posted
As a small 2 person setup, I used to rely almost on referrals. That worked fine for about eighteen years but I found I wasnt always doing either the work I wanted or the most profitable. I now regularly do mailshots by fax, targeting exactly the customers I want. This has been a great success. I wonder how many of you use this approach or are there any other successful marketing strategies being used that we could all benefit from
-------------------- Kevin Gaffney Artistik Signs Kinnegad County Westmeath Ireland 044-75187 kevingaffney@eircom.net Posts: 628 | From: Ireland | Registered: Oct 2003
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posted
Hi Kevin. What's a mailshot? Like a flier by fax? Do you get the fax numbers from your own phonebook of existing customers collected over the years or use some kind of service that provides the contacts? If it's some kind of random program, wouldn't that be akin to SPAM - unless the recipient had asked to receive the information?
I've never really advertised but have been looking at it lately. The traditional routes of direct mail, newspaper and magazine advertising all seem vastly too broad and untargeted for a custom sign business. (plus they ain't cheap).
I know Mark Rogan has had good results with radio. I also know he threw a hefty chunk of change at it. In fact, it seems all the mainstream routes want about 5 grand to pull off a real campaign, and if you're not willing to play in that price range you might be wasting your money. Frankly (at least so far) I am NOT.
I'm real curious to hear what others have to say on the subject.
ps. I'm no fan of the yellow pages - the highest form of scam IMO.
SONGPAINTER Original Sign Music by Sign People NOW AVAILABLE on CD and the proceeds go to Letterville's favorite charity! Click Here for Sound Clips! Posts: 1974 | From: Orleans, MA, Cape Cod, USA | Registered: Nov 1998
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posted
I use a database here in Ireland designed for this type of marketing. I allows the user to do a search of a particular type of business in any given field or geographical area eg auctioneers in say the north. You can then send a two or three page message to each of these by fax. I do'nt believe this is spam as only companies very likely to need your service are targetted. I would guess for every 100 faxes sent, I would get 5 orders, some repeat orders eventually. I would probably only get one real negative response per 200 sent out. I think thats a good average and certainly well worth the efort
-------------------- Kevin Gaffney Artistik Signs Kinnegad County Westmeath Ireland 044-75187 kevingaffney@eircom.net Posts: 628 | From: Ireland | Registered: Oct 2003
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posted
wow, im glad it works for you. If you were in the USA im sure you would get a much different response. Soem find it works great some I know have miserable response.
Actually, I would love to know if others here respond to FAX SPAM or use a FAX to get business..
In the USA its against the law to FAX without permission, And, I am the first one to turn in a FAXER SPAMMER when it happens here. They all say "I only fax ppl I think would need it"
I hate it, run to the phone, answer and hear a FAX and get a SPAM. Or worse, get a FAX call at 3:00AM. They use my machine, my time my paper, my ink to try to sell me something. Cost shifting is an old way to get bizz.
I seek out and find great pleasure out of making a spam faxer miserable. It's recreation for me.
-------------------- Leaper of Tall buildings.. If you find my posts divisive or otherwise snarky please ignore them. If you do not know how then PM me about it and I will demonstrate. Posts: 5274 | From: Im a nowhere man | Registered: Jul 2001
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posted
I know it's time consuming but I find a personal/social call on an existing or past client is sure to generate some type of work or at least discussion of potential projects which gives me the green light to come up with a proposal. If you feel you have time opening up in your workload take the time to visit past clients without appearing to be on a sales call. Inquire about their services.... whatever it takes to start a discussion. The personal touch is way more powerful than a piece of paper or electronic message.
Failing that make solid plans for a vacation or Letterheads Meet and you are guaranteed to be inundated with work!(LOL)
-------------------- Happy Signing...... Marty
M.F. (Marty) Happy Signmaker Since 1974 Happy Ad Sign & Design Regina SK, Canada S4N 5K4 306-789-9567 happyad@sasktel.net www.happyad.ca
Get Happy & Get Noticed! Posts: 773 | From: Regina, Saskatchewan, Canada | Registered: Jan 1999
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Yes it is illegal in the US to send unsolicited faxes, to the tune of a $500 fine. At over 10 cents a copy for faxes, I'm glad.
Radio - TV - mass mail.... shotgun approach. Not much return on the investment unless you have products for the majority.
Yellow pages.. brings in the tire kickers looking for the cheapest price... tying you up on the phone all day.
Signs... best & cheapest.
Try direct mail with a twist. Target businesses with bad signs, mail a brochure. Another twist is to make your own brochures and target your audience. In other words, customize your brochure with pictures of churches, send brochures to churches. Change the pictures for gift shops, then send those to other gift shops. Get the idea? Take some of your best work and send those examples to like businesses. It makes it look kinda like you specialize in their type of business.
Get exposed. The January Signs of the Times did a small piece on my shop and how I enhance a sign. I'm taking the information to our newspaper and they are going to feature me as their business of the week. Great free exposure.
-------------------- Dave Sherby "Sandman" SherWood Sign & Graphic Design Crystal Falls, MI 49920 906-875-6201 sherwoodsign@sbcglobal.net Posts: 5398 | From: Crystal Falls, MI USA | Registered: Apr 1999
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-------------------- James Donahue Donahue Sign Arts 1851 E. Union Valley Rd. Seymour TN. (865) 577-3365 brushman@nxs.net
Democracy is two wolves and a lamb voting on what's for lunch, Benjamin Franklin Posts: 2057 | From: 1033 W. Union Valley Rd. | Registered: Feb 2003
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posted
A couple of weeks ago a former business associate showed up on my doorstep wanting my opinion on a new idea for marketing he's developed, & specifically wanted my opinion on if it would work for the sign industry. I don't even have a name for this, but it's kinda like a cross between an infomercial, a website, & a brochure, all on CD. I was impressed, & I'm going to go for it. Newspaper, yellow pages,fliers - all that is worthless to me since most of my customers are seasonal residents who live elsewhere. I have sample signs I put up in businesses the seasonal people frequent, & that works, but this looks like the best idea yet. It will let us target exactly who we want. Anyone would like a copy when I finally get it together, just e-mail me your mailing address trmacsigns@frontenac.net . TR
-------------------- Rodger MacMunn T.R. MacMunn & Sons C.P.207, Sharbot Lake, ON 613-279-1230 trmac@frontenac.net Posts: 475 | From: Sharbot Lake, Ontario | Registered: Nov 2003
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quote: Get exposed. The January Signs of the Times did a small piece on my shop and how I enhance a sign. I'm taking the information to our newspaper and they are going to feature me as their business of the week. Great free exposure.
Dave, that's a great idea. I was also included in that article, & hadn't thought of any better idea then to give a copy to the owner of the truck pictured & maybe my mom. Your idea sounds like a great way to capitalize on good thing.
Roger, I will try to get an email out to you as well to see your CD infobrochure. Do you know your costs per CD after all design fees are taken out?
Curtis, I thought I was the biggest AntiSpamFax phoebic around. It generates a seething anger & vengefulness that is both inflated beyond reasonable proportions & usually unable to be channeled back to it's appropriate offending party. The toll-free recorded "remove-me" phone lines won't even let me cuss on an answering machine... just enter a fax number that probably verifies my number for inclusion on future lists. Calling the phone numbers for products or services offered result in claims of innocence regarding the offsite fax company & ignorance of the fact the the "remove-me" option never works. Wish I could find a more satisfying game to make of it.
posted
Sorry everybody - got my e-mail & website mixed up. Try trmac@frontenac.net . Website is trmacsigns.com . Doug, I really don't know what the costs are going to be , although I'm told that after the production, the individual CD costs will be minimal. They're using me as a "guinea pig", & this will be their first for the sign industry - in return , they want some direction. I see this as a great marketing tool, especially for those of us who are fairly specialized, but I've been wrong before. Anyway, they offered, I accepted, & will send out a CD to anyone who'd like a copy - if the response is favourable, I've suggested that they promptly become a Letterville merchant. TR
-------------------- Rodger MacMunn T.R. MacMunn & Sons C.P.207, Sharbot Lake, ON 613-279-1230 trmac@frontenac.net Posts: 475 | From: Sharbot Lake, Ontario | Registered: Nov 2003
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![[Mad]](mad.gif)
It generates a seething anger & vengefulness that is both inflated beyond reasonable proportions & usually unable to be channeled back to it's appropriate offending party. The toll-free recorded "remove-me" phone lines won't even let me cuss on an answering machine... ![[Confused]](confused.gif)
just enter a fax number that probably verifies my number for inclusion on future lists. ![[Embarrassed]](redface.gif)
Calling the phone numbers for products or services offered result in claims of innocence regarding the offsite fax company & ignorance of the fact the the "remove-me" option never works. ![[Frown]](frown.gif)
Wish I could find a more satisfying game to make of it. ![[Dunno]](graemlins/dunno.gif)
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