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Using All Your Tools to Build
Annual Contract ClienteleCity Publications 2013 Conference
Make Customers, Not Card Sales
Develop long term Customers
Understand What You Actually Have, and then….
Have a Plan to Build Your Card Counts, and Work It
Relationships Aren’t Made, They Just HappenFind Them, Work Them, KEEP THEM
What You Actually Have to Offer
Sell a marketing campaign, not a card Offer Annual or Multi Card Campaigns Only
-Co-op emails-Enhanced Solo Mail, First Reach-List service -Exclusivity (limited or absolute)-Mobile Landing Page / CP Website Page-Make some services available to
annuals only-City Pub Digital Services (NEW!!)
Single Cards are Just Fillers, Period
MUST SELLS WITH CARDPACK
Co-op Emails Enhanced Solo Cards
Most Flexible, Cost Effective Solo Mail Product Available
• Pre- Emails Included
• Post Emails Additional Cost
• 100,000 or 250,000
• $400-500 for Banner Ads
• Use Extra Spots At Your Descretion
• Add $4K-$5K Gross to Pack
City Pub NoVa Card pack/Email Campaigns
The 2014 Spring / E. Summer schedule:
MARCH / APRIL CAMPAIGN March 18-23 Targeted Direct Mail Cardpack to 50,000-100,000 single family homes March 18-20 Pre Cardpack Listing Email to 100,000 – 200,000 addresses April 2-4 Post Cardpack Co-op Email Ad to 250,000 addresses April 16-18 Post Cardpack Co-op Email Ad to 250,000 addresses
MAY / JUNE CAMPAIGN May 14-16 Targeted Direct Mail Cardpack to 50,000-100,000 single family homes May 15-20 Pre Cardpack Listing Email to 100,000 – 200,000 addresses May 28-29 Post Cardpack Co-op Email Ad to 250,000 addresses June 11-12 Post Cardpack Co-op Email Ad to 250,000 addresses
Direct Mail, Co-op E-Mail, Web- Links Up to 2.4 Million!! Postcards and Emails delivered in the region annually.
Pour It OnLock Up Your Client
Mobile Landing Page / Web Site Page
Other Services
2/3 to 3/4 of leads generated go directly to google or web.
Phone Calls are OLD Thinking to measure response
For each phone response there are probably 3-4 other responses
Call TrackingOverrun CardsList ServicesCity Pub DigitalSolo Email ProgramsFollow UP!
Why Are Annual Clients So Important?
Single CardsAnnual Cards
More Work per card
Takes time to SellRenewals = 40%Graphics cost moreCannot build card
counts easilyBusiness owns you
Less Work per cardTakes Same TimeRenewals 75-80%Less Graphics CostSure way to build
card countsYOU OWN THE
BUSINESS
Ideal card deck make-up
Single Cards = 20% Annual Cards = 80%
Deck Count
Single Cards(including fillers)
Annual Cards
20-24 4-8 16
24-28 4-8 20
28-32 4-8 24
32-36 4-8 28
36-40 4-8 32
Building a Client Base
4 mailings x 25 cards = 100 SOLD CARDS
ANNUAL CLIENTS SINGLE CARD CLIENTS
SELL 15 THE FIRST YEAR
60 CARDS15 sales a Year
80% RENEW48 CARDS
SELL 10 THE SECOND YEAR40 CARDS + 48 CARDS
88 CARDS
SELL 40 THE FIRST YEAR
4O CARDS40 sales a Year
40% RENEW EACH MAILINGSell an additional
24 New Cards to Maintain the first year
Getting From Single to Annual
Sell a marketing campaign, not a cardUse All Your ToolsAsk questions- find their needs or objectionsCounter with a Story:
- Facts Tell, but Stories SELL (Use Other’s Stories)
Last Resort Suggestion:Sell annual with a buyout clause for last mailing (counters the commitment objection)
In Conclusion, REMEMBER
Make Customers, Not Card Sales
What You Actually Have to OfferSell Annual CampaignsPour It On
Lock Up Your Client
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