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This part of your marketing plan is equally important as how often and what
you send out. Actually more. It's called your Qualified Customer List and
it falls under the marketing term "Targeting."
Targeting is basically about focusing your mailing list on those people who
possess a real interest in your products and services. If you're a lumber
company, you probably won't be sending postcards to a Greenpeace Activist
group whose sole purpose is to stop the cutting of trees worldwide. Okay,
that's an obvious point, but you get what I mean.
Your list is going to consist of the following people:
• Existing Customers.
• Potential Customers (people who have been interested in your products/services
in the past but have not actually purchased from you yet).
• Your Competitor's Customers.
• People who match a criteria list of interest in your products/services,
purchased from a List Broker.
Your existing customers are top on your list because they are a proven entity.
You may even want to reward them by offering a discount for their repeat
business. Your potential customer list is anyone who has requested a past
quote, asked for samples, or has called or emailed to gather more info about
your products/business. Hopefully, your company's record-keeping process
includes maintaining mailing addresses for your current and potential customers.
If not, you'll need to do some busy work asap.
As for your competitor's customers and people who match your existing
customer's interests and business needs, a List Broker is your best bet.
You will be able to find them in either the Yellow pages or via a simple
Google search. Depending on your business type, List Brokers will be
focusing on information such as Zip codes, income level, married/single,
number of children, magazine subscriptions, and so on. You will not actually
be buying these lists. You will be "renting" them for a usage fee, based
on a per mailing basis. In other words, if you mail out postcards six times in
six months, you will be paying six times for that list.
Rates can be up to $300 per one thousand names/addresses. It's best to
let the List Broker know you will be doing a long term postcard promotion
(minimum one year). That way, you will receive a discounted, cumulative
rate. Most importantly, you cannot just add these "rented" names to your
normal list of customers. It is an illegal action to do so. Every Broker list is
"peppered" with names that are not real. If the List Broker's "phoney names"
receive an unauthorized mailing from you, you'll be caught. However, once
people from your rented list respond to your mailing, you are legally
authorized to add them to your own list of customers.
Remember the following facts:
• 40% of a postcard's impact comes from sending it to your correct target audience.
• 40% comes from the value of your promotional/business offer.
• 20% comes from the design and writing of the content.
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