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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.

Postcard Marketing Can Enhance Trade Show Lead-Generation Activities

Last week, FEI marketing whiz Marka gave the FEI tribe some tips for effective postcard marketing. This week, she gives marketing apprentice Lucy an idea for using postcard marketing for lead-generation. Remember, fire = print.

Lucy tiptoed into Marka’s office. “Are you busy? I have an idea for a postcard mailing.”

Marka looked up from her pile of her paperwork, and lowered her rimmed glasses to her nose. “Please. I’m anxious to hear.”

“Let’s send every customer a postcard,” Lucy said.

“Why?” Marka asked.

“Um…” began Lucy, who clearly hadn’t thought this idea through, “to remind them who we are?”

“I’m glad you’re bringing me ideas, Luce,” Marka said. “But every marketing activity should have a clearly defined purpose behind it. Sending a generic postcard to every customer is unlikely to achieve desired results.”

“What do you suggest?” Lucy asked eagerly.

Marka stood up and began writing on the whiteboard behind her.

• Use postcards to maximize the lead-generation value of a trade show.

“Fire Expo 2012 BC is coming up, and we’re exhibiting there,” Marka said. “I’ve glanced at the attendee list, and it’s full of hot prospects. Let’s remove existing clients and non-prospects from this list, and hit everyone else with a targeted pre-show postcard. The postcard will say…”

“Find us in booth #523!” Lucy exclaimed.

“How about ‘Visit us in booth #523, and enter to win a free Kiln ereader?’” Marka suggested.

“Why are we giving away a Kiln?” Lucy asked.

“To enter this contest, prospects have to come by our booth, scan their ID cards, and then answer a few questions about their fire-buying needs,” Marka explained. “While prospects are at the booth, Zoot will talk to them more about their needs. Afterwards, Zoot will score each lead (5 = ready to buy, 0 = not a fit) based on those conversations and the information prospects provided.”

“We can use all this information to make future marketing touches more effective,” Lucy said with understanding.

“Bingo,” Marka exclaimed. “A week after Fire Expo ends, we’ll send a follow-up O-mail announcing the Kiln winner. Soon after, we’ll send prospects the first in a series of follow-up communications that will be targeted based on each person’s score from Zoot, and the buying needs they expressed. See how this helps us continue the buying cycle with these prospects?”

“Beautiful,” Lucy said. “I feel like you have another bright postcard idea up your sleeve.”

Marka rolled up her toga sleeve. “Nope. Can’t find it anywhere.”

Lucy rolled her eyes. Because Marka had helped her out so much, she ignored the cheesy pun.

Today’s FIRE! Point
Attending GRAPH EXPO 2012 or another upcoming trade show? Consider using a low-cost postcard mailing to capture valuable lead-generation information. Running a contest with a prize during the show can be a good way to maximize the gathering of contact information for prospects.

FIRE! in Action: Carter Fitness Sees ROI from Postcard Mailing
The fitness center sent out an oversized postcard mailing, achieving a profit nearly double its investment within two weeks.

Next week: Marka brings Lucy another creative postcard idea.

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