Direct Mail To Schools

Q:We have a small business that sells various teacher and school supplies through a small catalogue, and one page flyers that we send to schools. We would be interested in any advice you may have on improving response rates in this marketplace. We always get responses, but we feel there could be more.

A:We currently send our mailings to the Principal - we call each of 400 schools we mail to every 3-4 months to ensure that the name hasn't changed. Each envelope is hand stuffed and uses a special issue of stamp to get attention. We can only send 2-3 flyers in each envelope. On a one page flyer we generally put routing information on the top corner, or a box saying "PLEASE POST". Both these techniques seem to help. Flyers are one colour on coloured stock and contain an order form with some incentive to order immediately (usually free delivery). All flyers contain brief, pithy text (our opinion), and a good representative photo of the items. My experience, only from what I see in U.S. schools, not as a marketer: More and more, teachers have their own discretion in how and what they teach in class, and what supplies they use. Far too often, teachers use their own money to get supplies that the school will not supply. What I'm saying is, you should go directly to teachers. This is not an issue the Principal really cares about. Some might even consider it an indictment of the support teachers receive. Try varying a little bit. Ever tried FaxBroadcasting? Or telemarketing for leadtracking purpose instead of just updating. Also you could try to make a little Magazine or Newsletter with your offers packed in articles. Its the variation that gets and keeps their attention!