Customer connections, a direct mail overview.

Use Direct Mail to drive customer communication.

Direct Mail is personal. lt’s targeted.

People like it as long as it is relevant to them. It’s cost effective. It works. And it doesn’t have to be complicated. Plus, it puts you in control of driving your customer relationships forward – steering them in the direction you want them to go.


  • Build relationships – regular newsletters are a great way of doing this.
  • Maintain relationships – with bounce-back offers and discount vouchers.
  • Send seasonal and special occasion messages.
  • Check customer satisfaction and gain feed back with questionnaires.
  • Update your address files – make it easy for customers to do this for their convenience.
  • Send information about your new products.
  • Say ‘thank you’.

STEP 1 – Getting started

Simple and easy, when considering how to tell customers about a – new store (for example), direct maiI presents itself as an obvious communication channel. You already have existing knowledge of customers from your successful current outlet – an advantage is you understand those customers who visit your store. The quest for you is how to communicate effectively to this group. Maybe your a premium brand with distinctive types of customers and prefer to ‘talk’ to them directly, one-on-one. Direct mail allows us to do this.

STEP 2 – Targeting the right customers

Having chosen direct mail as a preferred communication channel, then analyzed the data you already held about existing clients. Say it showed that key markets are the international visitor market and the corporate and local markets – predominantly made up of affluent females, aged 35+. This would be the initial focus marketing on the local market – women aged over 35, living in the mid to high socioeconomic areas of your new store. You just need to find out who they are and where they live various database exist that will allow you to send or make contact to your audience.

STEP 3 – Creating the right message

This one is nice and simple. As you now know who the customer is and where they are tailor a message to suit, maybe an offer to bring them to your new store.

STEP 4 – Keeping the communication cycle going

Once you have sent out the direct mail piece, telling targeted, potential customers about your new store, then plan to follow up with regular communications. Targeting customers with direct mail will help you get to know them, build relationships with them and anticipate their needs and wants. Similarity, use direct mail to tell customers about new products, particularly if your customer, has other possible customers who is looking for something ‘extra’ special you know certain customers will like. See keeping in touch with your customers as part of giving great customer service.

  • The New Zealand Lifestyle Survey – updated annuity, this provides detailed nationwide insights on lifestyle and purchasing behavior from over 200,000 households over 400,000 individuals, to help you effectively target potential customers.
  • Mailchimp is a great online tool for talking with online customers, it’s free and very easy to use.
  • Mailbase from NZ post – an easy-to-use, online tool that lets you create and send your own direct mail campaign, all from your desktop. Or DM One – one-place, one-price direct mail package gives you data, stock, print, mailhouse, postage and lodgement costs up front so you can easily work out your campaign budget.

Call for Direct Mail products Flying Lizard can help with. Ask for Dayne Smith 0064 21 323 244.

Marketing tools for any business

A standard marketing strategy you can begin with.

It’s time to convince your customers that your products are necessities. Keep it very simple, don’t make it hard for yourself. But what ever you do, make sure your customers understand what you have to offer.

Use a common theme and base your words and images at your target customer, make sure there is consistency, for example in all printed material connected to your business should be clear and readable, the main bits of communication are right there ready for the customer. This way your customers will not be confused when they receive something from your company.

The simple collateral for a business needs are suggested as:

  • Website  – for business promotion and online product or service offering;
  • Office stationery – letterheads, compliments slips, follow-on sheets;
  • Email and inhouse software templates   – to identify you when digital communication tools are used;
  • Address labels – to be put on envelopes and files in the office;
  • Presentation folders – with general information and contact details about your company;
  • Business cards – to hand out to potential and current customers;
  • Business and or vehicle signage/graphics – brand your self anywhere.

Create an awareness to your customers in different ways, all of us are customers to someone, and we need to know what we are after well before purchasing happens – this could be done in several different ways.

Direct mail/Newsletters as web and print

It is a simple tool, dont make it to big, who wants to read a novel when a simple one page can give your customer all they need. Make sure you tell them where to get further information ie. direct them to your website. Inform your customer of potential updates. Some articles for the newsletter would be updates about your company, resources and information on what you are offering today.

Have information and updates about the application of skills and services of team members e.g. about developments and links to websites containing information about current events and information about these skills services to back up your information.

Emailed or snail mailed to your customer database, the newsletter is a very good way of updating people connected to your company one way or the other.

Information packages

To get in touch with people who have had no prior contact to your business it is very important that a promotional package is put together to create – among many things, the future direction of your company.

These packages should contain information about the following:

  • Company Fact Sheet;
  • Product or Service Fact Sheet/s;
  • Team brief with a picture of each team member;
  • Previous work/projects;
  • A copy of the latest newsletter;
  • Feasibilities;
  • Strategic planning.

This package should be available as print and on your business website. Just make sure it is searchable copy. So words on a web page not graphic images of words for the search engine bots (ranking bots) ie google. This allows maximum exposure to new, potential clients and gives them complete information about your business, who you are and what you do.


In addition to the above it would be recommended that articles about your business be placed in different relevant magazines that your clients are reading.
This could be national newspapers, magazines or blogs. Besides this, advertisements could also be placed in the same magazines and newspapers in order to create attention towards your business.

Articles and advertisements should be placed three to four times a year.

Social Networking and Promotional activities

As part of your business marketing, a social networking strategy should be used. Even a simple process of monthly information to customers can be social, it will keep you in front of customers and will help create that important word of mouth marketing need. Also, printed material is still very important. Your business should do some promotional activities and use all communications available to inform your customers.

This could for example be:

  • A seminar targeting a key point of your industry.
  • A function could be done in connection to one specific project, and could also be put together with other companies relevant to this job.
  • Sponsorship of key events that would develop brand recognition.

We recommend they are done at least once a quarter.

Often we are asked – What is above or below the line advertising?

Above the line (ATL), Below the line (BTL), and Through the Line (TTL), in organizational business and marketing communications, are advertising techniques.
In a nutshell, while ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. This link to Wiki further expands on this topic – CLICK HERE TO REVIEW

What next?

We have created an outline document of this information to better give you reference of these key points to think about and a checklist for you to compile required branded marketing tools – download

Marketing Communications Planner


Marketing Ideas.

Some marketing ideas you could try.

Regular advertising.

  • Metro newspapers,
  • Business and Finance Sector – weekly newspapers,
  • Investment magazines,
  • Third party real estate magazines (glossy long shelf life mags),
  • High quality lifestyle magazines e.g. Cuisine,
  • Off shore advertising to overseas investors e.g. USA/Australia/UK,
  • Sponsorship as a marketing method.

Public Relations.

  • Regular media releases to build wine story and personalities,
  • Communicate achievements/key highlights,
  • Update on sales/planning issues,
  • Counteract any perceived negative impact from Project Aqua,
  • To include media releases to newspaper/radio,
  • Local radio interviews to keep local community informed.


  • Regular updates on sales,
  • Repeat paid advertising information and PR material to reinforce,
  • Include video footage on website.

Sales Material.

  • Upgrade brochure content, look and feel to a more high quality product to accurately reflect the prestige associated with investment, tell ‘the wine story’.


  • Emotive Billboards.

Direct Mail.

  • Direct mail previous enquiries with updated information packs.

Promotional Video for overseas investors.

Get some answers – call Dayne to ask further questions. Phone 021 323 244.
Or, email Dayne from our contact page using our simple contact form.

Strategic plan – the big picture.

9 Strategic Plan Questions about your business to ask yourself:

  1. Understand the customer?

  2. Develop a strong relationship with the customer?

  3. What is the customer able to do, or want to do?

  4. Customer competitors, who, what are they?

  5. Brand awareness of your product?

  6. Perception of the market, of the customer?

  7. Is there a need for some business help. General comment on business?

  8. What are the competitors promoting and how are they doing it?

  9. Create some bench marking systems to weigh up against?

You might be tempted to take your foot off the marketing pedal.

Don’t. If you do, you risk un-doing all the hard marketing work you’ve recently put into your business.

If you want to stay on course for success, you have to keep the momentum going – even if your business is booming and you think you deserve a rest.

Maintain good business practices

If you’ve put new systems in place lately (perhaps you’ve asked staff to amend address details when they contact customers or maybe you’ve stepped up a gear on giving great customer service), it’s now up to you to ensure that these continue to run smoothly. You made changes for a reason, so don’t let it all go to waste.

Assess every aspect of your business

It’s easy to focus on the parts of your business that cry out for your attention but try not to overtook all the other areas. Check you’re happy with how every part of your business is operating. Your business can only be successful if all the cogs are turning together

Marketing budgets as suggested by NZ Trade & Enterprise

Marketing budgets are like shopping in a duty free store at the airport: there can never be enough money to cover all that you want. The biggest problem is over capitalising. In other words, spending $5,000 on marketing might bring in the same amount of business as spending $20,000.

Most businesses spend from 0 to 6% on marketing. Zero percent may apply if you are clever enough and word of mouth has built to such an extent that you have the luxury of not needing to promote (the ideal situation). Six percent is likely to apply if you have just started your business and need some awareness, or you are in a very competitive industry. Flying Lizard suggest 3 to 5% is a good range in the current market, but some businesses could and should spend more to target their customers and drive sales.

How should the marketing budget be split among the different methods of promoting your business? Here’s our marketing budget split % guideline for a business in a good location:

  • Personal selling 5%
    Personal selling is where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product.
  • Direct mail/e-commerce 20%
    Direct marketing is concerned with establishing an individual relationship between the business offering a product or service and the final customer. Electronic commerce, commonly known as e-commerce, is the buying and selling of product or service over electronic systems such as the Internet and other mobile devices.
  • Publicity 5%
    At its core, publicity is the simple act of making a suggestion to a journalist that leads to the inclusion of a company or product in a story.
  • Public relations 5%
    The practice of maintaining a healthy relationship between organization and its public/employees/stakeholders/investors/partners.
  • Word of mouth 10%
    Word-of-mouth advertising is important for every business, as each happy customer can steer dozens of new ones your way. And it’s one of the most credible forms of advertising.
  • Sales promotions/merchandising 40%
    Sales promotion is the process of persuading a potential customer to buy the product. Sales promotion is designed to be used as a short-term tactic to boost sales – it is not really designed to build long-term customer loyalty. Merchandising ensures sales – go to great lengths to make sure that your products are visible in stores and are presented in an appealing, ‘sellable’ way. This is called merchandising, which includes product packaging, placement, promotions and pricing to appeal to the target market.
  • Advertising 5%
    Advertising is a form of communication for marketing and used to encourage or persuade a customer.
  • Contingency 10%
    Always have some contingency funds available as there will be times when even the best planning will not foresee events that you can take advantage of (a competitor going bust, or some event like your local sports team winning the competition).
  • TOTAL 100%

Review your business strategy

Revisit your business plan and update it if necessary. It’s likely that today’s business environment is different from when you launched your company – it’s different from even six months ago! And if you started without a business plan, it’s never too late to write one, you’ll find it invaluable.

Refresh your marketing

Make sure you’re promoting your company to the right people. Take a look at how using various direct marketing processes can help you communicate more effectively with your customers. Don’t forget your website – is it working? And what about your sales literature – in need of an overhaul? Review all your marketing activity, refresh, polish and buff as you go.

Stay in tune with your customers’ wants and needs

What your customers want today may not be what they want tomorrow keep up with changing attitudes and new trends. Stay in touch with your customers and ask them what they want. Did you know that many New Zealanders are now inclined to be more careful with their money? Find out more, see some statistics.

Smarten up

You may have pulled your business practices into line but how do you look? Ask yourself what first impressions your company radiates when customers walk in, ring or visit your website. Perhaps it’s time to tidy up your offices, answer the telephone with a smile and improve your website.

Bring your staff together

You need your staff and your staff needs you. Look after your team, talk to them and listen to them. Encourage feedback and work together to make your business successful. Give your team a motivational boost, take them out, do something as a group and be sure to reward outstanding achievements and individual success.

Network like never before

Get some stimulation from others – network. Join a business forum and go to all the relevant seminars and events you can. Talk to people and hand out those business cards. For more on networking.

Make time for your business

If you think you’re too busy to give your business the on-going TLC it needs, set time aside. If you are heading into a quiet period, use this time wisely. Otherwise, draw up a task list and work through it whenever you get the chance.

Achieving and maintaining success isn’t all plain sailing but if you keep on top of the work that needs to be done you can steer your company through.

  • Maintain the good business practices you’ve already put into place.
  • Update your business plan and refresh your marketing.
  • Talk to your staff and your customers regularly.
  • Smarten up, first impressions count.
  • Network, talk to as many people as possible.
  • Set time aside to give your business the TLC it needs.

Flying lizard hopes this helps, we are a business just like yours and use these check points to achieve success!


Epic Realty, Harcourts, monthly marketing communications.

Epic Realty, Harcourts, NZ.

Flying Lizard began an association with Chris Kennedy in early 2005, develop advertising concepts for press, radio and web for ongoing recruitment advertising and general branding. Graphic design for flyers, brochures and sales materials for real estate sales team. Management of photography for team and offices.

Products to include:

Plan 12 monthly marketing strategy’s focusing on recruitment, brand awareness, teams abilities, effect and knowledge on local market. Updating message’s targeting better the teams ability to touch people. Creative, marketing ideas, radio scripts and messages, press advertising, bill board and bus back advertising. Business launch materials, presentation collateral.

Hi Flying Lizard,
Thanks for getting onto my jobs so quickly for me.
Chris Kennedy
Auctioneer/Real Estate Institute of New Zealand 2010 Auction Champion.
Epic Realty LTD, Licensed Agent REAA 2008.

harcourts-a1-poster-01 harcourts-a1-poster-02 harcourts-a1-poster-03 harcourts-epicrealty-ad-busback-1 harcourts-epicrealty-ad-busback-2

A craft beer bar, Tonic.

Tonic, Otago, NZ.

Reference from business owner

The owners of tonic, a craft beer bar needed a simple marketing plan that would grow custom, build turn over and show that there is more to going out than swilling DB or Lion Nation branded beer. The movement to craft beer was growing when Flying Lizard was approach and New Zealand has great craft and micro breweries up and down the country.

The Flying Lizard set about building a marketing plan, keeping it simple and implementing basic collateral and advertising for the financial year. After 12 months we were able to grow the businesses turn over 25%.

With the GFC/economic recession, a controlled approach was taken to target this figure again or if possible a bit more. The Flying Lizard’s marketing plan is working well, the financial year and the figures are healthy – considering the tightening of customers having ‘a few spare dollars’.

The marketing plan is well one its way for the business owners future needs, of growth and then sale for their own interests.

Highlight promotion – An annual fantastic 2 week beer festival – called bestival of feer, where the bar show cased 24 award winning craft beers from the recent New Zealand Beervana of the year.

Major elements of tonic bar‚ marketing and supplied collateral design include:

Standardized templates for quick turn around posters and promotional items.
Launch into social media – its a bar, it should be a key social player and use new social technologies.
Beer festival with latest music styles.

Here at Flying Lizard, we like helping all sorts of businesses, it is not hard to market your self or your business, just plan it.



Event posters


Bestival of Feer passport


“To Whom It May Concern:

In 2008 we approached Dayne Smith of The Flying Lizard to assist us in marketing tonic. At this point we met to decide a marketing strategy and assign a budget for the next 12 months. We worked closely with Dayne and his team creating the marketing collateral needed for the strategy, including an annual, monthly and weekly event idea and collateral to promote and advertise this. Tools to measure the strategy were put in place along with periodic reviews to gauge turnover which allowed for business planning and growth.

Throughout the year we used The Flying Lizard’s ‘goo™’ product (marketing strategy tools) which was extremely useful in communicating and coordinating the marketing collateral. We found it particularly useful as it allowed us to post messages and jobs outside of normal office hours. Flying Lizard’s team was responsible for producing the marketing collateral and website updates for us and we found the team to be very efficient and able to turn around jobs on often tight deadlines.

The marketing strategy helped us achieve a 25% increase in turnover for the 12 month period and we have continued to employ the services of The Flying Lizard to promote our business. It is satisfying to work on the business with a strategy in place and with the knowledge of how our business fluctuates over a 12 month period.

Please do not hesitate to contact me in person should you wish to discuss the services of The Flying Lizard further.

Yours faithfully,
Vicki and Francis Fitzpatrick”