Monday, September 29, 2008

Enough with the vacations!

In honor of Monday, this will be a short post, it's just something I was thinking about this morning. If you are currently struggling with traffic at your direct mail events, one thing to evaluate is your give away. Many of us (myself included) get into ruts with premiums. One works well, or it's inexpensive, and it ends up on every mailer you do. This can create problems for two reasons:
  1. Your customers, and legitimate buyers have seen the same prizes on your pieces for the last 3 months. Now that they are actually in the market to buy a car the prizes no longer have any merit because they've been your advertising week after week.
  2. Premiums get stale. If you're using the hot item from two years ago it isn't going to perform like the hot item of now!

So, shelf the 3 day 2 night vacations, cruises and the airfares. They've been done...and not just by you guys (in the automotive industry)! As a bride to be I've been offered more vacations at bridal shows than I could use in a lifetime. What should you try then?

Think about the person you are targeting, right now what are they concerned about? Gas prices (obviously), increases in grocery prices, and now being able to provide a great Christmas for their families. What can you do to help them?

  • Gas cards, gas rebates, gas for life with purchase, etc.
  • Gifts that can be wrapped and put under the tree: audio players, shop vacs, pots & pans, luggage, etc.
  • FOOD that can be on the table: turkey & ham certificates/rebates
  • Gift cards that help them purchase groceries: $25 rebates at Wal-Mart & Target, grocery store gift cards, or why not set up a trade with your local grocer--he gets "free" publicity, you get some gift cards?

There are always new ideas coming out, they may not be as cheap as the vacations are, but they should really increase your outcome. this wasn't as short as I intended...but many of you know I'm never at a loss for words :) Have a great week!

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