This is for a local hair-cutting salon.
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February 2012 M T W T F S S « Jan 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29
If you have a limited marketing budget, would you go with direct mail or a radio advertisement?
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A cute but informative ad on the radio, placed where your customers would most likely be listening. Ask them what radio stations and programs they listen to. When your better customers give you some notion of a pattern, then try to place your ads there–to snare the attention of others like them.
If you just leave it to the radio salespeople, you will either get some dud, dead air time when no one is listening, because it is cheap, or expensive time that is available but not necessarily right for your clientele–during sports events perhaps.
If you buy a mail list, get it from the telephone company, which you will have to pay extra for, but they are very precise lists, far better than most. Usually, you will get one call to each on the list. Beware, there will be test numbers on them, so if you violate the rules by going over the list beyond your agreement you might get caught and they will charge you a penalty. But a mailing followed by a phone call within a week, no more than two, will maximize the use of the list. In insurance, my experience, a good response is 1-3%, but I’ve seen better with a cheerful, simple and straight short call.
Either way, it is money to make it work for the radio or a little less money but more direct work with mail. Good luck.