This is a difficult question to answer as every campaign is quite different. We have some clients who have really bombed out and got hardly a bite. Reasons for this could be poor creative, poor offer, bad call to action, bad timing. Then again, we have many clients who do regular broadcasts of their specials, and they work quite well. It also gives the companies the chance to get their brand or business name in front of pharmacists. If you are unsure, then we advise doing a small tester campaign or doing an A/B test on different creative and layouts of offers, to see what works. Please talk to us about this.
The Do Not Call Register is run by the government. It is where consumers register their personal phone numbers to stop receiving pesky telemarketing calls. The DNCR has been a massive success with millions of people adding their numbers. A few years ago the government (ACMA) revised the DNCR legislation to include FAX numbers...they were going to include business phone numbers until fierce lobbying and common sense prevailed! So we must wash or scrub our pharmacy fax numbers against the register and remove those numbers which appear are on it. As we have an account with the DNCR we do this washing with the pharmacy fax database every month. If you have a fax list of your OWN customers then you are not required to wash against the DNCR, as long as you remove anybody who asks you to stop! ("opts out").
Your company name or business name, your ABN, at least 2 points of contact (telephone, fax, email). And at the bottom of the page you must put in a minimum 10 point size type, an opt out. This could be along the lines of: "To optout please fax this page back to 03 9011 6141".
Even though they are opting out of our list, we still need to have this optout there by law. Any pharmacy who opts out of your campaign, we keep a 'blocklist' of these for you and remove these (plus the DNCR ones) from any future fax campaigns.
We're big fans of the KISS principle. Fax should be treated like a billboard. You have a few seconds to get their attention before you get binned! A nice clean layout with lots of white space, big headline of what you are selling, bullet points, and a clear call to action. Bear in mind that fax is very basic and does not render pictures or colour very well, especially light colours. Keep to black and white where possible. A faxback form can also work well to get quick replies. Use minimal colour and NO big black blocks as that chew up your recipients' toner, and makes them cross with you. We will always advise you if we think your creative needs a tweak! It is in our interests to make your campaign work well.
Yes. No charge. We can also exclude your own blocklist if you have one.
Yes we can merge pretty much any field. We do charge a $75.00 + gst setup fee for this.
Yes we accept VISA, Mastercard, Amex. We also welcome corporate accounts for regular broadcasts with 30 day payment terms (subject to approval).
Keep it clean! So many times we get fax documents from clients that are full of colour pictures or crammed with words, or even worse, have backgrounds and huge blocks of black or greyscale. Don't mistake fax for print!
Fax machines usually send and receive in black and white, and are brutal on images and colour. Best tip of all...keep it nice and clean BLACK AND WHITE where possible with lots of white space, with maybe a touch of grey to enhance. Colour and greyscale not only render badly (and pixelly) on fax machines, they chew up toner as the machine has to mix different toner colours to render the colour into grey. As toner is expensive, the pharmacist will be understandably cross with any company if a fax chews up their ink and they pull a sopping wet fax off their machine (as one pharmacist told us).
A graphic designer or marketing manager trying to impress their colleagues may think fax is an awful medium, or don't even know what a fax machine is! But it's a creative challenge for anyone to create a document that is readable on the cruddiest old fax machine, and most importantly, gets read and responded to. We have some lovely examples of fax documents that have been designed totally for fax, and we are happy to send these to you for inspiration and design tips. Or we can design it for you.
Even though fax may be considered 'old school' marketing, it usually gets noticed fast. When it comes to a fax marketing campaign to pharmacies, pharmacists are usually near the fax machine, so they can grab your document and action it on the spot. That's why it's crucial to have an easy call to action like a faxback form with your fax number prominently displayed. We have a free fax template to guide you, or we can create your fax document for you.