Archive for the ‘Marketing’ category

Business Gift Giving on a Budget.

December 7, 2010
  1. Give a donation with a twist. Donations in honor of your customers aren’t novel, but getting them involved in the act is a fun twist. Select four or five charities and establish a pool of money (you don’t need to reveal the size of the pool). Send a letter explaining the program and ask them to designate the charity of their choice from the list. Customers can respond through a postage-paid postcard, an email or a personalized URL that takes them to their own landing page. You simply divide the money by the percentage of votes and have the charity send a recognition letter to each participant without stating the amount of the gift. Low cost. Multiple touches. Customer involvement.
  2. Send a product. This doesn’t work so well if your product is cement, but lots of companies make consumer or business products that are appropriate for gift giving. Or perhaps your company makes a range of products where the customer can make a choice. One of our favorite examples was an ad agency with a client that manufactured a line of high-end “arty” coasters that looked really cool on your table. They came in a wide range of choices, and the agency let each of their customers select a set from the brochure the agency had created for its client.
  3. Get intellectual. A popular business book (especially one on marketing) can make a thoughtful, moderately priced executive gift that doesn’t break the bank. It also gives you an opportunity to personalize the selection based on what you know about your client and provides future opportunities to discuss the content. If you’re not sure what book they would want or you’re afraid you’ll buy something they already own, then give them a few choices and benefit from the interaction.
  4. Gift the group. You can save money by sending a share-the-gift food item to the entire department in care of your lead contact. These types of group gifts tend to fly under corporate radar and can save you money if you’ve been providing a lot of individual gifts. You might also score points by paying attention to your customers’ employee health objectives. If they’ve been making a big push on the health and wellness front, try to find foods that are tasty but are also reasonably good for you.
  5. Do a service day. Don’t have any budget at all? Donate a service day (or morning or afternoon) to an area charitable organization. Your local homeless shelter, food bank or no-kill animal shelter are especially appropriate for the season and the economic climate. You can add to your time by having employees collect items from the organization’s urgent needs list. Whatever you do, be sure to take your camera along and share the story with your customers. Communicate that you performed the service in their honor in lieu of business gifts.

So what’s our holiday gift to you?

The second edition of The Little Book of Marketing Do’s and Don’ts is hot off the press. It’s a full-color, illustrated collection of the popular “Do’s and Don’ts” that accompany each issue of PrintStrategist.

We would love to mail you a gift copy in appreciation of your loyal readership throughout the year. Just send an email request to Larry Bauer. And if you have time, let us know what you did for corporate gift-giving this year.

Then relax, turn off the digital devices and enjoy a wonderful holiday season.

Upcoming Newsletter Topics.

October 26, 2010

Just a few of the topics we’re working on for future newsletters:

  • What’s the big deal about QR Codes?
  • Evaluating illustration vs. photography.
  • Choosing the right personalization strategy.

Upcoming Newsletter Topics.

August 24, 2010

Just a few of the topics we’re working on for future newsletters:

  • What’s the big deal about QR Codes?
  • Evaluating illustration vs. photography.
  • Choosing the right personalization strategy.

Upcoming Newsletter Topics.

May 26, 2010

Just a few of the topics we’re working on for future newsletters:

  • Evaluating illustration vs. photography.
  • Dimensional mailers—making your “dream” project a reality.
  • Choosing the right personalization strategy.

Are You Still Selling Your Father’s Postcards, Print Strategist?

April 13, 2010

Postcards are more popular than ever, though many writers and designers run for cover when they hear the word. Some don’t like condensing the message into such a small space. Others dismiss them as low-end, low-value promotions for companies that can’t afford anything else.

But savvy print strategists know better.

Postcards can be performance powerhouses when done right. In fact, they sometimes do remarkably well even when done poorly. One of the reasons they continue to work is that postcards come “pre-opened.” There’s no decision to make. The offer is right in front of you. Postcards draw immediate attention and give your customers more than a fighting chance to entice prospects even when the sender is unknown.

Perfect for today’s over-messaged marketplace.

Understanding Postcard Basics.

Although our intent is to encourage you to take the form to its highest level, there are four postcard basics that your customers need to get right no matter what technology you integrate into their campaigns:

  1. Attention-demanding Headline. They only get a few seconds to gain attention, so headlines must be big and benefit oriented.
  2. Involving Visual. Draw in the recipient by making the visual and headline work as a team. Visuals should be as large and involving as possible. Showing a product or service in action is always an effective recommendation.
  3. Persuasive Copy. Maintain interest with strong, feature- and benefit-oriented copy. Since the postcard is likely the first in a multi-step approach, copy should entice and qualify.
  4. Call to Action. Be sure your customers are telling recipients exactly what action to take and to assume nothing. They should direct the person to “Call toll free today for a free sample and information kit,” or whatever is the appropriate action for the program. Multiple, user-friendly options tend to work best.

Adding Some Technology Juice.

Separate your clients’ postcards from the competition by taking advantage of the technology you offer (or should be offering):

  • Encourage Data Mining. From variable data digital printing to inkjet imaging, print technology provides opportunities to personalize and customize postcard mailings. There’s a strong likelihood that your customers have plenty of existing data to elevate the performance of their postcards. Encourage them to start simply, if necessary, and then help them work their way up. But do bring data into the picture. Every personalization step they take will deliver better results. Keep in mind that there’s also worthwhile demographic information to append from outside sources while they’re building their internal database. Offer to provide data services through an outside partner or, if you have one, your in-house team.
  • Personalize. Get your clients past the “name thing” quickly. It’s not that using someone’s name isn’t worthwhile—it is—but today’s variable technologies allow marketers to do so much more with photos, graphics and copy if they know anything at all about their target. You can help them create postcards that are variable in every respect with digital presses or do something as simple as offline-inkjet imaging a store location map while you’re doing the addressing. You can also help them create postcards with personalized URLs (pURLs) that connect recipients to a personal landing page where they typically receive an incentive for their effort. Advise your customers to provide offers at the personal landing page that go beyond the original promise, such as an opt-in newsletter or club membership. Besides the personalization effect, the big benefit of pURLs is that they provide a reliable method for tracking postcard recipients who went online as a result of the promotion, whether or not they took advantage of the offer.
  • Involve. Postcards can now be more involving than ever. Consider QR Codes, the two-dimensional barcodes that enable smartphone users equipped with the correct reader software to scan the code. This causes the phone’s browser to launch and redirect to the programmed URL. A real estate company, for example, could offer a property on the postcard and the QR code might take the recipient to a video tour of the home. But don’t dismiss involvement devices such as scratch-offs, repositionable notes and other proven techniques that can boost the effectiveness of postcards.

The bottom line is that postcards not only work, but also are evolving tools that can achieve virtually any level of marketing sophistication your customer requires. They provide a great opportunity for Marketing Service Providers to take customers beyond commodity postcards and into more sophisticated solutions.

While you’re at it, why not demonstrate your capabilities through your own postcard campaign?

By Larry Bauer

Want Expert Advice?

Bauer Associates helps printers of all sizes develop and execute effective marketing strategies. For more information, email Print Strategist Larry Bauer

You can connect with Larry Bauer on LinkedIn. Or follow him on Twitter. Or join Print Strategist on LinkedIn.

Do’s and Don’ts of Postcards.

April 13, 2010

We once knew a youth soccer coach who was 10-0 in her first season and knew it was the coaching. Then she went 0-10 in her second season and knew it was the players. Consistent success depends upon bringing all the elements together. Here’s how to help your clients trounce the competition with their next postcard campaign.

Do

  • Grab attention with a bold headline—postcards have to work fast.
  • Focus on one big idea and one main point per card.
  • Emphasize what the recipient will get by taking the next step.
  • Include all the elements of a direct mail package in short form—letter, brochure and reply.
  • Use tracking identifiers to know what’s generating inquiries.
  • Include a strong, crystal clear call to action.
  • Make the card interactive with QR codes and other devices.
  • Use a personal message style over a display ad approach.
  • Increase the card size to 6” x 9” if possible—higher response rates and more marketing space usually justify the costs.
  • Approach your database work as carefully as you would any other mailing.

Don’t

  • Get spooked into ultra-short copy—the billboard notion is a myth.
  • Use technical words or jargon—this isn’t the place, if there ever is one.
  • Forget to include incentives for taking the next step.
  • Think that color and graphics will outperform personalized content—put them together for maximum results.
  • Try to make the sale on the postcard—they are multi-step marketing vehicles.
  • Use smaller than 8 pt. type anywhere on the postcard.
  • Neglect direct mail basics—get your lists, offer and creative right in that order of priority.
  • Accept any old paper—your stock selection is a visual element too.
  • Think that postcards are just for small companies—check your mailbox.
  • Settle for your office printer.

By Larry Bauer

Missed Getting Your Copy of The Little Book of Marketing Do’s & Don’ts? Not to worry. We printed plenty of copies, and we’d be happy to connect you with one. The Little Book of Marketing Do’s & Don’ts is a collection of the eight most viewed “Do’s & Don’ts” published by our PrintStrategist newsletter to date including:

  • Taglines
  • Print Advertising
  • Referrals
  • Trade Shows
  • Corporate Brochures
  • Direct Mail
  • Thought Leadership
  • White Papers

Simply email Larry Bauer your postal mailing information and we’ll send you a complementary copy.

Upcoming Newsletter Topics.

April 13, 2010

Just a few of the topics we’re working on for future newsletters:

  • Using envelopes as your “get opened” tool.
  • Evaluating illustration vs. photography.
  • Choosing the right personalization strategy.

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