How to Generate New Customers With Birthday Lists
If you need a simple, set-it-an-forget-it marketing strategy to supplement your current efforts, you really can't do any better than a direct mail birthday campaign. They are highly effective, simple to set up and flat-out produce, month after month.
Before I show exactly how easy it is to grab these extra customers, let's talk about why direct mail birthday campaigns work.
First off, there is a psychological aspect to it: people like to get gifts on their birthday, and they generally appreciate when someone remembers their birthday and cares enough to send a gift. The goodwill generated on behalf of your business and brand is nothing to sneeze at. In the long run this goes a very long way.
Second, offers, if well thought out,cause the prospect to feel compelled to act, because it's too good to pass up. Think about it as if it were your birthday and you received an offer for a free cocktail and appetizer at a local restaurant you never tried before. Would YOU feel compelled to go? If it were NOT your birthday and they were just giving away food and drink willy-nilly your gut reaction may be that the restaurant was desperate for new customers and is probably not very good. But if it's a birthday present it plays into those warm fuzzy emotions when someone remembers and acknowledges the day you were born. Am I right?
So now you've got a new customer, and you have two choices for how to turn a profit on this situation: make their experience so good they turn into a repeat customer (you should always be trying to do this anyway), or structure the offer in such a way that the customer is likely to purchase additional items/services from you (but don't make that a requirement of the offer, because then it ceases to be a gift and you look like a jerk). In the restaurant example likely the birthday girl will bring her significant other and they'll both have an entire meal and dessert as well.
Both of these are easy to pull off considering you've come this far in your business.
It really is simple.
Purchase a mailing list of your target market with their birthdays included in the record, for a given month – the month you will be mailing.
Design a direct mail postcard that announces the birthday gift/offer with clear copy and graphics.
At the beginning of every month, mail the postcard to those on that month's list.
Serve them well. Treat them kindly. Give them a bit more than they even expected and watch your business expand, month after month.
That doesn't sound too bad, does it? And to make it even easier, you can just have my company, PostcardMania, do it all for you. We can set up your birthday campaign, and handle the execution of the campaign every month. If you go that route, all you have to handle is Step 4, and I think you can do that.
If it sounds like a no-brainer, I can't say I blame you. Find out if a birthday program is right for your business by calling my marketing experts for a FREE consultation: 1-800-628-1804.
Joy Gendusa founded PostcardMania in 1998 with a phone, computer and no capital investment. Since then, she has grown the company into one of the nation's most effective direct mail marketing firms, specializing in postcard marketing for small to large-sized businesses. Over the years, she expanded to offer mailing list acquisition, website development, email marketing–all while continuing to educate clients with free marketing advice.
She has been named Tampa Bay CEO of the Year, Business Woman of the Year in Tampa Bay and has been featured on MSNBC's "Your Business." PostcardMania is an Inc. 500 and 5000 company and has won awards for creativity, best business practices and leadership. Find Joy on Google+
If you would like to interview Joy or book her as a speaker, please email firstname.lastname@example.org or call 1-800-628-1804 ext. 281.