The Secret of Co-Op Mailings…
For many retail and service businesses, Val-Pak and Money Mailers are what they use consistently and what I will call “basic” advertising media. And they should be. Their success is because they are “low cost and have a high readership since they go to so many people.
I’ve read that over 80% of the recipients open and browse through the mailings, probably because everybody knows there will be coupons inside that they will use. Because it gets opened is the reason it is so successful.
This media can work for odd businesses also and should be tested by a wider variety of businesses that don’t currently think about using it.
There is also a nationwide card deck that goes “business-to-business. I have found this works best when you have a multi-step process of follow up, which could include follow-up phone calls to the businesses.
Here comes the interesting part. I believe that all businesses should do their own shared-cost, co-op mailings.
A dentist, chiropractor, dermatologist, optometrist, podiatrist, etc., are logical co-op candidates. All of the stores in a shopping center, carpet cleaners, gardeners and plumbers, just to name a few more, are candidates for co-op mailings.
I’ve always believed and suggested to everyone that all merchants can have a much greater impact by working together rather than individually.
And guess what? When the big “Giant” comes into town, the small merchants often either prosper together or hang separately. By banding together, they can survive the onslaught of the large companies.
If any of you have used Val-Pak or Money Mailers, let us know your results. Remember, most of the time the inserted piece was put together by the salesperson and isn’t responsive. When I receive them and open them, I’m in awe as to how much money is wasted.
Can you imagine if your piece was direct-responsive, with more than 80% of them being opened, the results you would get and how many new customers/clients you would have coming through your door?
All you have to do is create a short report. You can say, call (your number) for a free report that reveals (whatever) before you buy from anyone.
Just one example…
If you are in the carpet cleaning business you can say the following: “Call (your number) for a free report that reveals the 3 questions you should ask before you hire a carpet cleaner.”
I’m sure you get the general idea.
Again, If you use Val-Pak or Money Mailers, let us know your results.