direct mail marketing planning - real green systems direct mail 2014.pdf · direct mail marketing...
TRANSCRIPT
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
Direct Mail
&
Marketing
Planning
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.
Direct
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?
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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. 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?
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
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’
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
3. Timing Could weather be a factor?
Are you mailing around a primary election?
Can you hit mailboxes on Friday or Saturday?
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
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.
Mailing Side
No Lot Size?
Mail a postcard
Offer & Call to Action
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
Neighbor
Post Card
Offer
Offer Personal Touch
Local Owner
First Class Postage
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
5.5” x 11”
Postcard
Offer
Personal Touch
Local Owner
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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!”
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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.
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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.
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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.
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
Subscription
Services
Cancel
Letter
Offer them a reason to
come back
Offer them a reason to
come back
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
EDDM
from the
Post Office
This is a “flat” mailing size 6 x 11.5
Every Door Direct Mail
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
QR Codes
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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.
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
2-Way Upsell
Fall Aeration
Postcard
Send to current
customers for upsell
aeration services
NOTE:
Send in August.
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
Flea &
Tick
Postcard
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2-Way
Upsell
Grub
Postcard
Sent to current
customers for
upsell services
NOTE: Send in June. Total pieces mailed = 5407
Response = 504
Includes Telemarketing
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
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.
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.
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.
Yearly
Marketing
Items
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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!
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
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
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
Presented by
PLANET and NPMA
January 27 thru 29, 2014
Nashville, TN
LAWN CARE SUMMIT
Become A Marketing Authority Seminar & all presentation content © 2013 Real Green Systems™ – All rights reserved.
Questions? Everyone ready for the pop-quiz?
Just kidding… maybe