Some companies send me information at least once a month. Others 4 times a year. Then there are those companies that send me something only once a year.
Of those three company types which do you think I remember more? It would be those that send me something once a month.
From this example it should be clear that getting your message out repeatedly and often is how your prospects are going to remember you, your product and/or services.
So What Are The Limitations With Post Card advertising?
Let's say you plan to send out 5000 post cards in a one time mailing. If you are targeting prospects that use your type of service or product, then statistically you should draw 1-2% in responses. Meaning that roughly 50 people may show some interest.
That doesn't necessarily mean you have converted the prospect into a buyer. It only means they have shown an interest in your offer and are willing to take it to the next step.
The next step, for them, is to find out a little bit more about your offer. These are your "Tire Kickers". Of those that responded your chance of converting them is also 1-2%.
So your chances of converting prospect to buyer, from your 1 time mail out could be 4-6 buyers from your original 5000 post card mail out.
Now most would say that the campaign was a failure. However, by the way this medium works it was right on target.
So How Do You Increase Response Rate?
Instead of sending out a 1 time mass mailing of 5000 post cards, consider sending out a smaller amount and do it in monthly increments. Repeat the mail out process once a month for 12-24 months.
So How Much Should You Send Out?
I would start small and build from that. This gives you the ability to spend a little at a time while measuring how each mail out converted. This keeps your advertising costs down and manageable.
Start with 500 post cards a month. Only target prospects you know that would use your product and/or services. Then I would repeat the mail out to the same group over the next 1-2 years.
Even if they do not buy the first or second time after they've received your card, they are beginning to get to know you and your product and/or services. As time goes by your chances of converting them to a buyer increases. There is also a good chance that those you target may pass your offer onto someone else.
In conclusion, never allow the idea that advertising once will be the solution to gaining repeat Business. Don't forget that post card advertising does work if you learn how to do it right and you repeat the process over and over.
Copyright 2005 Woody Quiones & www.Impactyourarea.com
About the Author: Woody Quiones has been selling to the public since the age of 10. With over 36 years of marketing experience he has started several Businesses with little or no money. Including his popular website, http://www.ImpactYourArea.com Woody is also an Authorized Kaeser & Blair Dealer, a published online writer, a licensed and certified locksmith of 17 years and can be located on numerous online Business forums.
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