Targeting Companies

[Genielle]

Hello there,
I am in the process of sending over 2000 letters to companies througout Sussex and so far I've mailed about 800 and got no response. Can anyone suggest any other way to target companies.

I am a Caribbean Caterer who offers corporate funtions and theme parties.

Genielle

[Ian J]

The returns from mailshots aren't great unless very carefully targeted but when I last did it I used to follow up with a telephone call

[Genielle]

Originally Posted by Ian J

The returns from mailshots aren't great unless very carefully targeted but when I last did it I used to follow up with a telephone call

thanks for that... i will do that!!!

[Dianne P]

Originally Posted by Genielle

Hello there,
I am in the process of sending over 2000 letters to companies througout Sussex and so far I've mailed about 800 and got no response. Can anyone suggest any other way to target companies.

I am a Caribbean Caterer who offers corporate funtions and theme parties.

Genielle

Genielle, with this type of promotional campaign you should be getting a 1-3% return. The problem will be one of the following areas:
1. The letter has not reached the right person
2. The headline/first para has not connected with the reader
3. Your "offer" is not perceived as having value / is not worth switching for
4. There was no call to action - they got it but didn't feel the need to do anything about it.

I'm afraid it will be a process of elimination to see which one (or more) could be at fault. Each one of these elements is critical to achieving a return on your investment.

Hope this has helped - good luck!

Regards
Dianne P

[evej13]

I'd like to add to Dianne P's post...

When you're writing a direct mail sales letter, you need to think "benefit, benefit, benefit". Too many direct mail sales letters are all about your services and what you offer. It's far more important to try to think like your customers would, and make sure to show how your product or service will benefit them.

Good benefits-based writing together with a targeted audience and a couple of calls to action should bring 1-3% response rate. We actually have one that got a 6% response rate last year. Your headlines (you need several) must also be attention-getting because so many people just scan. Also, a P.S. calling for action at the bottom of the letter helps a lot. Just make sure it's only one.

Hope this helps. If you need more info just email me.

Good luck,
Eve

[BIZAL]

Letters can be very dull and often do not show the prospect what you can deliver.

Hence I would go a different route and book meetings and take sample food, any pictures you have etc i.e. back up what you are saying with facts.

Add this to your sales database and send out a least 1 letter every 3 months.

People buy people and you are selling a service, so meeting the prospect will be key to your success

Repeat as required

[Chickeree]

I am Marketing my business product with DVD's which always need a follow up call. Thanks everyone for this input - really helpful advice here.

[evej13]

Bizal,

I would respectfully have to disagree. Well-written sales letters don't have to be dull, and a good writer can convey what your product or service is very well.

I do agree that just one letter often isn't enough though. Follow-up letters or phone calls are often needed in order to add to your response rate.

Eve

[BIZAL]

Originally Posted by evej13

Bizal,

I would respectfully have to disagree. Well-written sales letters don't have to be dull, and a good writer can convey what your product or service is very well.

I do agree that just one letter often isn't enough though. Follow-up letters or phone calls are often needed in order to add to your response rate.

Eve

Sorry if you read our post we say "letters can be dull". We have seen hundreds over the years that we put anyone to sleep. I did not say “all letters are dull”!!!!



Now in this case look at what they are selling. Look at the response rate, look at different methods that show how good they are.

Sorry a letter, (even a well written one) will not get the best results.

[globalart4u]

Be careful when calling as the company may be a member of the TPS ie have opted out of sales calls and you may end up paying a fine.

more information on their website tpsonline.org.uk re corporate companies