Originally Posted by mark123
Back in June I printed up some fliers and posted them along with everyone else's fliers at the grocer, the laundromat, the beauty salon and the restaurants. The total number of calls in response to these fliers: Zero!
Nada. None. Zilch.
How many flyers did you pass out?
I'm not pointing fingers at you, but i think it's important for all business (lawn care or not) realize that 1-2% response is about the best you will get. Don't get me wrong, some might get better, but using my direct mail rates for my lawn care company, .5% is good for me.
Keep in mind this is a "response" rate and not a SALE rate.
So for example, if you passed out 1000 flyers the best you would get is 20 phone calls. How many of those calls you convert to sales depends on many variables.
I think the most important thing to consider with any marketing is... volume. But good volume is the key. If you want to target home owners, then using something like valpak(not sure if ValPak is familiar to everyone or not, but is an envelope that is mailed with various advertisements in it) where it goes to homes, apartments, condos, etc. may not produce the response you are looking for. Newspaper ads are the same thing. For every newspaper bought by a "potential" customer probably two are bought by people who would have no need for your service. BUT STILL... these are still effective sometime, but the response you get based on the circulation rate might not be what you're expecting.
You mentioned displaying flyers at the laundromat... I'm assuming your in the lawn business. Think of the customers you have now, I would say that most have their own laundry room, and don't visit a laundromat.
You need to put your flyers, or ANY advertisement where it's most effective. Putting flyers/door hangers etc. on a "soingle family home" door or mailbox should get you the best response. It takes lots of time, but it's effective when done right. If you're lazy like me use direct mail, it's costs more money because of the postage, but you'll hit the most amout of home in the shortest amount of time.
Sorry for such a long post, but I think i posted some things to consider.
If you have any more questions, or maybe tell me I'm wrong, I'd be happy to talk to anyone. I've tried lots of advertising over the past 14 years, been part of a franchise, worked for the "big guys" and now on my own, so I've seen all types of methods work and fail.