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Small Business Advertising - Direct Mail Candy Promo Gets Sweet Results
Written by: Jerre BlodgettArticle Overview: Here's a direct mail promotional idea that worked well for a corporate client selling big ticket electronics gear. With a little imagination, you can do something like this to create new business for your growing company.
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Small Business Advertising - Direct Mail Candy Promo Gets Sweet Results
If you've read my other direct mail advertising articles, you'll note that I like sending direct mail on a frequent basis to the same list of prospects. The better the prospects (matching demographics with your "ideal client" criteria), the better the results. When I built my printing company using direct mail, I found that many new customers had saved a number of my direct mail pieces before they ever called.
This candy themed direct mail campaign was a fun promotion, and got far better results than expected for my client. This promotion had three parts and featured popular Jelly Belly brand candies (we used the original brand):
We did three separate mailings to the client's 30 top prospects. Each mailing included a jar of Jelly Belly candies with an attached small brochure that contained a recipe for "a sweet solution to their needs" - our product message.
Did you know that if you mixed a Chocolate Pudding, Cappuccino and a Peanut Butter Jelly Belly you get a Mud Pie? Or, if you mixed Very Cherry with Chocolate Pudding you'd get a Chocolate Covered Cherry? By mixing Chocolate Pudding, Crushed Pineapple, Top Banana, Strawberry Jam, Very Cherry and French Vanilla you'll get a Banana Split. You can go to the Jelly Belly website to find more fascinating combinations, and this is not an ad for their products! But you get the idea.
Each promotional mailing carried a message tying the product to the concept of here's a recipe for "A Sweet Solution To Your Needs!"
This campaign received tremendous response from the target market. My client had a goal of 20 first time appointments and they got 30. They targeted 15 demos and they got 25. They targeted sales to three of the prospects and got 18. This promotion was a huge success. Cost? About $200 per prospect. Adding my fees for masterminding the promotion, under $5,000 to win over $5 Million in new business.
For more ideas on how to use direct mail promotions to build your business, see my other articles here.
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About the Author: Jerre Blodgett RSS for Jerre's articles - Visit Jerre's website Jerre Blodgett Jerre coaches companies in areas of start-up, planning, capital formation, marketing, mergers & acquisitions, franchising and human resources. He was a top marketing and advertising man for Honeywell and 3M companies before launching a printing company at age twenty-six. Using his unique marketing strategies, that company experienced astonishing growth. Focusing on mentoring small businesses, he applies business-building programs that work especially well in tough economic times. He coaches owners on how to make positive changes in, or re-invent, their companies when growth stalls or markets decline. Jerre has been an owner, principal, partner or shareholder in over 25 businesses. Visit his website - www.BlodgettVentures.com. Jerre is author of the informative E-Book, Your Own Consulting Business - Here's How to Do It NOW! Learn more about the book by visiting www.yourownconsultingbusiness.com. Click here to visit Jerre's website Bootstrapping Your Start Up Business Smart Branding for the Smaller Enterprise Thinking about Selling Your Business Some Quick Tips Small Business Advertising Direct Mail Candy Promo Gets Sweet Results Successful Entrepreneurs Five Keys to Grow Your Business in a Tough Economy |
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