another slightly off-topic question

[justpianos at our.net.au]

Annie,
There may be times when you can't catch up with your "regular" clients at
the time they expect you. I've found there is no loyalty from them, and
they will ring somebody else, not even you to check on reasons, for their
tuning. So I've now started sending a newsletter quarterly, including
things like general info. on looking after pianos, moving and positioning
of pianos, selecting a piano teacher, piano practice, history of pianos
and anything that may have the remotest of interest. It keeps my name in
their head, lets them know I'm still servicing their area, and gives me
the opportunity to introduce new marketing strategies, like discounts for
referrals. I end this by suggesting they pass the newsletter on to a
friend or music teacher.
Every new client in a year gets a Christmas card, filled with piano jokes,
and I always get a thank you at the next visit. People appreciate when you
show how important they are to you.
Bruce Browning
The Piano Tuner.




> You're not doing a blind mailing, are you, Dean?  You're sending the
> postcards to your customers and/or identified potential customers (not
> just
> everybody in town who has an address), right?  I send out reminder
> postcards, and sometimes I get great returns and sometimes I don't.  I use
> earth-tone cardstock and black ink -- low cost, nice look.  I print 2/page
> and keep them just inside the postcard size limit.
>
> Maybe I need to go to more contacts/year.  You must be sending them a
> non-reminder mailing at some point, if you're contacting them 2-4
> times/year.  What does the non-tuning mailing say?  One thing I figured
> out
> early is that you really can't "guilt" people into getting their pianos
> tuned (not Iowans, at least), so I'm always looking for more and better
> ways
> to remind them that it's in their own best interest.
>
> Thanks for the suggestions.  I'm making lists of schools, churches,
> nursing
> homes, etc. -- one of the good parts about being in a smaller city (~1/2
> the
> size of TH) is the opportunity to actually find out who's who before
> sending
> a letter.  My new phone just arrived, so now I can safely start giving out
> the number!
>
> My new area has things like community theater, a community college, and a
> new public library under construction, so I'll be dealing with a much
> different population -- and I'm toying with the idea of sponsoring some
> sort
> of regular piano program in a public space.  Obviously, I'll learn a whole
> lot more once I'm actually living there.
>
> Annie Grieshop
>
>> -----Original Message-----
>> From: pianotech-bounces at ptg.org [mailto:pianotech-bounces at ptg.org]On
>> Behalf Of Dean May
>> Sent: Thursday, May 31, 2007 1:09 PM
>> To: 'Pianotech List'
>> Subject: RE: another slightly off-topic question
>>
>>
>> >I enjoy doing the marketing stuff, but I want to make sure I get the
>> most
>> >bang for my buck!
>> >
>> >Annie
>>
>> Direct mail postcards I believe give you the most bang for your buck.
>> You
>> can put 4 on a regular 8.5x11 for the postcard rate. I do 2 on
>> 8.5x11 giving
>> me an 8.5x5.5 postcard which requires a first class stamp. I find better
>> results with the bigger piece. I used to use 110 lb card stock, but now
>> I
>> use premium HP paper, 32 lb. It is really nice and much easier on the
>> printer.
>>
>> I invested in a nice color laser printer that also duplexes (prints both
>> sides). I mail merge the name and address, as well the date the piano
>> was
>> last tuned. Print your page, cut in half, add stamp and mail.
>>
>> Keep working your database of customers. Mine will get 2-4 mailings per
>> year. I also acquired a database of 1100 churches in a 50 mile
>> radius that I
>> am planning on hitting.
>>
>> Dean
>>
>> Dean May             cell 812.239.3359
>>
>> PianoRebuilders.com   812.235.5272
>>
>> Terre Haute IN  47802
>>
>>
>>
>>
>
>
>