links 62.3% Viewed tech recommendation

22.5% Made a payment

7.5% Requested follow up contact

5.6% Viewed their account

1.7% Signed up for Auto Pay


Auto-Email Types

NEW Before Service Email

Let your customers know when you will be at their

property, allowing them time for any before service

preparations.

You can also use it for special promotional offers.

These email communications also let your customers

Signup for AutoPay, Pay their Bill, Contact you, Refer

a Friend, “Like” you on Facebook or Write a Review.

123 N Main St


Subscription

Services

Cancel

Letter

Offer them a reason to

come back

Offer them a reason to

come back


EDDM

from the

Post Office

This is a “flat” mailing size 6 x 11.5

Every Door Direct Mail


QR Codes


Neighbor

Production

Postcard

Sent to neighbors of customers

that will be serviced within the

following 2 to 3 days

Hit neighbors during the week in

which your trucks have been in an

area and your posting signs are still

likely to be out on the street

NOTE:

Send from April through June when

weeds are in the yards.


2-Way Upsell

Fall Aeration

Postcard

Send to current

customers for upsell

aeration services

NOTE:

Send in August.


Flea &

Tick

Postcard


2-Way

Upsell

Grub

Postcard

Sent to current

customers for

upsell services

NOTE: Send in June. Total pieces mailed = 5407

Response = 504

Includes Telemarketing


Lawn Care

Marketing

Guide

What’s Inside:

Basic marketing concepts and

associated costs

Joe’s Lansing location past year sales

percentage applied to a sample company

with 1,000 customers

$350 gross used for an average customer

Marketing budget used: 17% of gross sales


Yearly

Marketing

Items


Lawn Care

Marketing

Guide

We have included a blank Marketing Guide for you to use

You can go through and put down the amount of marketing pieces you want to do and use the response % to calculate the number on new customers and up sell services you want to generate!


Strategic

Marketing

Schedule

We have included a blank

monthly Strategic Marketing

Schedule for you to use

right away

This will help you organize your

marketing campaigns to keep

you on track and reach your

new customer goals


Presented by

PLANET and NPMA

January 27 thru 29, 2014

Nashville, TN

LAWN CARE SUMMIT


Questions? Everyone ready for the pop-quiz?

Just kidding… maybe

Direct Mail Marketing Planning - Real Green Systems direct mail 2014.pdf · Direct Mail Marketing...

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Transcript of Direct Mail Marketing Planning - Real Green Systems direct mail 2014.pdf · Direct Mail Marketing...