Direct mail isn’t dead as a tactic for ad agency new business.
When everyone Zigs, maybe you should Zag. So much attention is being given to online tactics, it may be a good time to do the opposite and utilize some offline tactics such as direct mail to raise awareness for your agency and stay top-of-mind with prospects.
A lot of small to midsize advertising agencies fail at their own direct mail efforts because they give up after only a couple of mailings when there is little or no results. Direct mail isn’t dead. But it’s not very effective unless it is used consistently and that is usually a problem for most agencies. We are always our own worst client.
Your agency is probably like most. When things get busy with client work, work for the agency is often neglected. Here are 5 tips to keep your direct mail project moving:
1. Keep the creative process simple.
I’ve seen a number of agencies attempt to design some very elaborate mailers, one-at a time. This isn’t good use of your agency’s creative energy. Have your creative department design an entire campaign, 12 mail pieces, an oversized postcard would suffice. Have them printed an on the shelf read to mail each month.
You can also mix in other types of mailings such as personal letters, hand written notes, self mailers. You can also send work in expensive boxes to high target prospects.
Locomotion Creative printed a case study and creative sample on post cards that could also be sent as an entire collection in an elegant box.
When it was learned that search consultants often complained about the size of mailings received from agencies and one search consultant said, “Whatever you send me, make sure it can fit in a standard file folder.” So the Lewis Communications created a unique folder just for search consultants.
2. Treat this project like a project for your agency’s most important client.
Open a job, develop a creative brief and have a start date and hard deadline for delivery so that it gets done.
3. Use a direct mail service.
Let them print, pre-sort and stamp for efficiency and savings. I’ve learned that the more things you can outsource, the more consistent your efforts will be. You not only save time, but you can save money.
4. Purchase a mailing list.
Most agencies don’t have the time and resources to develop and maintain their own database. Executive positions change often. Shop around and purchase a targeted list of companies. Purchase a list for 1 to 2 years and multi-use. Names, titles and addresses plus phone numbers that you can use for your “warm call” program.
5. Have a strong call to action.
Here’s an example: What is the first step that you “normally” take with a new client? Perhaps this exploratory session, market audit or brand audit could be something that you could carve out as a “first step” for prospective clients. A good value that would at least pay for your time and also eliminate the “tire kickers.” You have personal face-time with a qualified prospect.
Additional articles that may be of interest:
- 10 Tips For Creating a Game Plan For Ad Agency New Business
- Ad Agencies: Three Things a New Business Director Needs for Success
- 10 Advantages When Ad Agencies Focus New Business Efforts on Their “Sweet Spot”
- Add A Fact Sheet for Ad Agency New Business
- The Changing Role of Ad Agency Rainmakers
- 6 Practical Tips for Ad Agency RFP Responses