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The Magic Cafe Forum Index » » Tricky business » » Building your own mailing list online (0 Likes) Printer Friendly Version

MagicalArtist
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Veteran user
Hobart, Indiana
369 Posts

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Occasionally you want to send out a small mailing to a certain category of venue (daycares, libraries, etc.). One way to do this is on Google Maps, It has a very nice interface and you just type in your search term and it presents you with a nice list, with addresses and phone numbers, organized by distance from your home, and showing on the map exactly where each location is. The only problem is it doesn't give ZIP codes, forcing you to fill in each yourself. Does anybody have a preferred way to do this? Thanks.
bhappie
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B. Happie Entertainment, LLC
124 Posts

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I have done exactly that! I mailed to 1000 schools about my reading show and booked 1. I mailed to 200 day cares and booked 1. I am done mailing! I know you will all say my mailer was poorly done, and that may be true but I thought it was pretty good and I have a degree in marketing.

It may work for some people and it sure works for Dan Kennedy (marketing guru) but it has not worked for me!

I have the best luck when people think they discovered me.
Press releases are free and work really well! Better than advertising!

http://www.bhappie.com/specials/johnstownmag.html
http://www.bhappie.com/specials/business_weekly_article.htm
http://www.bhappie.com/specials/tribarticle.html

but make sure you tell them to put your contact info in the ad!!! learned my lesson on the Johnstown Magazine one. No one ever left it out till them. I still got calls but people had to look me up in the yellow pages or call the magazine.


online advertising if you google magicians, (your area) and see what sites come up get on those sites (superpages, gigmsters....)

sorry, off subject but I didn't want to just say this didn't work for me without saying what does
magic4u02
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Eternal Order
Philadelphia, PA
15111 Posts

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I think the main thing about aquiring information and creatings lists in this method is to remember that the list is not a "qualified" list. In most cases the person you are mailing to is not the decision maker at all that decides if you get hired or not. In many cases you get a gatekeeper who is not intersted in your information or thinks it is spam or junk mail.

This is not to say that list generation in this manner is not worth it. It certainly is but you must realize you will get a far lesser return sending it out to the list you acquire.

Now what I try to do is obtain a smaller list in my market and near me and use the method above that Tim suggests as well as some other ideas I have come up with. But for me it does not stop there. this is just a starting point for me as it is a rough list. I then spend the time to qualify the list. When I do a mailing after I have qualified a list, my return has been much much better to a point where the difference is staggering.

Now qualifying a list does take time and effort and that is not something I will lie to you about. You have to be able to have the time and put forth the time to qualify the list before you do the mailing. However, for my wife and i, it is well well worth the effort.

I also use google maps but I also use the regular search angine search field as well. You will be amazed at what sites and information you can find if you plug in certain keywords for the markets you are working. I then have found and bookmarked sites for parks and recreation listings in my area. I have sites with full contact information for Chambers of commerce, festivals and fairs. You have to take the time to go out there and do a bit of online searching, but the sites are out there to be found and used.

Kyle
Kyle Peron

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bhappie
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B. Happie Entertainment, LLC
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I am glad to hear it works for Kyle. I am not knocking anything that works for anyone else. If you get a 2% booking rate a mailing should be profitable. Its time that concerns me.

Personally, I think there are so many ways to reach thousands of people in one fail swoop instead of one at a time. If it takes you 12 hours of work (for example) to compile a list, design a mailing, qualify leads, and send the mailing then I would use the 12 hours to search the internet and find the sites that my customers are landing on and post advertisements on those sites (such as gigmasters, superpages....) and/or grab their meta tags and use them (except for company names...) on my site to attract attention to my site. Then, I would write letters, emails, make phone calls to local news organizations to see if they will do a special interest article about me. Maybe spend some time doing an e-newsletter to my customers.
magicofCurtis
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Inner circle
Los Angeles
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Mailings do work. It is best if you use postcards. Also, it is good to send them to the same people three times a year.

Timing is a big issue when you are mailing schools and preschools and libraries. Keep in mind most libraries create a vendor contact list and you should get on that list.
magic4u02
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Eternal Order
Philadelphia, PA
15111 Posts

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Thanks B. It certainly comes down to time and what works best for you as a marketer for the areas you want to book. If you are qualifying a list for a market that gives you a genrally smaller fee (like a daycare) then you may not want to put in the hours needed to qualify a huge list. However, what you may want to do is to shorten the list and target some day care chains that may be in charge of several locations.

However, if I am targeting a larger market like fairs and festivals that generate me a lot of great and higher income, then it absolutely makes sense to me to take the time out to qualify these leads I get because even one booking will cover the cost and the time spent to qualify the list.

I also think you make a good point when you are talking about Search engine optimization or SEO. I do that as well and have been getting a lot of traffic to my site and generating interest through my forms page. But what I do is a combination of both. I have my website optimized and use SEO but I also do some strategic marketing for the certain markets I really want to seek.

This way I have a combination of active and passive forms of marketing both working for me equally well.

Also, as Curtis points out, timing really is a huge issue to a success of any mailing you may do when you acquire the list. You need to know when the best time is to hit the certain markets, For example for fairs and festivals I know that I need to hit them in january and february for the spring and summer festivals. if I know this, then I can plan accordingly with the list I generate to get a better ROI.

Kyle
Kyle Peron

http://www.kylekellymagic.com

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MagicalArtist
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Hobart, Indiana
369 Posts

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Quote:
On 2008-03-16 16:00, bhappie wrote:
I have the best luck when people think they discovered me.
Press releases are free and work really well! Better than advertising!


That's funny, because I got my picture fairly prominently in the paper last year doing magic AND a mention of my name (spelled correctly) with a photo of happy kids, and as far as I know it didn't result in a single phone call for me.

On the other hand I get at least a 2% response rate from every mailing I do so far, even without pre-qualifying my contacts which more than makes up the cost of the mailing and makes a tidy profit. I plan on following Kyle's advice in the future.

Quote:
but make sure you tell them to put your contact info in the ad!!! learned my lesson on the Johnstown Magazine one. No one ever left it out till them. I still got calls but people had to look me up in the yellow pages or call the magazine.


I don't get it, because if it is an article on you they are not likely to include your contact info in the article, and did not in the clippings you linked to, and if it is an unpaid article it certainly cannot be called an "ad."
magic4u02
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Eternal Order
Philadelphia, PA
15111 Posts

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Thanks Tim. My method is not the only one I use nor is it the only way to go. It just is a system I have put into place a while back and it works very wellfor me for certain markets. I use it a lot for festivals and fairs and it gives me a huge repsonse rate when I qualify the leads list. I land most of my new festivals each year through this process of a rough list generation, qualifying the lead, doing a mailing and then a 2 step follow up process. If I land just one gig from the peocess, it more then covers my total cost and then some.

Kyle
Kyle Peron

http://www.kylekellymagic.com

Entertainers Product Site

http://kpmagicproducts.com

Join Our Facebook Fan Page at

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bhappie
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B. Happie Entertainment, LLC
124 Posts

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Different markets react differently - from this discussion that is really clear. The shows I am peddling are mostly birthday parties and the like- low end stuff up to $300. A fair or the like would make a mailing a success with one booking.

Tim, The article not having my contact info was the point I was making. I got practically nothing from the Johnstown magazine especially compared to the Tribune article that made me about $8,000 in first generation leads and I am still getting calls! Most news organizations have been happy to mention how you can get ahold of me in the articles.
James Munton
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Inner circle
Dallas, TX
1199 Posts

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Newspaper articles don't usually lead to that many shows (if any) - I'm amazed that you booked so many shows from one article!

But newspaper articles build credibility which you can use in your marketing.

There is a great discussion of how to maximize the effectiveness of newspaper articles in the Turley audio download on magicsells.com

The story he tells of how he got weeks of publicity out of a single photo op with the Crash Test Dummies is priceless! He also tells how he got national news coverage from a single clasified ad he put in a local paper! Brilliant stuff.
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