Fax Marketing - An Untapped Marketing Resource?

I had a fax designed for me to be sent out to my clients

. It was designed by a marketing company and promoted my business, including my current offers. The process of having the fax designed to my specifications was very simple and I had full control over it's content. First I was given counts of where and how many faxes were deliverable, my business is localised to the areas of Warrington, Leigh and Lowton so these were the postcodes sent to.

The designers made a quick mock up of a fax design for me, their recommendations were to have a logo at the top and a short piece of text detailing what my business was about. As it was a fax and would be coming through clients fax machines in black and white and with varying quality depending on the machine, only pictures with a white background were to be used. They also found it helpful to include a form which the recipient could fill in and simply fax back for us to call them directly to discuss my services.

Though I was quite happy with the initial design I did want to make a few changes, as a very busy person, I found it easiest for them to send it though the fax machine where I could see it as it would be sent out. Then I simply wrote the changes onto the fax and sent it back to the designers, who could easily see what needed to be done and get it done quickly.

The design was also sent through to me by email in a.tif format, this means the file size is kept small so there is no messing around waiting for pictures to download, I liked having the design in my emails so I could have it for my records. The fax marketing broadcast was then sent out once I was happy with the design, I wasn't expecting much to come of it in all honesty, I mean who uses a fax machine these days, let alone own one? I must say I was pleasantly surprised, as I recieved two fax backs the very day it was sent out, and the phones were ringing more than ever, which I can only put down to trying out fax marketing.

by: Cass Merrehill

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