We just signed up in early January to advertise with Valpak, a coupon direct mailer. This is our first experience with something like this and with the first mailing going out this past week, we’ve found the response to be slow. This may be expected as a key to marketing is repitition.
The was a problem, however with the mailing. Valpak left off of the $30 coupon the most important part of the coupon, that it is only for first time customers. The problem is that whenever we do a customer for the first time, we give them a big discount, between $20-$30 off depending on various factors, for trying us out. When we do this, we make little-to-no profit off of the first job after paying a 2-to-3 man Certainteed certified crew with full worker’s compensation and general liability insurance to go to the home and use van, gas, and equipment to do a full service. Our hope is that the customer will be happy with the service and return in the future at what their price is before discount, or if necessary, with a negligable $10 discount that we usually offer if the next cleaning is within 6 months. We can’t afford, as a company, to do returning customers who have already received the first time customer discount once at a $30 discount now.
Luckily, Valpak has fixed this on the online coupon on their website and it will be fixed on the next mailing. In the meantime, luckily only 2 returning customers have tried to use the coupon. We’ve directed both to Valpak’s website and offered full explanation. One booked at $10 off their regular price, and the other hasn’t had time to respond to our email yet.
Part of writing this on the blog is to vent about Valpak, but the other part is to have a more detailed explanation on our website in case any more of our previous customers attempt to use the coupon.
It’s 10:26 so time for bed. More tomorrow.