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Direct Mail and Advertising
Mailing For New Clients
By Maria Piscopo

Direct mail marketing is one of the best marketing materials when you promote a specific marketing message to bring in new clients. For example, let's say you have decided to go after corporate communications assignments. Then, your mailings must focus on that just that message.

Don't worry about being too specific when mailing for new clients. Once they become regular clients, they can always give you other kinds of projects (and you want other projects - especially when the rent is due!) but first you need to get them in the door.

First, let's define direct mail marketing. Many people assume it means mailing promotion material and then making a call to see if the client received the piece. No! The concept of direct mail marketing promotion means you have designed a campaign of mailing materials with a specific response planned. Then, you call and sell to them once they have responded.Here are some guidelines for creating a successful direct mail campaign.

1. Show your highest level of technical and creative ability. There is often a "gap" between the work you show in your direct mail and in the work that comes from such a mailing. The job the client has might not be as glamorous or exciting as the work you are showing. Don't worry! It could just be that they don't have that high level of work at this time, yet want to begin a relationship with you by starting with a simple job.

2. Distinguish between your current clients and your prospective clients when planning your direct mail. If all of your current clients are consumer and your new marketing message is for corporate communications clients, the mailings won't make a lot of sense. Your marketing messages is designed to bring in new clients, not scare them away! If your current clients are so different from the clients you want to get work from, then design a different mailing for each group.

3. Add credibility as often as possible to your direct mail marketing campaigns. This could be in the form of clients testimonials, results from past projects or - best yet - membership in a professional associations.

4. Plan spaced repetition of your mailings. DON'T EVEN START IF YOU CAN'T FOLLOW THROUGH. It is very frustrating for clients. Since there really isn't any frequency best for everyone, time your mailings to the client's turnover of jobs. For example, when you are mailing to advertising agencies, they have a very fast turnover of jobs and you can mail more frequently - say every six to eight weeks. If you are marketing to architects, you'll probably only need a quarterly mailing because their projects work is done at a slower pace. If your mailings are too close together, you are wasting money. If they're too far apart, you won't build recognition. Plan for frequency by pacing the mailings.

5. My favorite tip, plan ahead for reuse of the printed pieces you are mailing. Because the presentation of direct mail promo changes the perception of it, you can use it again if you re-present it. For example, take a stack of past mailers, cut them as planned and glue them to greeting card stock!

6. Decide when you design your direct mail what it is that you want your prospective client to do when they get the mailing. Set specific response goals - do you want them to call you? Be impressed? Anticipate the next mailing? Refer you to their friends? If you are not clear on your expectations for this mailer, your clients will never be able to figure it out! Be sure you have all response avenues available. Make sure your phone number, fax, e-mail, Web site and mailing address are somewhere on the promo.

Give all this information to the designer/copywriter team producing your mailings. Get professional help. With good design, great work, response goals, consistency and persistence, you can mail and get new clients!