What’s the future? | The cost of direct mail | Leadership questions
Date March 11 2015
Interview Kevin Turner – Real Estate uncut
9.28-Kevin: Carl, I mentioned yesterday at the end of the show that sometimes
That we don’t truly investigate the true cost of in house marketing
let’s talk a little bit about this this morning. What have you found out?
9.38-Carl: Yeah look, what we tend to find when we speak to a lot of agents about how they do their direct mail is they tend to look at the tangible costs of you know paper the prints through their machine and the postage costs without sort really taking in to account the none dollar productive time the agent and staff are using to get actually get these letters out of the door.
9.58-Kevin: But surely Carl, we should be looking at the cheapest way to
Way to market though shouldn’t we?
10.02-Carl: Absolutely Kevin and look it’s about getting that balance right between that the actually physical cost of actually getting it done and the return on the investment so you know one of the main things of getting the direct mail out is that it looks the impact of how it looks is being received well so you might save 10 or 15 cents by sending it out in black and white rather than that colour but what does that actually do to your real true response rate.
10.25-Kevin how is important to is timing and relevance of content?
10.30-Carl: Ahh absolutely well look it’s really really important the number of times we have agents that you know have campaigns in the works and when we it actually gets released the don’t really allow for the time of getting it printed, getting it mailed, let alone post or deliver it and from that point of view I’ve seen Easter campaigns which end up falling or getting delivered just after Easter so it completely misses the mark.
10.52-Kevin: Yeah, did you recommend that someone should actually have like a direct mail planner like a promotion planner say for a year so they can plan out how many they want to do and get those timings in place?
11.04-Carl: Absolutely, I think it’s critical to have that plan in place that you can actually work towards certain dates and even right down to understanding some of your printers how long it takes to get things printed. You can add that in to the time frame and understand when you need to have stuff ready to go.
11.56-Kevin: Carl Quested back again tomorrow