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