As client dollars shrink and competition for remaining client work becomes keener, some professional service firms are looking for more ways to connect with potential clients. Many are using well-executed direct mail campaigns carefully aimed at the right target audiences.
Direct mail has become increasingly sophisticated largely as a function of the work going into “targeted” mailing lists. An enormous amount of database information, publicly available personal information, and social networking information can be used to generate a list of almost any kind now. Want a list of CEOs? A list of GCs by industry? A list of property managers for large companies? Whatever your query, there is an app for that.
With direct mail campaigns, you can develop a laser-like focus on your target audience, sending them staged and tailored messages with creative incentives designed to elicit the responses you want. Whether you want people to attend an in-house seminar, respond to a survey, or just accept a ”get acquainted” visit, a creative, humorous, enticing and/or informative direct mail campaign can help.
For more info provided by an expert in this area, check out my recent piece based on an interview with well-known marketing pro, Rachel Hayes, at : Legal Marketing Reader.