Radius Mailers: How to Use Them to Grow Your Business | Business ...
Radius mailers can seem old-fashioned in a world of mobile apps, customer service avatars, and social media, but make no mistake: for many local businesses, they can be just as effective, if not more so, than the latest digital marketing techniques.
What Are Radius Mailers?
Radius mailers refer to mailing campaigns that target the neighborhood around which a company?s customer(s) is/are based. So, for example, if you perform maintenance work on a customer?s unit at 123 Main Street, you might want to launch a radius mailing campaign to that customer?s neighbors within a certain radius.
Radius mailers may consist of door hangers, postcards, or even refrigerator magnets. You?ve probably seen door hangers promoting roofing or windshield replacement companies pop up in your own neighborhood following a major storm. They?re also often used by landscapers, general handymen, electricians, and yes, HVAC installers and dealers.
How Do I Use Them?
It?s very simple to create and launch a radius mailing campaign. First, determine the neighborhood you want to target. Business Direct Marketing provides a full radius mailing service that includes mailing lists of households based on a given zip code, making it even easier to start a campaign.
Next, select the mailing or promotional piece you want to use. This may depend on your own personal preferences, budget, any possible restrictions imposed by homeowners? associations and gated communities. Postcard mailers are popular and often get great responses, but three-dimensional mailers and magnet mailers are also big hits and are often kept year-round by their recipients.
Once you?ve selected the type of mailer, create an eye-catching design and promotional copy. Make sure that any graphics don?t overwhelm your calls to action, although a beautiful, professionally shot and unique graphic can do the work of an entire paragraph. Don?t forget to include your telephone number, website URL, address, and license number (if applicable). If you?re running a special ? and you should, especially if you?re targeting a customer?s neighbors ? say so in the mailer. Don?t stuff the mailer with too much copy or too busy a design, or your message will get lost and tossed. Say enough to let the recipient know what you do, how you?re different from the competition, and how to contact you.
The Digital Undivide in Radius Mailing
If you?re wondering if radius mailing campaigns can work in conjunction with a digital marketing campaign, you?re in luck. There are many options now to utilize the power of mobile and web marketing to spread the word about your business. Personalized URLs (PURLs), QR codes, microsites, and social media, are all popular ways to expand a traditional radius mailing campaign?s reach. Include a QR code on a postcard mailer that, when scanned, will take the recipient to a specially-created website on their smartphone that might include a customized special, instructional video, coupon, or website.
Watch Your Business Grow
Marketing a small business can be one of the biggest challenges of entrepreneurs and business owners, but it doesn?t have to be. Marketing is really all about getting the word out about your company, what you do, and where you do it. Rinse and repeat, as they say. Radius direct mailers can be a cost-efficient and effective way to do just that, and many tools are now available to make it even easier for a campaign to be launched in a very short period of time.
If you would like to try a radius direct mail campaign, check out our BDMToolbox, a suite of tools and templates to help you get started. Take advantage of our current summer specials, too, including a 10% discount off our radius mailers and 10% off van-shaped magnet mailers. These offers end September 30, 2012, so be sure to register for your free account at BDMToolbox.com
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Source: http://bdmtyler.wordpress.com/2012/09/05/radius-mailers-how-to-use-them-to-grow-your-business/
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