Before Sally attended the SHOT Show in Orlando this January, we put together a simple mailer with the goal of getting her a few meetings there with potential clients. Because the show primarily draws business-to-business enthusiast companies, we focused the mailer on Sally’s extensive experience as a sportswoman, hunter and dog breeder. We designed the mailer to resemble the practice targets used by hunters, then quick-printed it and assembled it in house. We hand-punched holes in the mailer and envelope to represent bullet holes, and “distressed” them with a hammer to get that authentic look. Total cost of the mailer? About $168. We then sent out our 28 mailers and waited for the results of Sally’s follow-up phone calls. 18 of the 28, or almost 65% of the target audience (no pun intended) booked a meeting with her, or asked for more information on the agency. Not only that: of the 18 people Sally spoke with, four have scheduled additional meetings to further discuss working together. All of which goes to show that direct mail doesn’t have to be expensive to be effective!
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