August:
Your Quarterly Marketing Calendar for 2006
Making
the Most of Promotional Mailings
"Don't be afraid to give your best to what seemingly are small jobs. Every
time you conquer one it makes you that much stronger. If you do
the little jobs well, the big ones will tend to take care of themselves."
—Dale
Carnegie
Use mailings to your best advantage. This month get your mailing list
updated, so you will be ready to have a smooth, calm and more profitable
holiday season. Then begin to plan what you want to promote and choose
the materials that can help you do it.
Many of our customers use postcards and greeting cards for different
reasons, and we want to pass on what they’ve learned to you.
Postcards
Because they are cost-effective, postcards are excellent for your largest
mailings. What’s more, personalized postcards are the easiest
way to broadcast your message. Simply sign your name to the back, address
them, and add a stamp.
If you use first class postage (24¢),
undeliverable postcards can be returned to you to help you update your
mailing list. Here’s how it works. 1) Make sure your return address
is in the upper left corner of the addressing area. 2) Print the words, “Return
Service Requested” directly below the return address in at least
8-point type. (The postal service has to be able to see the message!)
A late summer mailing will help
boost a slow summer calendar and help you create a more accurate list
for your second, holiday mailing!
They
are also likely to be kept or passed on to others. These are good facts
to keep in mind as you create messages promoting gift certificate sales,
announcing a newly available modality or promoting a special. Take
the opportunity to encourage people to pass the offer on to friends
if your client cannot take advantage of it. Get people talking to their
friends about you.
Greeting Cards
Greeting cards are perfect for communicating
a more personal message. Receiving an individual note can really
make someone’s day. Send them to your best customers, thanking them
for their business, support or referrals — or offering them
a special for being wonderful.
Thank referring practitioners or others
who have helped you professionally, or send special greetings to clients
in corporate settings.
People who receive greeting cards from you
will take notice and remember the effort you took to stay in touch!
And don’t forget to include your business card with every card
you send.
