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.
A Fresh Idea
 Case Study #6:A Fresh Idea |
 
C. W. Beale & Associates, Inc. - front
C. W. Beale & Associates, Inc. - back
Goal: Revitalize Seminar Attendance Customer: C. W. Beale & Associates, Inc. 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. 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.
Campaign 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!"
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Excerpted from The Ultimate Postcard Marketing Success Manual by Joy Gendusa. For more information click to PostcardMarketingSuccessManual.com. Call Today or Email Us at info@postcardmania.com Order this book online at shop.postcardmania.com. Available in hard cover and downloadable PDF versions. Order now and get outrageous direct mail marketing results! ©2012 Joy Gendusa & PostcardMania
About PostcardMania:
PostcardMania is a full-service postcard direct mail marketing company which includes graphic design, printing, highly-targeted mailing list acquisition and mailing services with FREE marketing advice. Joy Gendusa is the Founder and CEO of PostcardMania, which was recognized as the nation's fastest growing direct mail postcard marketing firm by Inc Magazine in 2005. Gendusa began PostcardMania in 1998 with no capital injections of any kind, using her marketing acumen and direct mail postcards to expand her corporation year after year. They help over 31,000 businesses in more than 350 industries nationwide to expand through the use of direct mail marketing techniques, printing 4 million and mailing 2 million postcards each week. About JetMail Tampa Bay: After being asked so many times by existing customers to handle all their direct mail needs, Gendusa decided in 2004 to open a mail house and run it with the same commitment and excellence to her customers...hence JetMail–PostcardMania's mail house. JetMail, simply put, is the best mail house you can find and gives the best combination of price, quality and customer service that is available when you need mailing services from a business that considers your business important. |
