|
Some secondary products and services HR professionals look for are event services (for planning company events) and employee incentives. “The gift card business is significant,” adds Crossley. They also may be open to travel and vacation-related offers, including amusement parks.
On how to best market to busy HR managers, Crossley and Papalia both stress the effectiveness of direct mail. Crossley suggests direct mail efforts should be, “fast, easy-to-understand, with an immediate bottom line benefit to the organization. Things that help the HR professional feel more in control of her responsibilities and more respected by her company’s other executives are more apt to be considered.”
Great Timing
Although there is almost no bad time to reach out to these folks, there are definite points in the year to keep in mind. “Any products or services that relate to open enrollment periods are usually best to be considered in May or June,” advises Jorgensen. “Products or services that deal with year-end compliance issues are best to be purchased by October.”
Papalia points out that the beginning of the year is a particularly good time to market to these professionals as they set up summer events for employees. Also, the start of the year means companies are working with fresh annual budgets, and may be more willing to spend.
Crossley adds that M. Lee Smith experiences better response rates to newsletter subscription offers from late January through April, then again from September through October.
Keeping a few of these pointers in mind will help you better target HR decision makers who also have the ears of employees companywide.
Page 1 | 2
Companies Mentioned:
 |
|
Secrets of Direct Marketing Testing
Strategic Catalog Marketing