An Air-Conditioning or Plumbing Business postcard marketing is a highly effective and affordable way to reach out to your prospects and customers, and dominate your market. When done correctly a small investment in Air-Conditioning or Plumbing new business development direct mail postcards can yield big returns.

Printed postcards are easy on the budget, and also more eye-catching than other types of direct mail marketing pieces.

Today, Air-Conditioning or Plumbing businesses require more than the no-longer-standard “Phone Book” advertisement. More and improved kinds of marketing strategies means more kinds of customers calling!

In order to have a dominating presence in the Air-Conditioning or Plumbing market a personalized marketing plan must be implemented to capture the hearts and minds of your potential clients and customers.
Define the “Air-Conditioning or Plumbing Marketing” Goals and Objectives

  • Be the star of “New Movers into the Neighborhood” becoming new clients
  • To constantly ‘reintroduce’ your current clients to your plumbing, heating and A/C services
  • Regularly say “hello” to current clients so they stay in the fold, remember your achievements
  • Make known how your expertise in plumbing, heating and A/C solves customer problems
  • Get your current Air-Conditioning or Plumbing customers to increase their referral agent powers

Avoid the everything fits everybody postcard as plan syndrome. Where the plans expands into trying to achieve multiple objectives while ultimately little to standout and build market share. Stay focused on the key Goals and main message Objectives when creating your Air-Conditioning or Plumbing marketing postcard so it packs the right punch.
Identify your audience
As with all Air-Conditioning or Plumbing marketing efforts, it is extremely important to zoom in on who you are targeting. Then you are much more likely to get the best return on your postcard campaign. If your goal is to land new customers, your goal is to intimately understand “what kind of Air-Conditioning or Plumbing business” you want to be so it is clear to the recipient (potential local customer).

Postcard Marketing Rulings of Thumb

  • Target a Realistic Geographic radius from your Air-Conditioning or Plumbing business
  • Develop a List of Households with Aging homes Predominating
  • Cover The Seasonal Aspects Of Your Services when Appropriate
  • Target Income: Ideal but realistic levels 

Once you’ve identified your local Air-Conditioning or Plumbing target client base, you’re ready to create your postcard design and message.

Concise & Precise Design, Message
Two key rules for copywriting are critical for capturing the attention of your new Air-Conditioning or Plumbing customers.

    • A Clear, Bold Headline:

Keep your postcard headline short and simply effective. On the front of your postcard there should be one simple and central message that is the focus of the Air-Conditioning or Plumbing marketing postcard campaign. The best way is to achieve this is with a bold and clear headline that’s not cluttered up with other text. A good guideline is to have the headline fill up at least 15% of the front of the Air-Conditioning or Plumbing postcard.
Fewer words create higher impact. Imagine extra words costing you more in phone calls, other inquiries. Postcard  headlines on the front like " Winter Air-Heat Tune-up for the Johnson Family” or “Plumbing to meet all the Johnson Family needs” gets your local Air-Conditioning or Plumbing customers attention. This personalized printing concept, if combined with a visually appealing image that accents and supports the message will be a recipe of an excellent Air-Conditioning or Plumbing marketing postcard. Examples:

    • Perceptive Perspective: “Whats In It For Me” (W.I.I.F.M).

Look at your message from the new customer’s perspective. Rather than touting technical capabilities or announcing news presenting features, your Many Air-Conditioning or Plumbing must explain the benefits your customers will appreciate.

Imagine: If you were a customer calling in panic, or after they were not serviced correctly by other business, would you care about all the technical details or non-specific to them features in a piece of equipment? Maybe yes, but only if it means they can get their Air-Conditioning or Plumbing needs met faster, more conveniently, at better costs...
Get Them To Act: Effective Call To Action
Timeliness is the ticket to success to most all Air-Conditioning or Plumbing postcard marketing. Give your potential local customers a compelling reason to take action NOW, such as a discount or reward for responding by a deadline.

Make the postcard do double duty using as a coupon, event ticket or gift card that returns the customer to your business sooner rather than later, which also helps your Air-Conditioning or Plumbing business measure its effectiveness.

See examples of effective “Call To Actions”: by reviewing the front and back of postcards.
Choosing a Postcard - Response vs. Cost
The most profitable Air-Conditioning or Plumbing direct mail campaigns achieve the highest possible response at the lowest cost. While smaller sized postcards are cheaper to print and mail, a larger postcard will stand out among other mailing pieces.

This often means larger postcards are often more cost effective because they get a higher response (ROI). Large Air-Conditioning or Plumbing marketing postcards can be distinctive and also give you more "real estate" for additional content to add more value (in a precise, concise fashion).

Personalized, full color Air-Conditioning or Plumbing marketing postcards have also shown to increase response rates as much as 35% compared to generic presentation, non-personalized postcards

A Good Clean and UP TO Date Mailing List.
If you're targeting your current Air-Conditioning or Plumbing marketing customer list, you'll want to keep your mailing addresses up to date or take extra steps to ensure your postcards get delivered. Mailing services such as NCOA (National change of address) may cost a few pennies more, but pay off by getting more pieces into the hands of your valuable new local customers.                         

Contact 800.517.5563 to receive expert creative direction and the right advice on how to create an effective postcard design and campaign.

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