Successful construction businesses consistently generate new leads. This article discusses the pros and cons and how you can determine if direct mail is a good fit for your construction business.
Successful construction businesses consistently generate new leads. With potential projects that are substantial enough to sustain a construction business for months to years, having a steady queue of available work is a must – and going dry at the end of a project can cause your high overhead to eat into profitability.
There are a number of marketing and advertising strategies you can try to generate more leads for your sales team, and among them is direct mail – a tactic seen as outdated by brands that prefer the higher-tech tactics of online marketing. But is direct mail still viable for construction companies, and if so, what's the best way to go about it?
The advantages of direct mail
You can't argue with results. Some construction companies have generated hundreds of thousands of dollars in new business by using a simple direct mail campaign. So what are the advantages that make it worth it?
Immediate brand recognition. When people see your material, they'll immediately gain exposure to your brand. Even if they throw away the first or second postcard they get, you'll earn the benefits of repeated brand exposure. Then, if that customer needs to find a construction partner for a specific project, your brand is likely to come to mind.
High targeting potential. Because you'll be hand-picking each address that receives your ad (or using highly specific criteria to automatically sort potential recipients), direct mail is a highly targeted marketing strategy. That means the people who are exposed to your ad will be more likely to take action in response to it.
Information density. Direct mail affords you more information density than other forms of advertising. On a billboard, or in a magazine ad, you have a finite amount of space to work with. With a direct mail piece, you can include as much information as you'd like, such as a brochure with multiple pages.
Easy tracking. A marketing campaign is only successful if you can prove its effectiveness. Proving the value of a direct mail campaign is relatively easy. You can use a custom 800 number or even a personalized URL to track exactly how many of your direct mail leads you converted. You can therefore easily tell whether your investment was worth it and what changes you'll need to make to your campaign in the future.
Article From: www.business.com
