MARKETING TIPS 



Tina Sawtelle 



CREATING DIRECT MAILINGS THAT WORK 



We know that keeping a mailing list of our cuirent and past customers is essential. 



What do we do with it? Following are some tips on creating successful direct mail 



pieces. 



MAKE AN OFFER THAT IS WORTH COMING FOR: Your customers are ven 



valuable to your business over a long period of time. Your current customers are ven 



likely to be receptive to an offer that fits their needs. The value of an individual 



customer over time makes special offers economically sound. Give them something 



worth coming for. 



IT'S ALL IN THE FIRST IMPFLESSION: Your direct mail piece has to stand out 



from the rest. Make sure your design is eye-catching, appealing, easily recognizable. 



Recognition is achieved by keeping consistent logos, format, styles, colors, etc. Be sure 



your headline offers a benefit to your customer. Instead of "We Offer Beautiful 7" 



Flowering Annuals," use, "Your Garden Can Be Beautiful In .An Instant With Our 7" 



Flovvenng Annuals." 



LET YOUR CUSTOMERS KNOW WHAT YOU WANT THEM TO DO AND 



MAKE IT EASY: Display a map prominently on your piece and/or include explicit 



but simple directions. Include your phone number for more iniormation on several 



locations. Include an entry form for a special drawing or offer on your piece so the\ 



will hang onto it and bring it back. 



HOW TO SEND IT: You can mail first class or bulk rate. Each has limitations. 

 Check with your local post office for information. Often you can hook up with your 

 local printer or mail house and use their bulk permit. It does save on postage dollar> 

 But keep a few tips in mind. It has been proven that mailings sent first class get a 

 higher response. It has been shown that stamped mail gets opened quicker than 

 pnnted permits. It has also been shown that crooked stamps get more attention than 

 straight ones and two stamps get more attention than one 1 1 



SOME STATISTICS: There is a aile to direct marketing called the 80/20 njle. It 

 says that 80% of your business will come from 20% of your customers. Try to identin 

 this segment and increase your mailings to them. A 3% response is considered 

 excellent for a response to direct mail or an advertisement coupon or offer. 



Consider mailing to customers within a 20 mile radius. Successful mailings can 

 increase your business tremendously. 



Tina SawieUe , prnnapal of Sawielle Marketing Assoaates , consults vjith agnctdtural retail 

 businesses on markeang and mercharviising. In addition, she teaches agncidtural business 

 management techraqttes at the UNH Thompson School. Formformaaon, call (603) 659-81 Ct. 



INSURANCE SPECIALISTS SINCE 1967 



SPECIAL PACKAGES F08 



■ Retail Flofisis 



' Gorden Center' 



■ londscopers 



" Wholesole Gfowf- 



• Sod Forms 



■ Arbonsl! 



• Flower/Gilt 



■ Tree Forms 



• Suppliers 



• Vegetobie Gro»f 



• Assodolions 



• Fruil Giower 



• Formers Morkf 



SPECIAL COVERAG: 



OH Premises Po. 

 Cut Yoor Owr 

 Tronsportotior 

 Consequenliol C': 

 Gilt Pork -Lioi: 

 Pollution 

 Stiiedule Floots 



BUTLER -FLORISTS' & growers' insurance agency inc. 



20 South Street, Westborough, MA 01581-1696 

 Tel: 508-366-1512 



Have your Local Broker 

 call for more informatior. . 



Consequenliol fcr- ; 

 Pestidde/Fertii :' 

 Prot LandstQPf je. 



Minutes 



April 6. 1992. 

 The meeting was held at 

 Demers Garden Center, 

 Manchester. Present were Bob 

 Demers, Chns Robarge, 

 Andrea Capron, Peter Corey, 

 Roger Warren, Richard Zoerb, 

 and Peter van Berkum. 



It was decided to repeat 

 last year's three-part (an 

 introductory letter, a 

 Plantsman, and a registration 

 form for the Summer Meet- 

 ing) promotion/membership 

 drive this year as well . 

 Different people will be 

 targeted. 



The program was finalized 

 and more fine tuning was 

 done for the NHPGA 

 Summer Meeting at jolly 

 Farmer on August 12. Chris 

 Robarge will handle 

 registration; Peter Corey and 

 Roger Warren will moderate 

 the two pesticide 

 recertification lectures; Bob 

 Demers and Peter Corey will 

 assist the auctioneer. 



There will be two twilight 

 meetings in the fail — 

 at Strawbery^ Banke in Ports- 

 mouth in September (Andrea 

 Capron and Peter van 

 Berkum 



are working out the details.) 

 and Murray Farms m 

 November. (Dick Zoerb is 

 making the arrangements for 

 that one.) 



The Board decided to offer 

 a pesticide recertification 

 meeting in the fall. The 

 probable date is November 

 12; five credits (three 

 category', two core) will be 

 offered in as many hours. 



It was decided to look into 

 holding the 1993 Winter 

 Meeting on one of the days of 

 the Farm & Forest Exposition. 

 We would have a business 

 meeting, speakers, and lunch 

 at a nearby legation in the 

 morning, then give attending 

 members the afternoon to 

 enjoy the exposition and 

 possibly listen to a speaker 

 sponsored by the NHPGA. A 

 decision will he made in June. 



The meeting adjourned at 

 nine 



June /July 1992 



