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Direct Mail Marketing by a Removal Company in Ireland

Towards the end of last week we put our home up for sale with a local estate agency. This week in the post I received a postcard from a transport company that specialises in removals. The card had details of their services and offered me a free estimate if I called or visited their website.

From a marketing point of view it was good to see a Irish company proactively marketing to its target base of prospects. Indeed people selling up a property and moving are going to be hot leads for a removal firm. I thought that the postcard was well designed and a good attention grabber. Compared with the usual humdrum mail it stood out from the crowd.

Whilst the postcard is good there is certainly room for improvement. In particular the call to action could be strengthened. Currently it just says visit our website or call for a free quote. On the whole when I see a firm say they provide a free quote it doesn’t really impress me. So you won’t charge me to tell me your prices how very nice of you!

The biggest failing of this campaign is that the postcard was directing people to the Libratrans website, whilst in principal this can be a good idea when marketing with postcards in this instance it was not effective. The website looked dated and there were a number of errors on the page. The final nail in the coffin was that the quotation request form was not working at all. I wonder how many lost leads this has cost them?

So how else could Libratrans improve this Irish lead generation campaign? I think they could make their offer even stronger by offering something free, for example on their website they have a checklist of things to remember when packing or unpacking. Rather than having this freely displayed on the website they could create a report package and offer it to prospects who fill out a form etc.

Perhaps they could make the offer stronger still by offering something of use such as 3 free packing boxes or similar. This would help them qualify the leads from the postcard mail out a bit further and allow them to capture the names of prospects rather than just ‘The Home Owner’. This would help to build a relationship with the prospect, the cost of this would be minimal and I’d be willing to bet it would increase their conversion rate over and above just offering a free quote.

So to conclude I think this was a good effort to generate leads in a targeted fashion. I’m not sure how they compile their list, perhaps they monitor the new properties on www.myhome.ie or maybe it is possible to buy lists of all the new properties. Or perhaps they just ask their drivers to note down all of the new for sale properties they pass.

This is a very good example of a simple yet effective marketing campaign, it can certainly be improved but it is a good start. When you think that a potential client is going to be worth €1000 to them the cost of sending out a postcard to say 100 prospects for a 1% response rate could produce a healthy flow of business.

Article Source: http://www.cursebustersound.com/article

About the author: Matt Eve is a author and runs his own specialist marketing company in Ireland.Read more of his articles at his irish marketing blog
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