How To Run An Effective Direct Mail Campaignby Compiled by GymLink.Biz (Fitness Business)
How to perform an effective direct mail (DM) campaign! By including clear answers the above questions on your mailing piece you’ll make the phone ring and see traffic build through your doors, then the rest is up to the membership consultants (sales people). You need to have a focused offer, big bold contact information, and a call to action, with an end-date deadline to stress the urgency of responding promptly. Include some educational information about your programming or equipment, but don’t push the features too much as they already know you’re a fitness club, and most fitness clubs have treadmills these days! Also avoid using innuendo and hard body or body beautiful visuals, they’ll mostly turn people off these days. 3. What will it cost & what return can I expect? The best way to evaluate the cost/return on any direct mail campaign is in terms of ROI (Return on Investment). Because there is no magical marketing formula, you need to look at how many sales (memberships that need to be sold) to break even. If you can break even with only a few sales, the rest of the sales that result are pure profit. If you were to spend $3000.00 and return $6000.00 in new membership sales would you be happy with that return- of course you would. Imagine a bank giving to 100% return on your money! You are not going to generate huge returns from a single marketing campaign, that’s why you have to continually execute your campaigns throughout the year. The Gymlink Advantage Plus Listing is one marketing medium that is low in cost and high in return in comparison to most marketing mediums, but you always need to have several lead generation strategies in place at all times. 4.How can you measure the success of your campaign? Unless you are willing to track results, you won’t learn anything from a direct mail campaign. You wont discover which offer was most appealing, what language was most compelling, or even what sort of return you’ve earned your investment. With most marketing you need to have the support of your staff, but as an owner or manager it should be in your best interests to make sure you do. Knowing the numbers tells you what works, what doesn’t and most importantly why! Simply by maintaining a log at the front desk or near the phone, you can track your walk-ins and callers to a specific marketing & advertising campaign. Train your staff to ask, “ How did you find out about us?”, and make sure they write it in the log! Whilst most small businesses in the health & fitness industry don’t have large marketing budgets, there are things you can do to ensure that the people you are targeting will hear your message. The most important thing is that you learn a valuable lesson from each marketing campaign you do! Buy Lead Boxes for your business now If you need help with executing your marketing campaigns, setting up sales & tracking systems or sales training for your staff you can locate a solution in the Industry Suppliers Directory at www.gymlink.biz |