Atlanta's Marketing Center

It's All About Consistent Dialogue

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What's frustrating to me as that I still (and often) run into business owners who try the "marketing idea of the week".  This might consist of a coupon book, or an ad in the local paper, or maybe some inserts.  When it doesn't work very well, the owner gets frustrated and often stops altogether.

We live in a sales-oriented world where the sale needs to happen instantaneously.  In fact, if you're a salesperson and you don't close it 'right now', then you're regarded as someone who can't close. 

That's a shame.  The truth of the matter is that research shows it takes a number of contacts with a prospect on average to get a sale.  To me, sales is a sprint and marketing is a marathon.  Both are important and have their purposes, but for the long-term impact on a business, I have to go with marketing first.  And to be successful in marketing, you must have patience.  Once you've developed that open dialogue, you'll get the business.

What are your thoughts?

1st Class Mailing

Direct mail has one of the highest returns of investment of any marketing method.  I need to give a plug to a direct mail vendor in town who I think is excellent.  1st Class Mailing, out of Kennesaw, does an excellent job in the area of direct mail.  They've got all the big machines, the resources (folks), and most importantly, the knowledge on how to use mail most effectively in marketing your business.

The owner, Brandt Kessler (along with the Mail Dog, Lucy), know direct mail.  They're not a printer, they focus on the mail, stuffing, collating, and delivery to the post office.  Their rates are very reasonable and after a couple of mailers with them, you'll be hooked for life.

Their website is www.1stclassmailing.com and their phone number is 770-792-MAIL (6245). Give them a call.

Atlanta Business Wise

One of the best sources of information on Atlanta companies is a service called Business Wise.  It's consists of a web-based system that has detailed information on over 115k firms in the metro Atlanta area. 

I've never been able to find a directory system that's more accurate than Business Wise.  They keep comprehensive and updated information on each firm.  This includes a thorough list of officers, titles and even email addresses.

Business Wise is not a mailing house.  Rather, it's a subsciption-based database that you can access to build your own mailing list, contact list, calling list, etc.  You can shape the data the way that you one using all types of criteria.

The downside of the service is the cost.  For full access, the pricing is around $14k/year with a low end at around $7k...depending upon the kind of information you're looking for.  The pricing makes the service geared for companies a little bigger in size.  You do have an option, which a number of sales reps take advantage of- Business Wise has an agreement with the library system to provide the service for free online at most Atlanta area libraries.  The free service has a lot of limitations, but I still find it to be valuable at times.

Have you used Business Wise?  What is your opinion?

Direct Mail Science

There is a science to direct mail.  The key components are the look, the message, and the targeted list.  If any of these components are "off", then you'll be affected. 

If it's not a postcard, then getting the piece opened is the 1st critical juncture.  The key is to personalize the piece.  You want the reader to think that the piece is meant solely for them.  Microsoft's Word program has a mail merge feature that you can use with a contact database or even Excel file.  ASP contact databases have this feature built in.  I recommend a first class 39 cent stamp (at present).  As far as the return address is concerned, there are a couple schools of thought.  Some add the name of the (your) company, and others don't for fear that the reader won't open.  I like the ladder at first until the recipients get used to you.

The 2nd critical juncture is the message.  The "copy", or message within the letter itself must be bold, must offer the reader something in addition to educated on the service, and needs to be guaranteed.  Finally, you need to direct the reader on specifically what to do, whether it's to call you, to come by (retail), or other.

The last important element is the mailing list that you use.  The top two components might be great, but if you're not putting in front of those who need your services, then you're wasting time (not only with this mailing, but future mailings as well).  This is why it's so important to get a strong list developed before you take action.

Any other ideas on making a strong mailing list?  I'm always looking for a better mousetrap!

Thanks,
Scott
scott@impactyourcompany.com

Direct Mail Formula

Direct mail in Atlanta, particularly if done without a phone call follow up, takes time to develop.  Unlike direct sales, mailing as well as website traffic development requires patience and determination.  We recommend 6 mailings to the same targeted customers before you see good results.

The problem is that companies get stuck at the 1st or 2nd mailing then stop not knowing that the vein of gold is around the corner.  The typical owner then proclaims to all around that mailing doesn't work.  Not true.

As long as you send correspondence that has a consistent and assertive (offering a promotion of some kind) message each time, your prospects will come around.  One nice thing is that with the right message, you can shorten the sales cycle considerably as you're both selling and educating.

The rewards for the patience and determination are much greater than for direct cold-call sales.  Also, the direct mail piece can be used as a 'tester' to determine which message is effective and can be used in other advertising mediums.

What's been your experience with direct mail?