Joel Helfer is one of many people I correspond with, and he sent me a story that’s a pretty good marketing lesson for anyone selling anything.
Joel’s eldest son Zach is a graduate Architecture Student at the University of Illinois.
He’s diligent (Joel says, being totally unbiased) in the top ten percent of his class, and had two summer jobs as an undergrad.
Zach was terribly frustrated, wondering if he’d chosen the right field.
Joel reassured him – after being been a glass and glazing contractor for over 35 years he was used to the ups and downs of the construction business (If you want to know what’s happening to the economy, ignore the politicians who are mostly professional liars. Ask builders, cab drivers, restaurateurs and printers).
Timing is everything, and Joel had sold his business right before the crash.
They bought the URL “www.hirezachhelfer.com” from Godaddy – the entire message in the URL.
Zach set up a simple header with his picture and his contact information.
There were more pages for his resume and portfolio, giving all the information any firm hiring architects could want.
Now they had a list, what to send?
Joel decided to send an email article on the top ten things an architect should know, with links in the article back to the website.
They put up a screen capture on the site to introduce him and sent out an email in early 2010 that got about a 60% open rate, which is pretty good.
They got 17 comments, 16 favourable, one not.
Zach got 3 interviews, one asking him to do marketing for an architecture firm, but got no summer jobs.
In winter of 2011, they revised the video, making it real, not just a screen capture.They shot it in their living room using a tripod and a Canon camera with a video option. (You don’t need fancy equipment to make videos. I use a cheap Kodak). You can see what they created on the site.
They sent out the video again with new emails, and got a smaller response, but it was just before a career fair at the U of I which was attended by over 20 architecture firms.
To Zach’s surprise, most of the firm reps knew him, and even called him by name, He had his resumes to pass out, but two firms said that wasn’t necessary.
As a result of that career fair after a marketing campaign lasting over a year Zach got two interviews, which led to a full time decently paid summer job, 20 minutes from home.
Zach came up with a pretty neat line. “I am not looking for a summer job. I consider this a 3 month interview for a full time job!” That line worked wonders and impressed many prospective employers.
What can you learn from this?
They used the latest internet marketing ideas – which are nothing new, really.
They did not give up. It took time; it was a campaign, not just the one shot most people take when sending out a resume, with no follow- up. I was irresistibly reminded of all the idiot clients who’ve said to me “we tried direct mail. It didn’t work.” Would you just “try” medicine?
They continually tweaked and improved. They measured the results – which again, a lot of marketers still don’t do properly. Incredible stupidity!
They sent out 1600 emails over 14 months with an average CTR of over 40%.
And Zach is now one of the best known Architecture students around Chicago – which is famed for its architecture – and has made lots of valuable connections that will help him in his career.
Joel says that Zach thought he was crazy through most of this. Father knows best – well, sometimes!
Love this story and this his attitude !!!
Splendid story, Drayton. I get thoroughly fed up with people who piss and moan about how “unfair” things are without doing a thing to help themselves.
Jon
[…] Drayton Bird told a great story about this over here. […]