subject: How Plumbers Can Improve Their Direct Mail [print this page] Direct mail can give returns of up to 5%, making it one of the most effective methods of advertising. So how can plumbing companies improve their direct marketing?
TARGET TARGET TARGET.
The direct marketing would be far better executed if they targetted those areas that had higher levels of homeowners.
Engage a designer.
Do not rely on the graphic designers the printing firm have. Actually engage a design house to create your direct marketing. Not only will they use clever design to make your marketing stand out, but they will also know how to use the right stock and colours to make your direct mail look different.
Use non-standard stock.
Dont print onto a 180GSM DL sized flyer. It will look and feel the same as all the other flyers that end up in the rubbish. Ask the printer for other stock options. Look at other pieces of print material you recieve and see which sizes and shapes you like.
Use client testimonials.
Asking your current clients for testimonials has two effects. One it will allow you to use, in natural language, phrases that increase trust. Two it gives you a good idea of why your current customers use you in the first place.
Test Test Test.
Send out small batches of flyers, and measure the response on each batch. If you cant afford to print and post batches of 500, then try to send different batches to different areas.
Use a guarantee.
Some plumbers do offer guarantees such as on time or get $50 but we think those promises are empty. Being on time should be a given. You could offer We will beat all quotes but then you might find your margins shrinking to unmanageable levels.
Include standard pricing.
Dripping tap? $50, Knocking pipes, $50 etc. Make it so the prospect knows what they are getting themselves in for before they call you.
Claim to improve safety, time or money. The first key motivator for people to engage a service is safety. Are they going to be safe using the service and will it improve their safety.
Include many ways for them to contact you.
Make the contact easy. Give email, phone, web and a physical address. Make sure your company name is clear, because they will probably search for you online as well.
Make sure your website matches your direct mail.
If people are interested in talking to you, they will probably search for you online. If you dont have a website or your website does not match what is on the flyer, that will turn off your prospects.
