Direct Mail and E-mail

You can target specific groups through direct mailing of regular mail and e-mail. This takes some careful research- you can waste a lot of money with direct mail and you can make people angry with unsolicitied e-mail.

Ways to use Direct Mail

Churches, Schools, and Daycares

A small but eye-catching postcard sent to churches, schools, and daycares in early fall or early spring can help you book festivals and other events. You can do it all yourself; pulling addresses from the yellow pages or the Internet and printing your own cards, attatching postage, and dropping them in the mail. However, before you get started, call around to local Mailing Services. Often, they already have verified lists and can do your printing and mailing for less than you would pay yourself. Call several as prices can vary. Find them in the yellow pages under Advertising-Direct Mail.

Classified Ad Preprints

Often you can buy an ad cheaply in the local classified ad paper. They go by many names such as the Thrifty Nickel or Pennysaver. Test the waters for a month and see if you get any business off of your ad.

A more effective way to use this paper (if it is mailed directly to homes) is to use the papers' pre-print insert option to have a flyer inserted in the paper and delivered directly to the neighborhoods you choose. This can be really inexpensive- much less than it would cost you to print and mail your own flyers. Make an appointment to talk to the sales rep in your area to find out what options they offer and prices.

Coupon Paks

In this area, they are called Val-Pak. Most regions do have some type of coupons that come in the mail. They usually have a lot of pizza and restauraunt coupons as well as services like handymen and plumbing. This is a great idea to try- they are somewhat expensive but their redemption rate is usually pretty good and you can target specific neighborhoods. Check in your area. When you get the coupon pak in the mail, the number to call for advertising is usually in the small print on the bottom of every coupon. You must offer some type of discount in order to advertise.

Ways to use E-Mail

DO NOT SEND UNSOLICITED E-MAIL!
This will do more damage to you than help. If you can get permission from a school or daycare to e-mail its' families, go for it! This is a great way to become familiar to people so that they think of you the next time an event comes up.

• Collect your customers' e-mails, if they will allow you. Always ask for an e-mail address on your rental agreement but don't force them.
• Keep up with your events and birthdays on a calendar and then e-mail the event orgainizer a month in advance of the event date next year. They are likely to go ahead and book the event because you have made it easy for them.
• E-mail customers to let them know you will be at a special event and they are entitled to a free bounce if they print your e-mail and bring it with them.
• E-mail customers a deal if they book during your slow months. Work out a deal with gymnasiums in local parks, churches, or schools so that events can be held inside when the weather is cold. and your ad loses its value. You prevent people from being able to call you while they are motivated.