I recently worked with a plumbing company – a very straight forward husband & wife team. (Marketing to many plumbers is an ad in the Yellow Pages and a name on the side of their van, so they had approached me with some trepidation). We worked on a localised mail campaign which addressed the real concerns of people looking for plumbers and I advised them to spend a little time and boot leather delivering the letters around their local area.
Yesterday was wet. Very wet. Yet undeterred, and armed with a couple of hundred envelopes, Mrs Smith (not a changed name, she really is Mrs Smith!) posted letters on four roads in the pouring rain before deciding that enough was enough and going home. When she got back she was astonished. She had four calls from customers waiting for her and through her letterbox she found a handwritten note which read:
'Many thanks for your circular. As a retired commercial director I must congratulate you on your efficient presentation of this excellent letter. I have put your sticker on the inside of my kitchen units and will most definitely be using you when the need arises.'
What do we learn here? That;
1, Getting marketing done professionally pays
2, The fundamental principles of profitable marketing are universal and recognisable
3, Adding something that engages the ‘might use you in the future’ group is a sure-fire winner
4, Don’t put things off because it’s raining (use that as a metaphor for recession if you will too)
5, Hand written notes have the power to touch people even more than four new customers
Yesterday was wet. Very wet. Yet undeterred, and armed with a couple of hundred envelopes, Mrs Smith (not a changed name, she really is Mrs Smith!) posted letters on four roads in the pouring rain before deciding that enough was enough and going home. When she got back she was astonished. She had four calls from customers waiting for her and through her letterbox she found a handwritten note which read:
'Many thanks for your circular. As a retired commercial director I must congratulate you on your efficient presentation of this excellent letter. I have put your sticker on the inside of my kitchen units and will most definitely be using you when the need arises.'
What do we learn here? That;
1, Getting marketing done professionally pays
2, The fundamental principles of profitable marketing are universal and recognisable
3, Adding something that engages the ‘might use you in the future’ group is a sure-fire winner
4, Don’t put things off because it’s raining (use that as a metaphor for recession if you will too)
5, Hand written notes have the power to touch people even more than four new customers
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