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Towards the end of last week we put our home up for sale with a local estate agency. This week in the post I received a postcard from a transport company that specialises in removals. The card had details of their services and offered me a free estimate if I called or visited their website. Libratrans deserve a pat on the back for actually implementing a direct mail campaign to a well defined target audience, that of people selling a home and moving and therefore most likely to need the services of a removal firm. The full colour postcard they sent is well designed and caught my attention straight away. Generally I find that in amongst all the other daily mail a postcard tends to stand 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. To make the offer even more appealing giving away something else of high perceived value and that would have been very useful to their target audience might have been even better. For example how about if they had offered 3 free packing boxes worth €10? This would make people even more responsive as they would be thinking that is a good deal I think I’ll get in touch. Whatever was decided Libratrans would need to test various other combinations of offer to see what got the best response. 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.content.onlypunjab.com
Author: Matt Eve is a author and runs a specialist marketing company in Ireland.Read more of his writing at his irish marketing blog Get your own completely unique content version of this article.
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