Letting loose with the $$$

If you're an optimist, the news is giving the appearance that we're at the end of the recession and will be turning back to growth by 3Q09 or 4Q09.

If you're a pessimist - well, lighten up! You're going to stroke out or something. Eat a cookie.

One thing that I've done over the last 6 months that my competitors have not is spend money on marketing. Print media, online media, website updates, etc. Some cash here and there to keep my business in the view of my target demographic.

It works - but you have to track it. Most people who don't believe in marketing are likely those who spent money without thought to target audience or tracking. Then complained that it was money washed down the drain.

Well, I'm starting a new method this month. Direct Mail.

I've printed up 6000 postcards, I have a demographic list pulled for my target audience and will mail two separate groups of 3000 (the same 3000 homes). One at the end of August promoting our back to school programs and a mailing 4 weeks later promoting Fall registration.

Notice that I'm sending two postcards to the same 3000 homes rather than 6000 homes in one shot? Well, I'm doing that because approixmately 3043 homes met my demographic criteria. By sending two mailings, for those that I don't lock in immediately, I'll have planted the seed for future calls (Christmas, Spring Registration, Summer Camps, etc).

This direct mail, in addition to my print and online ads, is a big hit on my income. Tracking will be critical. If my ROI is met and exceeded, I'll continue this method of mass saturation to the target demographic.

If it fails to deliver - I'll have to figure out how to tweak it. After all, if you don't advertise at all, how will anyone ever hear about you?