Home | Business | Marketing
Towards the end of last week we put our home up for sale with a local estate agency. This week in the post I received a postcard from a transport company that specialises in removals. The card had details of their services and offered me a free estimate if I called or visited their website. Libratrans deserve a pat on the back for actually implementing a direct mail campaign to a well defined target audience, that of people selling a home and moving and therefore most likely to need the services of a removal firm. The full colour postcard they sent is well designed and caught my attention straight away. Generally I find that in amongst all the other daily mail a postcard tends to stand out. Whilst the postcard is good there is certainly room for improvement. In particular the call to action could be strengthened. Currently it just says visit our website or call for a free quote. On the whole when I see a firm say they provide a free quote it doesn’t really impress me. So you won’t charge me to tell me your prices how very nice of you! The biggest failing of this campaign is that the postcard was directing people to the Libratrans website, whilst in principal this can be a good idea when marketing with postcards in this instance it was not effective. The website looked dated and there were a number of errors on the page. The final nail in the coffin was that the quotation request form was not working at all. I wonder how many lost leads this has cost them? What other things could Libratrans have done to make this campaign more effective? Perhps the campaign could have been strengthened by offering a free incentive for prospects to get in touch. On their website they currently offer a checklist to prospects of things to remember when packing up the contents of a house. The content of this checklist could be reworked into a report and offered for free when prospects fill out a form on the website. To make the offer even more appealing giving away something else of high perceived value and that would have been very useful to their target audience might have been even better. For example how about if they had offered 3 free packing boxes worth €10? This would make people even more responsive as they would be thinking that is a good deal I think I’ll get in touch. Whatever was decided Libratrans would need to test various other combinations of offer to see what got the best response. In general this irish direct mail campaign was effective and allows targeted leads to be generated. I’m nor sure where they got our contact details, maybe they keep an eye on the property websites for new listings. Or maybe their staff are encouraged to keep a note of any homes that they see for sale. Whatever approach they take to compile the list of houses for sale it appears to have been well systemised and I’d guess that it produces a good return on investment. Sending a postcard would cost less than one Euro and each potential client could easily be worth one thousand Euro. It is a pity that the rest of their sales conversion process lets them down, but even with this I would imagine that they are outperforming the rest of their competitors in this area.
Article Source: http://www.articlewarehouse.net
Author: Matt Eve is a author and runs a specialist marketing company in Ireland.See more articles at his irish marketing blog Get a unique version of this article from our direct mail article directory
Please Rate this Article
5 out of 54 out of 53 out of 52 out of 51 out of 5
Not yet Rated
