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Direct Mail Marketing by a Removal Company in Ireland

I put our house on the market last week on Thursday, less than a week later I had received a postcard from a removal company called Libratrans detailing their services and offering a free estimate.

First of all congratulations to Libra Trans for taking the initiative and implementing a targeted marketing campaign to a clearly defined target market, people moving and selling a house and therefore soon to be in need of a removal or transport firm. The card is well designed and does its job of catching attention. In the pile of other correspondence a colour postcard stands out.

Whilst the postcard is good there is certainly room for improvement. In particular the call to action could be strengthened. Currently it just says visit our website or call for a free quote. On the whole when I see a firm say they provide a free quote it doesn’t really impress me. So you won’t charge me to tell me your prices how very nice of you!

Unfortunately whilst the postcard mailer that Libratrans sent out was good their website really lets them down. When I visited I was disappointed to see that there were a number of errors on the page and the most crucial part of their website, the quote request form, was not working at all. When you think of all the trouble they have gone to in sending out the postcard mailer it is a real shame that the website lets them down so badly.

So how else could Libratrans improve this Irish lead generation campaign? I think they could make their offer even stronger by offering something free, for example on their website they have a checklist of things to remember when packing or unpacking. Rather than having this freely displayed on the website they could create a report package and offer it to prospects who fill out a form etc.

An even stronger offer might have been to offer something of practical use to people moving house, like 3 free packaging flat pack boxes. Again this would have helped to focus in and identify people who are in need of the service. It would also facilitate contact between the company and the prospect and pain them in a good light. The cost to do this would be fairly low and I’m sure that if it was implemented the conversion rate that Libratrans currently has could be improved.

So to conclude I think this was a good effort to generate leads in a targeted fashion. I’m not sure how they compile their list, perhaps they monitor the new properties on www.myhome.ie or maybe it is possible to buy lists of all the new properties. Or perhaps they just ask their drivers to note down all of the new for sale properties they pass.

Whichever way they do it you can bet it is nicely systemised and produces a good return on the investment. Lets face it the cost of a postcard and postage would probably be less that €1 and the potential business could easily be €1000 per client. It is a shame that the rest of the sales conversion process they are using falls a bit short; however even with what they have I’m sure it puts them well ahead of their competition.

Article Source: http://www.articleadventure.com

About the author: Matt Eve is a writer and owner of a specialist marketing company in Ireland.See more of his articles at his irish marketing blog
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