Videomaker – Learn video production and editing, camera reviews › Forums › General › Video and Film Discussion › Focused Direct-Mail Gets Gigs
May 21, 2010 at 6:02 PM #43231EarlCMember
I’ve hammered on this before, but it bears repeating: A focused and consistent direct-mail marketing strategy will get you video business. I will say that a strategy utilizing virtually all marketing approaches is best, but the single, most effective and affordable way to get business, establish branding and gain eyeballs is through “focused” direct-mail marketing.
By “focused” I mean selecting the specific area of interest you want to pursue and developing an attention-grabbing visual marketing vehicle (a postcard specifically) that addresses that need and how your services or products provide the solution.
Depending on your studied focus area you can be more general with your address resources, or tighten it down to ONLY graduations, grad nights, specific youth sports events such as soccer, baseball, t-ball, football, basketball, swimming. I might rotate my images to reflect specific sports, mixing soccer and basketball photos for example, and going with a more general postcard that might appeal to ALL youth sports groups.
On the other hand I’ll research via Google and identify all the youth basketball or soccer groups/clubs in my service area and hammer down only on them.
What is effective, and what works, in using focused direct mail strategies is consistency and persistency. Mail a minimum of one piece every day, or seven a week, 30 a month – you get the idea. Set a budget of $40 to $50 a month and do it consistently for one year.
If you only send out ONE piece a day for 365 days, you’ve spent less than a buck a day (counting ink, supplies and postage, on average) and you WILL get more traffic, more name recognition, more calls, responses and replies, a higher brand recognition…
…and, most importantly, you WILL get business.
This approach is accumulative. It will bring eyeballs to your website. It can be used in conjunction with a Twitter/Facebook and LinkedIn and other social strategies, as well as your blog (You do blog about your business and your clients and the resulting productions, right?)
One postcard a day. Even if only one gig a year comes of it you’ve likely broke even. Not only that but you’ve gained visibility and linkage, name (brand) recognition generated traffic to your website and blog.
Take it one step further. When you keep, maintain and utilize an ongoing direct mail list for focused areas of interest don’t let it rest. Don’t send each address a postcard then never use that address again. The whole promise of a focused direct-mail strategy is developing traffic, eyeballs, recognition and business. You achieve this by rotating your lists – direct mail a minimum of every 90 days to every good address you have.
Don’t let them forget you. Keep a soft, general (but focused) information only approach and you will upset fewer people by far than when using e-mail blasts, SPAM, marriage or junk mail, hard-sell approaches or telemarketing.
I’ve had clients call a year later and ask if I still specialize in youth soccer, or whatever, telling me they kept my postcard(s) on file in the event a need developed. That is a GREAT shelf-life for your relatively cheap postcard mailer.
June 22, 2010 at 12:28 AM #181177Luis Maymi LopezParticipant
Excellent article Earl. I have one question, where can I get a mail address list? I search a few web sites, but they didn’t have my country. Is there another way to get a mail address list? I already have my promotion art ready in photoshop with an specific area of interest (slideshows), but since I cannot deliver the postcards myself to individual mail boxes (its illegal) so I’m in the old fashion way phase, the typical sell’s man that goes house by house delivering his product. It won’t be the first time for me, but your direct mail strategy is way better.
June 22, 2010 at 3:28 AM #181178EarlCMember
Hey guy, thanks for the props…
Out of curiosity I just did a Google search for martial arts, Puerto Rico – the first couple of pages at least listed some potential locations.
I did the same thing for dance schools, Puerto Rico and again came up with some potential locations.
This is the primary route I take when trying to target a specific interest group – same for funeral homes, churches, schools, youth baseball, youth basketball, surfboard designers, etc.
I’m not saying this will do it for you entirely in your area, but it’s a start.
I’ve tried purchasing mailing lists and they’re either way expensive or way a rip-off, inaccurate, not up to date, etc. That route has NEVER worked for me.
But I have simply gone by whatever way I can to get good addresses and sent them to “Family” “Occupant” etc. though I do hate to do that, but if all else fails…
…I’ve gone through neighborhoods and simply written down the addresses (I can easily find the zip codes) and also discovered which homes are vacant, identified kids toys around outside, such things as that, and compiled a list that I will use.
The KEY, IMHO, is like the article you read here – do it consistently and persistently. Never stop doing it unless somebody screams at you. I’ve not only had results from addresses where I had no resident name, and this from postcards, but when I send out my “Celebrate Life!” demo video with a HUGE representation of all the productions we’ve done (you can see a good number of them – snippets, samples, partials or more – at my WEBSITE if you’re curious about the kinds of video I produce.
Hope this gives you some direction to take. Let me know how it works out. Also, take a second and visit my BLOG and read the last two articles about a new business venture I’m developing that is going international. If you’re interested in going in another direction with your video business, let me know and I will share more.
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