If you need a simple, set-it-an-forget-it marketing strategy to supplement your current efforts, you really can't do any better than a direct mail birthday campaign. They are highly effective, simple to set up and flat-out produce, month after month.
Before showing you exactly how easy it is to grab these extra customers, let's talk about why direct mail birthday campaigns work.
First off, there is a psychological aspect to it: people like to get gifts on their birthday, and they generally appreciate when someone remembers their birthday and cares enough to send a gift. The goodwill generated on behalf of your business and brand is nothing to sneeze at. In the long run this goes a very long way.
Second, offers - if well thought out - cause the prospect to feel compelled to act, because it's too good to pass up. Think about it as if it were you - your birthday - and you received an offer for a free cocktail and appetizer at a local restaurant you never tried before. Would YOU feel compelled to go? If it were NOT your birthday and they were just giving away food and drink willy-nilly your gut reaction may be that the restaurant was 'desperate' for new customers and is probably not very good. But if it's a birthday present it plays into those warm fuzzy emotions when someone remembers and acknowledges the day you were born. Right?
So now you've got a new customer, and you have two choices for how to turn a profit on this situation: make their experience so good they turn into a repeat customer (you should always be trying to do this anyway), or structure the offer in such a way that the customer is likely to purchase additional items/services from you (but don't make that a requirement of the offer, because then it ceases to be a gift and you look like a jerk). In the restaurant example likely the birthday girl will bring her significant other and they'll both have an entire meal and dessert as well.
Both of these are easy to pull off considering you've come this far in your business.
It really is simple.
Step 1:
Purchase a mailing list of your target market with their birthdays included in the record, for a given month - the month you will be mailing.
Step 2:
Design a direct mail postcard that announces the birthday gift/offer with clear copy and graphics.
Step 3:
At the beginning of every month, mail the postcard to those on that month's list.
Step 4:
Serve them well. Treat them kindly. Give them a bit more than they even expected and watch your business expand, month after month.
That's all there is to it. Good luck and enjoy the uptick in business!
Author Resource:
That doesn't sound too bad, does it? And to make it even easier, you can just have my company, PostcardMania, do it all for you. We can set up your birthday campaign, and handle the execution of the campaign every month. If you go that route, all you have to handle is Step 4. Find out if a birthday program is right for your business by calling my marketing experts for a FREE consultation: 1-800-628-1804.
Joy Gendusa founded PostcardMania in 1998 with a phone, computer and no capital investment. PostcardMania is one of the nation's most effective postcards marketing companies specializing in lead generation for small to large-sized businesses. They have been featured on the Inc. 500 and 5,000 lists and offer complete direct mail marketing campaigns with graphic design, printing, mailing list acquisition, mailing services, website development and email marketing services — all while continuing to educate clients with free marketing advice. PostcardMania serves more than 40,000 customers in over 350 industries printing over 4 million postcards every week.
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