When Phil Stapley’s backyard queen palms took a turn for the worse, he decided to try a company he found among a stack of coupons he received in the mail. The company guaranteed they could cure his ailing plants. Not only did they make good on their promise, they also gave Stapley an idea for marketing his own company, Stapley Garage Door in Mesa, Ariz.

“I asked them if the coupons worked, and they told me they receive four or five calls a day every time the mailer goes out,” Stapley says. “After talking to a couple of different people that utilize it, I tried it.”

It’s a Deal

Typically reserved for dentists, carpet cleaners and pool companies, the coupon mailer is now attracting some residential garage door dealers looking for an alternative to high-priced Yellow Pages advertising. “The Yellow Pages is a good product, but you only go to it when you have that immediate need,” says Melissa Fisher, senior vice president of marketing and communications for ValPak Direct Marketing Systems, which services all of North America. “If the garage door breaks, you’ll go to the Yellow Pages. If you think you’d like to upgrade to a garage door with windows, direct mail gives you permission to buy now with a coupon or special offer.”

“Permission to buy” is the calling card of coupons. You may not need a product, but a coupon may entice you to consider it. That was one of Stapley’s strategies when he decided to give direct-mail a try. Stapley offered a huge discount—$150 off any new door and $50 off the purchase of an operator—to attract new customers. “I wanted to see if it works. Anyone who’s even thinking about doing something with their garage door would look at that and think it’s a good deal,” he says.

Most direct-mail programs are also selective when it comes to whom they offer those discounts to. Rather than mass delivery to entire zip codes, direct-mail companies conduct research to narrow down the number of mailers to qualified recipients, such as those in higher income brackets, homeowners or other criteria. “We can profile by purchase behavior, age of home or certain residential areas,” Fisher notes, adding that home ownership is typically the No. 1 criteria most advertisers are looking for. “We definitely mail to people who have more disposable dollars, and they’re looking for a price-value equation.”

From Postcards to Clippers

Just as there are numerous direct-mail companies to choose from, there are also a plethora of styles—from booklet-style magazines that feature many products and companies to jumbo postcard packs. Companies can even use magnets to create brand awareness. “Many businesses in the home improvement market recognize that certain products aren’t purchased every day, but still need branding,” Fisher says. ValPak has a product that allows advertisers to attach the local high school or professional sports team schedule to a magnet to keep their companies’ name in the minds of homeowners.

Stapley chose high-end direct-mail advertising rather than thinner, coupon-style mailing. “I didn’t like the flimsy feel of some of them,” he says. “I liked the postcard- type. It’s good quality paper—thicker and glossy.” However, he notes many homeowners like bundle packs of traditional coupon-type mailings—posting them on the fridge until they’re needed.

Which area of the country you service can also affect your direct-mail campaign. “Obviously in the North, certain types of products have timeframes that are different than in the Southern markets,” Fisher notes. Although some dealers may be hesitant to try direct-mail marketing because of the stigma attached to “coupon clippers,” Fisher points out there’s no real stigma when it comes to using coupons for home improvement versus the standard restaurant coupon. “You’re in a fancy restaurant and you whip out a coupon. That may make people feel cheap,” she says. “That’s not the case here. It’s a different user experience. You’re not at a retail location. The contractor comes out to your home, and some don’t even ask you to produce the advertisement.”

Getting Started

The first step when creating a direct-mail advertising campaign is meeting with a salesperson to determine your needs. Most direct-mail companies have hard facts about what will work best for each category of business—from home improvement to chiropractors. “Because we work with so many businesses, we keep track of an aggregate number of businesses and what works best for them,” Fisher says.

For example, for products that people do not purchase regularly, such as a garage or entry door, a roof or other big-ticket item, the circulation for the direct-mail campaign may be more effective if done on a bigger, more selective scale, Fisher says. “The way your product is priced and the frequency in which people purchase it is different,” she notes.

A salesperson can help you determine circulation, frequency and duration. “The best thing to do is meet with a local representative and go through the different options,” Fisher advises.

In addition to narrowing down your target market, most direct-mail companies can also help you create the ad itself. They often have access to photo libraries with thousands of stock images and typically have graphic artists on staff who can help you create a visually appealing ad.

Like with any advertising campaign, dealers should also keep tabs on where their leads come from. “In some markets, advertisers are using 800 numbers or local numbers to track how many people respond,” Fisher notes.

While Stapley didn’t get as many responses the first time around as he’d like, he says he’s willing to give direct-mail another go. “It’s almost like you roll the dice with Yellow Pages ads,” he says. “You have to be in all of them, be in the first position with full-page advertising or double-trucks. I can’t do that, and I don’t want to do that. This could be another way to reach more customers.”

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