A traditional direct mail or direct marketing campaign can perhaps take your business further on your buck than other means, especially at the neighborhood level.
The mailing of freebies and coupons is a powerful marketing tool, attests Jay Siff, one of the founders of Moving Targets, which prides itself on grass roots, guerrilla marketing techniques.
We’re bombarded minute-by-minute with sophisticated messages that one is forced to accept on the spot, like pop-up Internet ads, billboards and even commercials in movie theaters. As a result, a direct mail piece still stands out, says Siff. “I think one of the nice things about (direct mail) is people can accept the message when they have time to accept it. The user can digest it at their own pace.”
He describes guerrilla marketing as “stuff you can do in your backyard that the big guy can’t do,” such as sponsoring a Little League Team, donating a case of oil to a church raffle or sponsoring a hole during a local Lion’s Club golf tournament.
Another effective campaign, says Siff, is handing out gift certificates or cross-promoting services with another company. For example, pair up with a car wash company and give out car wash coupons as a promotion.
Coupons or freebies are also a perfect way to measure the effectiveness of the marketing program, as well as determine which customers are interested. Think of it as putting a tracking device on a billboard to gauge how many eyes have gazed upon it.
While services help attract new business, your marketing program should be strong enough to retain your existing customers as well.
It’s important to collect names and addresses to personalize the connection to your customers. If you don’t have the staffing to follow up, outside firms are willing to send birthday cards and other reminders to your customers. For technicians, a company called CustomerLink Systems mails out maintenance reminders, thank-you cards and other marketing materials.
The ultimate goal of any marketing campaign is “top of mind awareness,” or, “Do they think of me when it comes time to buy something?” Siff offers. These efforts reach neighborhoods in ways that national campaigns can’t, and for parts distributors, the personal touches are surefire methods of retaining some degree of loyalty from your retail and professional customers.
An e-solution to direct mail
When collecting addresses, be sure to also collect e-mail addresses to take advantage of technology in your grass roots efforts.
A number of retailers send out discount coupons and special promotions using a database of loyal customers’ e-mail addresses.
Following suit, Moving Targets offers a Loyal Rewards program, a turn-key system that manages a customer database, e-mailing gift certificates and special offers at the company’s request.
Loyalty, or “points-based” programs, are attractive to customers who, in a way, feel that they’ve earned their prizes. And you’ve earned a loyal customer.
It doesn’t matter how small the promotion, any giveaway — even golf balls — can be effective in gaining customers, he says.
Whatever marketing program you decide works best, make sure it’s consistent. Companies often cut marketing budgets when money is tight. “When times are bad, (companies) cut marketing, but that’s usually when people need it the most,” Siff admits.
Moving Targets specializes in creating business prospects for companies like auto service chains and restaurants. Visit www.movingtargets.com or call (800) 926-2451.
