Spring has finally sprung and along with it, an abundance of colorful and seasonal floral displays – from small bouquets in restaurants and cafes to the local library, which puts pretty posies near the checkout. Even the local post office puts out a vase of flowers. Most small businesses also provide business cards from the area florist – co-op community advertising at its best.
A local landscape and nursery business, whose business really is flowers, recently sent an upscale, high gloss direct mail piece to the neighborhood. Along with a photograph of vivid petunias, the nursery offers a $20 gift detachable card. Perhaps even more impressive is the customization involved. For instance, the customer’s name is on the front, “Especially for Joe Smith,” and also on the back, with a brief, instructional note:
“Dear Joe, Celebrate spring! Pop out your $20 gift card and save on any purchase over $75 before June 30, 2017. Minimum purchase required & limit of one card per visit. From your friends at (the local landscape nursery).”
Pricey? Perhaps, given the choice of card stock, printing, and likely purchase of a mailing list (there’s reference to current resident in the address) – but the piece is quite inspiring in its presentation and personalization.
In fact, this gift card mailer is a fine example of promoting your small business seasonally through the mail to attract and grow your customer base. The company’s name is shown in six places throughout the piece. The message is clear and easy to read. And the detachable gift card includes the nursery’s address, phone number, and website as well as the promotion’s expiration date.
We’ve spoken in previous blogs about the importance of an online presence, with a heavy emphasis on email and social media involvement. We’ve also focused on different methods to send customers to your website. But you should not neglect traditional approaches, especially if your customer base responds well to mailers.
Your next direct mail piece does not have to be as high-end as this example – or break your marketing budget. Research your options. Consider going online for direct mail opportunities. Just make sure your presentation is eye-catching, and the customer feels they’re receiving something in the process. In this situation, a gift card.
You’re always making a splash with us! Turn to Biz2Credit for seasonal cash flow issues, expansion loans, and all of your financing or refinancing needs. Call (800) 200-5678 or visit biz2credit.com.