Postcard Campaign - Advice Needed

[guerrilla]

Hey People,

I'm about to do a postcard campaign to try and drum up some leads for my IT training business.

I have done the maths and need to get around a 0.5% response rate. That is people respoding to offer asking for more information. I know that sounds low but I have been told that even half a percent response rate for this sort of product can be extremely difficult to get.

For delivery I have a few options available to me. I have hired leafletters that are doing my local area at £30 per 1000. I have been quoted by a leaflet delivery company £40 per 1000 (solus delivery) and the royal mail has quoted me £39 per 1000. I think I'm leaning towards royal mail. It's not solus delivery but the delivery rate should be much better as I find it hard to trust leafletters deliver 100% of their leaflets.

I have been told that my product, an into work training programme, isn't right for a mail drop like this. Can anyone give me any advice from their own experience?

[fisicx]

Well one would assume that your target audience is those people out of work so a leaflet/postcard drop is going to be pretty much wasted since many of the recipients will already have jobs.

You might be better off standing outside the job centre handing out postcards.

[guerrilla]

Originally Posted by fisicx

Well one would assume that your target audience is those people out of work so a leaflet/postcard drop is going to be pretty much wasted since many of the recipients will already have jobs.

You might be better off standing outside the job centre handing out postcards.

My target market is anyone who earns less than £20k per year. That's why I will target C1 & C2 households.

[fisicx]

Fair enough but you did say:

...my product, an into work training programme....

which I took to mean something for the unemployed. However I still think it's a pointless exercise as you have no knowledge of the IT skills within each household.

[Data Profiles]

Are you targeting the location of your campaign in anyway? You say you have a target market, there is information available to help you target the areas your key markets live. For example, what % of the area you are distributing to are in the C1 group? This will help your response rate and hence profits.

Contact me if you need any of this data.

Paul

[sue22]

for a start the most important thing is the message your postcard conveys and the quality of literature you will be sending. To get people to part with money they do not want to be investing with a cheap unprofessional business. Get your message right, get your design right and then I would look to target local directories or see if local businesses, community centers etc will cross sell your service. Perhaps try a few postcards to streets where you know the people match your criteria and then call back and see why they were not interested of indeed if they are what appealed to them about your service.