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Hi Fastlaners!
So here is the concept of my business I am beginning and I would like some feedback from the experienced people on this forum.
Basically, it's direct mail. Everyone is so hyped up about the internet and all of the wonderful opportunities that it provides us. And rightfully so! But too often, the old tried and true methods are overlooked. Sometimes they just need a little twist to provide significantly more value. And that is a win win scenario.
I will go over the three concepts and then discuss my implementation of the systems.
Targeted niche mailers:
I have access to many many high quality mailing lists for very cheap that are updated frequently. The type of lists range from everyone in the US who has income over $100,000 who purchase stamps and coins for collecting to new movers by zip code to Ford Mustang owners sorted by year of purchase and year of the car.
By analyzing the markets represented in these lists, I can contact noncompeting businesses that would like to target these niches. Then I print large glossy mailers with 3 advertisements to these lists. I have a great printing company that allows me to print, label, sort, and mail these mailers for a few pennies a piece.
Joint Venture Mailings
This is pretty similar to the previous type of mailing, but it is a crossbreed between that and the mailing to follow.
Same postcard, still 3 ads.
However, instead of targeting the masses, I would keep these very local. Find a market, say restaurants, that you want to target. Find two non competing businesses to pay for spots on the ad. These two ads pay for the mailing. On the third spot, I can use for my own offer. Say, a lead generation offer or one of my side businesses like SMS.
It helps everyone! The two businesses get really cheap advertising and I get free exposure to a few thousand prospects for free.
The Money Card
Here is the idea that makes the most money and has the highest potential in my mind. Make a 9x12 super glossy thick card. By taking advantage of Every Door Direct through the USPS, these can be sent for pennies a piece. Add in printing cost and it is still super cheap.
Fill the card up with 12 - 14 ads using the front and back of the card. Charge $600 a mailing per ad on this card.
The secret sauce I have added and what makes it worth the money for the advertiser is how I'm targeting where these ads go. I will mail it to 12k-15k households. I take US Census data, real estate data, all public information that I can find, and a few paid databases. I overlay all of that information in my GIS system and find geographic hotspots that statistically have the highest rate of advertisement response.
Then I align my EDDM routes to hit the most of these areas as possible. So instead of just mailing out ads to every house in the area, I mail it only to households that are wanting to use these ads.
And I can do it for pennies per impression.
My problems:
My plan is to segment these lists into geographical areas and have salespeople start selling this. This is a barrier for me though. It works much better to be able to provide a physical sample of the mailer and make the sale face to face. But that means I have to hire local salespeople. I don't know if that will work well. The money is there to pay hefty commissions to salespeople, but how can I hire people remotely without ever meeting them? How would I know I could trust them with the reputation of the company?
Can it be done without a physical presence? Is it something that can be sold over the phone and email? I'm just not sure about that. I have done a few of these in my area and it works out well when the prospect can see the mailers. I haven't had much success with the phone and email, but I'm not a very good salesperson.
What do you think about this system?
If I can hire salespeople to start hitting up areas around the country, it could be hands off for me. I have systems in place for printing and mailing. It just needs to be sold
So here is the concept of my business I am beginning and I would like some feedback from the experienced people on this forum.
Basically, it's direct mail. Everyone is so hyped up about the internet and all of the wonderful opportunities that it provides us. And rightfully so! But too often, the old tried and true methods are overlooked. Sometimes they just need a little twist to provide significantly more value. And that is a win win scenario.
I will go over the three concepts and then discuss my implementation of the systems.
Targeted niche mailers:
I have access to many many high quality mailing lists for very cheap that are updated frequently. The type of lists range from everyone in the US who has income over $100,000 who purchase stamps and coins for collecting to new movers by zip code to Ford Mustang owners sorted by year of purchase and year of the car.
By analyzing the markets represented in these lists, I can contact noncompeting businesses that would like to target these niches. Then I print large glossy mailers with 3 advertisements to these lists. I have a great printing company that allows me to print, label, sort, and mail these mailers for a few pennies a piece.
Joint Venture Mailings
This is pretty similar to the previous type of mailing, but it is a crossbreed between that and the mailing to follow.
Same postcard, still 3 ads.
However, instead of targeting the masses, I would keep these very local. Find a market, say restaurants, that you want to target. Find two non competing businesses to pay for spots on the ad. These two ads pay for the mailing. On the third spot, I can use for my own offer. Say, a lead generation offer or one of my side businesses like SMS.
It helps everyone! The two businesses get really cheap advertising and I get free exposure to a few thousand prospects for free.
The Money Card
Here is the idea that makes the most money and has the highest potential in my mind. Make a 9x12 super glossy thick card. By taking advantage of Every Door Direct through the USPS, these can be sent for pennies a piece. Add in printing cost and it is still super cheap.
Fill the card up with 12 - 14 ads using the front and back of the card. Charge $600 a mailing per ad on this card.
The secret sauce I have added and what makes it worth the money for the advertiser is how I'm targeting where these ads go. I will mail it to 12k-15k households. I take US Census data, real estate data, all public information that I can find, and a few paid databases. I overlay all of that information in my GIS system and find geographic hotspots that statistically have the highest rate of advertisement response.
Then I align my EDDM routes to hit the most of these areas as possible. So instead of just mailing out ads to every house in the area, I mail it only to households that are wanting to use these ads.
And I can do it for pennies per impression.
My problems:
My plan is to segment these lists into geographical areas and have salespeople start selling this. This is a barrier for me though. It works much better to be able to provide a physical sample of the mailer and make the sale face to face. But that means I have to hire local salespeople. I don't know if that will work well. The money is there to pay hefty commissions to salespeople, but how can I hire people remotely without ever meeting them? How would I know I could trust them with the reputation of the company?
Can it be done without a physical presence? Is it something that can be sold over the phone and email? I'm just not sure about that. I have done a few of these in my area and it works out well when the prospect can see the mailers. I haven't had much success with the phone and email, but I'm not a very good salesperson.
What do you think about this system?
If I can hire salespeople to start hitting up areas around the country, it could be hands off for me. I have systems in place for printing and mailing. It just needs to be sold
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