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Fax is
unique - it's instant, it can cost less
than a penny to send an full-page solus
advertisement to a buyer and it can be
arranged from scratch within hours.
Fax broadcasting is used by many
companies for many different reasons.
For some, it's a way of sending out a
price list to the same set of buyers and
new customers every month. For others,
it's a great way of shifting stock sat
in a warehouse. It has so many different
potential uses - why not call us to see
if fax will fit into your company's
marketing mix?
Faxing's
brilliant and should form part of a good
marketing mix.
Fax marketing should be used as part of
a range of ways of getting in touch with
new customers. Faxing can reach
companies other marketing methods and
budgets can't reach - it has a valuable
place in many UK companies.
Faxing is a great way of getting to
market, and it should be one of the
regular forms of advertising you use.
Never rely on one method of marketing to
get all your business. Try email,
mailshots, Google Adwords - in short,
whatever it takes to get in front of
buyers.
Trial services are particularly
effective. Many companies use fax
marketing as a way to test out marketing
approaches and methods before moving
onto other types of advertising. Let's
say you've got a new product or service
you're keen to try. Rather than spend
thousands on a mailshot, test your
message out on fax first so you know
what needs to go on the mailshot later. |
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| Who are our
traditional types of
successful customers and who
should avoid fax marketing? |
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| Faxing works for more
businesses than it doesn't
and you'll find out within 3
days of your broadcast going
out whether it's got a
future for you. The business
types highlighted below in
green are regular and
successful users - if your
business type is in red,
unfortunately you are
unlikely to see a return. |
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Car
and
Van
Leasing |
| •
CCTV
and
Security |
| •
Printing
Companies
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| •
Magazine
Subs |
| •
Promotional
Goods |
| •
Promotional |
| •
Workwear |
| •
Advertising |
| •
Business
Ideas |
| • IT
Products |
| • PC
Maintenance |
| •
Office
Furniture |
| •
Office
Moving |
| •
Water
Coolers |
| •
Business
Mobile |
| •
Phones |
| •
Looking
for
self- |
| •
-employed
sales |
|
|
| •
Business
Finance |
| •
Accountancy |
| •
Marketing
Data |
| •
Consumables |
| •
Leaflets |
| •
Internet
Service |
| •
Providers |
| •
Website
Design |
| •
Office
Supplies |
| •
Credit
and
Debit |
| •
Card
Services |
| •
Least
Cost
Routing |
| •
Carrier
Preselection |
| •
Deliveries
by
Pallet |
| •
Florist
Services |
| •
General
Stationery |
| •
Consumer
Mobile |
| •
Phones |
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If you're thinking about using fax marketing, you
should make a minimum profit per order of around £75.
If you do not make that from individual sales, could you increase your minimum
order to make a minimum of £75 on a deal?
Why is the £75 figure so important? It comes down to the
response rates you'd expect from faxing on a successful
campaign. Contrary to popular belief, faxing does not
produce the same response rates as you'd get from a
postal mail campaign, for example. If you get one
response per thousand with faxing, you're doing really
well.
Despite its low response rate, why is faxing still
popular? It all comes down to your cost per lead. If you
get one response for every thousand faxes you send out,
you'd be paying less than £19 for a new lead (based upon
10,000 faxes at £189). Everyone in advertising knows
that this is a really low rate to find new interest. At
the same time, this level of response rate means you
have to make a minimum amount to stand a chance of
making a good profit.
If you can't get up to £75,
then fax marketing is NOT for you. You
will lose money if this does not apply to your
campaign. |
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