Once, Twice, Three Times a "Mailing!"

​by Skip Cohen

It's Marketing Monday, and I'll admit I'm pushing the envelope with the title tied to a Commodores song with Lionel Richie, but here's my point. For any level of recall by consumers, you have to hit them multiple times with any message. 

While this post is focused on Marathon's Power of 3 programs, pay attention to the concept. It applies to so many different things you're doing to increase top-of-mind awareness with your target audience. For example, here's the Power of 3 mailing for senior photographers to use:

• First mailing: Introduce yourself and create awareness that it's time to think about senior portraits and become a part of the class of 2025.
• Second mailing: Give seniors a chance to take a second look at your photography and recognize your studio as the best choice for their senior portraits.
• Third mailing: One more chance to convince seniors that your studio stands out from the rest and that you offer the creativity they expect for their senior portrait experience.

There's also a fourth level available: For only 96¢ per name, you can add another "last chance" card to let seniors know they must call now or they will miss out. Custom design is an additional $65 for this card.

The same program is available for family photographers, and it's the same point—first, you plant the seed of awareness and then follow up with getting your target consumer more and more interested. Throughout the process, your audience becomes more aware of your skillset and abilities to help them capture important memories.

Marathon does almost all of the work. They'll help with designing your mailing piece, setting the calendar, following up with you to ensure you stay on the agreed-upon timetable, and even help you maintain exclusivity within your zip code range. I can't think of a better topic this time of year to help you increase business and expand your reach.

Many times over the years, I've heard photographers complain about doing a mailing and not getting a very good response - but THEY ONLY DID ONE MAILING! With all the noise in our lives, hitting a consumer one time will never get a good response.

Now, apply this to other aspects of your business, especially advertising. You have to build a rapport with your target audience; the only way to do that is by being in front of them multiple times. In addition, think of the Power of 3 if, during the mailing period, you were also using your reach in social media with related information of value. For example, a post using Throwback Thursday to show an old family portrait to remind Mom that it's time for a new one - after all, the kids are growing more and more every day!

Yes, this is an infomercial for Marathon, but the Power of 3 applies to so many different aspects of marketing your business!

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