Superheroes and Ice Cream Flavors

20 May

We live in a world with so many choices. Some are simple, some complex. The beauty of these choices is that we are able to make decisions based on our preferences. Take a moment to decide if you prefer:

Batman or Superman
Chocolate or Vanilla
Coffee or Tea
Dogs or Cats
Mac or PC

All of these options are comparable; it’s simply a matter of a penchant for one over another – plus what’s right for you. The same idea – believe it or not –applies to your marketing.

Your preferences impact your marketing choices

For all intents and purposes, marketing and advertising has become the cost of entry for many businesses. If you are not putting yourself out there, you won’t be in the game. But when faced with the choices of the different messages and offers available, how do you know which one to choose for your business?

Since there are so many marketing options, let’s focus on the #1 response mechanism for AHAA Associates: direct mail. As we all know, not all communication is created equal. We believe that in today’s market, direct mail used to target prospect customers fall into two categories – Traditional or Aggressive – with the categorization based on message style. It’s important to determine which category best reflects the type of communication you want to have with your target audience and what type of customer your practice is ready to handle.

Sample of AHAA letter packages

Sample of AHAA letter packages

Here’s an overview of each ‘type’ of direct mail, so you can determine which approach is right for you:

TRADITIONAL Direct Mail

Messaging
This type of messaging is the obvious or ‘traditional’ offer route; savings on a pair of hearing devices, a free demo, free hearing screening/consultation, etc.

Response Rate
Expect a .25% – .50% response rate with this type of direct mail communication; e.g. if you mail out 5,000 pieces, you should receive between 12-25 calls.

Audience
This type of mailer attracts prospect customers who are closer to making a decision to act on their [semi] recognized hearing loss. Your front office person will have an easier time scheduling the appointment and your Au.D. will have an easier time closing the sale if a hearing loss is present.

Sales
The traffic that this type of mailer brings in to the office typically results in less cancellations and a customer that’s easier to close.

AGGRESSIVE Direct Mail

Messaging
This type of messaging takes on more of a ‘gimmicky’ or ‘aggressive’ angle; offering a giveaway for simply showing up for an appointment.

Response Rate
Expect a .50% – .1+% response rate; e.g. if you mail out 5,000 pieces, you should receive between 25-50+ calls.

Audience
This type of mailer attracts prospect customers who are likely to be a more difficult opportunity. Your front office person will need to be well-trained in overcoming objections when scheduling these candidates for appointments and your Au.D. will need to invoke a different strategy to capture the sale if a hearing loss is present.

Sales
This customer is likely to be more of a challenge, prone to a higher incidence of cancellations.

Sample of AHAA folded driect mailer

Sample of AHAA folded direct mailer

So which one is right for you? 

Above and beyond your preference lies the factor of preparedness. With either message [but  especially the ‘aggressive’ one], it’s important to have strong processes

in place before a direct mailer is scheduled. From capturing the appointment through closing the sale, the tighter your methods, the more return on investment [ROI] you’ll reap. Depending on which format you gravitate toward coupled with the strengths of your process, will help easily determine the proper direct mail package for your practice.

The bottom line is that you have to feel comfortable with the message you are sending out – just like you want to feel good about any choice you make.

When choosing a marketing initiative, AHAA is here to help! Find out more about you direct mail choices by contacting Keara M. Piekanski at kpiekanski@ahaanet.com.

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