Based on an article by Dan Kennedy

Sometimes it’s fun – and profitable – to use a marketing gimmick, by introducing an intentional error into your direct mail campaign.

Not long ago, Jeff Kaller mailed a mountain of postcards driving people to call – the wrong number. Followed by mailings apologizing for and correcting the mistake.

And getting better than ever response.

In another case a sales letter and registration form was sent out for a very pricey event with the dates, place and price missing. Nearly 70% called to inform the sender of the mistakes: some irritated, some trying to be helpful. This put 70% on the phone with his three telemarketers, who closed half during the calls; net 35% registration vs. best ever prior sign-up rate from same customers for comparable events, 15%.

Joe Sugarman gave discounts and rewards to people who found the most mistakes in his ads. The technical term for this is: involvement.

Intentional errors… are they gimmicks, or are they ‘hooks’?

You’ll know once the responses start coming in!

Topic: Copywriting, direct mail, loyalty, marketing, ROI, Variable Data Printing

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Here’s a really easy way to build your business and keep in touch with all of your clients. Place point of sale signs at appropriate locations (check-out, table, counter or wall) and let the customer subscribe to your emailing list before they leave – just by using their cell phone!

• Set up your own unique text keyword
• Tell customers to text the keyword to a three digit number (easy)
• add that they’ll go into a monthly prize draw!

It takes under a minute and over 90% of customers will use their phone without hesitation.

And once they’re on your email list, we have tools that can automatically gather up more details from them online into your customer database, like their names, delivery address, favourite wine, interests, birthdays etc.

Building a customer database has never been this easy!

• Build up the customer database
• keep in touch with them via text, email or direct mail
• use offers to encourage visits to your physical or online store

This can boost monthly sales by 15-25%.

This is a great “print to mobile” loyalty marketing campaign.

CQ can help with all of the steps required to make this happen.

• POS signage
• TXT and email services
• Direct and personalised mail.

Email dean@cq.co.nz to find out more.

Topic: databases, direct mail, email, loyalty, Mobile Marketing, Posters

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