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Question on Making Direct-Mail Campaigns Worth The EffortViews: 302
Dec 06, 2006 5:23 am re: re: Question on Making Direct-Mail Campaigns Worth The Effort

Lamar Morgan 954-603-7901


Excellent question. The invitation is to visit a convenience store and try its new chicken product, Broaster Chicken. You need to understand the surroundings here. This is a convenience store in a small town. In fact, the convenience store is right across the street from the local high school and the only place to get gas in the entire town. To see what the place looks like, visit Middletown, CA.

Each one of these invitations goes to a business - not a residence. That is not by accident. It is by design. Each invitation will be printed in color on sturdy card stock and laminated in plastic. Why is it laminated in plastic? So, it can be pinned to a bulletin board or put on display in an office. The idea here is that one invitation impacts many individuals, not just the recipient. Perhaps this is somewhat bold, but the prospect is not only being asked to use the product, but to promote it. And, for that reason, the invitation needs to look too nice to simply disgard.

Before the invitations go out, all prospects are going to be called and told to be on the lookout for the invitation. The week following the mailing of the invitations, each prospect will be called again to see if he received the invitation and asked if the invitation was put on display. I need to be able to measure the effectiveness of this effort. If people are offended, I want to know. If people are impressed, I want to know that as well. I need both the good news and the bad.

On Saturday of last week, a promotion was done in the town for the convenience store's new chicken product. At what was a small trade show in a high school multipurpose facility for an event called "Christmas in Middletown," free coupons for the new take-out chick product were circulated. This invitation mailing is a follow-up to that promotion. There will also be articles in the local newspaper as well as ads regarding the convenience store's outreach to the community.

Since the product has not arrived in town - and there is no take-out chicken place in town - the hope is this promotion will create a positive buzz for this new take-out chicken being provided by a convenience store, 24/7. The take-out chicken should be here in about two weeks.

Lamar Morgan
Power Networking - http://www.talkshoe.com/talkshoe/web/talkCast.jsp?masterId=18

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