The Internet has offered some of the best sources for advertising and marketing since sliced bread. Because of its incredible draw, some construction marketing managers have neglected display, local, and direct-mail promotions.
Any solid marketing plan includes several types of marketing to reach customers and prospects. Construction-industry businesses tend to be area-focused, so local advertising and direct mail marketing programs should be included in the mix.
Here are 9 direct mail mistakes to avoid:
- Cram too much into one piece
It’s tempting to promote every service, every product. But direct mail offers a limited amount of space. If you can grab their attention, make your offer the first thing they see.
If you say you are the “The Best,” back it up with data. Be honest and don’t use a lot of fancy, meaningless copy.
- Fail to explain what you want
End with a CTA (call-to-action). Your recipients shouldn’t wonder why they got this in their mailbox. “Don’t wait for termite damage. Schedule your annual inspection today.” Include contact information (phone, email, website).
- Fall flat
Too often, a direct mail campaign nosedives after we’ve invested time and money. Once you’ve created your target market and are sure you’ve got the right message, make a list of critics. Only choose those that will give you honest feedback.
- Forget to follow-up
Your direct-marketing program must include a follow-up plan. Be prepared to call, email, and deliver on what you advertised.
- Neglect the headline
You’ve got a split second to get their attention, so make the most of your headline.
- Overkill graphics
If you pull them in with 4-color graphics, have a strong message too. Your logo should not be the biggest image on the piece. The largest visual should be your offer.
- Target the wrong people
Your mailing list is the most important direct-mail marketing element, so before you begin, define your Perfect Customer. Advertised products and services need to reach your basic demographics.
- Use weak, badly written content
Direct mail pieces are short and sweet. If you only use 100 words, those words need to be power-packed. And if your piece has typos, punctuation or grammatical errors, that speaks to the kind of work you do. “Hey, I wasn’t an English major,” doesn’t cut it when there is spell-check available.