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Direct Mail Marketing by a Removal Company in Ireland

By: Matt Eve...

Towards the end of last week we put our home up for sale with a local estate agency. This week in the post I received a postcard from a transport company that specialises in removals. The card had details of their services and offered me a free estimate if I called or visited their website.

First of all congratulations to Libra Trans for taking the initiative and implementing a targeted marketing campaign to a clearly defined target market, people moving and selling a house and therefore soon to be in need of a removal or transport firm. The card is well designed and does its job of catching attention. In the pile of other correspondence a colour postcard stands out.

I think the call to action on the postcard is a bit weak, it simply says visit our website or call for a free estimate. Personally I’m never particularly impressed when I see a company say the offer free estimates; whoopee you are going to tell me your prices for no charge how good of you. I don’t think they’d get too far saying “call for an estimate; it will cost you €50”.

The biggest failing of this campaign is that the postcard was directing people to the Libratrans website, whilst in principal this can be a good idea when marketing with postcards in this instance it was not effective. The website looked dated and there were a number of errors on the page. The final nail in the coffin was that the quotation request form was not working at all. I wonder how many lost leads this has cost them?

So how else could Libratrans improve this Irish lead generation campaign? I think they could make their offer even stronger by offering something free, for example on their website they have a checklist of things to remember when packing or unpacking. Rather than having this freely displayed on the website they could create a report package and offer it to prospects who fill out a form etc.

Perhaps they could make the offer stronger still by offering something of use such as 3 free packing boxes or similar. This would help them qualify the leads from the postcard mail out a bit further and allow them to capture the names of prospects rather than just ‘The Home Owner’. This would help to build a relationship with the prospect, the cost of this would be minimal and I’d be willing to bet it would increase their conversion rate over and above just offering a free quote.

Overall this campaign is a good way of generating leads from a targeted audience. I was wondering how they compile the list of people moving. One way might be to keep an eye on the new properties as they are listed on Irish property websites, or perhaps it is possible to purchase lists of all the new properties. Another way that they might do it is by getting the drivers of their trucks to record details of all the new properties for sale that they come across in their area.

This is a very good example of a simple yet effective marketing campaign, it can certainly be improved but it is a good start. When you think that a potential client is going to be worth €1000 to them the cost of sending out a postcard to say 100 prospects for a 1% response rate could produce a healthy flow of business.

Article Source: http://www.simplepetcare.com/pet-articles

Author: Matthew Eve is a writer and runs a specialist marketing company in Ireland.See more of his articles at his irish marketing blog
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