We all love Internet and agree that Google and the online world is indeed very powerful, but in the world of iWanteverythingfaster than the speed of light can you cheat your competition with an old school marketing?
This is me, about two years ago, licking stamps. Frankly, it was a bit painful doing that, but how far can one go to form relations with new customers, warm up prospects and offer the service that people need?
Of course it did, and sticking stamps on envelopes will help you get new yoga students as well, but like anything else (in marketing) there is no point in doing anything if you don’t have a clear vision why and how you are going to run the campaign.
Here are 5 steps how to create a great direct marketing campaign without using Internet and why Licking Stamps Is Probably The Most Profitable Thing You’ll Ever Do In Your yoga business
1. First things first, set a goal what you would like to achieve through your campaign, for example 10 new students in my yoga studio.
2. Think of geography. Work out where your customers are going to arrive from, for example if your yoga studio is in Manchester’s Salford Quays chances are your customers tend to hang out around Manchester’s borough of Salford.
3. Next think who is your customer. For example, mainly home stay mothers, or fitness fanatics, or maybe people working in the profession that requires wearing a suit and tie?
4. Once you have a clarity where and who your customers are, get permission based database, addressess/post codes of your target market. There are companies who can supply with the data, or you can do your own research online (or if you really want to avoid Internet, there are still plenty of paper directories in circulation). For example if your customers were corporate clients, you would need to get addresses of companies around your yoga studio, and prepare a letter addresses to managers or HR directors in charge of employee well-being.
IMPORTANT NOTE: Don’t just get thousands of addresses and start sending letters, you need to TEST SMALL first. For example having 100 targets is a good number to test and see if your promotions work. Don’t waste money and time testing blind please.
5. Write a letter to your prospects (don’t spam), introduce your service, explain of the benefits you offer, make a special offer and ask to call, visit your website or the studio.
Probably not. and probably not immediately either. Your efforts can be wasted if you stop at step 5. You need to have a good marketing plan. Sending letters once is not enough. You need to create relations with new customers. So how many times should you send a promotional letter to new prospects? I’d say at least 3 times, maybe once a week or so. You will see if your promotion works during that time. That’s why it is important to test.
Usually there is a reason why people don’t respond to your message, you need go back, review your letter, review your offer, edit and tweak your benefits and test again. If you have a product your audience is looking for you will eventually find the winning combination for your promotions.
If you need more help, or want to have your marketing materials reviewed and critiqued, or if you want to book a consulting session please email me, call me on +44(0)7941936250 or visit consulting page.
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