PURL’s of Wisdom and other Marketing Tools

It seems that every article or post you read recently always begins with “in today’s economy”. Unfortunately, it almost seems a necessity because the economy is affecting almost everything and anything we do including and especially marketing. The importance of marketing in today’s economy has been shouted and touted as much as possible, everyone saying that you have to continue marketing in order to stay relevant in sales and remain at the top of your market. This is as true as any words spoken on marketing and will always ring true.

What is more important now than ever before is getting in front, staying in front and remaining in front of your prospects and clients. Fortunately, there has been a large influx of new marketing tools that fit both the web, print and promotional arenas. These tools if used properly, have the ability to create more awareness and excitement in your products and services than ever before. While many are using Facebook, MySpace and Twitter as a new realm in their marketing endeavors, these are nice, but not measurable or capable of creating long-term recall in your targets mind.

On the Web frontier we have the emergence of PDF viewers and publishers that allow the integration of audio and video along with dynamic links to your current web content. These digital PDF products allow you control over updating content, tracking page turns and even viewership. This tracking includes page views, area zoom and  geographical location of the reader.  A long way from a static, simple PDF file that we are used to reading. For an example click here  Dynamic PDF’s

Another web-based product that is just now beginning to make in roads is the use of PURL’s or Personal URL’s. For those that are unfamiliar with this relatively new marketing tool, PURL’s combine the use of Variable Data Printing (VDP) and a separate hosted website for each recipient. The combination of these two mediums provides a personal message to the recipient’s and the tracking of both the reception of the printed piecel or the viewing of their personal website or URL that you’ve set up. With PURL’s you have the ability to add individual or group messages, invitations to separate events, and the addition of information gathering quizzes or polls. The cost per impression, compared to return on investment is what really makes this particular marketing tool stand out. To view a simple demo of a personal URL site go to PURL Demo.

On the print realm we’ve already touched on one product, Variable Data Printing or VDP. VDP incorporates the use of digital printing by placing personal information in the greeting, body and even pictures of your marketing material. VDP achieves its power by incorporating the recipient’s personal information, as people always like to see their name in print or even the sky… VDP is only a fraction more than traditional printing and more than makes up for this additional cost by increasing readership up to 42% in some cases.  

Our final look is at Print on Demand or POD. Print on demand also utilizes the benefits of digital printing and the web. An E-commerce or print store is set up, where company employees have access to order their own print materials. This includes business cards, letterhead, envelopes, notepads, brochures and more, each piece with the capability of personalization by the person ordering.  POD provides both the benefit of personalization and speed of ordering since it all takes place online. POD, websites can be set up to bill individual departments and provide feedback on usage on a companywide basis and ships directly to each user.
For additional info Web-to-Print

These are just examples of a few of the new tools available to your marketing endeavors. If you would like additional information on any of these pieces follow the links to the right for more in-depth look or to contact us. Standup, standout and keep marketing, the economy will improve and the more you stay in front of your prospects and clients the stronger you will be at the right time.

TPC.NEWSLETTER

April/May Newsletter

Are You Twittering Away Your Market Potential?

The marketplace is being flooded with information on all kinds of companies, products and services. In any given week the average person receives up to three feet of business mail, three pounds of home mail and over 300 emails. There are more than enough ways to market your message, the trick is to find the most successful way that is currently working.

 

Many factors go into making one form of marketing more successful than the others and with the economy and technology; cost and distribution come into play even more. On the technology side – first there was MySpace, then Facebook, Blogging, Texting and now Twitter. Marketers are constantly scrambling to get on board the latest information fad, “hit what’s hot”. The problem with this is you can not target your core audience, it’s more of a machine gun approach and there is no discernable way to measure ROI.

 

USA Today recently reported that as many people finding “Twittering” as a useful tool an equal amount were already growing tired of the process. Are you twittering away your market potential? Below is a brief analysis of the good old fashion marketing technique of using the postal system.

 

Marketing by Mail

A Comparative Analysis

Getting the attention of prospective buyers and persuading current customers to invest more in your company can be a steep uphill battle. How are you going to get your message to stand out?

Not an easy thing to do with all of the “noise” being sent out on a weekly basis. Getting through the noise can be the difference between rising sales or sinking profits. With attitudes changing daily on what is acceptable and appealing this can be a difficult decision. Below is a comparative example between three distinct styles of marketing – all using the mail or parcel post.

 

                   Std Direct Mail                                                           VDP Mail

                        Postcards                                                            Variable Data Printing    

          Costs Associated with Mailing                                      Costs Associated with Mailing

          $50,000 Budget                                                           $50,000 Budget

          34,000 Postcards Sent                                                 17,850 Postcards Sent

          $1.47 cost per card/mailing                                           $2.80 cost per card/mailing             
          3% Avg Response Rate                                                8% Avg Response Rate

          1020 Leads                                                                  1428 Leads

 

                                                         Dimensional Mailing

                                                              Item w/Call to Action

                                         Costs Associated with Product/Mailing

                                         $50,000 Budget

                                         5,000 Pieces Sent

                                         $10.00 cost per card/mailing

                                         37% Avg Response Rate

                                         1850 Leads

                                         Call to Action ROI over 40%

                                         Prospect to Client Time Increase 57%

 

With a dimensional mail piece you may send out to less suspects but the Return on Investment Rate more than doubles your ability to grab attention. With the proper incentive item and marketing message you can grab sales in sectors and areas you never have before. Incentives provide an over 50% recall rate along with greater than 30% favoritism to the company providing the item.

Increase your next marketing action with a dimensional mailing and discover the results for yourself.

(figures provided by Paradign Partners and PPAI)

The Great Cereal War

The Great Cereal War

 

We are being hit over the head on a daily basis with how bad the economy is and there is no doubt it is in bad shape. Companies are scaling back, laying off employees and looking to lower budget expenditures in every aspect of their business. There is one area that businesses need to be very careful about when it comes to cutbacks and a total cutoff – Marketing.

 

There are several potent quotes out there that provide the insight into marketing’s importance – Thomas Jefferson was known for saying “The man who stops advertising to save money, is like the man who stops the clock to save time.” And one of my personal favorites comes from famed economist Peter Drucker “Business exists for two reasons…Marketing & Innovation”.  While these are poignant and definitely provide the necessary incentive to continue marketing in the leanest of times, there is a story that provides insight and proof of the importance to keep the fires burning.

 

Before the Great Depression Kellogg’s and Post were neck and neck in the battle for consumer’s minds and stomachs with the respective cereal brands. As the Great Depression set in Post pulled back on marketing, along with the rest of the “needed” areas, to reduce its budget. Kellogg’s maintained its marketing presence and even bolstered it by working their message into new areas of the public minds. The result: as the Great Depression started to settle and consumer dollars began to free up Post again entered the marketplace but it was already too late. Kellogg’s had built a commanding lead in the market with its brands and has not relinquished it for over 50 years. 50 years…quite a nice return on a simple investment – their brand.

 

We are hearing from numerous companies how their competitors and other companies that service the same industry are pulling out of annual tradeshows that they regularly attend. Tradeshow organizers are reporting lower attendee turnouts as well. Doom and Gloom? No way, what a perfect time to be an exhibitor! First, with fewer exhibitors, attendee’s will have more time to spend at each booth and listen to your demonstrations. Second, the attendee’s will be the “cream of the crop”, only companies with both the budget to send them and a capital need for information and assistance will be attending. How often does a prime chance like this come around?

 

 This economic conundrum poses an equal opportunity for every level a business may currently be at in their market:

 

·        New to the Industry – make much larger strides than you could in a “normal” economy.

·        Mid-Tier Supplier – the best time to get recognition and prevent any slippage.

·        Battling for Position -  a major push for market share is in hand with minimal expense if done properly

·        Industry Leader -  which would you rather be – Kellogg’s or Post?

  

As someone in sales and marketing you only need to consider the above story and scenario’s to make a choice on your upcoming marketing and its importance to your brand…    Kellogg’s or Post

Many Times It’s the Presentation that Makes the Sale

Receiving a gift is one of those times that you truly feel special. You can hardly wait to rip open the wrapping and uncover the treasure inside. Sometimes we are overwhelmed by the gift and other times, somewhat underwhelmed depending on what you were expecting. One thing that stays constant however is the presentation of the gift in the first place.  If it was wrapped you knew someone took the time to conceal the item and add some fun to the festivity, if unwrapped, there is a slight hesitancy of what could be inside. Unless, for women that unwrapped box is a “Robin’s Egg Blue” with a small white ribbon. For the uninformed men out there this is the distinctive packaging from Tiffany’s. Think presentation means something now? Buy an empty Tiffany’s box online and place something other than Tiffany jewelry in there and see what happens…

 

Like Tiffany’s, many upscale department stores use a similar approach by utilizing much heavier wrapping paper and their own designer boxes. Jewelry comes in crushed velvet boxes for a reason, who wants to receive a ring or bracelet in a plastic bag? If you think about it, you can remember the last time you received a gift wrapped in heavier paper or presented to you in a unique fashion? You expected more and usually were rewarded for those expectations. All of these examples lead back to our title – Many Times it’s the Presentation that Makes the Sale.

 

Presentation is probably one of the most over looked facets in the marketing world. When it comes to delivering the product a lot of work goes into the packaging: design, color, shape, functionality, etc. This is great for when the product is sold but what about the initial contact with the prospect, many times weeks or months before the product is even ready for sale? What about the beginning of the overall sales cycle when you are introducing your company as a viable source for your prospect to turn to for their needs?  Brochures, folders, web content and white pages provide much needed information but what impact do they make on the recipient, no matter how carefully they are prepared or colorful to the eye. In the recipients mind these are only words chosen to represent your product or service, nothing memorable to take away.

 

Right now you are probably asking “if the packaging the product comes in and the brochures and web information are not part of the presentation – what is?” To get to that let’s look at what is pretty common knowledge when it comes to first time meetings. They say that the average person gathers their first impression about someone in the first three to ten seconds that they meet.  How much can the average person read in three to ten seconds? Sure they see the colors and design but they get things like this everyday in the mail that they never read. How can you really pull them in?

 

Promotional products have always had a stigma to them, often called “Chotchkies, Trinkets & Trash and just plain Giveaways” and in the context that most businesses use them these titles are rightly earned. However, if used correctly and given in a manner that they should be used, many of these items can become the key to anchoring your name and that of your product and service to the minds of your prospects and clients.

Just to give a product away with your company name on it means little to the recipient, those that see the product in use will see your company name but gather little information, if any, beyond that.

 

Let’s look at another scenario.  Mr. or Ms. Prospect is attending a trade show where you have a booth and are handing out the holy grail of promo heaven – a t-shirt with your logo on it. Mr. /Ms. Prospect stand patiently in line to get their badge scanned. A line that is most pleasing to the marketing director, as people are coming to the booth. Mr./Ms. Prospect have their badge scanned, using political correctness, ask to have information sent to them, grab the loot and stuff it into their bag and are off to find their next treasure. Upon returning home they pull the shirt from their bag and stick it in the laundry to be done later. A few days or weeks go by and they pull out the shirt they so gallantly waited for and triumphantly wear it to the gym.  If they wear it regularly the company logo will be viewed almost 60,000 times in a single year, a marketing coup. What about Mr. /Ms. Prospect, they do not see the logo that often, what did it do to help them purchase your product? How were they really affected by the free giveaway?

 

Now scenario two is set up in a similar way, Mr. /Ms. Prospect wait patiently to get their badge scanned, request info and place the shirt into their bag, etc. Only this time your marketing team has attached an “anchor card” to the shirt label. A simple card that reminds Mr. /Ms. Prospect of the product or service you were at the show promoting. Nothing too wordy, a mention of the product name and three or four bullet points of the things it does best and on the other side a memorable tie in to the show or the product name. Now Mr. /Ms. Prospect return home pull the shirt out of their bag and toss it… wait, what is this attached to the shirt? Can’t wash it with this card attached.  Enterprise Content Manager… yeah saw that demo at the show; let me keep this as a reminder to follow up. SPLASH! The anchor has been dropped and they still wear the shirt and give you 60,000 logo views. Big difference between scenario one and two and scenario two cost you far less than a load of laundry to add. Scenario two could have even been carried out further by adding a call to action to the tag to visit your web site to sign in and see if they won a prize. Anchor aweigh.

 

The same scenario can be carried out with virtually anything you present to clients and prospects as a gift, a simple reminder of why you are there and what you can do for them.  Warming up the dreaded cold call is another opportunity to let presentation set the stage for a successful reason to meet. Presenting a thought provoking package with a value added gift and message inside will go much farther than a blind call and rambling on about what you do and why you are the best. Ask a question on the outside of the box and then simply answer it on the inside with the inclusion of an item that ties into your offering. Remember the three to ten second rule; this is where first impressions are made. The packaging and presentation get you in the door; the included gift merely greases the wheels of progression. With thousands of products to carry your logo and brand, choosing one that anchor’s your message and presents the most thought provoking reaction is key to the outcome of your marketing and sales actions. Presentation makes the target a prospect and helps sales capture a new customer. When you meet the parents of your prospective mate or partner you look your best – should business “courting” be any different?

Survive the Storm – Put a Little Fun Into Your Marketing

Let’s face it – the economy sucks. Sales are down, jobs are being threatened, people are losing their homes, etc., etc, etc… Is that your view of our current situation? If it is, lighten up and remember, the media looks for the most devastating and gloomy news that it can report on. When was the last time you saw a news channel lead with a positive story? The truth is many people and companies are thriving despite the doom and gloom. Why? They choose not to look at what is happening and focus on what should be happening and their future that lies ahead.

So how can you do the same? First, stay on course with your current goals; even if the economy is slowing your sales why lower your expectations? Second, rather than look for new sources of sales delve deeper into your current clients and closest prospects; they may need your help now more than ever. Finally, have some fun. Your attitude and how you approach any situation shows. Price cuts, a two for one sale and any other price reductions can be interpreted as calls for help and a weakness in your business.  

Show your clients, prospects and even your competition that you are here to weather any storm and are stronger for it. While you’re at it why not cheer yourself and someone else along the way? There is a saying that “Laughter is the best medicine”, what better way to begin to fix what is ailing your sales than by using a little humor.

We’re not talking knock-knock jokes here but a break from the corporate rut of information first, second and third. There are plenty of examples to learn from and no one says you can’t copy what works (barring full copyright infringement of course). Take Chick-fil-a, who hasn’t seen the famous cows and Eat Mor Chikin campaign? Budweiser’s Real Men of Genius? For us older folks – the “chow, chow, chow cat? Why are these remembered? Why do they still make you smile when thinking of them? Because humor makes us feel good and we like to remember good times more than the bad. Humor works in the business world just as well as in the consumer markets because it has the ability to catch your clients and prospects off guard and at the same time put them at ease. Instead of receiving a staunch brochure with selling points that they may not even look at they enjoy a little wit to go with the wisdom of your offering. Getting your information not just opened but digested is just one more advantage of humor in marketing. Humor engages people, providing you the breakthrough you need to secure that elusive appointment. 

Where to start? There are more options out there to add humor to your marketing than you might think. Create a mascot, use branded children’s toys or tie in a humorous offering or packaging to your message. Interested? Need some help in finding your prospects funny bones?  Give us a call and we will be happy to provide a few ideas and example on how to turn “funny into more money” for your organization.                        

 

 

 

Say Goodbye to “Chotchkies”

Gone are the days of giving away pens, key chains and simple items that have your logo on them.  According to a recent article in USA Today, traditional media like television and radio ads are no longer working like they once did.  Consumers need to be engaged and brought into your marketing for it to take an effective hold.

 

All along tech gurus were touting digital media as the next big marketing avenue, new technology was going to broaden the market and make advertising accessible everywhere. Little did they realize that all of this over stimulation was going to backfire and start turning the very consumers they craved against their efforts.

 

People actually wait thirty minutes before watching their normal programs on TV, this way they can simply fast forward through the commercials with their digital recorders. Radio ads, a thing of the past with satellite radio and MP3 players. Billboards, bus ads, subway ads? Who needs them with DVD players, GPS units and MP4 players to hold our attention? So what is a company to do to get their edge back?

 

Enter the Sticky Drive®, WOW Card® and Traffic Ticket®, the new line of engaging advertising specialty products. These products and many more like them, bring the consumer into your marketing by entertaining, tracking, impressing and playing with your target prospects and customers. This is technology in action, the old school way.

 

Promotional products have been around for as long as anyone still alive can remember. Starting from a simple burlap book bag to calendars, pencils and the ever popular ball point pen, the notion of getting something for free has always been the hook for these products. Even today at every trade show, booths that are giving away the best “free” stuff tend to get the most visitors. But, like the new technology, is it getting their message any farther than in a bag and then in a drawer once they return from the trade show?

 

Marketing people need to look beyond the show, past the mailing and outside the sales visit. There are too many things in today’s culture to immediately distract the recipient once they are out of sight. Products that are anchored in correctly to their marketing initiative and have repeat need or want of engagement will prove more effective than any ad, brochure or sales visit. These products are the new era in “chotchkie” land.

 

One market that is about to be in great need of engaging products is the pharmaceutical arena. With new Pharma guidelines (self policing rules to help keep companies in check) coming into play, these companies will no longer be able to give out the pens, clocks, notepads, etc. like they once did by the truckloads. Now the products they present must be of an educational nature for the intended recipient. Not a problem when utilizing the new tools available through some of the products mentioned above. All can be used for educational purposes while not only getting the logo and brand in the prospects face but ingrained in their mind as well, with additional information on top of that.

 

Technology has helped the promotional product industry come full circle; back to the days where receiving them was a pleasure and using them just as much fun. Simply the way it should be when marketing products and engaging prospects and customers alike.

Want to WOW Your Clients, Prospects & Employees?

What if you could give your clients, prospects and/or employee’s information on anything, anytime, anywhere with a simple phone call?  Want to know the best way to thaw a turkey? How about the time and temperature in Turkey? No GPS unit but need to know the closest Gas Station, Chinese Restaruant or Book Store?

Enter the latest thing in personal luxury…the WOW Card. The WOW Card provides you a personal concierge at your finger tips.  You present the WOW Card as a gift or reward for sales, suggestions or whatever. Each card has a designated phone number to call with a pin number. When entered they are greeted by name and with your company name – “Hello, Ms. Gallo thank you for calling your company name personal concierge service. How may we be of service today? You decide the greeting and closing, want to start by announcing a new product release or end with a reminder of your booth number for an upcoming show? The entire program can be custom designed to your budget and expectations – stock or custom cards, email invitations and even custom websites.

So what can your personal concierge provide?

Driving Directions          Price Comparisons          Ticket Procurement      
Traffic Conditions          Weather                           Phone Numbers              
Addresses                      Reminder Service             Stock Quotes                 
Election Results             Travel Arrangements        Sports Scores
Schedules                      Movie Times                     Reservations                 
And a Lot More…

True one on one VIP service from you to your most valued assets – employees, prospects and clients.  This is definately marketing that you and your card designee’s will enjoy and remember for quite a long time. The uses are limitless – send ahead of a trade show to help with scheduling, restaruants, directions, etc., golf outings, Medical Pharma use, VIP Employee Appreciation, even Holiday Gifts and Greetings. The cards work similar to calling cards based on minutes and all calls are handled as quickly as possible to ensure you receive more touches with the card holder.

WOW! A truly unique prospecting, launch kit, reward or trade show addition.  Personal – Powerful – Unique
Give us a call today and we will provide you with FREE access to try this amazing marketing piece yourself.

Personal Concierge

Relationship Marketing

1:1 Marketing can go by many names, Variable Data Print (VDP), Web to Print (W2P) and Relationship Marketing to name a few.  While a couple of these have broader uses than typical 1:1 Marketing they still utilize the same concept – a more personalized approach to marketing.

1:1 Marketing is simply using digital printing technology to input your contacts name and information into your direct marketing mail pieces. By simply designing your mailing with key areas that include personalized information and then providing an Excel spreadsheet that includes this information for each contact in your database, digital printers are able to marry the two together to create a more potent message.

Studies have proven that more focused, more personalized and more relevant communication with your customers and prospects increases response rates and revenue over static same-to-all contact.  Imagine the possibilities this can have on your bottom line. You can address each person differently; you can treat each customer as someone special to your organization. By personalizing your direct mail pieces you begin to establish relationships much faster and draw their attention toward your messaging.

According to one report Direct Mail 1:1 Marketing provides the following advantages:

• 34% increase in response rates
• 35% increase in response time
• 32% increase in overall revenue
• 25% increase in order size
• 48% increase in repeat orders

Costs associated with 1:1 Marketing are generally no more expensive than traditional digital printing, aside from setup charges in some cases. Most printers with digital printers will also handle all of your mailing requirements at the same time, further simplifying the process.

If you have additional questions on Relationship Marketing or an upcoming project that you feel this would be a good fit, contact us and we will be happy to assist you with putting a program together.

 

Trade Show Marketing – Part III

More Than Just a Pen, Scan and a Smile – Part III Follow Thru

Ok, we have sent our initial e-mail alerting our customers and prospects that we will be attending the trade show. The mystery mailer has been sent and followed up with a personal call and in some cases an additional e-mail. Now it is on to the show with our list of confirmed attendee’s. If we have prepared properly our booth has some reflection on the theme of the show or the company. This is achieved by signage, a give-away and/or the booth personnel uniforms. The more the theme is carried out the more the overall message will anchor in your booth visitor’s minds during and after the show.

Time for the follow thru, making sure your guests receive the treatment and attention they deserve.  It is also at this time that you reward your visitors with a giveaway item or have them participate in the creative attraction you have created that pulls your theme together. If truly effective you should be able to not only pull in your list but others attending the show as well. Based on what was presented in your mailing or the theme used, this part of the show is what will bring the majority of potential leads and sales walking right up to your door, the very reason you attend shows for in the first place.

Key personnel should have the list of confirmed attendee’s, these should be divided up for the sales team by territory the prospects and of course their customers are located. Support people should try to memorize as many of the prospect names as possible so when they recognize one in the booth they can attempt to steer them to the proper sales or technical person. This simple treatment can often mean the difference from a prospect aimlessly walking about and being approached with the standard department store greeting “May I help you?” or being impressed with a first name greeting and “Let me introduce you to…” “Did you receive our special mailing?” “Could I have your badge to scan, I will bring it right back.” Even if you can not greet every person in your booth this way, the number that you do will come away impressed and more likely to hear what you have to offer.

Of course the final follow up after the show is sending out the information requested. If you are like every one else you will simply place a form letter with your catalog or brochure to the names on your lead list. If you want to make an impression you will use this opportunity to either further the theme used at the show or use it as the beginning of a new relationship. Either way, emphasis should be placed on how your follow up information is presented. The one thing to learn from this entire process is: People remember and appreciate attention and creativity; your efforts will always be rewarded with more sales opportunities and additional clients.