PR Enclosures Can Help You Win New Business
Last week, Fire Enterprises (FEI) marketing maven Marka told savvy salesperson Zoot how offering inexpensive giveaways in FEI’s direct marketing promotions can lead to new sales opportunities. This week, Marka shows FEI Team Leader Org how enclosing public relations pieces in direct mailers can help persuade prospects to buy from them. Remember, fire = print.
One afternoon Org sauntered into Marka’s office holding February’s Fire Buyer’s Monthly. He opened the magazine and showed Marka a piece of expert commentary he’d written—“Ten Secrets to Longer-Burning Hearths”—that appeared in this issue.
“Look,” he said, “I’m a star!”
“More importantly, your name—and FEI’s—is being associated with useful information, and validated by a major industry publication,” Marka said.
“There’s that, too,” Org said.
“May I see that?” Marka took the magazine from Org. “Today I’m drafting a letter for our upcoming mailing to hearth installation businesses. Why don’t I have our intern make 100 copies—we can enclose one in each letter!”
“Sounds good,” Org said. “They’ll find this information useful—and so will their customers.”
“That’s a plus, but it’s not really my point,” Marka said. “A lot—if not most—of these prospects will miss the article in Fire Buyers. By including a reprint of this article, we’ll put our brand message of ‘reliable, expert fire solutions,’ validated by a reputable source, right in front of these hearth installers’ eyes!”
“I think I’m getting it,” Org said. “Say Harry from Harry’s Hearths is deciding whether to partner with FEI or Flintstone to offer ‘all-in-one’ installation-and-lighting kits for his customers. He needs to make sure whichever business he chooses is trustworthy, and knowledgeable—after all, he’s putting his valued customers in their hands. Who do you think he’ll choose? The company that’s been vetted by the fire industry’s leading publication? Or the other guy?”
“Exactly,” Marka said.