I just received a marketing letter from colleague Bea Schriver of Bea Schriver Florals. It was hand-addressed on her elegant, water-marked, cream-colored letterhead. It was personalized, had a call to action and a beautifully printed enclosure. Bea had reproduced a 4-page article entitled Fauxliage Tour in full color on high-quality glossy stock.
On the WOW factor scale it was a 10. I sat in the parking lot of my post office caressing the paper as I drooled over the images. Visiting her website just now got my mind actively thinking about purchasing an arrangement for my office, like the one in the image here.
Bea’s mailing made the whole process look effortless, but notice the number of accomplishments that had to be lined up to give this appearance:
- updated website
- a collection of work to be photographed
- jpegs of images
- identity kit
- a database to send marketing pieces to
- brochure quality press piece
- the momentum to make it all happen
Direct mail is having a greater impact these days than the much abused email marketing. I highly recommend it to my audiences, clients and self. Try it!
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November 14, 2008 at 4:16 pm
Marie Mouradian
Excellent post. Thanks for the reminder that direct marketing does work if it is of such high quality that it stands out.
I plan to try this idea with new homeowners that are sure to need some decorating.
I am working on a new brochure now so i will make my list of what is needed and get to work.
Thanks!
Marie
November 14, 2008 at 4:32 pm
janepollak
@Marie
You’re welcome. I know how much it helps me to have a list of how-to’s to guide me. Someone else’s example is a great way to construct that list, as in Bea’s case. Thanks for commenting!