“I've sent out over 300 postcards offering general computer troubleshooting services, automated online data backup and wireless home networks. From a marketing standpoint, I purchased lists of area businesses broken down by revenue, credit rating, years in business and number of PCs. The wireless home networks went to homeowners that were over $500,000 in purchase price and the automated online data backup were to people that had a recent new business license. The general services list went out to accountants, lawyers, and small clinics
“The results so far have been very disappointing, as I have not received a single phone call or response. Are these the wrong lists? Are postcards the wrong media? Do you have any suggestions in this area that may enhance response?”
IT Marketing: Don't Expect Too Much
You sent out over 300 postcards. 300 really isn't a lot-you need to do enough to be statistically valid, but you don't want to go nuts and spend your whole IT marketing budget in one place before you know whether it works or not. Don't think, however, that you're going to spend $180 at 60 cents a unit sending out 300 postcards and for your $180 investment you are going to hit a goldmine. You should not go retreating into the woods and pout for a year if you got no return on it.
IT Marketing: What your Postcards Need to Include
So, are the lists wrong? Probably not. But it may be your copy. What are you offering? Do you have a compelling headline? Did you hit their points of pain, did you use a deadline, and did you use a compelling offer to get them to pick up the phone or send you an email or mail back the coupon?
Are postcards the wrong media? Absolutely not. You know why? They do not have to open the envelope. It is a lot easier for them to make a decision. You don't have to fight with putting teasers on the envelope or anything like that to get them to open it.
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