By Tess Wittler
This furniture store is well known for its hand-crafted Amish furniture and has customers who not only live locally, but also up and down the East Coast.
The Predicament: Even though the store has a loyal following of customers, the client was unable to find the right method of promoting its semi-annual sales to customers living outside the area. Local radio and newspaper advertising certainly wasn’t reaching those customers. The client didn’t want to spend a lot of additional money, but he knew that there were sales lost because he wasn’t reaching out to his past customers.
The Solution: Knowing there was an existing and accurate database of loyal customers made it easy to see that the solution was direct mail marketing. TWWS worked with the client to develop an eye-catching, oversized postcard that was mailed to these “preferred customers”; the postcard announced the upcoming storewide sale. The client saved money by mailing a postcard instead of a letter and also reaped the rewards from those sales made by reminding these loyal customers of the event.
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