Mailpost Franchise
When discussing Direct Mail Marketing we also need to discuss consistent targeting of customers. If you own a location-based business then you must consider where your customers come from and how far out you draw the customers from.
Does your business draw customers from a 15-mile radius or is your competition much closer and therefore you probably only draw from a 10-mile radius? Do you feel the your customer service is good enough to draw customers out of your competitors service market area? If so, perhaps you want to send direct-mail marketing into your competitors target area.
The key would be consistent targeting of those ZIP codes within your radius and sphere of influence. For direct-mail that probably means each area or zip code within the 10-mile radius is hit every three months with a direct-mail marketing piece. This of course includes the targeting of your competitors area or at least those areas in your competitors 10-mile radius, which are closest to you.
If you have three ZIP codes within your 10-mile radius then you should hit one each month; however, if you later find that one of those areas is yielding no long-term repeat customers then perhaps you should save your money and not target that particular zip code or area. Over time and with a little tweaking of your strategy you can make direct-mail marketing work for your business. So please consider all this in 2006.
Tags: Mailpost, Peter Kritas