| |
| |
|
Marketing Information |
|
|
|
Direct Mail Strategy - Brand Identity Guru
1. Know your purpose: What do you want your direct mailer to accomplish? Do you want to be remembered? Do you want to educate prospects about benefits? Recently, Brand Identity Guru was hired to expand a clients direct mail efforts, so we created a direct mail piece to showcase our clients related capabilities. Now direct mail accounts for nearly 30% of our clients new business. 2. Research your market: Explore the companies on your mailing list so you can refer to their needs. Find out the top two issues and pain points that the company faces. 3. Be relevant: Your direct mailer should resemble something your client might use or buy. 4. Plan a campaign: The best direct mailers complement your PR, Advertising, Marketing Strategy and Sales efforts. Ultimately, each piece should build a cohesive, identifiable whole. 5. Attend to details: Find out the name of that purchasing agent or marketing contact and spell it right, proofread your words and double check visual placement. Even an award winning direct mailer is useless unless you send it to the right person at the right time. 6. Keep em' coming: Send a series of direct mailers regularly based on your clients needs. To find out what those are, simply ask clients how often they'd like to hear from you. Generally, December is already crowded with mailings, so BIG suggests waiting until February. Bulk mailers are good monthly and targeted mailers quarterly. 7. Follow up: If you don't follow up, all your efforts could slam to a halt. Initiate a dialogue with clients by making phone calls within a week or two after your mailing, especially if a client requests it. And of course, don't waste time dialing hundreds of phone numbers, but know that it's worth the effort for smaller mailings. To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today. Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations. Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies. Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
The Real Path To Big Bucks On The Internet! "Instead Of Wasting Time Trying To Hit The Lottery Of Internet Riches, Focus On Building Your Business One Sweet Income Stream At A Time!" Eric (one of my JV partners) experienced an epiphany yesterday. He had one of those rare moments of insight that can forever change your life. Where to Find New Customers Using B2B Direct Mail The challenge in business-to-business direct mail is knowing where to look for new business. You need a source of potential new clients that is reliable and affordable. The Most Powerful Marketing Strategy Available To Small Businesses Most small business owners want to generate huge profits, with little effort and in the least amount of time. If you fall into this category then joint venture marketing is the fastest, easiest and most profitable way to do that. Marketing: Are You Focused? In early 1992, President George H.W. Lessons From a Six Year Old My 6 year old daughter Emily knows exactly what she wants to be when she grows up. Two weeks ago she knew that she wanted to be a teacher. Thinking About More Business What does an old Russian joke have to do with getting new business? Did you increase your business in the past 12 months? Don't discriminate between more new clients or old clients spending more money--count the increase either way. If you didn't, you really should be asking yourself why not. 19 Ways To Attract Higher Paying Clients Some people have little difficulty attracting and maintaining clients who have higher discretionary funds to spend for solutions. Others can't get to first base. Marketing Tips 101 - Where Can I Get Clients From? The following tips have come from a wide variety of sources; some from other successful businesses we know, some from our Home-Based and Small Business Support Group meetings and some we've developed by trial and error. Some of the ways to get clients are: contact previous employers; mailing lists; cold call your target market; attend group meetings and seminars for your target market (conventions for doctors, lawyers; computer seminars); attend local Chamber of Commerce meetings; join groups related to your target market; if your target market uses a specific system, for example accountants use the SafeGuard system, contact them and tell them that you are available to teach them how to use the system or you can do it for them. Fundraising Letters Should Raise Donors, Not Donations, When Mailed to Strangers Are you willing to spend $1.25 to raise $1? To lose money to make money? You should be. What Does Your Business Card Say About You? - Making A Great First Impression! Interesting article in USA Today that I read this week that I've also read about on Scott Ginsberg's blog. Think about this: What does your business card say about you? If you work in a company that requires you to conform to the corporate standard, obviously you don't have much choice. Off The Shelf Software for Making Business Lists Available to all small businesses are business lists, which come on CD ROMs. This off the shelf business list software can help you in your small business. Maximum Marketing - Minimum Budget Two years ago I started my small Virtual Assistant business with a non-existent marketing budget. I borrowed marketing books from the library, read countless articles on the Internet and joined a professional trade association of my peers. Eliminate Your Competitors With 2 Simple Steps In business, having competitors goes with the territory. There's almost always someone selling the same product or service you are selling, or at least trying to solve the same customer problem you solve. Overcoming Resistances To Marketing a Practice-Part 2 In Part 1 of this article, "Resistances to Marketing a Practice" the seven most common resistances helping and healing professionals (counsellors, therapists, naturopaths, homeopathetic doctors, massage therapists, body workers, etc.) have to marketing a practice were identified. Costly Web Copy Pitfalls One secret to a site that sells: Look at your site from your customer's perspective. Another secret: Watch out for these common web copy pitfalls. Business Leads Anyone who runs their own business can tell you how challenging it is to generate business leads on a consistent basis. Finding good leads and generating more sales is vital to the long term growth of any business. How to Use Flyers to Increase Your Business What benefits will you get from flyers?Flyers are much different from postcards in that they convey product sales to the consumer. Safeway, Costco, Albertsons and other grocery chains are excellent at putting out flyers. A Business In One Sentence Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank method for creating a theme and positioning statement for your business. I prefer to use his same system for creating clarity for myself in what I'm selling, creating an elevator or introduction speech, and also material for my website, brochures and business card. Business Marketing Strategies For many small business managers, finding the time and commitment to develop business marketing strategies is difficult. There are so many other obligations vying for our attention it is tempting to push formal strategy development to the back burner. 3 Strategies to Market Your Business Even When There's No Money Many small and home based businesses know they need to market and yet, have little or no money to do so. Sadly, many use this as a reason not to market.
|
| home | site map |
| © 2006 |
