Like Ralph Kramden imagined on The Honeymooners, I thought I had struck it rich! My Golden Ticket from a new small business in the neighborhood arrived in the mail recently, and I was assured of being a winner.
As marketing mailings go, the piece was also a winner, doing all the things we’ve talked about in past blogs: off-size to stand out, vibrant colors and enticing design, and lots of positive wording about how great their new store is going to be for me and my sweet tooth. Win-win-win.
And the Golden Ticket fit right in with the new small business’ theme: A Chocolate Shop. I couldn’t wait to take my ticket into the new store and see what I won. Or, if nothing else, take a break from my day-to-day and sample some sweet treats.
The Golden Ticket read, in big letters: “No losers here when you visit on Saturday the 14th.”
Except, when I received the direct mail piece in my mailbox it was now Wednesday the 18th.
The lesson of this marketing message: Timing is everything. Someone didn’t plan for enough mailing time. Or printing time. Or creative time. And, as a bulk mail piece, it wasn’t getting processed as quickly as first class, likely “crawling” from its point of origin.
When the Grand Opening event took place at this small business, I doubt too many people were standing at the gates holding their Golden Tickets.
When you decide to promote your small business in a big way, be sure to schedule the appropriate amount of time to potentially receive the best results for all your effort. Plan accordingly, and be a winner with your customers, every time.
When you turn to Biz2Credit, you are grabbing the golden ring. We want to help you with your small business financing and help you succeed. Call us at (800) 200-5678, or visit www.biz2credit.com.