Corporate Mailing

[Roxanne Langley]

Okay brainstorms are needed. I've recently been given a huge corporate mailing list and frankly everytime I start to try and work on it, it gets overwhelming. My original idea was just to start at the front and eventually make it through all the names or would I be better grouping them in the same business types?

I'm thinking that designing a separate gallery brochure to be geared to them would be better than sending my current brochure (geared for residential) along with a letter of intro.

How have some of you tackled a mass list and what types of problems should I be on the look out for, other than probally getting a stronger pair of reading glasses?

Thanks so much,
Roxanne
Langley House Gallery

 

[Marc Lizer]

Tell us more about the list.

There is more than just mail.

And for mail, there is more than just a brochure.

Generic list.
With a Generic Brochure
Will get Generic results.

Does it have Phone Numbers and or Contact Name?

Is it a purchased list from a list company or a purchased list from fram'n source?

Do you have company sizes?

Is the list sortable by Zip? (may be a good apporach to divide up the attack.)

If the list is sortable by, lets say, business type, maybe only concentrate on biz's that'll have a definite need for cusotom framing.

This all assumes you want to actually sell them bespoke framing. Do you?

Or do you want to do contract? or something else?

I would say, take some smassssssssssingly great photos of actual office interiors where your framing has be placed.

Make a bunch of copies (actual photos, not printer). Make up a presentation folder (that you will give them to keep). And call 5 (of the best fishes/prospects) a day on tues, wed thurs and fri. If you get a bite, make an appointment to come see them Monday, or send them the presentation folder if they do not want a meeting.

If you get one appt a day, then you have 4 places to go to on a Monday. If the first 5 places you call all want you to come, don't call for the rest of the week.

The one thing you will get many corp folks asking for is a price list, and a catalog. Come up with an answer now. Before thew ask you.

 

[ArtLady]

It is my opinion brochures are not for mailing. That said anything sent is better than nothing sent.

Check you yellow pages ad. Does it state "Services to Business"?

Have you trained yourself what to say when they walk in the Gallery?

This is what I would do. First of all check whatever resources that you have available to narrow the search down to the most likely people who would need your services. For example, look for companies that have moved or expanded. Next, get the name of the individual making the decisions on the artwork or the services that you think they may need. Send a letter to that person. If you need text for the letter email me. Then follow up the letter with a phone call. Make sure you know your goal and a general idea of what you are going to say. If you would like to have some text for phone converstions please email me and I will send you some.

By the way, the facilities manager and the public relations people are not always the best people to contact. Usually they do not have the decision making power and all you can expect from them is a No. However, I did say not always. Every corporation is different.

Now to end my comments about the brochure. The brochure is something you leave them after you have met them personally.

A general mailing will get you only a 1-5% return. There could be other ways to use you advertising/marketing resources.