Promoting your business is often a numbers game. It boils down to the fact that the more people you reach, the more sales you will potentially close. The biggest problem that business operators are confronted with is generating quality leads. While there are various marketing tactics that you can employ, you primarily want to find a way to reach as many people within your targeted market as possible. And you just don’t want to reach them, you want to grab their attention. Nothing is more effective as printed advertisements mailed directly to your customers, at their homes.
In the Home and Kitchen Remodeling industry you will want to reach prospects who can afford your services. When you order a direct mail campaign with a printing company, they should provide you with the mailing list for your area. Make sure that your mailing list is contains only individuals or families with homes (not apartments) that are in your home value or median income bracket levels.
While it is probable that homes in lower income neighborhoods are in much greater need of your services, let’s face it, they don’t have the money to spend. So you know that you will want to reach property owners in neighborhoods that are likely to have the financial resources to contract with you. Advertising on the radio or television is extremely expensive and you can’t target a very specific audience. Full-color glossy flyers can be delivered to targeted neighborhoods in the form of direct mail, to reach the prospects you would like to sell to.
Once you have chosen your home improvement flyer design, there are a number of ways you can go about having your flyers delivered. Actually, there are so many sizes and styles to choose from that you can actually change your theme dependent on your targeted prospects. No one flyer is better than another, it just depends on how much content you have and how prominent you want photos of your work to be displayed. Some good old fashioned ‘before and after’ shots are always invaluable. You’ve heard that old adage that a picture is worth a thousand words, well, in this case it really is. Depending on the amount of content you have you might want to consider that you can go from a half page flyer to oversized brochure. Typical sizes are:
Common Flyer Sizes:
• 8.5″ x 11″ (recommended size for handouts)
• 5.5″ x 8.5″ (recommended size for small budget handouts)
• 11″ x 17″ (recommended for direct mail brochures)
Usually the smaller sizes are good for handouts while the larger sizes are perfect folded for direct mail campaigns (bigger sizes get higher response rates). Your options for reaching your specific market are limitless and with the right printing company all you need to do is supply the copy (what you want to say to promote your business) and they will do the rest for you. The key is to identify your target group and let the printer help with the details, right down to getting your beautifully printed flyers to the distribution source for you.
Remember, it’s a numbers game so the more people you reach within that targeted group, the more homes you will be remodeling. Don’t waste your time and money with a broad-scoped approach because your numbers will be higher if you can reach the majority of people within a designated group. Flyers are definitely the way to go.
Chris Barr is an experienced marketing professional and graduate of Christopher Newport University. Chris currently serves as Marketing Director for Taradel.com and may be contacted directly regarding your print advertising needs.