mass mailing - Page 5 - tanTALK

SandiGirl · 02-02-2005, 12:02 AM

Today I think was 60% and yesterday was 64%. It's going backwards!

ChristineE · 02-05-2005, 06:14 PM

Quote:I really hate to be sarcastic...but here it goes....Please do not mail to your customer base...never, never mail to your client base any offers...its a waste of money..I also believe you should not mail to carrier routes or any other types of target based advertising. I also think it is a bad idea to mail to your customer base any "Birthday Card" mailing or really any other offer or promotion.
I would love for anyone to ignore their customers and maybe once a year send them a flyer and make it bright pink or orange and make sure you sign the "Thank you note"....never , never, do a free tan weekend....I want a high LPPA....Good Luck and Happy Selling!

Okay I have to say when I first read this post I was really confused because this is what I am about to do in the next week and I thought it was a really good idea especially for the clients who haven't been in in years....our database goes back to 1998. So anyway DWhite I guess what you meant was that it IS a good idea....
My question for everyone is, if you use a service (which I am finding is the best way to go with 7600 addresses) what is a typical turn-around time?? Is 2 weeks unrealistic???

DWhite6872 · 02-05-2005, 06:31 PM

I think you can do it in 2 weeks...you need to fly and get going.

tanman02 · 02-05-2005, 06:44 PM

mass mailings can be kind of hit and miss. it all depends if your offer grabs attention and meets a potential tanners needs.

doing a direct mailing to your data base is definitely going to bring in a lot bigger response.

jo · 02-07-2005, 09:35 AM

we've been pricing the mailing thing here - Canada Post wants 10 cents for mass and I think 35 cents for addressed mail. Post cards are looking expensive to print up in colour. Is there an inexpensive way to print up post cards that they will still look really good?

gripmarketing · 02-07-2005, 11:34 AM

In Canada, Canada Post offers delivery of unaddressed mail (no addressing area requiring) which essentially is a postcard (flyer on postcard thick stock) and addressed mail. Postcards are inexpensive to print in full color.

A premium brand deserves a premium presentation. Any image-oriented brand (and tanning is all about image) deserves a full color image-oriented presentation.

jo · 02-07-2005, 06:26 PM

I agree - what is considered inexpensive for printing full-colour then - perhaps my ignorance is showing

gripmarketing · 02-07-2005, 06:48 PM

I've tried to PM you but you have no PM address. 10,000 pcs $625. Design, print, and ship UPS to you. The Canadian government has subsidized the logging/paper industry in Canada for years - part of the US/Canada trade wars - so paper is cheap in US and Canada for that reason. Part of the better quality wood (mostly white ponderosa pine) goes to furniture production and the lesser quality goes to paper production and paper pulp products.

JohnnyComeLately · 02-08-2005, 01:25 AM

D had me going too. I was like, "Waaaaaa??", but then I remembered the other threads where we were spinning the wild tango in circles about this subject. We're making this same decision right now. The only problem is before we even opened doors, my wife got scammed by a marketing/printing/ad place. Now she's very wary and not trusting of them. She's blowing money out the kazoo on Yellow Pages, and I'm trying to get her to try the direct mailing. We did do a Mass Mailing for our surrounding area (everyone got it either in the mail, or with their newpaper as an insert) and we get about 1-2 coupons from it everyday. What's an effective way to determine rate of return? Is it as simple as adding up all the revenue from those new customers and dividing by $$ spent?

DWhite6872 · 02-08-2005, 03:37 AM

I tend to have a dry sense of humor!
If you are trying to market to an audience of women 18-49 you need to watch their lifestyle. I know in the past the yellow pages has been something to rely on and easy to execute! The advertising landscape has changed over the years and our customers are seeing more media images and commercials then ever before. So as a business owner how do you cut through the clutter and get your company recognized over "abc salon"?

It seems simple but "grass roots marketing" is a low cost and effective way to reach your customer in a intimate way. You do not need a huge budget to pull this off only a little bit of drive and salesmenship...so say you have 1 salon with 10 beds..and you have a tight budget! You decide to call on local employers in the 1, 3, and 5 mile radius, so you call the head of human resources and you develop with the human resources manager a program for all the employees at "National City bank" to receive a $10.00 gift card with their next pay check....wow...2,000 people just got your offer in their paycheck envelope! Since you have had such great success with one of the local employers you continue to create a program for all of the large companies in your area!

You notice that there are a ton of apartments by your new salon! People renting the apartments are definitely in your pshycographic profile...so you load up your car and bring to the resident manager referal business cards where she can hand out cards to her tenants and for every tenant that comes in with her card she receives a free tan! You are in luck because there are 5 huge apartment complexes in your area!

You notice there are a lot of retail stores in your area so you set up a table in your salon to post local retail establishments near your store and you call on the top 10 local retail shops with big traffic and stores that will mirror the tanning customer! You have handouts in all of the top 10 local retail shops!

Restaurants.... You have noticed that there are tons of restaurants in your area so you have napkins printed up with your name and cute image and a free tan coupon on the napkin...you call on local bar and restaurant locations to utilize your napkins with your free offer on them! Luckily for you there are at least 5 bars/restaurants that will embrace your napkin promotion!

Wedding Shops ...luckily you have a wedding shop in your area and you decide to create a offer for brides and their bridesmaids for their big day! You have a 8 1/2 x11 stand up acrylic that stands on the wedding shops counter promoting a special for the bride and the brides maids!

Local Hot Spots/NightClubs.... You deciede to call on the hottest club in your area to cross promote a "tan lines competition" ...for 6 weeks your local hot spOT will create the "spring break tan lines contest" or something close to this idea...you will give our tanning packages as prizes and get a ton of mentions at this club and you will be able to post your banner and give out coupons for the entire 6 weeks...its great because this is the hottest night spot!

You have a big high-school by your salon so you want to support events that they have coming up! You put together a "prom package" that you giveaway as door prizes for the entire high schools prom fashion show! You also support the highschool newspaper, where you advertise a "tanning ambassador" where you sign up 10 young high school students to pass out referal cards and bring their friends in to tan...they receive free tanning and they receive a free month if one of their friends buys a package of $35.00 or more...you are lucky because 10 people signed up and now you are creating sales contests for your "ambassador" program and the young ladies are highly motivated !

The pizza industry is a heavy franchise business and they are always trying to cut corners...offer to pay for their box top coupons! You will pay for the printing and you will share the 8 1/2 x 11 sheet ! The franchisee gets half of the ad and your tanning salon gets the other half of the ad...but you lock up real estate...the top of pizza boxes!

Executive Travel...purchase "Drive Away" promotions! You can buy for $8.00 per trip a voucher for someone to stay at various hotels for free! They need to get there but you will give them 2 nights and 3 days of 4 star hotels for free! It is a great tool to give to radio stations ...they will include you In a promotion because you are giving them a trip! There are so many promotions that radio stations are required to run for Pepsi, Coke....and 100 other advertisers, they cannot keep up with the demand and promotional budgets keep getting cut and cut and cut....so offer your local radio station your "Drive Away" promotions to help them come up with good promotions for their top clients...of course you will request mentions and sampling for any event...and also push for handouts for all of their remotes! It is worth it to get on a promotion worth $5,000 of on air mentions....for your cost of $8.00!

Also, never forget your website...it is not a company brochure but another marketing opportunity to reach a younger demographic! For the first time in history the Internet has a higher rating with A18-34 then prime time television!

I am rambling...but I wanted to offer some low, low advertising options for the smaller salon owner who has a limited budjet!

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02-02-2005, 12:02 AM	#41 (permalink)
SandiGirl OFFICIAL BFF member Join Date: Jan 2 2005 Posts: 2,481 Rep Power: 51	Today I think was 60% and yesterday was 64%. It's going backwards!

02-05-2005, 06:14 PM	#42 (permalink)
ChristineE OFFICIAL BFF MEMBER Join Date: Jan 7 2005 Location: BFF Headquarters Age: 51 Posts: 1,540 Rep Power: 113	Quote:I really hate to be sarcastic...but here it goes....Please do not mail to your customer base...never, never mail to your client base any offers...its a waste of money..I also believe you should not mail to carrier routes or any other types of target based advertising. I also think it is a bad idea to mail to your customer base any "Birthday Card" mailing or really any other offer or promotion. I would love for anyone to ignore their customers and maybe once a year send them a flyer and make it bright pink or orange and make sure you sign the "Thank you note"....never , never, do a free tan weekend....I want a high LPPA....Good Luck and Happy Selling! Okay I have to say when I first read this post I was really confused because this is what I am about to do in the next week and I thought it was a really good idea especially for the clients who haven't been in in years....our database goes back to 1998. So anyway DWhite I guess what you meant was that it IS a good idea.... My question for everyone is, if you use a service (which I am finding is the best way to go with 7600 addresses) what is a typical turn-around time?? Is 2 weeks unrealistic???

02-05-2005, 06:31 PM	#43 (permalink)
DWhite6872 Waiting Confirmation Join Date: Apr 22 2004 Posts: 3,646 Rep Power: 0	I think you can do it in 2 weeks...you need to fly and get going.

02-05-2005, 06:44 PM	#44 (permalink)
tanman02 Waiting Confirmation Join Date: Aug 15 2003 Posts: 219 Rep Power: 0	mass mailings can be kind of hit and miss. it all depends if your offer grabs attention and meets a potential tanners needs. doing a direct mailing to your data base is definitely going to bring in a lot bigger response.

02-07-2005, 09:35 AM	#45 (permalink)
jo Join Date: Jan 8 2004 Posts: 239 Rep Power: 21	we've been pricing the mailing thing here - Canada Post wants 10 cents for mass and I think 35 cents for addressed mail. Post cards are looking expensive to print up in colour. Is there an inexpensive way to print up post cards that they will still look really good?

02-07-2005, 11:34 AM	#46 (permalink)
gripmarketing Join Date: May 25 2002 Posts: 970 Rep Power: 22	In Canada, Canada Post offers delivery of unaddressed mail (no addressing area requiring) which essentially is a postcard (flyer on postcard thick stock) and addressed mail. Postcards are inexpensive to print in full color. A premium brand deserves a premium presentation. Any image-oriented brand (and tanning is all about image) deserves a full color image-oriented presentation.

02-07-2005, 06:26 PM	#47 (permalink)
jo Join Date: Jan 8 2004 Posts: 239 Rep Power: 21	I agree - what is considered inexpensive for printing full-colour then - perhaps my ignorance is showing

02-07-2005, 06:48 PM	#48 (permalink)
gripmarketing Join Date: May 25 2002 Posts: 970 Rep Power: 22	I've tried to PM you but you have no PM address. 10,000 pcs $625. Design, print, and ship UPS to you. The Canadian government has subsidized the logging/paper industry in Canada for years - part of the US/Canada trade wars - so paper is cheap in US and Canada for that reason. Part of the better quality wood (mostly white ponderosa pine) goes to furniture production and the lesser quality goes to paper production and paper pulp products.

02-08-2005, 01:25 AM	#49 (permalink)
JohnnyComeLately I'm Banned Join Date: Oct 2 2004 Location: San Diego Age: 54 Posts: 510 Rep Power: 0	D had me going too. I was like, "Waaaaaa??", but then I remembered the other threads where we were spinning the wild tango in circles about this subject. We're making this same decision right now. The only problem is before we even opened doors, my wife got scammed by a marketing/printing/ad place. Now she's very wary and not trusting of them. She's blowing money out the kazoo on Yellow Pages, and I'm trying to get her to try the direct mailing. We did do a Mass Mailing for our surrounding area (everyone got it either in the mail, or with their newpaper as an insert) and we get about 1-2 coupons from it everyday. What's an effective way to determine rate of return? Is it as simple as adding up all the revenue from those new customers and dividing by $$ spent?

02-08-2005, 03:37 AM	#50 (permalink)
DWhite6872 Waiting Confirmation Join Date: Apr 22 2004 Posts: 3,646 Rep Power: 0	I tend to have a dry sense of humor! If you are trying to market to an audience of women 18-49 you need to watch their lifestyle. I know in the past the yellow pages has been something to rely on and easy to execute! The advertising landscape has changed over the years and our customers are seeing more media images and commercials then ever before. So as a business owner how do you cut through the clutter and get your company recognized over "abc salon"? It seems simple but "grass roots marketing" is a low cost and effective way to reach your customer in a intimate way. You do not need a huge budget to pull this off only a little bit of drive and salesmenship...so say you have 1 salon with 10 beds..and you have a tight budget! You decide to call on local employers in the 1, 3, and 5 mile radius, so you call the head of human resources and you develop with the human resources manager a program for all the employees at "National City bank" to receive a $10.00 gift card with their next pay check....wow...2,000 people just got your offer in their paycheck envelope! Since you have had such great success with one of the local employers you continue to create a program for all of the large companies in your area! You notice that there are a ton of apartments by your new salon! People renting the apartments are definitely in your pshycographic profile...so you load up your car and bring to the resident manager referal business cards where she can hand out cards to her tenants and for every tenant that comes in with her card she receives a free tan! You are in luck because there are 5 huge apartment complexes in your area! You notice there are a lot of retail stores in your area so you set up a table in your salon to post local retail establishments near your store and you call on the top 10 local retail shops with big traffic and stores that will mirror the tanning customer! You have handouts in all of the top 10 local retail shops! Restaurants.... You have noticed that there are tons of restaurants in your area so you have napkins printed up with your name and cute image and a free tan coupon on the napkin...you call on local bar and restaurant locations to utilize your napkins with your free offer on them! Luckily for you there are at least 5 bars/restaurants that will embrace your napkin promotion! Wedding Shops ...luckily you have a wedding shop in your area and you decide to create a offer for brides and their bridesmaids for their big day! You have a 8 1/2 x11 stand up acrylic that stands on the wedding shops counter promoting a special for the bride and the brides maids! Local Hot Spots/NightClubs.... You deciede to call on the hottest club in your area to cross promote a "tan lines competition" ...for 6 weeks your local hot spOT will create the "spring break tan lines contest" or something close to this idea...you will give our tanning packages as prizes and get a ton of mentions at this club and you will be able to post your banner and give out coupons for the entire 6 weeks...its great because this is the hottest night spot! You have a big high-school by your salon so you want to support events that they have coming up! You put together a "prom package" that you giveaway as door prizes for the entire high schools prom fashion show! You also support the highschool newspaper, where you advertise a "tanning ambassador" where you sign up 10 young high school students to pass out referal cards and bring their friends in to tan...they receive free tanning and they receive a free month if one of their friends buys a package of $35.00 or more...you are lucky because 10 people signed up and now you are creating sales contests for your "ambassador" program and the young ladies are highly motivated ! The pizza industry is a heavy franchise business and they are always trying to cut corners...offer to pay for their box top coupons! You will pay for the printing and you will share the 8 1/2 x 11 sheet ! The franchisee gets half of the ad and your tanning salon gets the other half of the ad...but you lock up real estate...the top of pizza boxes! Executive Travel...purchase "Drive Away" promotions! You can buy for $8.00 per trip a voucher for someone to stay at various hotels for free! They need to get there but you will give them 2 nights and 3 days of 4 star hotels for free! It is a great tool to give to radio stations ...they will include you In a promotion because you are giving them a trip! There are so many promotions that radio stations are required to run for Pepsi, Coke....and 100 other advertisers, they cannot keep up with the demand and promotional budgets keep getting cut and cut and cut....so offer your local radio station your "Drive Away" promotions to help them come up with good promotions for their top clients...of course you will request mentions and sampling for any event...and also push for handouts for all of their remotes! It is worth it to get on a promotion worth $5,000 of on air mentions....for your cost of $8.00! Also, never forget your website...it is not a company brochure but another marketing opportunity to reach a younger demographic! For the first time in history the Internet has a higher rating with A18-34 then prime time television! I am rambling...but I wanted to offer some low, low advertising options for the smaller salon owner who has a limited budjet!

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