1. Get Prepared
– Have you done this in the past? What were the results?
– Ask around about other’s experiences – learn from it
2. Get your timing on point
– Make sure to confirm timelines with printing company
– Can you deliver it in the time frame you anticipate
– Document results to compare/forecast each year
3. Is it possible?
– Define your campaign, objectives (qualitative and quantitative)
– Define what you feel is successful and how you will measure it
4. Start recording your plan
– Define the opportunity and how you want to support the opportunity
– What is your objective in terms of your marketing goals
– How will this impact client acquisition, cross-sell growth or retention
– S.M.A.R.T objectives: Specific, Measurable, Actionable, Realistic and Time specific
– Who are the key competitors in the market?
– What is their philosophy, products and or services in comparison
– To what scale is their market (by region or nationally etc)
– What is their marketing strategy
– What is your prospects wants, needs, concerns and challenges
– What are your tactics and how do you execute?
– What do you want the recipient to do after receiving your material?
– What are the fulfillment options?
– What are you accountable for after you deliver your product or service
– Any price changes to take effect by_____ date?
5. Know your target audience
– This will help develop your strategy to appeal to the masses in that community
6. How creative can you get
– If you are capable run with it, if not seek help from the professionals
– Professionals will develop a creative brief for you to review
– Once a concept is approved by you (that represents you the best) they will begin the actual creative development
7. Look through it with a magnifying glass
– Review the data once you see the almost finished product, ensure everything you requested in accurate and exactly what you want
8. Time to promote
– Get copies for your personal handouts when you are networking/working
– Set up your direct mail with Canada Post or distribution company
9. What was the outcome
– Identify what you have learned
– Identify future opportunities
– Make recommendations (there is always room for improvement – expand your area or get more specific and farm a smaller demographic)
10. Try it again but do it even better!
– Now that you have the experience and knowledge you know what you need to do…so go forth, refine and generate those leads!