To see the pieces available, visit the Marketing Materials section of the MOLLY MAID Team Website and look in Direct Mail.
Solo Piece Direct Mail: Another type of advertising done through the mail is solo piece direct mail, where your advertising piece arrives solo at specified households of your choosing. This type of advertising can be very expensive because you alone incur the full cost for acquiring names and addresses, printing, and distribution. For this reason, direct mail is not recommended as a means to reach a large number of prospects and should only be done when you have a specific mailing list of qualified prospects. One example of potential prospects to direct mail to may be new movers in your area. A number of companies specializing in compiling lists of new movers and/or executing programs for advertising to new movers are listed on the Approved Vendor List on the MOLLY MAID Team Website. A less expensive option for solo direct mail is available through a mailing company known as Quantum Direct. Using a single address from within your territory chosen by you, Quantum will mail your customized postcards to a set of surrounding households. This is known as Neighbor Mail and can be effective when trying to penetrate a small section of your territory. A link to Quantum Mail’s ordering portal is located on the Homepage of the MOLLY MAID Team Website. 4.3 Middle Level of the Pyramid-Leveraging-Keep Them Referral and Loyalty Pieces: A customer’s unique experience with your company will determine whether or not she will recommend your services to a family member or friend, so pieces designed to increase customer loyalty and reinforce your personal relationship with your customer are highly recommended. Referrals can be stimulated through the use of leave-behind materials and loyalty vehicles. You can send out cards or discounts for special occasions in your customers’ lives; birthday, wedding, holidays and anniversary of services. By continually reinforcing MOLLY MAID with your existing customer base, you encourage your customers to recommend MOLLY MAID to others. This low cost advertising is targeted directly at existing customers and has a very high level of effectiveness. Occasional Customer Leave Behind: This leave behind card or tent card provides the occasional customer with pricing levels should they choose to increase their frequency of service. Back marketing: There are a number of groups that you should back market to several times throughout the year. These include: Occasional customers, and cancelled customers. Kirkwood offers an automated back marketing program that can take care of all of this for you.
MOLLY MAID Marketing Manual Copyright 2015, Molly Maid, Inc.
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