I thought I’d share with you our new rubbish marketing campaign where we are targeting new Conservatory Outlet dealers.
1. The first thing you need to do is research your potential customers. In our case we are looking for quality installation companies, that are financially sound, have a good reputation, a showroom, purchasing a minimum of 50 upvc frames per week, and located in the Midlands. We have identified 50 targets who should fulfil our strict criteria.
2. You then need the following items:
50 x letters, 50 x jiffy bags, 50 x small plastic wheelie bins, and one black marker pen.
3. You then scrunch the 50 letters up and shove them into the 50 plastic wheelie bins as shown. If you go for a slightly bigger plastic bin you could also include a banana skin and chocolate wrapper.
It’s vital that you get the wording of the letter correct. We’ve gone for the following:
Dear Joe,
There’s nothing worse when you’re really busy and you receive junk mail from suppliers trying to get your business. I’m sure most of the junk mail you receive goes straight in the bin.
………so, we’ve decided to save you the bother with this mail shot, and put the letter straight in the bin!
I mean, why would you be interested in buying your frames from one of the few growing manufacturers in the UK, who is successful because their customers are growing.
Why would you be interested in having a supplier who will give you a cracking website if you become a dealer, and then supply you with a regular supply of sales leads generated from our website www.conservatoryoutlet.co.uk?
Why would you want a frame supplier who will try to help you generate leads from your own website, and help you with a complete marketing strategy to grow your business? Brochures, point of sale literature etc etc etc.
And why would you be interested in also receiving highly competitive Synseal Synerjy frames, and group deals on ancillary items such as door panels, trims, sealed units etc.
We’re really sorry we sent you this.
Our apologies
Regards
Matthew Glover
4. Using the black marker pen, write in very big, untidy handwriting the name of the person you are targeting and their company address. The more unprofessional you can make it, the more likely the target customer will find the package interesting:
5. Put the wheelie bin in the jiffy bag:
6. Finally, the completed package needs sending via Royal Mail (or other carrier) to your target customers. We’re sending 50 packages out today like this:
If we get one decent customer out of it, then it won’t be rubbish at all. I’ll keep you informed…
Just goes to show that when you think you’ve tried absolutely everything, there’s always more you can do. Very original so it should work. Let me know the conversion figures.
David – I’ll be happy with 2% if that customer spends half a million a year!
We used a similar tactic / campaign some years go in my last Advertising Agency…we binned the idea after a few weeks!
Love it Matthew — you got to try everything
I sincerely hope you used re-cycled plastic for the bin and re-cycled paper for the letter Mr. Glover !!!
10/10 for intuition.
Ahem…Good point Gary. We are intending visiting every target customer and bringing the bins back for reusing…
If not, they can always be used as pen holders.
Looks good.
How about sending a small (say 15 / 20 piece jigsaw puzzle) in bits with a hand written ’sales message’ that reveals when all the pieces are put together? (We would supply them flat and made).
We can produce anything from 1 off’s to bulk prices on 50 or 1oo off wooden jigsaws – they make a very novel marketing campaign not least because no-one can resist a jigsaw puzzle.
Feel free to visit our website – http://www.fabulousphotogifts.co.uk and click on the bulk prices link at the top.
Mugs and mousemats etc as well.
Great idea – hope it works for you. For those where it doesn’t make sure they leave the bins on the pavement outside!
We’re just about to make an offer which we hope will be to good to refuse (no pun intended) for many installers…
A FREE showroom patio door with Secured By Design and BBA accreditation. The only PVCu patio door with either!
Brochures, a looped DVD and stickers to go with it and a website which will soon be updated, optimised and to start bringing in leads which we will pass on to our customers.
Customers who have already got one are reporting great interest and a real talking point in their showroom which differentiates them locally.
The best product on the market and free leads – just like your offer RCG, there’s really nothing rubbish about it.
Ian