Commerce-In Your Starbucks for $10,000
Let’s say you purchase a Grande Latte twice every week. At $6 every, that’s $12 per week, $52 monthly, or $624 per 12 months. Not a fortune, however a fairly good chunk of change. So how does $12 per week flip into $10,000?
Buyer Worth
First, let’s begin with understanding the worth of your buyer. Listed below are some basic assumptions. Your clientele could differ relying in your area of interest. Let’s assume that your common sale (the value of a visit) is $6,000. At 10% internet fee, that’s $600. Additional, let’s assume that your common consumer purchases a visit each 18 months. Some will buy extra usually, others much less, however ideally, we need to goal shoppers and niches the place we are able to see good repeat shopping for. If a consumer purchases a visit each 18 months, or two journeys each three years, which means over a 3-year interval, they’re spending $12,000 and incomes you $1,200 in fee, which works out to be a mean of $400 per 12 months. That’s your anticipated annual buyer worth, $400.
To provide a $10,000 annual earnings stream, which means you want 25 lively shoppers. Your whole earnings goal ought to be a lot, a lot greater, however bear in mind, we’re simply speaking about making a single marketing campaign to commerce in our Starbucks behavior for an funding behavior that can ultimately generate $10,000 per 12 months (and extra in case you preserve it going).
We all know our common consumer is value $400 per 12 months and now we all know that we’d like 25 shoppers to provide $10,000 per 12 months of earnings. So now how can we flip $12 monthly into 25 shoppers?
Postcards Are The Excellent Automobile
A easy postcard unsolicited mail marketing campaign may be the right car to attain the end result we would like. The secret’s to stay constant, week in—week out.
A Image Is Value A Thousand Phrases
The beauty of postcards, and I imply journey postcards with a hand-written be aware on the again, not mass-printed postcards with numerous sensational advert copy and tacky graphics, is that they instantly talk the thrill, intrigue, and fascination of a vacation spot you focus on. A well-chosen postcard picture can talk your area of interest and even your goal consumer persona with out saying a phrase. That leaves a private be aware on the again to speak your worth prop. Extra on that later, again to the numbers.
Postcard Marketing campaign Price
Postage for a one-off postcard is 56 cents (as of July 2024). The postcard itself can range, however Amazon sells all kinds for round 27 cents apiece. So, every mailed postcard prices 83 cents.
In case you have $12 per week, at 83 cents per postcard, that’s 14.5 postcards per week. You possibly can’t ship half a postcard, so alternate, sending 14 one week and 15 the subsequent week, or simply “spherical up” like so many fast-food chains are blissful to ask us all to do.
An important unsolicited mail marketing campaign ought to generate a 4% response charge. We’ll assume simply 3%. Which means for each 100 postcards we ship, we should always obtain 3 responses. As you’ll be able to inform from that quantity, if we ship simply 14 postcards in that first week we shouldn’t count on a brand new lead simply but. In actual fact, we shouldn’t count on a brand new lead till the third mailing. However these are averages, and we have to ship a number of hundred earlier than we are able to successfully inform if our marketing campaign is working.
When To Count on Leads
Over time, it is best to begin to see leads. A few of these leads could come through your web site or on-line profiles as individuals go browsing to examine you out. All the time ask new leads the place they discovered you to assist inform in case your mailing marketing campaign is working. As you obtain leads, let’s assume you change 35% of those into new shoppers. When you’re not monitoring your shut charge, please begin! When you discover you’re not closing no less than 30%, it’s time to assessment your gross sales course of and your pitch.
After a 12 months of regular weekly postcard mailings, your $12 per week may have translated into 755 postcards and an anticipated 22 leads (755 postcards x 3% response charge = 22 leads), and seven.7 new shoppers (22 leads x 35% shut charge).
Annual Anticipated Worth
The annual anticipated worth of these 7.7 new shoppers is $3,080 (7.7 new shoppers x $400 anticipated annual buyer worth = $3,080). We’re not performed although. Referrals are an enormous a part of rising your clientele. All the time ask for referrals. This doesn’t imply having a be aware on the backside of your emails that asks for referrals, although you actually can. This implies, verbally, asking for referrals out of your present shoppers. Your referral charge ought to be no less than 10%. That implies that for each 10 shoppers in your consumer record, it is best to get no less than one referral annually. Many advisors do a lot, a lot better.
Our 7.7 new shoppers from one 12 months’s value of postcard mailing ought to produce 0.77 new referred shoppers, totaling 8.47 new shoppers to your first 12 months of postcard mailing, with an anticipated annual worth of $3,388.
You don’t cease right here although. 12 months two begins, and also you proceed your $12 weekly mailing marketing campaign. In 12 months two, you generate one other 7.7 new shoppers. And also you generate extra referrals. The chart beneath exhibits that this $12 per week marketing campaign can proceed, virtually eternally, however after 12 months three your anticipated annual worth produced from this marketing campaign is $9,548. On the finish of 12 months 4, $12,628, and so forth. Need sooner outcomes? You possibly can all the time improve your weekly spend to speed up the outcomes.
12 months > Anticipated Worth
12 months 1 > $3,388
12 months 2 > $6,468
12 months 3 > $9,548
12 months 4 > $12,628
12 months 5 > $15,708
12 months 6 > $18,788
12 months 7 > $21,868
12 months 8 > $24,948
12 months 9 > $28,208
12 months 10 > $31,308
Simply One Half
After all, this isn’t the one approach you’re rising your enterprise. You’re additionally networking, creating on-line profiles (like WorldVia’s Advisor Showcase and TLN’s Agent Profiler), partaking on social, producing net content material to drive natural site visitors, and extra. That is simply ONE software in your advertising arsenal, however because the numbers present, don’t overlook it.
Hopefully, you’re on board by now, so preserve studying to see precisely learn how to execute this low-cost Postcard Marketing campaign.
Executing a New Shopper Acquisition Postcard Marketing campaign
Step 1: Collect Postcards That Go well with Your Area of interest
It’s best to have already got your area of interest recognized. When you don’t, please try the Development Map course for an in depth, goal course of to determine the area of interest you had been meant for. Along with your area of interest recognized, you’ll need to choose quite a lot of postcards that mirror your area of interest and goal buyer.
Whether or not it’s luxurious journey, journey tourism, or bespoke cultural tour experiences, ensure the postcard pictures you choose talk your focused locations and journey types.
Buy or create postcards out of your area of interest locations. Excessive-quality, visually interesting postcards will seize consideration and curiosity. There are an enormous number of postcards obtainable for bulk buy on Amazon and different websites. After all, in case you’re touring, choose up a bundle of postcards from the vacation spot, although watch the costs.
Step 2: Create or Buy a Focused Mailing Listing
- Buying a Listing: In case your finances permits, buy a mailing record focusing on a number of zip codes with demographics matching your ideally suited shoppers. Search for lists that filter by earnings, pursuits, and different related standards.
- DIY Mailing Listing: To save cash, drive round city figuring out neighborhoods that suit your goal clientele demographic. You possibly can then go to Google Maps and create your individual mailing record. Because you received’t know the recipient’s title, you’ll be able to handle every postcard to “Adventurous Explorer,” “World Wanderer,” “Curious Traveler,” or no matter title you assume could mirror your area of interest finest and draw somebody in.
Step 3: Execute the New Shopper Acquisition Mailing Marketing campaign
Marketing campaign Construction:
- Ship every prospect 4 postcards, spaced two weeks aside. Your first batch of prospects will obtain a postcard on weeks 1, 3, 5, and seven.
- When you obtain a response from a prospect, take away them from the brand new consumer record and change their spot with a brand new prospect out of your mailing record. On week 2, begin with a brand new group of prospects. Mail them every a postcard on weeks 2, 4, 6, and eight.
- Starting on weeks 9 and 10, begin with two new group of prospects and repeat the method.
Message: Every postcard ought to embody a brief be aware highlighting your worth proposition, akin to your elevator pitch. Try my weblog publish on a tried and true formulation for crafting an superior elevator pitch. Make sure you embody your contact particulars (telephone quantity, electronic mail, and web site).
Instance Message for an advisor who focuses on household cruise holidays:
Have you ever ever been on a cruise trip and are available again solely to assume that you just weren’t in a position to expertise every part? I focus on serving to households get essentially the most worth from cruise holidays so you’ll be able to benefit from each minute, and each greenback. I’d like to put my data to work for your loved ones to make your subsequent cruise a dream trip.
Name me at [phone number] or go to [website] to start out planning your subsequent getaway.
Finest,
[Your Name]
Every week, range the message barely however nonetheless preserve it inside your area of interest.
Add a Private Contact: Point out one thing well timed or related (e.g., a deal, a latest provider assembly you had, or a latest journey you took).
Name to Motion: Encourage them to succeed in out once they’re able to plan their subsequent journey.
Executing a grassroots postcard advertising marketing campaign with postcards generally is a extremely efficient and low-cost technique to draw new shoppers. By including a private contact and displaying real curiosity, you’ll be able to encourage shoppers to think about you first when planning their subsequent journey.
Keep in mind, consistency and personalization are key to creating an enduring impression.
Finest success,
Jason