Copyright © 2011 DJ Richoux
I may be aging myself by telling you this story. In the 1980s there was a 30 minute TV comedy called Cheers that was about a bar with a colorful cast of regulars. The main characters were Sam Malone, the owner of the bar and a retired baseball player; Dr. Frasier - the "resident psychiatrist" who frequents the bar and could often use a little analysis himself; Norm - a semi-professional beer drinker and Cliff - a thirty something mailman who still lives with his mother. To get away from their "hum-drum" lives, they all come to the bar where "Everybody Knows Your Name".
The theme song written by Gary Portnoy and Judy Hart Angelo is a great marketing lesson. Here are the lyrics:
Makin' your way in the world today takes everything you've got.
Takin' a break from all your worries, sure would help a lot.
Wouldn't you like to get away?
Sometimes you want to go, where everybody knows your name,
and they're always glad you came.
You wanna be where you can see, our troubles are all the same,
You wanna be where everybody knows your name.
You wanna go where people know, people are all the same,
You wanna go where everybody knows your name.
Everybody wants to hear and read their name. Personalization is a powerful tactic when used properly in direct mail or postcards that can significantly increase your sales by attracting more clients to come to your spa or salon.
I don't usually quote studies. I felt this was important enough to give you an overview on a study done by Frank Romano (http://print.rit.edu/people/profile.php?page=24) of the Rochester Institute of Technology. The study comprised of separate mailings to both business and consumer audiences - each testing the value added by colour, basic personalization and use of database information. All materials were professionally designed and produced using digital printing, and the static and personalized pieces were as similar as possible. There were two methods of response: a toll-free number, or postage-paid reply card, with a total of 36 mailings each of 4000 pieces.
The Results were AMAZING!
Using just black and white text and photos, the response rate was a little less than a half of one percent (.5%). The next mailing, using black and white and the recipients name raised the response rate by 44% over the first mailing. The third mailing was a static document in full colour, which came in slightly ahead of the second mailing at 45% increase in response rates. When the two options were combined, however, full colour and recipient information, the response rate jumped up to 135% over static black and white. In the final mailing, the piece was produced in full color using database information to customize the offer. Response rates topped 500% of the first offer. That translates into a 15-20% response on the total mailing.
Here is the bottom line: Personalization Works!
If and when you are doing a mailing to your clients don't forget the power of personalization. It is well worth the extra investment in personalizing each mail piece. You will enjoy an extra windfall in profits as your cash register keeps ringing!
About the Author:
DJ Richoux is an entrepreneur and marketing coach who has over 19 years of practical hands on "street-smart" marketing and customer service experience. For the last decade he has specialized in developing step-by-step systems that enable business owners to realize more profit, more freedom and more satisfaction from their businesses. Now as a salon marketing expert, DJ is revolutionizing the way salon owners do business delivering them more freedom, more profit and more fun. Visit DJ at: http://www.salonbusinessexpert.com/
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