I’ve talked to a few remodeling business owners that tried direct mail once and due to the low response rate, decided not to spend money on that type of marketing again. Most companies do not have the luxury or patience to invest in experimental advertising that might bring them better results. Owners are quick to abandon future endeavors, without tweaking or revising their strategy because they expect the same poor results.

Direct mail campaigns in a neighborhood where you have a project have several different names: radius marketing, pardon our dust letters, or postcard mailings. Let’s refer to all of this marketing as a Neighborhood Awareness Program. Generating awareness takes consistent effort, and when used properly, can be very effective. Here are some effective strategies: Lets look at some strategies that have been consistently effective and have already endured the luxury of tweaking and revised strategy to bring the maximum results.

Targeted Audience. This may seem obvious, but it is worth mentioning. Marketing is most effective when you focus on your ideal client. It’s important to target a specific geographical area where you have current and past ideal clients who refer you to their friends and family. This is a neighborhood where more work will likely bring you more ideal clients. A targeted mailing will bring you better results than for less cost than a large mass mailing.

Size Matters. Average post cards are 4-inches by 6-inches. To get the attention of your target audience, consider sending jumbo post cards that are 6-inches by 9-inches. Also, use full color on both sides.

Frequency. For almost any advertising or marketing vehicle to make an impact and achieve good results, frequency is essential. Frequency is the amount of times your potential client is exposed to your message. Your targeted audience may see a typical ad once and not even realize it. To achieve better results use repetition or frequency. Concentrate your message within a short time frame so it makes a mental impact and influences a homeowner’s decision.

Thomas Smith wrote a guide called Successful Advertising in 1885. He found that the first time people look at an ad, they don’t even see it. The second time, they don’t notice it. It’s not until the third time that they are aware that it exists. Awareness increases with frequency. Major advertising agencies know and use this strategy. Do you see a GEICO commercial once a month or several times a week? You need to be in front of the right person at the right time, and frequency and consistency increase your success rate.

Magnetic Presence. Try attaching a business-card magnet to your post cards. A potential client who receives a postcard might set it aside with the ide

a to call you, but then misplace it. If there is a magnet attached, they might place the card on their refrigerator, which means they can find your information when they are ready to make the call. The magnet increases the shelf life of your post card.

Creative Message. Determine your communication objectives. Are you branding, creating urgency through a “call to action,” or hosting an event? A message has to have an appeal and an idea that motivates an audience to respond. Include your unique selling point and have a clear path to contact your business.

Landing Page. Strengthen your post card campaign by attaching a link to a special landing page that is unique to just the postcard receivers. This concept works great for special events, sales, and client showcases to prompt a certain action or result. Through Google analytics it is possible to see how many people visited this post-card-driven landing page. To gather more information, put a lead capture form on the landing page.

A Renovation business in Canada used the postcard strategy outlined in this article for a mailing to invite people to a private client showcase in a neighborhood they considered to have many more ideal clients. The postcards had a link to a landing page, which detailed the specifics of the event, and requested the guest RSVP for the event. The landing page shared more information about this project and photos specific to the client showcase. Once the guest filled out the RSVP form, they received an e-mail requesting a phone introduction with a renovation representative. Once the employee qualified them, they received directions and details. This process clearly outline their objectives, brought a more qualified prospect to the event, created excitement for their sales team and made the existing clients comfortable about opening their home for a private event. The postcard frequency and strategy made for a full house of ideal clients and new sales.