Smart marketing is not about being smarmy or slick, nor will you get results from being too scripted like my recent experiences with pricing and purchasing a new car.
Smart marketing is about listening, being helpful and delivering.
This week I received a direct mail piece from the dealership where I purchased my car, which caught my eye.
The mail out was an invitation to “Women in Motion” a basic vehicle maintenance evening. The invitation was also extended to any friends I wanted to invite along too.
It went on to detail that no matter what the make or model of car you owned the evening was geared towards keeping your vehicle safe and dependable, with tips on what to do in an emergency situation, like jump starting, changing a wheel, and checking tyre pressures for example.
The evening was going to be informative and fun. There would be light refreshments, a goodie bag, and certificate of participation.
If I wanted in, I would have to RSVP as they were only catering to 50 ladies.
While it might not seem much on the surface, there is a lot going on here. Let’s rip in and play doctor and cut this sucker open shall we?
1. First of all the letter was addressed to me directly, not Mr & Mrs, or Dear Customer, etc.
Smart – make the customer feel like they are the only one you are communicating with and not subject to some mass mailout.
2. The invite was open not only to me but friends of mine too.
Smart – increase the customers comfort zone. Familiarity of friends increases likelihood of attendance, and hey there’s no harm in creating goodwill towards a potential future client too.
3. Gender Specific “women in motion”
Smart – less likely to feel inferior in a same sex environment, we all know how boys and their toys can be...insert Tim Allen Grunt 
4. It was inclusive & addressed the “why”
Smart – stipulating that make and model was of no consequence addressed concerns that it would not be relevant to everyone (read friends). Emphasis on safety and dependability is something that everyone wants from their vehicle.
5. It was going to be Fun & you get goodies
Smart – it negates the idea that you’re going to be bored as batshit learning all about your car. The goodie bag also makes them feel like they’ve come away with even more value, even if it’s only a token. Everybody loves a pressie.
6. Hurry hurry, only 50 ladies
Smart – now what would the offer be without a little scarcity & exclusivity in the mix. We all know that this is a driver for behavior. After all everyone likes to feel special and nobody wants to miss out do they?
Overall I think you’ll agree they did a nice job of touching all the bases. There’s something in there for all of us.
Start with being really specific on the segment of the market that you’re targeting, and look at the product through their eyes to know what they want and sell it to them.
Take a look at your own campaigns. How could you apply these principals to your next marketing effort. Are you stripping back your communication and looking for the outcome in every paragraph?
As always I’d love to hear your comments. Want more like this, then make sure to sign up for TRAction below…
|
Get TRAction Every Week
With Tips, Tools and Resources To GROW Your Online Biz...plus awesome bonuses too!
|
|
|
No Spam - I Love My Subscribers
|
They did a good job, but was it good enough to get you there, Jackie?
Tash Hughes ( recently posted..Business value from work experience
Good example Jackie and a nice follow up from the dealership. What also struck me is they kept it simple on one topic that may interest women.
Susan Oakes recently posted..What Do New Customers Look For When Buying?
They definately have their process down Susan, and I like the way they put the piece together…like you say simple and yet direct.
Jackie, Thank you for the clear teaching. The breakdown was quite helpful. I don’t think I’ve ever peeled back those paragraphs, good point!
My next mailer will kick ass
You rock Jackie,
Robin
Robin Hallett recently posted..It’s Your Rodeo – Are You Getting in That Ring?
Hey Rocking Robin…no probs, glad it was helpful.
You have to touch emotions and anticipate what they want…do that and you’ll be kicking ass for sure.
Love your work!
Jackie,
In a world of social media marketing, it really seems as though direct appeal has been lost in the shuffle. Thanks for another look focused on making this technique a success.
Heather Stone recently posted..New SBA.gov Guide Makes It Easier To Understand Laws and Regulations That Apply To Your Small Business
Thanks Heather, you really can’t look past the basics. Direct marketing done well will always be a winner, no matter how it get’s outshined by the current flavor of the month.
Interesting Jackie
And quite a few tips there that can be cross referenced to aspects of best blogging practice too 
Hi Jo
Thanks for stopping by
You’re absolutely right. Blogs, newsletters, podcasts they’re all communicating with our audience, all words have power, not just the written variety.
Jackie, I’m so glad Tash asked the question because I was curious if you went too.
This is such a great example of a direct mail piece. I think a lot of us tend to dismiss traditional marketing methods but this is a perfect example of an application where it fits. I’m not a betting woman but I would almost be willing to bet that they had 50 ladies (at least) present. What a great way to connect with potential customers while reinforcing top of mind awareness. Thanks for sharing.
Sherryl Perry recently posted..How to Change a WordPress Theme and Keep your SEO Meta Tag Data
Hi Sherryl
Yes the old ways often fall by the wayside for new tricks and tactics, but you can be sure they’re always around, and they are the ones that always seem to work. It was well thought out and I’m sure has worked wonders for their brand reinforment.
Jackie: A bit off-topic: I look forward to learn about the expression, “bored as batshit” over a cup of tea (your Twitter and Facebook mugs!)!
All the Best,
Martin
#teaFTW
Martin Lindeskog recently posted..THE EISENHOWER MATRIX
Hi Martin…ah nothing is ever off topic and everything is made better with a cup of tea
As for being bored as batshit…well bored by definition is “One that is wearingly dull, repetitive, or tedious.” I would say batshit fits the bill on many levels