Leaving a Paper Trail

With the vast use of social media and the internet, most people may consider using paper flyers as their promotional material a bit old-fashioned. But if you think of all the people who don’t use the internet or those who aren’t connected to your online social network, there is still an untapped customer base for your business. 

Let’s use a landscaping company as an example in this article. They are seasonal and travel from one side of town to the other servicing their customers. It makes sense for them to have flyers to distribute throughout the neighborhoods they are already working in to attract new customers.

 Keep in mind that a flyer is simply a call to action.  Whether you design the flyer yourself or have it  professionally done,there are a few things to keep in mind:

• The purpose of the flyer is to educate and inform the public of what you have to offer.
• It should be clear and easy to read at a glance. You don’t want to cram so much information onto the flyer that it’s difficult to sort the message out.
• You need to have a specific purpose in mind. Our landscaper could offer “Spring Cleanup” as a service and be handing out the flyer in the winter.
• To further call attention to the piece, you might offer a discount “coupon” or special price for new customers.
• It should include your company name, logo, addresses, phone number and website address, prominently displayed in bold type.  

Before you decide to distribute the flyers in residential areas, you need to do some homework. In most areas, there are newer regulations in place prohibiting the placing of flyers inside of mailboxes or newspaper boxes at the curb. You either have to put them on the doors of the homes or hand them out to the people you encounter

The United States Postal Service now offers an “Every Door Direct Mail Program” that is affordable and quite efficient. For a fee, starting at $ 0.17.5 per piece or 500 flyers mailed for $87.50 or less, you are able to target a specific area based on your particular demographics and there is no need to purchase a mailing list. You give them the flyer and they do the work. There are more details at www.USPS.com/business/every-door-direct-mail

Maximizing Your Business Down Time

Recently while I was visiting an accountant’s office, two women popped in bearing goodies. They were from an orthodontics office located on the other side of the same large office complex. Their business was slow and they were using the down time to go door-to-door, not only to introduce themselves to their neighbors in the complex but to all the other businesses within a two mile area. 

With a well-thought out promotion in hand, their message was clear. The "swag bag" was imprinted with the company logo, tag line, address and phone number. Inside were samples, most likely donated from their vendors: toothpaste, tooth brush, dental floss, a business card, and a flyer with a coupon offering a discount to new patients.

There was, however, a minor catch. In order to receive the goodies, you had to promise to “like” their facebook page. The page url address was included on the flyer. This was a clever way to increase the followers on their social media page as well as keeping their business in front of potential new patients in case the need arises to use their service.

When is your business in its down-time? Now is the time to be planning ahead with a strategy to maximize your growth potential and trump your competition. Other suggestions to use the time wisely:

• Update your website and/or social media pages
• Go to business networking events. Don't forget the business cards (and flyers).
• Review your business plan and/or marketing strategy
• Check out what your competition is up too

What is the most innovative thing you have done to move your company through the down-time? Let me know and I'll post it in a future e-newsletter.

Next post: Creating Effective Flyers 

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Maurer Marketing Minutes #11-Bernie Stevens-BSA Events & Entertainment

Maurer Marketing Minutes ##11-Bernie Stevens-BSA Events & Entertaininment
When I first met Bernie Stevens, President of BSA Events & Entertainment, he was just starting out in his business. Over the past 25 years, he has gone from working out of his home to working out of two offices in two different states. When he first used direct mail campaigns, the labels were typed using a typewriter. Bernie’s tells us how direct mail options have changed and how he prioritizes his networking to capture his target market. I caught up with him in his Ohio office, just before he left for Las Vegas. You can reach him at 1-800-4-BERNIE or visit his website at www.BernieStevens.com.
Direct download: MMM-11-Bernie_Stevens-BSA_Events.mp3

Maurer Marketing Minutes #10-Sandy Barris-Marketing Expert

Maurer Marketing Minutes-#10-Sandy Barris-Marketing Expert
Sandy Barris, "The Measureable Marketing Madman" and author of "97 Marketing Secrets", discusses the value of creating a marketing plan, in addition to your business plan. Whether you seek funding or want to identify and target your potential clients, a marketing plan is an essential tool. Sandy can be reached at 248-335-8080 or visit his website at: www.sandybarris.com.
Direct download: MMM-10-Sandy_Barris-Marketing_Expert.mp3