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Don't Get Mad About Viral Marketing
Copyright © 2004 Chris Brown Sometimes we get an idea, but when we begin to develop our creation we become overwhelmed with the efforts that we are going to have to supply. It’s also ordinary to get so caught up in development that we get...
Internet Marketing for Dummies!
There are many people every day jumping into the online world. With more and more people using the internet the floodgates of internet users are opening wider everyday. But how, as a home business owner, can you expect to compete with the “big...
Marketing Your Home Business on a Tight Budget
If you have started a new home based business it is likely you have some monetary restraints. This does not mean, however, that marketing your home based business should be at the bottom of your list. In fact, marketing is the only way to get your...
Win-Stay, Lose-Shift: A Marketing Strategy
When you're in marketing, you often have to explain to a disgruntled CEO or manager why you want to abandon your original year's plan and move on to something else. You may even have been asked, as I have, "If I hire you will you stick with a plan...
Your Marketing Mantra for 2003
There's a 15-word marketing mantra that's covered in Marketing 101, that you need to know. It's: By the time you're sick of it, the public is just beginning to get it. HOW THIS WORKS I was in marketing for years before becoming a coach, and went...
 
Real Estate Marketing -- How to Measure Your Direct Mail Success

Article: Eugene Schwartz, author of Breakthrough Advertising, said it best: "There are no answers in direct mail except test answers. You don't know whether something will work until you test it. And you cannot predict test results based on past experience."

What he means is this. You can take something that has worked for another real estate marketer, apply it to your own audience, and have it flop. Or it could be a huge success. The only way to know for sure is to try it and test it.

Sure, there are "best practices" you can start with, and you can learn a lot from the successes and failures of other marketers. But to get the best possible ROI on your real estate marketing investment, there is no substitute for testing.

Think of it this way. Best practices will put you ahead of 75% of your competition. Testing can help you surpass the other 25%.

And Now for the Good News

Direct mail makes testing easy. In fact, it's one of the easiest marketing mediums to track and measure. If you send 500 postcards out and get 25 phone calls about that postcard, you've just measured a 5% ROI (if we could all be so lucky!).

Advertise through radio or television, and your results are much harder to quantify.

You don't have to be an analyst or statistician to start a basic testing and measurement program for your direct mail. Here's an example of how simple it might be:

Step 1 Send a farming piece using buyer's (or seller's) guide as primary offer. Use this piece for a specific period of time -- let's say two months.

Step 2

Track and record all responses that come from that card. When you get an email or phone call from a prospect, ask them how they heard about you. If they say, "We received a postcard mentioning your buyer's guide," then chalk up a response to that particular card. Stop counting at the two-month mark and write down the total number of responses.

Step 3

Next, adjust a single element of your mailer -- let's use the headline for this example.

Step 4

Send your new mailer and track the response over the same period of time as you measured the first. Example: Out of 200 pieces mailed, postcard one generated seven responses in a two-month period. But


postcard two generated 11 responses in the same period of time.

Postcard two is the winner (or the "control"). And because you only changed the headline, you know specifically what led to the increased response ... a stronger headline!

Toss the weaker headline, keep the stronger one, and repeat the process with a new "challenger."

Now continue this one-element-at-a-time method for other parts of your mailer. Test the layout, the wording, the offer and the list. Pretty soon, you'll have a combination of best headline, best graphics, best layout ... best everything. Run it until the wheels fall off!

"But how do I know which card somebody is responding to? Maybe they've just held on to card number one for a long time and are calling in response to it (instead of the current version)."

Easy. Just place a small code in the corner of each piece to allow for tracking. Example: Code 144 equals postcard one. Code 155 equals postcard two. When a prospect calls in response to your postcard, I can practically guarantee they have the postcard in hand (or nearby).

Then you simply have to ask, "I hope you don't mind my asking, but I like to track my postcards to see which ones have been delivered properly ... is there a number in the lower left corner of the card?"

This is a basic but reasonably effective approach to testing. I won't go into the weeds of statistically valid samples, because it's beyond the scope of this article. Just know that you have dozens of ways to track responses. Where there's a will to test, there's a way to test.

Use your imagination. Keep it simple. And above all else, be consistent.

If you want to learn more about testing (and about proven advertising techniques in general), I recommend a book whose name says it all: Tested Advertising Methods, by John Caples. To go the free-information route, just type "how to test direct mail" into any major search engine.

About the author:

Brandon Cornett has worked as a marketing manager for a direct mail company serving the real estate industry since 1986. He now dedicates his time to helping real estate professionals improve their marketing. His "Modern Guide to Real Estate Marketing" and his free newsletter are available at: http://www.ArmingYourFarming.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
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ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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