Spring Planting Makes for Summer Shoots
Summer is a busy time for me, but that’s because of Spring. I routinely send out a spring mailer, but this March I decided to try something new.**
Instead of blanketing the several hundred potential clients on my list with a postcard, I targeted the 36 companies I most want to work for. All the targets were specific to my niche in the solar industry. Each received a 20 page, 7×7 softcover book filled with relevant imagery. Yes, the book was done through Blurb (with excellent results), and yes, the mailer was more expensive than traditional postcards (around $25 per person, including shipping). But……
The first new prospect called within an hour of the book landing on his desk. (I had been sending him postcard mailers for 3 years with no response.) Two days later another one called. Those are both record response times for me, so even if the rest use it as an office frisbee I have already had some measure of success. All this happened a week ago, so I reserve final judgment until later in the summer.
Spring is when people come out of hibernation and look forward to the beautiful, warm days ahead. A lot of them will be stuck at their desks instead of at the beach. I think it’s the perfect time to impress them with a special promo piece. It will make your summer that much sunnier for all the shooting you’ll be doing.
Jenna Close lives in the perpetual summer of San Diego. She prefers surfing to marketing but makes a point to do both as much as possible. You can find Jenna at www.p2photography.net.
**Ok, so the idea itself isn’t new…I stole it from Jim Cavanaugh (www.cavphoto.com). If you have ever crossed paths with Jim you are likely aware that he produces mini-portfolios at a super-human rate. I’m nowhere near his level of output, but the idea was so good I figured it was worth trying (and sharing).
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I love this idea! Thanks for inspiring me to stretch beyond the usual.