September 2006

 
UTILIZING DIRECT MAIL IN BUSINESS 

Your mailbox at home is always full of them - postcards and letters from local companies all wanting your business.  You may not be interested in their services and just throw away this �junk mail.�
   These pieces when used appropriately can be an effective part of marketing your construction business.  The key is to use direct mail as a part of your marketing plan and not to let it be your sole form of marketing or advertising.  A well thought out direct mail campaign can provide excellent results to a specifically targeted audience.
   How can you integrate direct mail into your company�s marketing plan?

 Determine who you want to reach: This enables you to target your message to fit specific needs.  Don�t want to waste money mailing to people who would never be interested in your services.
     A good marketing plan will already have identified your target market.  If you are building new homes, perhaps you�re targeting people who live within a certain radius of new community.  If you do additions and remodeling, you might target people at a certain income level or live in a particular neighborhood.  Once you have your target market identified, you can begin to establish your mailing list.
    If you already may have a list of people who visited your trade show booth or have visited your spec home, use it.  A direct mail peice is a great follow-up to keep your company fresh in their mind. 

Design and layout: You will be competing with other mail in order to get attention, so make your piece stand out by being clear and concise.  Be sure to provide contact information, including a phone number and website where prospects can get more information. 

Be patient: It may take some time until you see results.  Direct mail shouldn�t be a once-and-done effort.  You can increase your return on investment by following up by phone or with another piece after the first mailing goes out.  Just like the building process takes time, so does a good direct mail campaign.  You can purchase direct mail lists for any profilefrom the Johnstown Credit Bureau. 

Proper execution enables direct mail to make a significant difference in your marketing mix and allows you to avoid being someone�s �junk mail.�

 

 

 

Mark your Calendars - the HBAA Christmas Party is scheduled for Saturday December 16th, 2006 at Sunnehanna Country Club.

 

 

TRAINING FOR

 THE TRADES

    

- Approximately 90 percent of Pennsylvania�s 501 school districts offer vocational or technical education through 83 schools across the state.  Vocational and technical education is important for preparing workers for the construction trades (Source: Pennsylvania Department of Education)

    

- Pennsylvania high school students with at least four vocational education courses are nearly 25 percent more likely to be employed, with higher average salaries than those without such training (Source: Pennsylvania Department of Education)

 

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