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Good Direct Mail Marketing by an Irish Removal Firm

By: Matt Eve.. I put our house on the market last week on Thursday, less than a week later I had received a postcard from a removal company called Libratrans detailing their services and offering a free estimate.

First of all congratulations to Libra Trans for taking the initiative and implementing a targeted marketing campaign to a clearly defined target market, people moving and selling a house and therefore soon to be in need of a removal or transport firm. The card is well designed and does its job of catching attention. In the pile of other correspondence a colour postcard stands out.

Whilst the postcard is good there is certainly room for improvement. In particular the call to action could be strengthened. Currently it just says visit our website or call for a free quote. On the whole when I see a firm say they provide a free quote it doesn’t really impress me. So you won’t charge me to tell me your prices how very nice of you!

The website that Libratrans has lets them down - there were errors on the page when I viewed it in Microsoft Internet Explorer 7, and the quotation request form that is pretty crucial to their operation would not load. It is kind of disappointing to think of all the leads that they must so nearly have generated but then lost by having a website that does not do the job for them.

What other things could Libratrans have done to make this postcard lead generation more effective? Generally offering some kind of free inducement to start a dialogue with a prospect is a good idea. Libratrans have the making of this on their website where they have a packing/unpacking checklist. Instead of having this displayed on the website it could have been offered as part of a moving guide that prospects could request in exchange for their contact details.

Perhaps they could make the offer stronger still by offering something of use such as 3 free packing boxes or similar. This would help them qualify the leads from the postcard mail out a bit further and allow them to capture the names of prospects rather than just ‘The Home Owner’. This would help to build a relationship with the prospect, the cost of this would be minimal and I’d be willing to bet it would increase their conversion rate over and above just offering a free quote.

In general this irish direct mail campaign was effective and allows targeted leads to be generated. I’m nor sure where they got our contact details, maybe they keep an eye on the property websites for new listings. Or maybe their staff are encouraged to keep a note of any homes that they see for sale.

Whichever way they do it you can bet it is nicely systemised and produces a good return on the investment. Lets face it the cost of a postcard and postage would probably be less that €1 and the potential business could easily be €1000 per client. It is a shame that the rest of the sales conversion process they are using falls a bit short; however even with what they have I’m sure it puts them well ahead of their competition.

Article Source: http://www.lifeweightloss.com

About the author: Matt Eve is a writer and runs a specialist marketing company in Ireland.Read more of his articles at his irish marketing blog
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