Be Direct! Target your marketing communications with direct mail.

Direct mail – whether surface mail or e-mail – is a great way to get response from a clearly defined audience.  But doing direct mail successfully means watching three things:

1.    LIST
Make sure your message goes to the RIGHT people. If you’re purchasing a list, ask to test a small number of names before investing in the full list.
When you send out a mailing, you can expect 1-3% wrong addresses.  These will come as returned mail or maybe phone calls.  It’s a good idea to keep track of the number of bad addresses.  If you get more than 3%, you may be able to get money back from your list provider.

2.    BREAK-THROUGH CREATIVE
Think of all the stuff in your in-box.  A mailer needs to break through that clutter.  Grab attention.  Beg to be opened and read.  So have some fun. Maybe take a risk.  Different creative approaches can be tested to find what works best.

3.    OFFER/CALL TO ACTION
Direct mail is all about response.  So offer something attractive to spur it – a trinket, rebate, coupon, or informational pamphlet.  Be creative here, too.  This is another variable that can be tested.

Other factors to think about are:

• REPETITION

For any communication program to succeed, you have to repeat, repeat, repeat. With direct mail you can send a series of mailers or send the same piece. Send pieces two or three weeks apart…and repeat the series in three to six months.

• FOLLOW-UP

Phone calls to recipients after they’ve received a mailing can help get maximum results.

• MEASUREMENT

Look at inquiry quantity and quality from your program.  Use the information to make your program better.

Fatal marketing communications detours on the road to visibility

Visibility.  Awareness.  Being known.  That’s where selling starts.  Most business people know this at least intuitively.  But they may stumble, fumble and not make headway due to these five common marketing communications mistakes.


1.        KEEPING IT A SECRET
This seems basic, but many business people either forget the need to get out the word or purposely avoid this step because they’re worried about the competition.  The usual outcome of not telling the world about your product, service or company is disappointing sales.  Your prospective buyers need to know about you and your offering before they’ll buy.  It’s up to you to tell them.

2.        GIVING UP TOO SOON
It can take nine or more (!) repetitions of a message before it sticks in a prospect’s brain.  Don’t be alarmed if a single ad, mailer or whatever doesn’t yield a phenomenal response.  Keep at it with consistency, and you’ll see results.

3.        NOT USING THE POWER OF THE MIX
Repetition is good.  But it can be expensive and hard to achieve if you rely on just one communications type.  A mix of tactics carrying the same message to the same audience is more effective and affordable.

4.        NOT BEING BUYER-ORIENTED
You know what YOU want to say.  But do you know what your prospects want to hear?  If you don’t, ask them! Prospective buyers will pay more attention to messages that speak to THEIR needs.

5.        BEING BORING
Truth is, an uninspiring presentation will get through if it’s repeated enough times.  A fun, intriguing, interesting presentation of the same message will cut through the clutter faster.  Why settle for boring?

How much marketing communication is enough?

We all agree that marketing communication is a good thing if you want to sell something. Right?

Once that’s agreed, one of the next decisions marketers face is: how often do I need to communicate?
There’s no pat answer, but a lesson in human learning might help.

Did you know we (people, that is) forget about 90% of the information we’re exposed to? Repetition is critical because the more times a prospect is exposed to a message, the more likely he or she is to remember it.

In the communications business this repetition is known as frequency. The rule of thumb is that an individual needs to see to a message a minimum of three times for it to sink in.  And remember, that’s the MINIMUM.
More is better.
 
It’s important to note that the three times rule refers to a messages actually being noticed.  In the cluttered media environment of today, that can mean frequencies of nine or more times.

To put it plainly, don’t run one ad or send a single mailer and then curse your lack of results. Even if the message and audience are right, you probably need to repeat yourself a few times for best results.

Using a variety of communications methods in combination can make increased repetition more affordable.  So mix it up by putting together public relations, direct marketing, web strategies, advertising and events.  These can all work together to good effect.

Mixin' it up in marketing communications

A good cocktail calls for the right mixture of ingredients.  A successful marketing communications program has a mix of elements.  And just as individual tastes call for different mixes, each marketing situation dictates which marketing communications tactics will bring success. So how do you know when to use public relations or direct mail or trade shows or advertising or….?  The quick answer is “It depends.” It depends on your marketing situation and what you’re trying to achieve.
Each communications type has its uses.  Here’s what I mean.
ADVERTISING is a cost-effective way to reach a lot of people quickly. It can build awareness and/or generate inquiries depending on ad design and the media used.  Newspapers, radio, magazines, TV, and billboards each have something to offer that may or may not fit your marketing situation.
DIRECT MAIL (including email)is a great way to generate leads from a well-defined audience (usually 5,000 names or less.) Besides a good list, you need a strong offer and eye-catching creative to make direct mail successful.
If using email, be sure to get the recipient’s permission before sending.
PUBLIC RELATIONS (including social media marketing) can educate, enhance credibility and even generate inquiries. However, timing, content and placement of coverage are subject to the whims of editors, so PR is not a good awareness-building tactic.
TRADE SHOW and EVENTS are most productive if you have something new or products that are “hands-on.” This is what attendees are usually there for. You can collect good quality leads at a show, but trade show and event participation hare not good at building awareness.
WEB SITES are 24/7 information sources. Think of your web site as sales literature on steroids! The best sites offer lots of useful information in interactive formats so visitors can get just what they want when they want it.
Successful marketing communications programs utilize several of these communication types. Why?  Because a company can repeat their message more economically.  Because different prospects take in information in different ways. Because seeing a company’s message in different forms over time builds credibility and brand recognition.

Do More Marketing Communications, but Spend Less

Your marketing communications budget has shrunk.  Your company is hungry for sales leads.  How can you help?  Here are some ideas for staying visible while spending less.
PUT BUCKS WHERE THEY’LL GET THE MOST BANG. Analyze the results of your marketing communications programs.  Compare results with your objectives.  Invest in what’s working best.  If possible, tweak what’s not working as well and watch the results for improvement.
FOCUS ON CUSTOMERS. Your best prospects may be your customers.  And it usually costs less to retain a current customer than it does to create a new one.  So talk to your customers.  Ask them what they need to know and how they like to receive information.  Then implement programs that meet their needs.
USE SOCIAL MEDIA AND E-MAIL MARKETING APPROPRIATELY. Social media marketing’s  getting a lot of buzz these days.  Before you throw resources into this avenue make sure you’ve found a good way to reach your audience.  Expect it to take time. Social media marketing is more like public relations than direct response.
E-mail can be a lower-cost alternative to traditional, printed direct mail or newsletters.  But be smart.  Purchased lists tend to be bad investments.  I recommend building your own list, but be sure to get the recipient’s permission before sending anything.
ADD MARKETING PUBLIC RELATIONS TO YOUR MIX.  PR can extend your reach economically.  So, publicize new products and services.  Work with customers on case histories.  Collaborate with editors on articles.
USE OUTSIDE RESOURCES WISELY. There are independent marketing and communications professionals who can help you.  You get great work without the overhead of keeping someone on your payroll.  Just remember the “garbage in, garbage out” principle.  If you don’t give your marketing partner clear direction, you’re going to get back garbage.  However, if you provide all the right stuff and get junk, it’s time to get a new partner.

Tell Your Stories

Public relations is a powerful but under-utilized part of marketing communications.  It’s so misunderstood, but it really boils down to telling stories.

Let’s say your software improves a company’s productivity by 10%.  Maybe your widget reduces the cost and improves performance of a customer’s product.  Or your wise and timely recommendations lead a client to new levels of profitability and growth.

These are all great stories, but it’s up to you to make sure they’re told to the right people.  This includes:

1. Current clients/customers
Clients like to hear how others have used a product or service.  And featuring a client’s story can strengthen your relationship with her.

2. Prospective clients/customers
Make sure those you want to attract are exposed to success stories that are meaningful to them.  The documented success of others will boost your standing with your prospect.

3. Sales Force/Distributors/Dealers
These important people can use printed success stories in their selling efforts, and they can find ideas and inspiration in them.

4. Publications
If your stories are told in a problem/solution format, trade magazines and web sites may want them.  Case history articles that avoid self-promotion are in demand.

5. Employees
Success stories can help an employee feel good about his job.  If she happens to be involved with the product, the impact is even greater.

6. Investors
These people have a financial stake in your organization.  Sharing your successes with them will boost their opinion of your company.

Successful Storytelling

Public relations is a powerful but under-utilized part of marketing communications.  It’s so misunderstood, but it really boils down to telling stories.

Your products and services help clients and customers.  Each time your product improves a customer’s project, you’ve scored a success, and you’ve got a story to tell.  Each time you provide a service that improves a client’s organization, score again.  You have lots of success stories, but do you share them?

It’s up to you to make sure your stories are told and told the right way.  That means:

1.    Let the success of others speak to the effectiveness of what you offer. Avoid self-promotion.  People react negatively to it.

2.    Use your stories in a variety of ways. You can publish success stories in your newsletter or blog.  Print them as separate sheets.  Put them on your web site.  Use them in publicity campaigns.  Publicize them on Twitter.  This kind of recycling is cost-efficient and boosts your reach.

3.    Have a professional write them. You’ll need different versions for publicity use, print materials, and your web site. Work with a writer who knows the requirements of these styles.

4.    Have a graphic designer develop a format for print and web versions. The quality of the materials you produce reflects on your operation as much as the appearance and performance of your people and products.  That’s why I recommend using professional writers and designers.

5.    Include a photo if you can. Know the old saying “A picture is worth a thousand words”?  Well, it’s true.  You’ll get more readers if you include a photo, illustration, chart, or graph with your story.

Coming next – who to tell your stories to

Branding - It's not just for cows!

Cows Anymore

14 Oct

The market is flooded with just about every kind of competitor.  How do you get noticed in this flood?  Being consistently interesting and memorable will get you recognized quicker.  Interest and memorability should be built into your brand image.

There’s a lot of buzz in marketing communications about branding these days, but just what IS a brand, anyway?  It’s the sum of all the associations your prospects and customers have about your product or service or company.  Is it touchy-feely?  Yes.  Is it hard to control?  Yes.

Why should you care?  Because establishing a strong brand identity can be a shortcut into the hearts and minds of prospective buyers.  Being distinctive, recognizable, and memorable separates you from the competition.

Think. What personality or image do you want to present to customers and prospects? Should it be warm, friendly, and down-to-earth? Polished, knowledgeable, and sophisticated?
Does your company’s current logo, web site, literature design reflect the image you want to present? Is your company’s personality presented consistently in all forms of communication, including your social media presence?

There are four key steps in brand management:

1) Positioning – identify your unique benefits and desired image.

2) Planning – develop a road map for your brand identity programs.

3) Protection – guard the integrity of your brand.

4) Promotion – build awareness of and preference for your brand.

Brand management is an ongoing process, not a destination.  Keep working at it!

Message in a bottle

Imagine you’re stuck on an island.  If you put a message in a bottle in hopes of getting rescued, you’d make it brief and clear.
If you’re in business and you want customers to “rescue” you, the message in your marketing communications bottle needs to be brief and clear too. In marketing communications what you say is as important as where and how often you say it.
How do you come up with the right message? The first step is to know your customers. What benefits do they get from working with you? What problems do you solve for them?
Customer benefit is the main driving force behind an effective message.
Once you’ve developed potential messages, ask these five questions of each one:
1. Is it unique?
There may be many providers of a product or service. How do you set yourself apart?

2. Is it meaningful?
Select your unique message based on the real needs of customers.

3. Is it supportable?
Can you keep the promise you’re making?

4. Is it sustainable?
Establishing a position doesn’t happen overnight. Choose your message based on a long term view of what you can deliver.


5. Is it clear and brief?
If you ask your audience to think too hard, they probably won’t! Simple, straight-forward messages work best.  Remember, this is your “message in a bottle” after all.