Article reprinted from Western Roofing magazine Sept/Oct 2007.

 

 

Direct Mail Works

The Importance of Getting Your Message to the Right Place

by Chris Margarites, president, Eternabond

 

Like many of you, I am a car nut. Not only do I read articles and absorb data like a sponge, I read all the mail I receive about upcoming auto auctions, races, and rallies. It never ceases to amaze my wife Gail how I can forget “important” things, yet when asked about most cars, I can rifle off the engine and performance specifications like a kid bragging about his favorite baseball star.

                  The car industry works hard to keep me informed in hopes that by providing me with the latest and greatest information, I will choose their particular company when I am ready to purchase my next vehicle, upgrade, or service. Keeping your customers informed about the care and maintenance of their roofs, like the automobile companies, should be part of your business practice. By doing so, those customers will tend to utilize your services more frequently.

                  Aside from advertising in print, digital, and media, how can you reach your customers or potential customers? Direct mail. Marketing experts say that consumers face over 40,000 requests daily, ignoring the ones that do not pertain to them. On the other hand, consumers are much more likely to tune in to messages that provide new information that does pertain to them.

                  Direct mail (DM) allows you to target an audience, tailor a message, and control your expenses. When used properly, DM will allow you to target your specific customer and give them new information about a potential hazard in their life, their un-maintained roof. Furthermore, there is no better place to prospect for business than from your company’s current customer base. Start by dividing your customers into two segments: commercial and residential.

                  Divide each segment into roof type. For example, commercial customers are divided into EPDM, TPO, Hypolan, PVC, mod. bit, built-up, etc. This is important because it allows you to address the specific issues associated with their roof system in your DM piece. As an example, your EPDM customers might respond to a message that states, “YOUR BUILDING HAS AN EPDM ROOF! EPDM roofing is superior in many ways, however an EPDM system is susceptible to splits in the rubber membrane, particularly at seams (as many as one seam every 5’), at air-conditioner and ventilation equipment, at skylights, and where the roof meets the wall. For June, Acme Roofing is offering a maintenance inspection for the low price of $100.00 for a 5,000-square-foot roof! Your EPDM roof can last 20 years or longer with proper care. Replacement can cost 10s of thousands of dollars and is usually avoidable. Isn’t that worth $100? Call now to set up your appointment.” This message can be sent to your customer in a variety of ways via postcard, as an insert with your invoice, or in a newsletter about what is happening in the community.

                  A direct mail piece can also help you build what every roofing contractor should have, a service department. Next month we will continue the subject about “direct marketing.” Until then, get going! Fall and winter are just around the corner. •••