Marketing and Design Tips to Grow Your Business

• Can Direct Mail Get You Immediate Sales Results?
• Get The Biggest Bang For Your Advertising Buck.
• There's Something About A Box In The Mail!
• Five Ways To Extend Your Brand And Build Your Business.
• Is Your Business Card Working For You Or Against You?
• Product And Service Launches That Make A Splash.
• Get Employees Excited About Your Brand.
• Packaging Your Products And Services For Profits.

Can Direct Mail Get You Immediate Sales Results?

A direct mail campaign can be a great way to create immediate results to increase sales, generate demand for a new product or service, promote attendance at upcoming events or trigger interest in special offers.  The key to success with direct mail is to be specific! The more specific you are about what you’re offering – and how your audience can take advantage of it – the greater your chance of success.

Here are 4 easy steps to incorporate direct mail successfully into your marketing plan.

1. Cut Through the Clutter. You have just 20 seconds to bait the hook! Keep the message simple and focused – avoid the common mistake of trying to say too much. Use a compelling headline and strong visuals and graphics to catch the eye and grab attention. Be sure to prioritize how you want the reader’s eye to travel. What do you want them to read or see first, second and third?
2. Include a Motivating Offer. A percentage or amount off a total purchase generally generates more sales than the offer requires. Avoid “giving away” your services because it diminishes their value in your customer’s eyes. If you want to give away something, make it be an “add-on” or “extra” so customers appreciate the added value!
3. Act Now! Create a sense of urgency to get your customers and prospects on the same timeline as you. Use deadlines and expiration dates to encourage action – if it goes in their “I’ll look at it later” pile, you’ve lost them!
4. Track Your Success. Create a way to track (1) who responds to the piece and (2) what and how much they purchase. If you’re sending a direct mail brochure or postcard, you often can use the address label and postage date as a way of tracking.

Be careful what you wish for!!
Now that you've created a direct mail campaign to increase your sales, are you prepared to handle the results? Are your internal processes set up to handle the new business you create? Planning what happens when you get the new business is just as important as figuring out how you are going to get it.

Consider these questions:

• How are you going to follow up on the campaign? Does the offer make the client come to you? If they are responding by phone, are there enough people to handle the calls?
• For business-to-business clients you may want to follow up to increase your success percentage, since the main goal is probably to meet with the client face to face.
• You may want to send out the direct mail in batches to allow timely phone follow up. If you go this route, who is going to do the follow up calls – you? Your sales people? A telemarketing firm?
• When you get the appointment, who is going out on the calls?
• If the sales calls result in new clients, are you prepared to handle the additional work? How many new clients can your existing staff handle? Can your inventory support a jump in demand?

Many great direct mail campaigns have failed because response was good but internal processes were not in place to handle the new business. Don’t fall into this trap!

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Get the Biggest Bang for Your Advertising Buck!

Are you launching a new product? Introducing a new service? Entering a new market? When your company creates a new offering, a targeted, integrated advertising campaign could be the best approach to create excitement and energy around it – and to sell it! Before you proceed, remember that there are two sides to advertising.

• There’s Good News - One of the greatest advantages to advertising is you can reach a very large audience very quickly.
• There’s Bad News - It can be very expensive and many of the people you are reaching may not be potential customers.

To create an advertising campaign that gets the results you want without blowing your budget, follow these guidelines:

1. Isolate. By isolating your target market you can use the benefits of advertising cost-effectively. To narrow down your target market, first determine the demographics of your ideal customer. You can then match up your demographics to the right media. All media outlets know their customers - their age, gender, income level, where they live, what they read, where they work (industry related), and where they play (interests and hobbies). Use this information to determine how you can use your advertising dollars most effectively to reach your ideal customers.
2. Differentiate. Now that you know who your customers are and how to find them, make sure your messages mean something to them. Communicating the value of your product or service – not its features – is most important. Put yourself in your customers’ shoes and ask – How can this help me? Why do I care? Remember to translate your benefits into what it means to the customer.
3. Consolidate. By thinking out your campaign in advance you can create an approach based on one key concept and design advertising and marketing pieces that serve multiple purposes. This approach can create big cost savings in the long run on creative work, printing and mailing.
4. Integrate. To increase the results of your investment use different medias concurrently to saturate your target market, i.e. print ads/transit ads/TV/radio/direct mail/Website/email. By using the same creative concepts and the same messages that can translate easily from one media to the other you will reach you target market with a clear concise campaign and create brand consistency.

Advertise with a Great Event!
Culminate the energy and excitement you’ve built with your advertising campaign by hosting an event! An event like a Trade Show or Open House is a great way to get in front of your customers and prospects. Using events will allow you the opportunity to showcase the value and benefits of your products and services. Use this face-to-face time to:

• Educate them about other products and services you offer that they may not know about.
• Communicate new services you are offering or inform them of any specials they may want to take advantage of.
  Generate stronger relationships. Today with technology we don’t spend enough time with our customers face to face. Building relationships happens face to face, not through technology.
• Demonstrate how your new products and services will help them.
• Commemorate a special occasion like a grand opening or an anniversary.

Getting your customers and prospects involved face to face will increase the likelihood that they will connect with your company and respond to your calls to action!

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There's Something About a Box in the Mail!

When you are competing for attention in a crowded marketplace, the only way to be noticed and remembered is to make sure you stand out. Sending something in a box or unique kind of packaging is almost guaranteed to get your mailing opened. However, creating 3Dimensional direct mail pieces can be more costly because they usually consist of several elements so design, printing and postage will be higher per prospect than the average campaign.

Everyone loves to receive a gift - It’s fun and exciting! Before you make the investment, though, make sure the potential for ROI is there. Consider these characteristics:

1. A specific objective with clear sales goals.
2. A small quantity of qualified prospects.
3. High return on investment for each potential customer. You wouldn't want to use this type of campaign for customers who purchase low-ticket items.

Follow Up
Because memorability is very high on 3Dimensional Direct Mail it presents the perfect opportunity to call and follow up on what was sent. It’s an invitation to further the conversation and answer questions or address objections. Then, invite recipients to take the next step. Because follow up is critical to the success of this type of campaign, you generally want to send out these pieces a few at a time to ensure timely follow up. Even though your goal may be simple one you may need to think “outside of the box” to achieve the big results you’re looking for!

So Now I’ve Got Your Attention!
Once they’ve opened your 3Dimensional Mailing be sure your prospect knows what your call to action is -- and make sure it's enticing enough to inspire them to action. Think about engaging them in the process, which will move them closer to a sale.

Be Creative

• Use Special Offers for specific products or services.
• Add samples or gift items relevant to the message.
• Include an Advertising Specialty item with your logo and tagline.
• Offer a Free Trial or Demonstration.
• Invite them to an Event or Trade Show.
• Make Coupons to be redeemed for whatever action you want them to take (hotel stay, travel, etc.)

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5 Ways To Extend Your Brand & Build Your Business

Most companies invest in branding their stationery, websites and marketing collateral. But many firms fail to extend their brand into other venues where it can have a significant impact on their business results.
Here are 5 brand extension opportunities that your company can start taking advantage of today.

1. When you do speaking engagements, offer branded products for purchase or as giveaways (booklets, CDs and DVDs with your material on them). Make sure any handouts are branded, and if your audience needs to take notes you can provide branded pens and notepads.
2. When exhibiting at trade shows, make sure your booth and any materials you pass out are branded. Consider offering branded promotional giveaways such as an item relevant to your business. Your sales team that is staffing the booth can be outfitted in branded apparel.
3. When delivering your products and services to clients, brand the delivery mechanism, whether it’s a shopping bag, a box, package, 2-pocket folder, binder or CD.
4. When your staff is in contact with the public or traveling within your marketplace, use vehicle graphics and company apparel to maximize your brand and create a professional image.
5. When communicating to clients and/or employees via emails, memos, newsletters, policy/training materials or company events, use branded materials – email signatures, manuals, signage at events, slide shows, etc.

You’ll enjoy great results from taking the time to communicate your corporate identity to customers, prospects, and the market at large at every opportunity. Think about it:

• You communicate clearly and consistently who you are and what you offer.
• You build brand recognition – when your prospects or customers receive something from you, they know right away who it’s from!
• You create a strong identity for your employees – they know the brand and what it stands for.
• You leverage your brand to a wider audience, increasing awareness in the marketplace – so when you reach out in sales efforts, you’re not an unknown!

Branding for Business!
Once you’ve decided to extend your brand, the options are endless!

• Advertising
• CDs, DVDs
• Email Signatures
• Employee Training Materials
• Mailing Labels
• Newsletters
• Notebooks
• Notecards
• Pocket Folders
• Sales Proposals
• Shipping Cartons
• Shopping Bags
• Signage
• Staff Apparel
• Trade Show Booth
• Trade Show Graphics
• Vehicle Graphics

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Is Your Business Card Working For You or Against You?

It still amazes me how many times someone gives me a business card that either looks unprofessional or that displays the company's name but doesn’t tell me what the company does! Your business card is by far the most inexpensive yet most valuable piece of marketing material you use. It is usually your first opportunity to sell yourself and your brand. What do people think and feel when they see your card? Does it match the image you want to reflect?

Here are 5 common mistakes people make when marketing with their business cards.

1. An unprofessional look. Business cards that are printed off your own desktop printer on plain or pre-printed paper look like business cards that are printed off your own desktop printer! Nothing turns someone off faster than thinking “They just started and can’t even afford business cards.” It does not instill any confidence in your company. An investment in professionally designed and printed business cards will come back to you two-fold.
2. A generic format. Going to a printer and having your name and address centered on the card and printed in black ink because you think it doesn’t matter is a mistake. It does matter -- no logo, no brand, no identity, no credibility!
3. I don’t know what you do. Often when a company is named for its owner, we have no idea what kind of a company it is or what the company does! What happens when I look at that card six months from now? Hmm, I wonder what they do. If I can’t remember; I throw it out. If your company name is generic use a tagline that tells people what you do.
4. Failing to use the back of the business card. If you are not using the back of your card you’ve left half the space blank! The back is a great place to tell us more about your products or services, especially if you can use it to differentiate yourself from your competition. The extra cost to print the back of the card is minimal, so remember to use it!
5. You don’t have them when you need them! I attend many networking events and it astounds me when I ask for a card and someone says, “Oh, I forgot to bring them with me or I only have a couple.” You should have business cards on you at all times, lots of them! Always order large quantities of business cards -- the cost difference is minimal and you will always have enough to hand out when networking. You never know when you might meet someone you want to give your card to. I even bring them with me on vacation!

If your business cards fall into any of the categories above, it is time to consider redoing your business card

Your Business Card -- Not Just a Phone Number!
Generally a business card is used for contact information -- but it really is a lot more than that! Treat your business card as one of the most important marketing pieces you create!
Make sure it includes the following:

• Company name with logo or mark
• Tagline or position statement
• Company colors, graphics and typefaces
• All contact information
• List of services you provide
• List of products you sell or represent

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Product & Service Launches That Make a Splash

When planning the launch of a business, a product, a service or a new location, it’s critical to keep branding front and center – and to remember that branding involves more than your logo and your marketing materials.

Branding
For a new business, your launch is the opportunity to introduce your brand to the world. Your brand should reflect the image you want to portray in the marketplace, the experience you want customers to have when working with you and the values you have determined will guide your company. When launching a product, service or location as part of an existing business, it’s important to consider your company brand and make sure that the brand of the new entity integrates into it successfully.

Items that will be affected by any new branding include:

• Website
• Packaging
• Marketing Materials
• Stationery
• Store/Office Space
• Advertising
• Public Relations
• Announcements/Invitations
• Company Events
• Articles/White Papers

How do you accomplish this integration?

1. Define your new entity and the value it brings to your organization as a whole.
2. Decide whether the new entity is an expansion of current offerings or something completely new and different.
3. Create the brand for the new entity and plan its launch!

Planning - The Secret To Success
It’s easy to get excited when launching a new product or service, and many companies make the mistake of launching too early. Avoid this pitfall by making sure that all of your marketing pieces associated with the launch are created and communicate a consistent brand and message before going live.  For example, when introducing a new product in the marketplace, it may be tempting to give your sales team the print materials you’ve created for it before your website has been updated with the new product information. Or when rolling out a service, it may sound appealing to launch an email or telemarketing campaign to generate leads, but if you do it before the print materials are ready, you run this risk of appearing unprepared and unprofessional to your prospects.

Create a launch plan that includes the following:

1. A detailed plan about the product or service itself (its definition, value, pricing, brand, etc.)
2. A launch date – when you know that all the pieces will be ready!
3. A schedule and budget

Taking the time to think through the branding process and planning out the steps of your launch will allow your company to make a big splash that produces big results.

Choose the Best Venue for Your Launch!
Choosing the right vehicle for your launch to make it special is important. Here are some worth considering:

• Trade Show - Great place to unveil new products.
• Direct Mail Campaign - Include a promotional item.
• Open House - Great way to get people to your store or office.
• Grand Opening - Everyone loves a party!
• Seminar or Workshop - Give attendees valuable tips and advice.
• Online Demo or Webinar - Drive prospects to your website.

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Get Employees Excited About Your Brand

Small business owners often spend great amounts of time, energy and money marketing to their prospects. These efforts, when executed well, can produce desired business results. But it’s important not to neglect marketing to a key audience that can do wonders for growing your business – your own employees! When your employees get excited about your brand, every interaction they have with your prospects and customers will be more powerful. The quality of customer service your company delivers will improve, the energy your employees exude will be more positive, and your business will surely benefit with a happier customer base and a happier workforce. While your marketing strategy and message will remain the same when building your brand among an internal audience, the techniques will differ. Here are some ways you can be sure to build your brand – and your business – by appealing to employees.

Educate
Does your staff know everything that your company does? The products and services you deliver? The values you adhere to? The charitable work you do? The presentations and speeches that your management team may give to industry audiences?  Keep your team informed with employee bulletins, internal newsletters and intranet sites that update them on all the good your company does. In addition, share all your great customer news with your employees. Celebrate new clients with them, publicize your customer success stories to them. Keep it real, too, by sharing the areas where your company has opportunity to improve.

Invest in keeping your employees educated on industry trends, new technology or other areas that will give them a greater understanding of your business. Send them to workshops and conferences so they can expand their perspective of your industry.

Excite & Motivate
Your employees will be more likely to transfer their expanded knowledge if they feel encouraged and inspired by you. Generate excitement for your brand and for employee efforts with in-house signage, photos, employee contests, awards for top performers, and other initiatives. Demonstrating an interest in their professional development will also keep your employees motivated. If they ask you to contribute to a seminar or course that will enhance their skills, support their participation in these efforts. Show them that you care not only about the job they do for you but also for their career as a whole.

Appreciate
Employees who feel appreciated will strive to perform for you. Recognize any and every positive step your team takes to build your company’s brand. Newsletter spotlights, company bulletins, appreciation events, and bonuses will help to communicate your gratitude. At every touchpoint your employees have with your company – from the first interview to the day-to-day interactions within the organization to their goodbye parties – give them what they need to understand and communicate your brand. And do what it takes to make sure they want to do just that!

Brand Building Techniques
Business owners have several opportunities to build their brands with employees:

• Recruiting & Training Materials
• Employee Newsletters
• Intranet Sites
• Industry Workshops & Conferences
• In-house Signage & Photos
• Contests
• Awards
• Appreciation Events

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Packaging Your Products & Services for Profits

Your presentation to your customers and prospects doesn’t stop after you complete your corporate identity and marketing materials.

• What happens when prospects ask for more information or samples?
• What happens when you deliver your product or services?
• Do you think about the presentation as much as the contents?

Packaging your presentation is an important step in extending your brand. It’s a step that can leave a positive impression with everyone who receives your materials. It’s the extra touch that conveys the image you want people to have when they think of your business. When you sell based on value and service, the presentation becomes part of the perception. Even if you are selling a commodity, the  presentation and packaging is still important because it can help you to convey a professional image. A classic example of the importance of presentation is a gourmet chef – we all know that chefs consider the presentation of the food to be almost as important as its taste! And somehow the food tastes better when presented well!

If you deliver a product or sample:

• How is the product delivered – by courier, via an express mail service, via snail mail or email?
• If it is mailed, what does the outer packaging consist of? What is the experience of opening it?
• If you have your own vehicles with staff, does the vehicle have corporate graphics? Does your staff dress and look appropriate and professional?

If you deliver services:

• How are they presented? If delivery consists of written materials, are they presented in a folder, notebook or some other creative packaging that is consistent with your corporate image and graphics?
• Do you also supply it on a CD? Are the CDs generic or do they have your logo on them?
• If you deliver via email or your website are these vehicles appropriately branded? Is your site easy to navigate and organized clearly? Do your emails – and reply emails – include a branded email signature?

If customers and prospects come to your office for the delivery or your products or services:

• What is their experience the moment they walk in the door?
• Do your office colors reflect your corporate colors?
• Is the atmosphere appropriate for the experience?
• Is the staff dressed appropriately?

Thinking through the entire process, as a chef thinks through the entire meal, will help you clarify and appropriately address all the details. In the end, the experience of your prospects and customers will be enjoyable, pleasing to the senses and satisfying – just like a great meal. And you will get the response you’re looking for!

Bon Appétit!

Packaging Tips
Consider the following when you are seeking the best delivery mechanisms for your products and services:

• Who is delivering it?
• Is it in outer packaging?
• If so, will that be thrown away?
• What is the shelf life?
• What do you want the actual experience of opening it to be?
• Is your brand consistent?
• Is it easily identifiable?
• What other information needs to be included?
• What do you want people to do when they receive it?
  

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