Another marketing quesion - Sorry - The Book-keepers Forum (UK)

Amanda · Expert

Another marketing quesion - Sorry

Shamus · Forum Moderator & Expert

Hi Kris, Amanda,

sorry for the delay. Was trying to figure out an easy way to lift the pictures from my Vistaprint history and it seems no mean feat as it's geared to facebook and twitter where I'm not.

Anyway, the front design is the same but with seven different messages.

There are two different reverse designs. Both in Black and white.

The messages :

Huge box of paperwork and don't know where to start? Let us sort out your companies accounts giving you time to build your business.
The oldest new name in Accountancy Services for Rugeley and Cannock
Are you looking for accountants happy to become more involved in helping your business?
Let us give your business a helping hand
Still not sure about using our services? Call or email today to arrange a free no obligation chat to find out what we can do to help your business

I very stupidly edited the first fewdesigns rather than taking copies of them and the stockpiles in the office so don't have the other two strap lines to hand

I do the cards in batches of 100 and print my own envelopes for them rather than sending them as postcards. Jist seems a bit more professional and I already need all of the space on the slip side as it is.

I just use Excel to record who has received which card.

How well this campaign will work is still to be seen as it's part of a long term strategy rather than a quick fix.

hope that it gives you some ideas to play with for your own campaigns.

All the best,

Shaun.

P.S. Edited to remove postcard images as those who needed to see them already have.

-- Edited by Shamus on Thursday 20th of September 2012 09:58:42 AM

Amanda · Expert

RE: Another margeting quesion - Sorry

EagleEducation · Senior Member

If you want to stand out from the rest I'd personalise letters to fit with your own brand as well as their brand. Sonya.

EagleEducation · Senior Member

If you are interested in improving your business writing I can highly recommend my colleagues books http://www.wordpowerskills.com/fionatalbotbooks.html. Lots of hints and tips. Sonya.

semsley · Guru

Sorry to hear that Amanda - I would think that Gyms would probably have their own staff, well the big ones anyway. The ones that probably won't I would think would (and I hate to say this) be the seedy back street type.

Have you thought of targeting hairdressers and/or beauty salons as despite the recession they seem to be still doing OK.

Sheila

Shamus · Forum Moderator & Expert

OMG, sorry to hear about the double whammy Amanda.

I've got quite a few marketing books although I don't get chance to read them as often as I should.

One thing that I've noticed that comes up repetedly is that marketing has to be a long term planned strategy. Apparently it takes your name being noticed by a client five times before they start to register you. Also, the times should be far enough appart for the potential client register that they've seen your name before but can't quite place where.

I have seven postcards with different messages based on the same design and a database of which card has been sent to who and when.

I'm working to the idea of sending cards at day one, after two weeks, four weeks after that, eight weeks after that and finally twelve weeks after that and then sending a christmas card every year regardless as to whether the business becomes a client or not.

I also call each business once to introduce myself after the second postcard.

I figure any more than once and I'm a pest which equates to anti advertising.

Anyway, it's early days yet. A year from now I'll tell people how it all worlked out... And also whether nerves at cold calling ever subside.

Anyway, man thing is to just get your name out there but to not expect immediate results.

Remember that post of Robs (Robh) about Networking? He suggested that it takes six months of parm pressing before there is any hope of seeing a return but when things start to change the change is substantial as your time invested has made you established in the local business community.

Personally I find finding the time for networking really difficult so my emphasis is on the postcards and follow up calls... Just hoping that someone other than Vistaprint and BT make money out of this!

Good luck Amanda,

kind regards,

Shaun.

Amanda · Expert

RE: Another marketing quesion - Sorry

semsley · Guru

Plumbers, electricians, look for any new start up businesses in your area - sometimes you can pick up this info from business pages in local newspaper.

kjmcculloch83 · Expert

Hi Amanda,

I'm really sorry to hear about your recent bad luck, on the bright side look at the space it clears for all the perfect clients you'll now find.

I am very taken by Shauns idea of having 7 different postcards, I might pinch it. One thing I sometimes do is pick to write to people when there is some news for their industry. Like the recent VAT revelations for hairdressers, or when HMRC were targetting an industry for their business records check (they must be starting them again soon).

I'll have a look for anything I have tomorrow and email it to you.

Kris

Amanda · Expert

I like the idea of Shauns 7 Postcards.

Shaun - did you get them done via Vista Print? Do you put them in an envelope or do you just write on the back the name and address that you are sending them too?

Kris - It will be nice if I do pick up some 'perfect' clients. They need to be age 30-45 nice and friendly, good with paperwork and pay their bills on time. I don't want any old ones as they get too near retirement or are still working past their retirement, which is what has happened to my client thats really ill. Mind you can't state all that in my advert or letters thats going abit too far!

If you find anything Kris that would be great. I am busy tomorrow but am going to have a marketing day on Thursday.

Sheila - We have a local business mag so I will be going through that to see whos new in there.

Many thanks,

kjmcculloch83 · Expert

Shaun - fancy sharing a design or two with your bestest best buddies?

kjmcculloch83 · Expert

Cheers Shaun,

Thats certainly some food for thought.

Kris

BobHarper · Guru

Amanda - I believe you need to take a big step back and develop a) a brand strategy and b) high quality marketing material/collateral that delivers value to your prospects. You also need time, energy and/or money to promote the material/collateral.

For example, at Crunchers have developed a range of seminars so we can run live local events on key issues facing SMEs. We promote the events, deliver value, position ourselves as experts, build trust and start to make friends who become customers. We would not use postcards to promote our brand but the event.

Whatever segment you choose you need a compelling offer that is different, otherwise you will be perceived as the same. And, if you are positioned as the same as everyone else you stand a high chance of being ignored.

kjmcculloch83 · Expert

Thats interesting Bob, because as a business owner I would be reluctant to go along to a seminar run by a commercial organisation. I guess it sounds too much like the timeshare presentations of old. Come along to this freebie and we'll see what we can get you to sign up for.

Kris

BobHarper · Guru

@Kris - really?

So, if you won't go to seminars run by a "commercial" organisations, what seminars to you go to?

kjmcculloch83 · Expert

why do I get the feeling that you want to play a game of semantics Bob?

I'm happy to go to seminars of professional bodies, those of Business Gateway, the local government run seminars etc. Having said that, I would have gone to the Quickbooks one, but thats because I already buy their software so I'm happy they are not going to try to sell me something.

I wouldn't go to any that I thought were just a sales talk dressed up as a seminar.

Kris

Shamus · Forum Moderator & Expert

Hi Kris,

on the postcards thing I don't know where you would get them but I was really impressed with the postcards of a local practice that hit my doorstep (obviously they didn't check my business category when sending those out!).

They were in the form of the shapes of footprints with left and right feet with different ads. When I spoke with one of the guys there it was apparently called the "taking a step in the right direction" campaign.

the card drops were followed a week later by a friendly call that opened with what we thought of the adverts which was a really good opener.

Apparently they got a great conversion rate from that campaign as it was really well done.

Mine are smaller scale but using the same proven cost effective approach.

Shaun.

kjmcculloch83 · Expert

I was looking at imail, I use them for all my letters. They are doing a good deal on postcards, 100 for £42. Thats printed, merged and posted. They can only do rectangular though. I do like the idea of another shape to grab attention.

Kris

Shamus · Forum Moderator & Expert

It really worked for the local practice who I would put as one of the larger small firms (they are chartered (although nobody that we mere mortals ever get to speak to is!), offer audit, etc.)

With that offer Kris is that posted in envelopes or simply as postcards? Even as just postcards at 42p a pop that's excellent value.

If ever I find who does the shaped cards I'll let you know as it's like the £25 and £40 notes that DFS keep sending out, they really get noticed. With the DFS notes they even stick around as children love playing with them so they are always around.

Definitely one of their better advertising campaigns (has to be better than the sale ploy that's been going on for as long as I can remember).

Shaun.

Amanda · Expert

Interesting Shaun, I am going to be surfing the net tomorrow looking for fancy shape postcards!!

I'll let you know if I come across any.

kjmcculloch83 · Expert

Hi Shaun,

It's just as postcards, but at 42p each thats cheaper than the cost of the stamp for everything. Cant be a bad deal.

Kris

Shamus · Forum Moderator & Expert

No argument from me there Kris.

I'll take a closer look at Imail.

Cheers,

Shaun

BobHarper · Guru

@Kris - no game, just curious.

@Amanda - by the way, we are also in the process of recording videos for people who can't or don't want to attend seminars.

EagleEducation · Senior Member

Good tips Bob. I recently attended a free seminar on how to prepare your business for sale run by experts who sell multi million pound companies (no I'm not selling and my staff went into panic mode marginally :)))) ). I learnt so much, networked with some great people and i will remember and recommend the business.

Maybe in my next life I'll use them :))))

Sonya

BobHarper · Guru

Sonya - Thanks.

At Crunchers we believe sharing valuable knowledge with suspects/prospects is a very important part of the marketing mix. We want people to buy from us, without any sales/price pressure.

We have a library of presentations and I will be adding "getting ready to sell" and also "getting ready for investment" - we can help people even if we don't actual do Business Transfers and Corporate Finance.

As regards staff in firms, I recommend practice owners educate so people see change/marketing/practice (and personal) development as positive. Perhaps the thing than can secure their jobs/pay? I heard a quote the other day that people don't mind change, they just don't like being changed.

Shamus · Forum Moderator & Expert

Suspects?

I agree that staff training is important but employers need to take care with what they train as you could just be training your competitions staff for them. For example, always use software that your competition does not or use the same software in a different way. Basically just make your staff the very best that they can be for your business, not your competitors.

p.s. Good quote. Like it. It's along the same lines as people will be more responsive to change if (a) they believe that the decision that they made was their own and (b) they actually wanted the change and believed that it was possible to change (refer to the Vroom expectancy model of Force=Valence * Expectancy)

BobHarper · Guru

@Shaun - I've never heard anything like that before!

If the work is compliance based, it should be fairly easy to replace a leaver (if systems and training are good). Having said that, I'd recommend treating employees like volunteers and make sure you have a reason to come to work other than just pay. And, on the pay side I'd recommend profit shares and share options.