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Measuring Marketing Success for a Small Business

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Measuring_Marketing_Success_HEADER_11022016Small businesses depend on marketing just as much as large businesses, maybe even more – even when they’ve become a household name in their local area. How do you track marketing success? How do you get insight from marketing failures? This is a challenge for every business, but it can especially daunting for a small business that can’t afford to hire marketing specialists.

Here are some tips for getting small businesses marketing plans running smoothly, and providing you with real metrics that drive results.

Learn What to Calculate and Why

Before you can dig into figuring out how to grade your marketing performance, you have to know what to measure and why. At the end of the day, the only number that matters is cash – how much sweet, sweet revenue did you make? But marketing metrics can tell you a lot more about the health of your business, and sometimes the numbers aren’t as straightforward as you think. Dive into this alphabet soup and see what you should be monitoring.

LTV. Life time value – this is how much money you earn from an average customer over the course of their entire business cycle with you. Do you have repeat customers? Ongoing subscription plans? How long do these customers, on average, keeping coming back? Crunch the numbers and figure out how much you make from a customer over their lifetime.

CAC. Customer Acquisition Cost – or CAC – is one of the most important metrics to track. It is easy to calculate too, just add up all of your marketing expenses over a time period including salaries and overhead, and divide it by how many new customers you acquired. Compare your CAC to your LTV – the LTV should be at least 3x higher for successful marketing. For example, if you spend $100 to acquire a customer, but on average they spend $500 with you – that’s some great marketing.

NPS. Net promoter score – this is a measure of how willing your customers are to talk about and promote your business. This number can be negative – that’s really terrible. If your NPS is above 50% you are doing an amazing job. Most companies have an NPS score of around 25-30%. Here is some advice on calculating your NPS score.

Digital Engagement. This category covers different scores such as time on page (how long a customer stays on your page), to email open rates, to clicks on paid click ads. This is an easy way to measure if people are using your website, opening your email, or clicking your offers. If you are doing digital marketing (and you should!) the tools you use should provide ways to monitor digital engagement.

Attribution. Attribution measures how much a specific touch, ad, email or direct mail send moved the customer closer to buying. Attribution is incredibly hard to measure and everyone seems to have a different opinion on how it works. Despite that, it is important that you try to calculate it because even the attempt at figuring out your attribution will help you. Soon you’ll be thinking about your marketing efforts in different terms. Here is some info on measuring first and last touch marketing attribution.

Of course there are a lot more metrics you can target but these will get you started.

Start With Digital Marketing

Digital marketing includes a range of tactics, from posting to your blog to advertising on Facebook. Though each of these options are very different, they all make tracking real-time engagement easy.

There is a giant pile of tools, solutions, and apps out there that can help a small business track marketing efforts. For a small business just getting started with tracking their marketing, digital channels make it easy to dive in and start doing the math. Start with these tools:

  • Mailchimp is the gold standard in free and low-cost email marketing platforms. They offer easy to use reporting tools for email campaigns and great technical support, how-to guides, and forums.
  • Google Analytics is used by just about every company with a website to track every possible metric for a website. Large marketing teams will have specialists dedicated just to this program, but you can still learn how to use its basic features and they will be enough to give you insights into digital marketing.
  • Hubspot has great, free resources for all things marketing related, check out their Excel templates for tracking marketing metrics.
  • Built in tools for social platforms – Facebook, Twitter, Hootsuite and more offer ways to monitor your clicks, tweets,

Keep Records Updated

Keep your records accurate. Update all of your metrics at least once a month and if you can, use a tool to help you automate your marketing reports. Enterprise level marketing automation programs may be out of your reach, but with some clever spreadsheets and elbow grease, you can keep accurate data throughout the year.

Compare your results to your marketing plan, but don’t be afraid to change your idea of success. Maybe you’re falling behind on revenue goals, obviously that isn’t good. But what if you find social media efforts are paying off and you’re adding new followers? Should you stop putting money and effort into Twitter? It may make more sense to test ways to make Twitter a revenue generator.

Keeping accurate, timely records won’t just show you where you’re failing, but where you’re succeeding behind your own back.

Weight and Score Your Touches

In a typical campaign you may send a customer an email, a coupon in the mail, and then send them a Facebook ad if they’ve followed you. You should weight and score each of these send. How you do this is more art than science, and will change as you do more and more marketing. In this example, you could weight the email as being cheap, fast, and easy to duplicate.

If people are responding it it really well, clicking through and reading the site you direct them to, then you can score it highly. The direct mail coupon is going to be expensive compared to the email, but maybe not as expensive a Facebook ad. Measure these differences and give yourself a scoring system that works.

End with a Digital Strategy

There is a whole world of marketing outside of digital channels, and they’re often way more expensive than sending an email or paying for a Facebook ad. They’re also harder to track, but driving customers back online leverages the power of digital reporting. Big companies pay big bucks for special software to get this sort of functionality, but you can mimic these tools by making your calls to action point back online.

If you use a printed piece to advertise your business, make the call to action feature your URL. If you send coupons, make them redeemable online. Use unique coupon codes to tag and track where your customers are coming from.

There are plenty of online resources to help you learn more about marketing, reporting, and metrics. They’re complimented by tools that can help you build reports. They can give you clear, actionable insight into your marketing. They help you learn from success and failure.

3 Tips for Creating a Stellar Menu

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Menu_header_11152016 (2)

A menu is the only form of advertising that is guaranteed to be seen by your customers. If you’re reading this, you aren’t willing to settle for any ordinary menu. And why should you? With a large variety of paper stocks and custom printing effects available, you don’t have to succumb to standard ink and paper.  Take charge of your menu.  Create a memorable and impactful piece that grabs your customer’s attention. Interested?  Check out our insider’s tips below.

Know How to Fold Your Menu

Seriously? Fold my menu? Is this really your tip? Yes! Folding your menu is actually important! It reduces the size of a menu without compromising the space for messaging. Physically smaller menus are easier to maneuver in crowded restaurants. Folds create small sub-sections within your general menu. Creating a separate panel for appetizers, entrees and desserts draws attention to the fact that your customer may want a starter, main dish and after dinner treat. Folds can be used to steer your customer’s attention in the direction you want. A compact, well designed menu helps your customer navigate through your offerings.

Expert Advice:  Consider the placement of your text and photos when you are designing your menu template. Don’t place text or entrée images over a fold because they will be hard to read.

Standard Folding Options

Half-Fold Menus

A half-fold is a single sheet menu printed on both sides and folded into half. Perfect for menus with two categories such as appetizers and entrées.  You can easily separate your menu into two sections while keeping a front and back cover for your company logo and information.

Half_Fold (2)

Tri-Fold Menus

A tri-fold menu is a single sheet of paper printed on both sides and folded into thirds. They are perfect for a large menu or a menu that offers variety. Tri-folds allow several panels for multiple categories such as breakfast, lunch and dinner options.

Tri-Fold (1)

Don’t Forget Custom Printing Effects

Special Effects encourage your customers to interact with your menu.  They draw your customer in and leave them with a lasting impression about your premium establishment and menu options. Wondering what effect will give your menu the biggest impact? The answer depends what you’re trying to achieve.

Here’s the Skinny:

  Spot UV

  • Use Spot UV to draw your customers attention to a particular item on your menu such as your world famous cheesecake.
  • Gives an image or text contrast so it pops off the paper.  Text or images with Spot UV catch your eye when a menu is tipped back and forth.

  Foil Stamping

  • Adds shimmer and texture to help highlight a specific word or image.
  • For an example, make your business logo stand out with foil stamping.

  Metallic Inks

  •  Special inks with reflective metallic particles.  Metallic inks create a subtle shine and luster you won’t see with standard inks.
  •  Use metallic inks to highlight your company name.  Make menu text pop by using silver ink on a black paper stock.

 Embossing

  •  Creates a raised, three dimensional image.
  •  Use embossing on your company logo to convey your premium market position.

  Die Cut

  •  Allows you to create a unique shape for your menu (Ex. wine bottle, hamburger or surfboard).
  •  A die cut can create a cut out, layered look or special image design on your menu.
  •  For an example, embossing a triangle with an image of a pizza slice helps customers make the unconcious connection between a shape (triangle) and your renowned deep dish pie.

Use SmartFlex® Paper For Tough Menus

Yes, it is a thing and yes, it does exist!  SmartFlex® synthetic paper is water, tear, stain and heat resistant.  It is durable and can withstand spills.   With SmartFlex® you will save time and money because you won’t have to keep printing your menu over and over.

SmartFlex looks and feels much better than lamination AND lasts much longer.

Sound amazing?  Well, it is!

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This Trick Will Make Your Print Marketing More Effective

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Personalize your print with Variable Data Printing

Marketing feels impossible in a world of infinite choices. Customers control the conversation, and even small and medium-sized businesses have to recognize and adapt to this new landscape. One thing remains constant, however, and smart marketing takes notice: everyone wants the VIP treatment. Creating relevant messages for targeted audiences is the crux of marketing, but without the proper toolkit, it can be a daunting task.

Spray and pray marketing is a waste. Sure, digital technology makes it easier to spray more and pray harder, but what’s the point? You want quality results from your marketing dollar (are you making at least $3 for every $1 you spend?) and customers don’t want to sift through junk. Maybe the answer is going old-school.

We love direct mail, and studies show that we aren’t alone. According to the USPS, 47% of Millennials happily check their mailbox each day. But they don’t want junk mail that goes into the garbage, 95% of them want the feel-good effect of getting personalized direct mail. If it appeals directly to you, it isn’t junk. Millennials are commanding a growing slice of US dollars and already control $600 billion a year in spending power. Here are some tips to get the message out to Millennials:

Personalize Your Print Marketing

Millennials value individuality. Personalization in direct mail is not a new concept, but it is an initiative that bears many unexplored possibilities. With services such as Variable Data Printing, businesses can intelligently personalize marketing with a startling amount of variables. Want to send different offers to people with blue eyes and brown eyes? Done. Want to change images on your print based on demographics? Easy. As long as there is data for it, anything can be changed with variable data.

Bridge the Gap Between Digital and Physical Channels

Of course, we’re fans of physical marketing, but we know digital marketing isn’t going anywhere. It offers ease of insight, it is nimble enough to react to changes in your market, and it is incredibly affordable. Closing the gap between digital and physical channels makes both more effective. In fact, you can bank on seeing a 7.9% lift in engagement when you bridge this gap. Here are some ideas to get you started:

  • Send a postcard with a coupon for items in an abandoned shopping cart
  • Send a mailer that includes only items the customer is likely to buy, based on their past buying behavior
  • Welcome kits tailored for specific customers
  • Send a gift card honoring a customer’s birthday, anniversary, etc.

Make Print Marketing Scream Quality

One thing that print does better than digital is delivering real, tangible quality. We’re paper, packaging, ink and color experts. We can tell the difference between 30# and 40# paper by sight, but even if you’re not a print expert, you know quality when you feel it. A high-end smartphone box feels expensive, well-made and flawless. Imagine the disconnect if your $1,000 smartphone came in a flimsy tissue paper box! That’s the power of print!

You don’t need the budget of a multi-billion dollar company to use personalized, targeted printing. At PFL, we use an innovative process to lower the cost of VDP so it is affordable for the rest of us. Give us a call, and we’ll help you find a solution that fits your budget, timeline, and goals.

Give us a call and see how we can bring extreme personalization to your print.



 

5 Tips to Maximize Your Holiday Marketing Efforts

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Holiday marketing? You may wonder why it’s a topic now, as you sip iced tea on your porch and enjoy the summer. But it is never too early to start thinking about your holiday marketing planning! No matter what kind of business you run, it is important to plan ahead for the holiday shopping season frenzy. The last thing that you want is to be left high and dry, missing out on a key promotional period while your peers are reaping the rewards. Here are some tips that will help you crush the holiday season.

1. Push catalogs out early. Let’s talk about everyone’s favorite demographic: Millennials. Millennials have tremendous buying power and discretionary income, making them a highly desirable d. They respond astonishingly well to direct mail campaigns, with 77% of millennials paying attention to direct mail advertising, 90% believing it to be reliable and 87% reporting that they like to receive direct mail, according to the DMA. Sending millennials catalogs for your products is a great to get your products in the hands of those who will buy. Check out our nifty catalog guide here for more information and inspiration.

2. Every Door Delivery. Another fantastic way of getting your message into the hands of your customers in a geographical area is to use Every Door Direct mail (EDDM). EDDM is a method of sending your direct mail collateral out on specific mail routes with the post office, allowing you to blanket a geographical area in your messaging. See Templates for EDDM® mailers here. One tried and true piece of collateral is the postcard. Whether you choose standard sizes or opt for a large version, a vibrant postcard with a strong call to action will make an impression and bring results. If you haven’t designed a postcard before, take the time to learn some of the recommendations and best practices for building a strong piece. Our EDDM® Success Kit is a great place to see examples, learn best practices and understand how to track the impact your campaign has on business.

3. Calendars: The gift that keeps on giving. Calendars are one of our favorite printed pieces. They provide a great amount of value to customers, and they allow your branding to be top of mind every day of the year. Want to increase brand engagement with your customers? Hold a photo submission contest. Any way you look at it, calendars are a sure fire win. Check out the best calendars in the game here.

4. Get clear on your goals. Recognize your KPI’s (Key Performance Indicators) to track the success of your campaigns. It’s a crucial part of any campaign, as you need to know where your marketing dollars are going and how they attribute to revenue generated for your business. That being said, it can be confusing to know where to start when it comes to tracking direct mail campaigns. Our favorite way is to employ Variable Data Printing (VDP) to serve each customer with a specific coupon code that tracks who redeems them. Learn more about VDP here.


5. Small Business Saturdays. Small Business Saturday is quickly becoming one of the best shopping extravaganzas of the entire year, and consumers increasingly take advantage of its savings like never before. In order to maximize your efforts for this gold rush, remind your customers of the potential deals and savings they could snag while visiting your store. Remind customers of store hours, provide them with coupons and ultimately drive buying behavior. Send your flyers out to postal routes in your area with EDDM, and get ready for a surefire hit. 

We hope that you’ll be able to take advantage of these tips and tricks to make the most out of your holiday marketing efforts. Want some more ideas to make this holiday season? Give us a call at 800-930-7098. We would love to help you plan ahead for your most successful holiday season yet.

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Big Sky: Big Ideas 2017 – The Next Frontier in Customer Engagement

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Montana technology company PFL is proud to announce the initial speaker lineup for its second annual Big Sky: Big Ideas Customer Engagement Summit. Salesforce VP of Strategic Research Peter Coffee will keynote and spearhead the event’s discussion, alongside PFL Founder and CEO Andrew Field. Additional speakers include Marketo GVP of Strategy Tawheed Kader; Tara-Nicholle Nelson, Author, The Transformational Consumer; ThriftBooks VP of Sales and Marketing Nicole Cox and Montana’s own Devin B. Holmes, Founder of Big Sky Code Academy.

To be held in Bozeman, Montana, on October 5, the event will bring local and national thought leaders together to discuss and reimagine customer engagement, the future of business and the power of technology to build a better world.

“We live in this crazy digital, mobile, social world, and have infinite channels. You can’t blast your way through it,” says PFL CEO and Founder Andrew Field. “We know mass-market is dead, or dying, and as marketers we need to find innovative ways to create customer engagement. PFL helps marketers deliver authentic and personalized customer experiences that drive engagement, and we look forward to connecting with other disruptors who recognize the power of this change.”

A Montana born-and-raised company, PFL believes there’s no place like the Mountain West to explore new ways of thinking. Big Sky: Big Ideas invites attendees to leave the beaten path and see Yellowstone National Park as few ever will — with their own backcountry guide. The park is located less than an hour from PFL’s headquarters in Livingston, Montana, and just an hour and a half from Bozeman.

“We decided the Livingston/Bozeman area was the perfect place to bring together the best minds in business and technology to create a brighter future for ourselves, our customers and our broader community,” says PFL Chief Evangelist Marne Reed.

Founded in 1996, PFL has been at the forefront of the booming Montana technology scene for more than two decades. The country’s first online printer, PFL is today a pioneer of Tactile Marketing Automation.

A private PFL Executive Forum, held in part at the PFL headquarters, will begin Thursday, October 4 and run for two days throughout the Customer Engagement Summit. At this invite-only event, PFL customers and prospects will collaborate to share best practices, tactics and a path towards the future of customer engagement.

Buy your tickets at: www.pfl.com/3q


October 5, 2017

Bozeman and Livingston, MT

www.bigskybigideas.com

Event Agenda: www.bigskybigideas.com/agenda

 

How to Tell if Your Small Business Marketing is Working

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Measuring the effectiveness of your marketing efforts is a crucial but often confusing part of business. This is perhaps even truer for small businesses, where you likely don’t have an entire team devoted to search engine optimization or business analytics.

But small businesses can and should track how well their marketing efforts are working. Here we’ll walk you through some of the first steps you should take, key metrics to look at, as well as how to track them so you can better attribute your successes to your marketing efforts.

Set a Baseline for Marketing Metrics

It is critical to have a clear picture of where you’ve come from.

If you haven’t already, get your website hooked up to Google Analytics (learn how to get started here) so you can start easily tracking growth and regression. Set up a baseline report for:

  • Organic SEO traffic. This measures how many people are finding your site and how they’re getting there.
  • Learn how to set up conversion events – these track important actions on your site such as online purchases, filling out forms, or sharing your content on social media.

If you’re a brick and mortar operation, start tracking foot traffic, looking at your point of sales data (vendors like Square make it easy to pull reports about what you’re selling).

The point is – take your current marketing temperature, that will be your baseline for improvement.

Formulate Regular Reports

Just like it’s crucial to set your business up to be able to visualize trends in your website statistics, it’s also important to regularly write up reports on the results of your marketing efforts. Start sending your team a monthly marketing recap, which details what you worked on, as well as the results of those efforts.

How many website visitors did you have this month compared to last? How many people found your website through organic search this month? How many pages did the average person click on before exiting your site? Were those blog posts you wrote to try to rank for certain keywords found in people’s Google searches? Include screenshots or links to the graphs from Google Analytics for each metric so you and your team can easily visualize the impact. Google Analytics is loaded with tools that make it fast and – somewhat – easy to create reports.

Having a written report where you dive into not only the statistics for your business, but also interpret what you think those trends mean and why you’re seeing them, will help you and your team have a clear picture of where you’re coming from and where you should be heading to reap the most benefit from your marketing.

Focus on Key Performance Indicators (KPIs)

There are several ways to analyze whether your small business marketing efforts are working, but a few key metrics will give you a good jumping off point. Some of the most indicative are:

Website Visits. This one is pretty straight-forward. How many people are coming to check out your product or service via your website? This metric gives you a good idea of the level of interest your product or service is gaining.

Sources. Just as important as the number of website visitors, is where those visitors are coming from. How did they find you? Was it through keywords they typed into Google? If so, great job! You’re rocking your SEO efforts. Did they find you through social media? Also a good indicator of marketing success.

Be sure to create tracking links for all digital ads and sponsorships you send out, so that you can also see how many people visited your site as a result of those individual pieces.

Bounce Rate. When people land on your website, are they truly interested in your content? Is your site compelling and easy to understand so that people want to click on to another page to learn more?

If not, you might see a high bounce rate, where visitors click out of the page they landed on, without visiting any other pages. If this is happening, consider adjusting your messaging on your website to ensure it’s crystal clear and contains plenty of CTAs and other links to grab visitors and begin pushing them through the funnel.

A high bounce rate can also be a sign that you need to adjust the messaging on your marketing materials. For instance, if your ads or social media content seem to promise one thing, but your website doesn’t mention that right away on your home page, visitors will quickly grow frustrated or lose interest and exit your site. Consistent messaging is key.

Session Duration. You know that cute girl you went on a first date with last weekend? How long did you hang out for at dinner? Did she want to take a stroll with you after you ate, or was she anxious to get home?

Just like the amount of time a date wants to spend with you indicates his or her interest level, so does the amount of time prospects spend on your website. Is your content interesting and informative? Are people finding what they came for (and even better, are they finding more than they came for)? Do they click to the next blog post in the series, or are they just skimming for a few seconds and quickly exiting?

Coupling this metric with your sources metric, you can start to identify which of your marketing channels are resonating with the right people, and which could use some adjusting. You might find that your Facebook ads are getting great engagement and clicks to your website, but those people only stay on your site for a few seconds, whereas prospects that come from your tactile marketing piece are browsing for an average of six minutes, despite similar messaging on both campaigns. If that’s the case, you’ll want to adjust the amount of money you’re spending on social and consider pouring that into another, more successful source.

Assess and Adjust. Now that you have the tools set up to monitor and analyze the results of your marketing efforts, you can identify the areas where they might be falling flat. Once you do, try making small changes at first. Is your messaging just a little too long or confusing? Are your blog titles clickbait-esque and so prospects get frustrated when your content isn’t what they expected to get? Start with small changes and monitor your progress in those monthly reports.

Think Outside the Computer

As a small business, it can be tough to compete with bigger brands online that have more robust budgets and staffing. Combine that with the fact that consumers are over-loaded with digital content — yes, including your ads — and you might find that your marketing efforts aren’t delivering quite the punch you thought they would.

That’s why some of the smartest businesses are turning to direct mail, or tactile, marketing. Delivering a personal touch in the form of a physical mailer or piece of branded “swag” can leave a lasting impression your competition is missing out on.

And don’t fret. You can track the effectiveness of tactile marketing campaigns too with software like PFL’s Tactile Marketing Automation (TMA) software. Even better, you can set up your tactile marketing campaign just like a digital one, where when prospects take a certain action, a send is automatically triggered for the next piece in the campaign. See how it works here.

How EDDM Postcards Help You Market Your Business and Rake in The Cash

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How EDDM Postcards Help You Market Your Business and Rake in The Cash

How EDDM Postcards Help You Market Your Business

Reaching out to your ideal customers can be difficult. Learn about EDDM cards and how they can help you market your business and rake in the cash.

It may be easiest just to do nothing. That’s what a number of businesses think when they consider focusing their marketing efforts.

They come to that decision, or that thought, in good conscious too. With so many channels through which to reach consumers, it can be understandable to become overwhelmed.

That apathy though is a fatal business mistake. Instead of giving up, let’s look at one tool that can help you reach customers directly with astonishing results – EDDM Postcards.

EDDM Postcards – The Basics

If you are unfamiliar, EDDM Postcards, or Every Door Direct Mail(R) Postcards, are a targeted marketing offer from the United States Postal Service (USPS). Yes, the post office is about more than stamps.

Remember its goal is helping people connect. So with that in mind, it makes sense that they have a program like this.

With EDDM Postcards, there is a two-step process. First, you’d design your postcard.

With your postcard in hand, you can access the USPS EDDM tool that lets you map your coverage area. You can start with a zip code and funnel down to the specifics of the carrier route to ensure that your message is being seen by the people who will be most motivated to act on it.

The Benefits

The benefits of being able to manage and, in effect micro-manage, your messaging can be exponential. This is because you’re speaking to a very specific set of customers.

Take, for example, the neighborhood restaurant. If you want to attract more business, you could go door to door and hang menus. That tactic costs time not to mention the materials costs.

For a fairly low price though you can send out a concentrated EDDM Postcard to houses in the surrounding area, inviting them to stop in for a “Neighbor Special.” This type of visceral, targeted marketing is really only available through programs like EDDM.

In addition to promoting a special event and driving in customers on one night, EDDM Postcards can help build awareness. People may drive by your location all the time and think “We should stop there sometime.” By keeping your place top of mind you can turn that drive-by traffic into actual stop-in traffic.

The “Non-Blanket” Approach

It’s not uncommon for businesses to take a blanket approach to their marketing efforts. Plastering the town with ads, billboards, radio spots, emails, and more often ends up having the unintended effect of the messaging just becoming white noise.

Utilizing EDDM postcards provides you with the opposite result. You are reaching a specific subset of the population with a message that is relevant to them. By limiting your audience, you can actually increase your sales!

Make People Feel Special

Information moves fast and everyone wants to know the latest, now. When someone can be that person in their group, the influencer who can share something new, they get a special feeling. It’s a feeling that makes them feel good.

When you’ve got a new product or service, these influencers can help spread the word, but they have to get the word first. Reach out with a specific EDDM Postcard announcing your latest and greatest.

When the cards are engaging and direct, these influencers will be more inclined to share their messaging. Imagine after a Little League game, they turn to the other parents and say “Hey, let’s go to ______, I just heard about a special they have.”

Or discussing with their neighbors a “new lawn service” that looks really great. All because of EDDM.

Tell a Story

Every marketer knows that it’s rare that you can get a magnificent increase in sales from just one ad. It takes time.

It’s possible to be sure, but it’s certainly the exception. Those who plan on it being their marketing strategy are sure to be disappointed.

EDDM Postcards give you an opportunity to take the time you need. In fact, they can do more than increase a sale, they can increase your brand. The difference being, of course, creating a one-time customer vs. a loyal brand ambassador.

Use the EDDM Postcard experience to tell your story across several mailings. Introduce your company, make an invitation, play up your local connections. You’ll discover that residents respond well to companies that are close to them and seem to have their best interests at heart.

Look and Feel

It’s important to take advantage of the EDDM format for how it can target and reach customers but it’s equally important that the message those customers get is strong. That’s why it’s important that your postcards have a professional look and feel to them.

People a sub-conscious understanding that is a company puts out shoddy ads, their work will be sub-par. But when an ad is polished and direct…

Cost Effective

When you hear USPS, you might immediately think that EDDM Postcards will be cost-prohibitive for you. After all, the price of stamps seems to rise every year so it would make sense that a program like this would have a heavier cost to it.

Well, that kind of thinking is wrong. Currently, the USPS has an “intro” rate of $0.175 for EDDM Postcards. (In some instances that cost can actually start at $0.154!) Here are two vendors that we have worked with in the past.

Next Steps

So here’s the thing, EDDM Postcards are a part of the USPS. You could certainly lock yourself in a conference room for a few days and try and make the system work for you. But why?

When you’re sending EDDM, you’re asking people to trust you, the expert in your particular field. This is a time though when you should heed your own advice and turn to someone who can help you not just use, but master the EDDM system.

Remember it’s not just about mailing some postcards, it’s about creating engaging messaging inside of an impact-full design, and then delivering that to a targeted, qualified audience. All you should be focused on is helping customers and counting your sales at the end of each EDDM-driven day.

When you’re ready to let EDDM work for you, we’d love to talk.

Promotional Mats: Getting Your Brand Noticed through the Floors

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Most brands are looking up. You can see them on billboards, TV advertisements and other advertising strategies. However, people get used to looking it above and others simply take it for granted. Instead of competing for souring brands, you can keep the brand’s humility through the floors where the people stepped on and looked for most of the time. It is not bad when your brand is being looked down literally.

Floor Advertising LogoMats

Studies revealed that shoppers tend to look down 80% of the time. It is when they reached for their purse, check on their phones, etc. This fact paved way to what we call now floor advertising. It is a strategy of utilizing the plain surface of the floor through putting your brands they’re using custom floor mats or floor graphics. Custom floor mats are rugs that are made with unique design where your logo or brand is seen.

How does it build brand recognition?
Engage and encourage customers to get into the premise
Indoor/outdoor logo mats are designed for high traffic areas. You can see this in front of the store before the door. A uniquely designed floor mat can create a positive impression and captivate shoppers to get into the premise. With your logo in there, it can serve as their reference when they buy your products.

Direct consumers to products that they are looking for
Counter/bar logo mats can be placed in front of display to highlight or label your products. Shoppers won’t need to ask assistance in finding the products that they are looking for. It is also placed on counters to evoke the “need to buy” emotion from your customers. These floor mats can stimulate the buying decision behavior of the shopper. As a result, it will enhance the shopping experience.

Strong brand awareness in a retail store
Floor mats can be placed anywhere but you have to choose areas where people usually flock into. Your retail store should speak highly of your brand so that it will stick in the mind of your consumers. They can refer it to their friends and family members because they remember the product/service you extended to them.

Highlight featured products
Featured products won’t be noticed without custom floor mats. You can create a prototype display in front of the product to capture the attention of the customers. You can also put words in the mat like “limited stocks only”, “New Arrival”, “50% Off”, etc., Lights are often complimented with custom floor mats to get your featured products emphasized.

Cost Effective
Durable custom floor mats can be used again and again. Hence, it can reduce your cost over time. It is favorable to small-medium sized companies who have limited budget for advertising strategies. You can adjust the size, quantity and quality of your floor mats depending on your capacity to pay.

Using custom floor mats as a promotional item has gained popularity because of its effectiveness in enhancing a store’s visual merchandising strategy. If you are still hesitant to use custom floor mats, you must know that a health and beauty company enjoyed 20% sales increase on their newly launched product after implementing a floor advertising strategy. Also, a cereal brand gained 17% sales increase after creating a prototype display of their product in front of their display. It only means that people respond positively to these strategies.

The author is a professional writer. He usually writes article on Brand and Marketing related topics such as Creative Brand Building through utilizing logo floor mats. He is also a speaker about effective marketing strategies.

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