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You have navigated through murky waters over the last several years. You’ve adjusted your business to be more responsive to unpredictable elements you might encounter. You are more flexible and able to meet the needs of the local market than ever before. At the same time, Sarasota and Manatee Counties have a whole lot of new residents that may not know about your business.
Now might be a great time to get all the exciting new things happening to your business out to the market and to these new residences in our area.
Direct mail is a terrific way to ensure that you get the right message to the right people at the right time. Andrick & Associates has been helping businesses grow through direct mail marketing since 1984. Andrick uses modern techniques with novel design and copy to help you with your mail.
THE RIGHT MESSAGE
Andrick collaborates with clients to formulate the offer that has the best potential to generate the desired response for your business. From promoting a new product to reminding the market of what is new with you -- Andrick can help.
How do you develop the right message? What is the response you wish to motivate? Do you want leads, sales, contributions, or all the above? Once you define a desired response, the next step is to create compelling copy that inserts itself into a conversation the prospect is already having – something he or she is thinking about, worried about, afraid of or excited about. It is not about you “pushing” your agenda as much as it is about resolving an important need or issue for the prospect.
Once you have identified convincing copy to send to your prospect for your product, service, solution, or cause which you believe will satisfy their current needs or desires, then you should think about how to make the message urgent. Urgency stimulates response and that is what you are seeking with your marketing campaign.
Finally, design and images should support the overall message and reinforce the message. Historically, copy and design have been assessed to contribute about 40% towards the success of a direct mail campaign.
THE RIGHT PERSON
Another 40% contribution to direct mail success has historically been getting the message to the right target prospect. Andrick is experienced at helping clients develop their prospect list. Clients can target specific geographical areas as well as demographic selections that best fit the profile of their desired prospect. Counts and cost can be developed for free, so the client is able to budget their marketing dollar.
Other lists can be gleaned from the clients’ own records, if available. Clients that have not purchased recently might be prospects for your business. Recapturing clients can often be one of your best marketing efforts as they already know who you are -- but may need to be updated as to what you are offering today.
New residents can also be important to get your product or service in front of an entire new market that has recently relocated to our beautiful area. Not only are we growing, but there is also a lot of turnover and relocating happening around Sarasota and Manatee. This changes shopping and purchasing habits and provides an opportunity for you to introduce yourself to new prospects.
THE RIGHT TIME
Once you have the right message (offer) ready to mail to the right person or prospect, you need to consider the right time to mail. When do you want your target to receive the mail? This also coincides with when the prospect might also be most apt to be thinking about what you have to offer.
If your product or service is seasonal, you want to be ahead of the season. If your product or service is normally acquired shortly after moving in, you want to promote as close to movein date as possible. If there is a shortage for your product or service or you have something special to offer (superior price or terms) then NOW is always the right time!
The right message delivered to the right prospect at the right time can make your business marketing successful. Andrick can help your business accomplish this and much more! Call or email the knowledgeable team at Andrick & Associates today!
CONTACT Meredith Bombella at 941-351-6565 ext. 102 or [email protected]
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