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Everything about Advertising -- in no particular order |
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Direct Mail - Part 2 Last time, we looked at WHO, COLOR and CALL TO ACTION. This week, we conclude our introductory lesson into Direct Mail with CONTENT, FREQUENCY and FOLLOW UP.
Without a doubt, the most important component of any direct mail campaign. Readers of my past columns will already know that I am against the typical timeshare come on. There are plenty of examples of what I mean out there… some of them on my bulletin board to remind me. I suggest (again), that we go for the honest approach. Skip the $99 offer in exchange for an "informative presentation on vacation ownership". Try the truth. You don't really want people to listen to an informative presentation do you? (Confidential to Marketing Managers…if your answer is "yes", then you need to spend a day or two with a sales rep!) No, you want people who are interested in and qualified to make a timeshare purchase. So tell these people what's involved. I'll say it again… if we as an industry want the general public to respect us, we must first respect ourselves. Say it's timeshare, and say it proud. And for goodness sake… make the people feel special for receiving this offer. Tie your content into the mailing list. If you are targeting readers of Town and Country, then mention it in the offer. Let your audience know that they were CHOSEN SPECIFICALLY FOR WHO THEY ARE and they make good candidates for timeshare.
So, you've spent the money on a good, targeted mailing list. You've chosen to work with a professional to carefully write your offer. The color is perfect, the font readable, and the photos inviting. Now is NOT the time to sit back and patiently wait for the 1% response rate. DO IT AGAIN. Tie your efforts into your call to action. Make the respondent WANT to see what comes in the mail next… there's an idea. I'll offer you a great example. Several years ago, I received a postcard in the mail from a printer who was trying to win my account. I received three postcards in the span of about a month. Each postcard showed an extreme close-up of a piece of a printing press. My job? To wait for each postcard and then write back with the exact name of the piece shown in each postcard. Did it work? Absolutely it worked. I saved the postcards, anticipated the next one and mailed in the answers at the end. Oh yeah, it didn't hurt that I won an all expense paid trip to Heidlberg and $2,000 spending money. You don't have to offer anything nearly as extravagant. The idea is to hit your audience again and make them WANT to see what you have to say now. Remember all of this is done with the intent of making them WANT to purchase a timeshare when they get to your resort in front of your sales staff. Always remember what you want to happen and you'll be that much closer to getting it.
I'm going to limit my comments here to following up with those people who eventually do respond to whatever
offer you have. There is another school of thought to following up with those who did not respond, but I'll save
that for another time. Your phones are ringing and/or your mailboxes are full. You have results… you have their
rooms reserved, their tours booked and their restaurant coupons waiting for them (and that's only if you've chosen
a boring offer). Now what? CALL THEM. Tell them you are looking forward to seeing them when they come in. Ask them
if they have any questions on how to get to your resort. Have they been to your area previously? Have they toured
a timeshare previously? As a salesperson, I frankly would relish the opportunity to have a tour assigned to me
and give me the responsibility to contact these people before I go out to a crowded lobby to meet them. Imagine
the possibilities! I could know something about them, they could know something about me. I would be able to alleviate
some of their well-founded fear and put them at ease. I'd make them feel special, wanted, and actually have them
look forward to meeting me in person. This, I know is a radical idea, and some salespeople will be e-mailing me
terribly nasty notes telling me that this is a travesty, that they don't get paid for talking to tours prior to
arrival, and all sorts of nonsense. And that's all it is… NONSENSE. Any salesperson worth having would be willing
to take some responsibility. The rewards far outweigh the small time involved. Get your salespeople involved in
this process and you'll both reap the rewards. |
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Lisa Ann Schreier is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising, marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where she is known for her consumer insights and "back to basics" style of business. When she is not working, sharing insights with the best bartender on Disney property (you'll be famous soon!) or learning the hard way that the sun really is much stronger in Orlando than it ever was up north, she occasionally runs back to Chicago to catch up on the best radio station in the world and see some incredible concerts. Lisa can be reached at GRQ1@aol.com. Check out her business ad here. |
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