Your own personal Co-op, coupon
Assume your marketing plan calls for you to promote your business
using a 5,000 per month mailing in Val-Pak or a similar coupon deck
to create some sales, but you wonder if there's a more effective
Maybe there is another way. Have you thought about making use of
stand-alone, first-class postcards? Would that work for you? There
are lots of benefits to postcards. First, you can mail whatever
day of the week or week of the month you want. Second, you can mail
to any area, not just the one the coupon company spells out, so
you can target more specifically.
Third, you can use a bigger size than their normal dollar bill
size. That permits more copy and more copy does more convincing.
Fourth, you don't have to hit their minimum quantity; you can mail
as few as 500 (less probably makes no monetary sense). And most
importantly, if you mail on your own, you're sure to get noticed
instead of being buried in with 19 other coupons. So your response
rate will always be higher.
The drawback is that standalone postcards cost more, around $.20
to $.30. But if you've got a good offer, plus follow Leads Source
copy guidelines, you'll do fine -- assuming your average sale size
is over $200.
Use the same copy and graphic ideas you would on a co-op coupon.
That is: 1. a list of specific problems or an offer of a popular
service at a competitive price, 2. a few reasons to choose your
business over competitors for the specific solution to the particular
problem, and 3. a low-risk offer to try a small piece of your service.
Lower your cost by buying pre-postage postcards from the USPS. That
way, you just pay for the postage and postcard is free. This could
cut your cost because paper such a large component of the total
A service provider mails 5,000 postcards per month at a cost of
$1,150. The offer is a low cost evaluation. An average of 27 people
respond (about ½%) with a typical sale size of nearly $600
each. Total income per mailing averages over $16,000. Return On
Marketing Investment is 14:1. Not too bad!