Posted 03-15-2009 at 12:06 AM by doGooD (doGooD Marketing)
Updated 03-24-2009 at 11:30 PM by doGooD
I have a new client, Legacy boating Club. I absolutely love working with these folks. I think the most refreshing thing is that the owner knows his sales goals for 2009, and he is budgeting to gain momentum. We are not talking about big money, we are talking about strategic spending. Currently we are working on direct mail campaigns to folks within 20 miles of the five marinas they serve.
We have mailed to a portion of these folks and they have had many new members join.
Since they opened -nearly five years ago- they had their best fourth quarter in 2008. This speaks volumes considering the current economy. As well, it represents how logical their product is versus boat ownership.
They had a brochure sitting in storage for over a year. We took their preprinted piece and overlaid a small label with a 'call of action'. The outcome was a 4% conversion. A highly successful direct mail campaign is typically 3%.
The next mailing is more in-line with our new campaign- since it was designed by doGood-and will hopefully be even more successful.
The bottom line of this post, if you have a budget, no matter how small- choose a highly targeted vehicle. In your case it may be in-resort publications, it may be pay- per clicks, or perhaps direct mail.
As always, make sure you give a sense of urgency- a call to action, otherwise- you may not have a gauge of value.
|
