Direct Mail Marketing by a Removal Company in Ireland

By: Matt Eve...


I put our house on the market last week on Thursday, less than a week later I had received a postcard from a removal company called Libratrans detailing their services and offering a free estimate.

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 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.

What other things could Libratrans have done to make this postcard lead generation more effective? Generally offering some kind of free inducement to start a dialogue with a prospect is a good idea. Libratrans have the making of this on their website where they have a packing/unpacking checklist. Instead of having this displayed on the website it could have been offered as part of a moving guide that prospects could request in exchange for their contact details.

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.articleyard.com


Information about the Author:

Author: Matt Eve is a author and owner of a specialist marketing company in Ireland.See more of his writing at his irish marketing blog
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