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.

First of all congratulations to Libra Trans for taking the initiative and implementing a targeted marketing campaign to a clearly defined target market, people moving and selling a house and therefore soon to be in need of a removal or transport firm. The card is well designed and does its job of catching attention. In the pile of other correspondence a colour postcard stands out.

In terms of getting the prospect to take action I thought the postcard could have been better, really all it says is visit our website or call for a free estimate. The offer of a free estimate is a bit of a cop out in my mind and is not a strong call to action. It is not like a company is going to charge you to tell you their prices now is it?

The website that Libratrans has lets them down - there were errors on the page when I viewed it in Microsoft Internet Explorer 7, and the quotation request form that is pretty crucial to their operation would not load. It is kind of disappointing to think of all the leads that they must so nearly have generated but then lost by having a website that does not do the job for 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.

An even stronger offer might have been to offer something of practical use to people moving house, like 3 free packaging flat pack boxes. Again this would have helped to focus in and identify people who are in need of the service. It would also facilitate contact between the company and the prospect and pain them in a good light. The cost to do this would be fairly low and I’m sure that if it was implemented the conversion rate that Libratrans currently has could be improved.

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.orbitaloc.com/

About the author: Matthew Eve is a writer and owner of a specialist marketing company in Ireland.Read more of his articles at his irish marketing blog
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