Free Marketing Tips from
DOTDON Specialty Wholesale
You've seen the ad -
Be skeptical about "big" money for just mailing circulars. Most often, it just doesn't work that way.Why?
Those 8x11 full page circulars are meant to call attention to a special offer. They are a special sales tool that is best used as a "tag-along" or "back-end offer". What do we mean?
Circulars work when they are sent along with an order confirmation or other customer communication. The key word is "customer". The customer has already placed one order and is generally in a good frame of mind since they have just been given good news about their order.
A second opportunity to buy reaches them when they already have confidence in you or your company since one order has already been placed.
Mailing circulars by themselves to an unknown audience is courting trouble. Circulars sometimes get posted on community bulletin boards. We can't count the number of times that we have read or heard that a person placed "x" number of circulars and received not one inquiry.
If you have a large marketing budget and can place 50,000 to 100,000 in one of those mass ad circular mailings, you stand a chance, but not if it is a commonly purchased circular.
For circulars, the best ones are those that originate in your own brain. It's uniquely your offer with your own special touch.
The circular when sent to a customer can offer an item similar to one they have already purchased or be something to fit the current seasonal holiday. We here at DOTDON Specialty Wholesale provide our business partners with the opportunity to obtain monthly new product arrival announcements in full color. It's most often four pages 8x11 which is bigger than the normal circular, but not quite in the brochure or catalog category. But its purpose is closer to a circular. It's an appeal to something new. Something similar is used by many firms - the "preferred customer" announcement.
Don't Forget Order Delivery
While we mentioned using circulars with an order confirmation, don't forget to include a circular with the order delivery itself. This is often referred to as a "back-end offer". It's an important thing to do. Call it what you will - "an extra buy of the month" - its not the time to save pennies when you should be putting real profits in your bank account.
Copr DOTDON 2001
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