Good afternoon all,

I'd like to solicit some feedback in hopes that I can learn from the more experienced marketing gurus out there in regards to a print advertisement, which can be viewed here:


http://www.igsobe.com/files/4_x_6_IGOSB_Flyer.PDF


I had this printed to 5,000 4 x 6 postcards printed distributing about 1,100 last night. It's now 5PM, and not a single call! I realize it's not been a terrible amount of time, but this was surprising to me. Here's a few notes:

<1> About 50% of the postcards were put on cars, the other 50% put directly in the doors of local businesses. For those who know Miami Beach/South Beach, I was able to canvas about 70% of Lincoln Ave (a high end retail shop area, comparable to a Michigan avenue in Chicago), so whoever opened the shop saw their card. It's a common way of advertising to put postcards on cars here in Miami Beach, so please don't be offended - by this practice - we're not around here. :)

<2> I realize by putting them on cars that I am having a lower success rate since not all of them are business owners, etc, but they can be done much more rapidly.

<3> The businesses targeted would have a need, it's a matter of communicating it of course. I was smart in the distribution - for example, local dentists office, the local bar, etc all received cards, while Starbucks, Gap, and other chain stores I did not even bother with.

<4> In viewing my website logs, I see that I see a lone hit from Miami. This is okay as I'm waiting for my own site from the contracted desginer but needed to get this campaign going, and realizing that I would be getting most of the attention by this market segment via phone.

Can I get some feedback on if there's something terribly wrong with the advertisement from your point of view, my distribution method, and/or any personal experiences anyone has had with this this type of advertising?

While I realize I've handed out less than 25% of the cards, I have to admit that this was most discouraging. I'm not defeated but it was a lot of hard work to get them out there!

As always, I appreciate the help of all of you and your suggestions, I continue to learn from all of you.

From initial glance, the only thing I can thing of is, too much text! You have way to much text bunched up.. Nothing really eye catching of something to be drawn too. Just my personal opinion.

Personally I quite liked the leaflet, although you could maybe try cut a bit of text out.

However, I really think you should get your website online fully before you start marketing yourself. At the moment it just looks incredibly unprofessional, and I seriously doubt very many people would have a clue what any of that information even means. You're offering to sell them a web presence, but all they'll see from your site is that you can't even manage your own (don't take that the wrong way, I'm just pointing out how it might look to a potential client).

Perhaps you could put the address of a more localised and relevant page on the leaflets (I understand that it's a bit late now) in the future?

Just some food for thought, but keep us posted how it goes! I'd be interested to hear about your results.

I wouldn't host with you based in how your site looks, the extremetracking stats there looks highly unprofessional as long with the whole site in general.
I saw that you're already designing a new site, you had to wait until you get the new site on-line before start to promoting it.

Direct mail marketing does work, but usually not on the first run. My experience is that direct mail requires a lot of hits and consistency. Giving customers the same message in a number of campaigns and sometimes a variety of vehicles (direct mail, billboards, email, etc.) will generate more response.

I also wouldn't have launched a marketing campaign for web design/hosting without a well-designed web presence. Seems to be counter-productive.

I agree that there is too much text, but I don't see that as a problems with the post card. These do work in the right context and campaign.

My initial impression is that you should have made reference to the URL in larger font, perhaps towards the bottom of the frontside. The link blends in with the remainder of the text.

//Not that it means anything.

You advertise custom design but mention on your home page that you're having a site designed by a different company. Doesn't really instill a ton of confidence.

You advertise something else on the flyer (something easy for the customer), but all you sell (at least appears in your website) is colo, dedi and vps - too technical for the people.

You could have much much better chance in this if you were a design/dev firm and having hosting as a value addon.

but they can be done much more rapidly.


Which just means that you chew up the cards faster.

You may also want to reconsider what streets you canvas. High end businesses believe they deserve high end services. In their case, it may mean that they are not going to buy from flyers.

And, advertising an unfinished product is just a waste of money and opportunities. Even if someone comes along, they immediately know that this business has no history. At least if it was finished, they would not really know without further checking.

Don't be discouraged. I think your campaign shows a lot of energy. Maybe what is missing is better targeting. You say 500 went to businesses, but how many of those businesses are even in the market for a website; and out of those, how many are so eager for a website they will call as soon as they receive a flyer?

An important part of sales is prequalifying -- you don't want to waste your time and energy (or theirs) on companies who don't want or need what you're selling. You have to find a way to reach only those, and that is often the hardest part of sales.

In addition to the who, there's the what... what do businesses really want to buy? These days, most dentists, bars, etc. already have an online presence, even if it is just an online brochure type, static site. Analyze what will really benefit them, and sell that.

Nice! I love your Palm Tree, and Wave logo!!!

You took a great initiative. We gained all our first customers via direct mail (though we're a niche SaaS provider, so we targeted very closely) and it worked well.

I agree with the others -- too much text on the card. No need for 10 reasons. Just show confidence and quality. Also remove the reference to "501(c)3" and replace with with "charity". I like that you put a "deadline" date on there (10/15) as this is a good call to action.

Depending on the industry, direct mailing sometimes generates a response rate around 1%-0.5%, so you're going to have to hand out a lot of cards. Also you're just sort of "broadcasting" with the cards but you may not find that many small business owners, who are also decision-makers, by just putting flyers on cars. I forget the numbers, but isn't it like around 10% of the US workforce works for a small business? Maybe it's higher, but the chance that you find someone who is both working in a small business _and_ a decision-maker is going to be low. Maybe for every 100 cars you put flyers on, only 1 is even a possible qualified customer.. and maybe they already have a website.

If you plan to continue to use this method (car flyers), you could also widen your appeal to cover more of the people driving these cars. Find some offering that an everyday person would want.. maybe photo album hosting? (Just an idea).

If someone was interested, they would most likely go to visit your website to check you out before they called.

No offence, but your website is a shocker - obviously its just chucked there for now while you work on it - but it means those flyers are useless.

All marketing needs a call to action - ie. the person seeing the flyer needs to know what to do if they are interested.

Your flyer is too busy, the eye has no where to focus, and anyone who gets passed that, will see your site and throw your flyer in the bin.

I would say hold onto the flyers (because you can't reprint them now), and wait to your site is online before you try again.

When in business, everything needs to pull together - your brand, logos, ads, flyers, websites - they all need to portray the same thing - right now, yours is not ready.

Just my 2 cents.

Don't give up, just get more organised.

Cheers

PS - I know 5000 flyers sounds like a lot, but don't waste them.

Even those 5000 flyers need to be highly targeted.

Putting them on cars, well ... you might as well throw them all up in the air and hope the wind blows and someone sees a flyer and might be interested.

Hey John,

I actually live in Miami, and I work in advertising for a large agency. Here are some tips:

1. Your target - Lincoln road is mostly retail and restaurants. They are not the most tech-savvy group. Also, are the people who open the stores and shops in the morning (your filters) the decision makers in the process? Also, you postcard competes with club and bars. If I saw you ad on my car I would immediately assume it was for a bar.

Furthermore, who do you want? Carve out a real target (small RETAIL businesses owners who have no website). Hone in on who you want to talk to.

2. Timing - I have to agree with the other posts. Your campaign has to be strategic. If you promote a website and there is no website to visit then your campaign has failed. It also reflects poorly on your brand.

3. The ad - Your postcard does not say internet or hosting or even online to me. The front has a bunch of pictures of homes. To glance at it I think, "real estate." Also, way too much copy. I agree with everyone else, kill the 10 reasons to get online. I would place pricing and contact info on the back.

Your call to action should be clear and concise. Remember the KISS principle!

I'm glad to see that you are taking initiative. All the feedback here has been good. Keep up the good work, and post back here to let us know how it goes.

PM me if you want more feedback

EPCMEDIA

4. Your logo says nothing about your brand. I like the tree and wave, but where is the internet? Where is the online part? You have a good start, but how can you make that more digital?