Reach Clients Where They Are – Home
In this time of social distancing and stay-at home orders, some of the typical ways of networking and connecting with clients can’t take place. The COVID-19 pandemic means we can’t run into someone on the street, host an event or invite a client to lunch.
In-person interactions are a great business tool. However, with those on hold for now, your firm may need to be more creative in reaching clients, prospects and COIs. We see two emerging tactics that can provide much needed touchpoints and leave a lasting positive impression of your firm – direct mail and e-gift cards.
Direct Mail
Direct mail has been around for hundreds of years (or even thousands of years, depending on your source). Some companies have reduced or even dropped direct marketing in favor of digital marketing efforts, such as email newsletters. But don’t write off the opportunities direct mail can provide in your marketing mix.
Direct mail has weight. Literally, you can hold the flyer or brochure in your hand. You can’t do that with an email. Because it’s tangible, it may remain in someone’s home (and thus their line of sight) much longer than an email in an inbox.
Email fatigue is real. Emails are a great way to reach people quickly, consistently and affordably. But now, more than ever, your clients, prospects and COIs are likely suffering from email fatigue. Working remotely means you can’t pop into someone’s office to ask a question, leaving people fielding more emails than normal. Prospects may breeze over your email but not your smart-looking mailer.
People remember print advertisements. While people may process digital content quicker, they have a stronger emotional response to physical ads and remembered them better, according to a study by Temple University’s Fox School of Business. The university later found in another study that people are more likely to remember a marketing campaign when print is incorporated.
Digital Gifting
Because we are practicing social distancing right now, people are often craving interactions with others. If you are looking to make an immediate, positive mark on a client, prospect or COI, consider sending them an e-gift card as a thank you or as a “checking in” gift.
With an e-gift card, you don’t have to know someone’s home address – all you need is their email to send the gift. And, because it’s sent electronically, the recipient will get your gift within minutes of you sending it.
Here are a few options for e-gift cards that can be used to order books, gourmet cooking supplies, home office items, or just to order in a special meal:
Amazon
Barnes & Noble
Crate & Barrel
DoorDash
Morton’s
The Capital Grille
Williams-Sonoma
If you’d like to support a small business, call a local restaurant and see if they offer e-gift cards. If you have your recipient’s home address and can’t get an e-gift card, you could purchase a physical gift card and mail it to the client/prospect/COI with a personalized note.
In these uncertain times, touchpoints can become even more critical. Try adding a personalized direct mailer into your marketing mix to help keep your firm top of mind. And a thank you doesn’t have to wait – send someone an e-gift card to create an immediate positive impression. If you need help getting started, we can help. Reach out to us today.