I love direct marketing because I think it’s an excellent lead generation tool in b2b markets: in this period, we are flooded with emails and social posts, and receiving a letter or a postcard certainly differentiates the supplier.
The supplier then stands out… but is this enough for a successful lead generation campaign? Not necessarily.
If we want a mailing to work for lead generation, we must be sure to apply the essentials of direct response marketing and copywriting.
For example, here’s a scan of a postcard which I happened to read today.
It’s an emblematic case highlighting a series of fundamentals that are far from being followed.
In the picture we have deliberately obscured some references, because this example just wants to give some indications on 5 errors not to repeat.
Table of Contents
Error N. 1: choose an…”out-of-target” TARGET
The company that received the postcard is by no means targeted for the type of product promoted on the back.
Why did this profile end up in the list of recipients?
The header of the recipient, moreover, shows only the company name: but WHO’S the right recipient in that company? Do you know the name and surname? Or at least the corporate role the person who might be interested in your invitation holds?
When we invest our hard-earned Euro in a direct marketing campaign (as in any other b2b lead generation campaign), we first avoid useless efforts: better to aim well by writing only to target companies and profiling the right referent.
Error No. 2: what’s the MESSAGE?
On the back there are two products, respectively called HIK Vision and Pyronix. HIK Vision is said to be a license plate detection system, but nothing more. And what is Pyronix Cloud instead? Mystery.
It’s okay that the space on the card is small, but I would have written a minimum description for each of the two products: what are their applications, what problems they solve, what benefits they offer.
Error No. 3: a CALL TO ACTION is missing
If you read it, you’ll understand that they are inviting you to an event, and that you can choose whether to go to Brescia or Milan.
But why not write an explicit Call to action? Any form of promotion – explain the masters of copywriting – must clearly indicate to the reader what to do.
Error N. 4: INCOMPLETE and CONTRADDITORIES information
Besides, would you be kind enough to tell me what time these events start? And how long do they last?
Finally: what kind of event is it? A commercial presentation? Then why is it called a “Course”? And if it’s a course, is it a free or paid course?
.Error 5: who is the SENDER?
On the front, above the dates and locations of the events, the name of the company with the logo stands out in large letters (here we have obscured them for confidentiality).
But since we don’t know each other, dear aspiring supplier company, and since you don’t have a famous brand, why didn’t you spend a few more words just to tell me who you are and what you do?
What will be the ROI of this direct marketing campaign?
I’d be really curious to know:
– A: How much did they spend for the dispatch?
– B: how many recipients were sent the postcard to?
– C: how many companies will register for the events?
– Q: how many companies will participate in the events?
– redemption % = C/B
– cost per lead = A/C
– cost per participant = A/D
Let me repeat: the initiative was certainly praiseworthy and hats off to the company that had the idea and moved from theory to practice. But I wouldn’t bet on great results…