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C. W. Beale & Associates, Inc.
Revitalize Seminar Attendance
The Campaign:
As his industry caught on to the "invitation to a free lunch" approach, Chuck Beale knew a change was in order. He wanted to do something different because so many other financial planners were now mailing out invitations in envelopes. Chuck chose postcards to be able to stand out more in his prospects' mail boxes. He also determined that postcards were more economical, allowing more mailings for the same amount of money.
Now he does something different than offering just a luncheon/dinner — his postcards invite prospects to a bus-trip outing to Clinton Library, where they also have lunch and listen to Chuck speak for 20 – 25 minutes. Another twist on the lunch approach that they use is to offer a tour of Little Rock or Pettigean Mountain.
The idea was to keep the design simple and easy to read, since it was going to seniors. C. W. Beale & Associates, Inc. employees collaborated with PostcardMania's team of graphic designers to come up with a design that would get results.
Results:
They track results and the response really depends on what they offer as the entertainment, Chuck said. He also understands that you have to have a good offer and the right list to market to. In his case, they market to retirees. At the time of this interview, they had just started promoting a train trip and noticed that their response rate was higher. The train ride postcards were generating a 2% response, double the normal 1% response of the dinner postcards.
C.W. Beale & Associates, Inc. calculates their total Return on Investment for the postcard campaigns at about 10x what they spend.
"I focus on the bottom line when it comes to marketing," Chuck said. "In the last two-three years, my firm has ranked in the top 2% in the nation that sells annuities!"
