Your Direct Mail Work
to make sale circulars a more
profitable advertising method
question, direct mail can be the most effective and best value for the
advertising dollar spent. Our concern today is to find and maximize
all of the advantages that direct mail can provide to your business.
of six steps is to review where and when you distribute these flyers.
As compared to simply ordering more flyers, utilizing a pin map is the
most effective way to find your customers. Before, during, and after
your sale, a pin map is created by mounting a street map of your trade
area on a bulletin board near your checkouts. As customers pay for their
selections, you give them a straight pin with a colored head, asking
them to indicate on the map where they live.
want to utilize several colors of pins to gather additional information
about your customers; those who rent or own their home, purchases of
less than or more than $20, or any other possible combination of answers
which will help you to better understand your customers. As you collect
this information, you will see where you need to be sending your direct
mail. You will want to increase the quantities of flyers in these areas
as you work to find the outer boundaries of where your customers live.
step is educating your staff. If you are not already having bi-weekly
staff meetings, the experience of this writer and speaker is that staff
meetings are one of the best investments you can make in your business.
staff meeting before your next flyer, take the time to review each item,
and where it is located on the sales floor. Be sure to talk about the
sale prices, and what items lead to selling up to a more expensive item.
three is the timing of your event. As compared to distributing all of
your flyers on one day, you should spread the distribution over several
dates. The first reason for multiple distributions is to eliminate the
possibility of weather diminishing your sales returns. The second argument
for multiple distributions is the ability to reorder items, which have
had exceptional sales. A third advantage of the split distribution is
having a preview sale for customers who frequently shop with you. A
preview sale is a great way to build customer loyalty. You can create
the list of names for your preview sale using the next step.
this sale, and all others you have, utilize contests to gather names
for your mailing list. As compared to traditional forms of advertising
which are viewed, heard, or read by the general public, a list of names
of people who have shopped in your business provide you with those which
are most likely to return to your business to shop again. Remember the
old business adage of, "Never forget a customer, and never let
a customer forget you".
two steps work together as we are discussing the appearance of your
store. Even during time periods when you are not having a sale, you
should work to give the store a new appearance every three days. When
you are ordering the merchandise to support a direct mail event, you
should also order additional sign kits and plenty of crepe paper.
As the first customers walk into your store as you begin your preview
sale, you want them to get the feel of excitement and that of a party
of parties, refreshments throughout the sale are surely in order. Tie
this in with the contests we have already mentioned, and the message
you are conveying is festive as compared to being "just another
direct mail sale" like the competition has.
are decorating the store to make it fun for everyone, let's not forget
to strategically place the items in the sale circular about the store.
Once we have spent all of these dollars to invite customers into the
store, make sure they see everything you sell. This means making sure
the items in the direct mail are not grouped together. Again using the
signs in the direct mail kit, the items should be shown with non-sale
items you want the customer to see and buy.
caps should also be an important part of your merchandising strategy.
Items, which are featured on the front and back covers of the direct
mail piece, are excellent choices to build a power end cap. A well-built
end cap can sell as much merchandise as half of one side of the adjoining
these six steps, and you have the necessary ingredients for a successful
and profitable direct mail event. And after all, increased profits and
sales; aren't those the reasons why you chose to use direct mail?