Q: I've had some success in catering to companies
with three to 500 employees serving chili and Polish dogs, which we
produce in our own commissary. We also take our cookout truck
everywhere. How do I reach human resource managers so I can do this
for other companies?
A: Your clearly defined business-to-business marketing
strategy gives you several significant advantages: You know the
titles of the individuals you're marketing to, the size of the
companies you're targeting and the geographic market area you
can serve. A combination of direct-mail marketing and one-on-one
contact with your top prospects is just what you need to reach your
goals.
Direct-mail marketing is ideal because you can rent lists of
human resource managers who work for companies with 300 to 500
employees in the ZIP codes you specify, plus choose any other
important qualifying criteria. To find the best lists for your
purposes, consult a Standard Rate and Data Service directory,
The Direct Mail List Source, which you'll find in most
major public libraries. A 1- to 3- percent response is considered
positive in direct mail, so purchase large enough lists (usually
5,000 names constitutes a minimum purchase) to meet your goals.
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An effective direct-mail package contains five components: a
carrier envelope with a teaser, the letter containing your offer, a
response form (though you should also include your fax and
toll-free numbers on every page), a reply envelope and any sell
sheets or other optional inserts. Creating successful direct-mail
copy and design elements is not a do-it-yourself project, so you
should rely on the expertise of a marketing communications agency
or a copy and design team with a good track record in direct-mail
marketing to produce your package.
Like most entrepreneurs, you probably have a wish list—a
short list of companies in your area you see as ideal prospects for
your catering business. Your agency or design team can also provide
assistance with the brochures and other materials you'll use in
one-on-one meetings with them. Before you call on your top
prospects, carefully craft your collateral materials to address the
benefits your company will deliver to effectively position you
against your competition.
Kim T. Gordon is a multifaceted speaker, marketing expert and
media spokesperson—and one of the country's foremost
experts on entrepreneurial success. Her newest book, Bringing
Home The Business (Perigee, $13.95, use http://www.smallbusinessnow.com/books.htm), identifies
the 30 "truths" that can make the difference between
success and failure in a homebased business. From formulas for
positioning a business and creating an image to Internet marketing
strategies and tips for work-at-home parents, by reading just one
truth per day, in one month, readers will master a complete course
on homebased business success. To read an excerpt, get information
on media appearances and seminars, receive free how-to articles and
advice, or contact Kim, visit http://www.smallbusinessnow.com.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.