Plan 2: For a Mid-Level Salesperson Who Wants Consistent Business (Continued)

Month Five

1. Again, mail two postcards to your farm with different messages.

2. Once a quarter, replace your brochure mailing with something fun and different. One possibility is holiday cards for smaller holidays — Groundhogs’ Day or Halloween, for example.

TIP: For advertising success, give people a lot of consistency, with a few surprises. The most successful ad campaigns use a similar look and general message with minor variations in the copy to keep people interested.

3. Repeat steps two through six from month three.

4. Analyze the results of the responses to your mailings thus far, using the coding you have entered into your prospect database. Determine if any specific mailing or any particular group within your farm has accounted for a significant portion of your responses over the period. Such a result may be an indication to focus in on similar promotions in the future.

5. Do a survey of your farm area to help evaluate the success of your promotional campaign. After weekly mailings for eight to 10 weeks, you should have 40 percent to 60 percent name recognition in your farm area. If you haven’t reached this level, re-evaluate every aspect of your program—copy, design, mailing lists, and follow-up. Ask fellow professionals and potential customers for their feedback on the piece, and make the necessary adjustments.

6. Review designs for your new Web site and make necessary adjustments. Contact your Web hosting company to discuss the needs for your new site. Will you have enough server space for the enhanced new site? Register your new URL if you have changed it.

TIP: This might be a good time to select a new URL that reinforces your brand. Your full name is often the most effective choice.

Month Six

1. Launch the new Web site. Be sure to test the actual site to be sure all parts are working before promoting it to the public.

2. Mail two postcards to your farm area. Use one of the postcards to promote the launch of your new Web site. Continue with steps two through six as well.

3. Be sure to include the address of your new Web site in all your printed materials.

4. Twice a year, send out a simple letter to your past clients telling them that you value their business. One of these letters could be replaced by an invitation to an annual appreciation event if you hold one.

Results: Regular mailings over an extended period of at least six months should build the level of name recognition to generate referrals and repeat business that will allow you to achieve a major market share in your area.

Personal Marketing Plan 3 >