Mass mailing of flyers

Every one I'm sure has different thoughts and experiences on this subject but to me mass mailings only work well if you invest a lot of money into it.
Meaning: 1) need a large circulation 2) needs to be done at least 7-10 times 3) You offer discounts or couponing.
There have been studies on marketing that tell you that even newspaper ads take 6-7 times before they are recognized by readers. Maybe the 10th time its read you get results from it.
When it comes to residential, what works much better is TARGETED mailings. It costs less and you get more responses on a percent basis.
Here is what works well for me: I developed a 2 sided flyer that describes each of the 4 specific types of work that I do. I highlight one item on each type of flyer, but I also mention the other 3 types of work. I have 2-3 small pictures that demonstrate before and after shots of a home (a picture is worth a 1000 words). Every day I drive on streets and before I go. I go to my map room and look at what streets I have not targeted. I may pick out one or two streets or a sub-division. As I drive I look at the homes and see if I can observe the ones that can use my services. Dirty siding, dirty deck, dirty brick, dirty driveway. I use a small tape recorder and look at the addresses on the mailbox or house. Within 15-30 minutes I can generate 40-60 addresses on 1 or 2 streets. All I need is one name off a mailbox or a business name/phone number and I can do a reverse search on the internet and get peoples names, addresses and phone numbers.
I can cold call, I can mail specific flyers or place a door hanger on door or mailbox (I prefer mailing flyer the first time). With each mailing of 50 flyers I get 4-5 calls sometimes as many as 7. I consider that good. I got my foot in the door.
I also believe in having everyone sell for me. I pay a finder's fee for any job I get as a result of you referring someone to me. People like getting a discount on their next job or a check in the mail. You can have as many people as you want selling for you on a commission basis. Everyone gets at least one business card and a flyer or post card. You can also hit all your favorite places and see if you can put a few business cards and/or flyers on their table (barbershop, muffler shops, tire stores, anyplace where people are waiting). The big incentive is to offer the store owner or manager a finder's fee, a promise of referral or bartering.
When I go in for an estimate for new tires or exhaust, I ask to put flyers/cards on their table, if it's a no, I get an estimate somewhere else. I use every opportunity to sell.

My advice is TARGET you marketing.

Regards,
 
Great advice Paul!
I want to add that the 7-10 times doesn't have to be with the same media. In fact, if you use just one media, flyers, you are limiting your exposure to those who only respond to that. Try mixing it up....use postcards, phone book (yes it counts) Val-Pak, or another mailer, newspaper of some sort, etc. You'll reach more people that way.

Beth
 
One or two items of caution: With both the Superpages and AnyWho search, it is advisable to double check your zip codes. They are often incorrect especially on the edges of zones. I have a couple of lazy post offices in my are that will not forward to the correct area if the zip and town is incorrect (who would have thunk it). For example: I live in one township (that has a post office) but I'm serviced by another towns post office. The street is in one township but the mail has to be addressed into another town to be delivered. Both searches show my townships name and zip (which is not correct). I found out by getting returned mail.
www.usps.com has an area for searching zip codes by street and address which is more accurate (again I found that not all streets are listed in the 2002 post office zip directory - hard copy at the post office).

Happy Searching!

Regards,
 
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