Everything about Advertising -- in no particular order

Direct Mail - Part 1 -- by Lisa Ann Schreier Direct mail is all too often misused and misunderstood. Done correctly, it can be an extremely cost-effective advertising tool. There are 6 main components to a great direct mail campaign: Who, Color, Call to Action, Content, Frequency, Follow Up Today we will deal with the first three. WHO The biggest mistake you cam make in a direct mail campaign is either too many or too few mailouts. Too many means you need to target your message to only those people that your resort wants to reach. Similar to what I spoke about in print advertising, this allows you to CUSTOMIZE YOUR OWNER (or at least potential) BASE. Too few mail out means too few responses, period. Remember that a direct mail campaign is considered a huge success with a 2% response. That's 2% who respond NOT 2% who purchase. Mailing lists can be purchased from a variety of sources. I highly recommend purchasing a select, target list from a reliable, proven PROFESSIONAL. Where you get your names from is just as important as the names themselves. Magazine subscription lists are also a great way to go. Not only will you have a low rate of mail addressed to the dreaded "Occupant", which is money thrown out, but this allows you very targeted marketing. Do you think that there are more potential timeshare buyers reading "Town and Country" or "Seventeen"? COLOR Look at the mail you received today. What stood out? Why? Color is usually the quickest fix and unfortunately one of the most overlooked components of a direct mail campaign. Ask yourself, "what image do you want to project?" Go to the library or the bookstore and check out all the books on the psychology of color. No, it is not psychobabble. Look at color next time you are at the mall. Are there certain colors that "induce" you to buy more? Or is the better phrase "seduce" you to buy more? There is not one final answer to your color questions as it depends on your market, your message and your image. Word to the wise: Chances are a neon green envelope with orange print is NOT the ticket. CALL TO ACTION I know you think you already know this one. "Call before 10:00 pm on August 20th and receive an extra night FREE!!!" WRONG. Ask yourself if you would believe such nonsense. How about doing something different? How about a short series of questions that they must answer and return to you (postage paid of course). Questions about vacations maybe. Wouldn't it be nice to know something about these people and tailor your follow up and eventual presentation to their needs and wants? A radical idea here---interaction with all potential buyers should not be identical. Perhaps a call to action would involve sending in names of people who may also be interested in your offer. Again, there is no ONE right answer. Ask yourself what would make you respond? Would you want your potential owners to be like you? Well, maybe not J. These ideas are just that---ideas to get you thinking. E-mail me with your thoughts, questions and concerns. Maybe I can help your resort be more successful. Next Column---Content, Frequency, Follow Up

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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