Entries from March 2007
7 Easy Direct Mail Tips that Get Results
Don’t let the lure of online marketing’s quick response time keep you from generating revenue from paper sent via snail mail.
1. Cover Letter: Include a cover letter whenever you are sending printed materials. Acknowledge the request, give a few bullets of feature/benefit copy and direct the reader to the next action.
2. “Where to Buy”: if you sell through field sales people, independent representatives, resellers or distributors, be sure to include “where to buy” information in your packages. Some options are a list, maps, and mail-merging the appropriate info directly into the cover letter. Include the sales contact’s name, title, company, address, phone, fax, and email and Web site addresses.
3. Pre-Mark the Hot Zones: If you are mailing multi-product brochures or catalogs to inquirers who asked about a specific product, mention the appropriate page numbers in the cover letter, or use a Post-It(R) Note or paper clip to mark the pages.
4. Find the Influencers: If your company’s products involve a complex sale, influenced by non-decision-makers, include a question on all reply forms asking for the names of others at their company who would like to receive information on your products or services. Add these people to your mailing list or database. Approaching the decision-maker from multiple points can be very effective.
5. Pass It Along: If you mail a free newsletter or catalog to prospects or customers, include a built-in reply card or coupon that can be used by pass-along readers to request their own subscription.
6. Keep Your Data Fresh: Periodically include a reply card or form requesting readers to confirm their interest in continuing to receive the newsletter. Ask readers to update their contact information. Also include a few qualifying questions about their product interest, application, buying role, time frame, etc.
7. Check the Rates: Postal rates change more often than they have in the past. According to the Direct Marketing Association, postage is typically 40% of the cost of sending out catalogs. A 10-page catalog may cost the same in postage as a 35-page catalog. Don’t miss the chance to showcase more of your product line.
With my clients, I’ve found that these tips increase direct mail sales leads, response–and results. Do you have a tip to share? Let our readers know in a comment.
Pros and Cons of Remote Events for B2B Lead Generation
“Remote” events such as webinars offer new options for reaching out to and educating buyers at all stages of the lead generation cycle.
Your choice to go live or remote will hinge on several factors, including the time needed to present the information, the needs of the customers or prospects you’re targeting, and the physical locations of attendees. Keep in mind these pros and cons when deciding how best to reach your audience.
When I say remote events, I’m talking about:
- Webinars / Webcasts
- Videoconferences
- Teleconferences
Pros of Remote Events
- Less time: It’s easier to get on attendees’ calendars if you’re only asking for 30-60 minutes.
- No travel: Your audience and can join in from their desks or home offices. In today’s marketplace, prospects are coming from different time zones and personal schedules. It’s also a big plus for presenters.
- Usually cost less. Webinars can cost less than 25 cents per minute or $15 per hour per participant. If you fly in presenters, renting a meeting space and equipment, and provide refreshments it can add up.
- Viral marketing: To put it simply, attendees can invite others easily and they’re more likely to because it’s easier to attend than an event you have to travel to.
- Record the event. If someone’s registered but doesn’t show up, you have an easy way of giving them a second chance at their convenience. Follow up by auto-responder email. You’ll get extra “bonus” attendance. And don’t forget, you can put it on your website as content to draw in web visitors.
- You can do live, interactive demos over the Web. You can use Web conferencing software or services to demonstrate your software right on participants’ own computers. They can follow along as you click through each step, or you can let them manipulate their own mice and keyboards.
- It’s easier to attract guest speakers. If a speaker can participate from his or her own home or office, they’re much more likely to rather than having to travel to the event. You could even save a few dollars because professional speakers usually charge more when they travel.
Cons of Remote Events
- Participants need the right equipment. Most people, but not all, have the high-speed Internet connection needed to easily view a webinar. And videoconferencing requires that both ends have compatible equipment.
- You may not have participants’ undivided attention. It’s easy for attendees to be interrupted by colleagues or staff, or to get distracted by phones or e-mail while your webinar or teleconference is going on.
- Time is limited. Webinars should last no longer than an hour. If your material requires more time, opt for a longer, live event instead.
The Upshot
Which event format should you choose? Most important is what your attendees prefer. Busy C-level and senior executives will likely prefer the convenience of a quick, one-hour webinar, whereas a user group may prefer the interaction of a live event such as a lunch-and-learn seminar. Give the audience your information in the way your audience wants to receive it. It’s much more likely your message will be heard, retained, and acted on.
