Direct mail is a tool to use as a potential prospecting channel to boost your outreach. This prospecting channel can be utilized as an enhancement to your already existing prospecting plan. I would say that one of the hardest parts of our jobs, as a recruiter, is to get your name and number out to the masses. People can’t join unless they know.
You can easily hit “the masses” when you utilize direct mail. You are able to send brochures, postcards, newsletters, business cards, and personalized letters. Key is to grab their attention quickly so it can’t be boring. Everyone loves free things so use that to your advantage. I used to send letters with the call-to-action of texting me their name, size of shirt they wear, and their home school. I would then grab their shirt size and head to the school the following day after their text. This gave me an opportunity to meet them face-to-face to discuss the military, spread my branding, and provided an “in” at the school. It worked and was highly effective. I made this type of prospecting work for me.
How do you create a direct mail marketing campaign:
Define your target audience. Obviously, your audience is mainly 17-24, but can also go up to 35.
Gather your lists and have them include addresses. High school and college lists are easy to obtain. Beyond that may be difficult, but not impossible.
Create your template or design (I recommend a nice and fancy brochure with a printed small note from you with a specific call-to-action.)
Print, gather and stuff everything into an envelope then mail them out.
Respond when they respond. Do not wait.
DIRECT MAIL FACTS:
44% say direct mail is their top prospecting channel for unknown brands such as the military.
62% say direct mail got them to actually respond to whatever the call-to-action was.
72% of consumers actually take the time to read direct mail the same day they receive it.
Less competitive than email advertising.
Direct mail gives you an opportunity to get creative to gain a response.
There are some straight forward ‘pros’ regarding direct mail:
Response rate is generally high if done correctly.
Young people rarely get mail so they are intrigued when they finally do and will more than likely open it and respond.
Direct mail is tangible and personalized. They can hold it in their hands and see their name on it.
Direct mail stands out due to its uniqueness if done properly.
There are also some ‘cons’ to direct mail:
Can be costly. Stamps are now $.68 per stamp. As an example, 1,000 letters would cost $680.
Direct mail can be time consuming. Gathering brochures and printing your letters then stuffing and stamping. All takes time.
This prospecting channel can be intrusive. You are competing against any other direct mail piece so people can get annoyed quickly by being bothered.
Regardless, I firmly believe that a well thought out plan utilizing direct mail will add exposure and effectiveness to your overall prospecting plan. I would highly encourage doing one school per week until all your schools have been touched. Hopefully you will then get some responses and opportunities.
I truly hope this short, but informative blog assisted you in some way. Prospecting is important regardless the channel or channels that you decide to use. My next blog will be all about branding yourself within your area of operation. Until next time my friends.
~ Xpert Recruiting
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