I would say that it definitely does come down to metrics, yes, and simply multiplying out numbers. Of course, the lower the initial response pool (test size), then the less reliable the extrapolations, but sure, in principle they should work pretty much as you’ve said.
I have never put out 5,000 fliers in a month myself.
If I may suggest, though, before you go loco, do this: Split-test your flier at least 3 ways, and then go nuts with the design that generated the most powerful response. Just remember to change the same component on each flier, so you don’t mess with your research.
Get what I mean?
I am currently ready to fire off about 15 little packages (not just ‘fliers’) to 15 local businesses within the same industry (I know, you’re talking about residential, but the principle is the same), and I’m making half of them a little different, then I’m gonna go roll out 300 more once I’ve discovered which half works better. Of course, they may both stink, but we’ll have to see. Its a pretty small test, but the full-blown market is small, so I can’t make it too big off the bat.
Gotta keep it positive.
In summary, if 1,000 pull 1% then 10,000 should pull 100 new jobs, yes, in theory. Do it, and tell us how it goes!
Thank you Kevin, your repsonse makes a lot of sense, I am currently doing what you suggested, and once I find a flier that I fell confident to go loco with I will. I’ll let everybody know how it goes!
Hey doug,
How did the flyer campaign go? Did you stick to the plan of 5,000 flyers / month? Did revenues increase in proportion to the amount of flyers you sent out? I’ve been in business almost a year now marketing strictly to commercial but want to start a residential campaign in the coming months. Just want to know what works efficiently and what to expect.
Well, yes and no. I didn’t stick to 5,000 flyers per month. I realized I would have been unable to keep up with workload.
I have better help this year and will continue with that goal, actually by fall I think I will increase it to 10K per month.
I would highly reccomend jumping into the residential end of things.
No Doug that does not mean you will get 5 times more calls unless you are advertising to the same type of people with the same ads. There are many variables to this. One thing I will tell you is that you definitely should get a lot more business if you have enough of the right market base.
If you still have a lot of room fro growth and you prepare for it (get ready for employees) you could very well gross $110,000 and beyond this year.
Of course with the shaky economy no one knows how people are going to react this year to spending.
If you only get 3 times more customers with 5000 per month, then start dropping 10,000 a month. Fliers are too damned cheap to not take full advantage of.
Just beware of getting too much too soon. It sounds counter intuitive but that can break a company in half. Plan now for “what if” then make it happen.
