Even with the growth of online classifieds and the increase in popularity in sites such as Craigslist, newspaper classifieds are still the preferred method of advertising for many wishing to sell unwanted items. This is evident in the number of print classified ads listed daily in newspapers and magazines throughout the country and worldwide. These advertisements may cost more than those which can be posted on the Internet, however, posting your classified advertisements in the newspaper will likely increase the chance of a sale as you are reaching a more local market.
It is unlikely that someone from across the country or around the world will want to purchase your used furniture, lawn mower or Kenmore washer and thus much of the traffic that would come to your Internet ad would be useless. However, due to the fact that most newspapers that feature classified advertisements have a local circulation, the chances of completing a sale through the newspaper greatly increase since the product can easily be obtained.
On the contrary, if you were to find a motorcycle for sale online and the seller lived in Florida while you resided in California, it would be very difficult to purchase the item. Furthermore, with the decreasing costs of advertising in the newspaper, many people find it a viable method of advertising the products they no longer need.
Another reason why classified advertisements are so popular in newspapers is because of the reach that many larger newspapers get. For example, a newspaper such as the Boston Globe, had hundreds of thousands of readers throughout the Boston area and throughout Massachusetts and southern New Hampshire and Vermont. Hence, if you are selling a product such as a car or other high-ticket item, many of these people may be interested in traveling a bit of a distance to make a purchase. By advertising in the classifieds section of larger newspapers, you are reaching an even greater number of potential customers within your local market.
Internet classified advertising does have some benefits such as it is very easy to post your ad and in certain circumstances your Internet classified advertisement may attract more visitors than your advertisement in the newspaper. Therefore, it is sensible to advertise your product on the Internet as well. By combining your newspaper and Internet advertising, you are sure to reach a large number of potential buyers in both the local and distant markets.
There are two types of classified advertisements which I would strongly recommend advertising primarily in newspapers. These types of advertisements would be promoting the sale of automobiles and low paying jobs. Many newspapers have a special section for these products/services and thus advertising these products in the newspapers is likely to reach more buyers in the local market.
Advertising higher paying jobs and hard to find items, such as a classic car, can do well on the Internet since people may be willing to travel far from home for these types of jobs or to acquire a unique item. If you are selling smaller sized items, such as jewelry, clothing or books, they can be sold utilizing online portals such as Ebay, since these products are fairly easy to ship to their destination and finding a local buyer is not as imperative.
In conclusion, you need to determine the best method of advertising for your item. Newspaper classifieds should always be considered since this medium can very often bring you the customer you are looking for to complete the sale. Depending on the type of item you are selling, advertising in the newspaper classifieds and locating a buyer within your locality can very well be the key to a successful sale of your item.
Author: Janet Doherty
Sunday, March 14, 2010
Wednesday, March 10, 2010
Low Cost Advertising That Pays
Like anything make sure you test these tips and tricks of the trade for advertising your business. Make sure your are consistent with your efforts and proceed to the best of your abilities.
1. Market your products and services using advertising specials. Various magazines and newspapers often offer special packages such as '2 for 1 ads" or a "pay for 3 ads and get a 4th ad with no extra fee" kind of deals. Take advantage of these special deals to save a little.
2. Ever heard of the piggy-back method? In doing this advertising approach, every time you mail letters or fill orders for customers, maximize the use of the envelope and place ads on it.
3. Produce you own advertiser or newsletter. Make sure to issue them regularly. Release them either monthly or every three to four months. Try to sell ad space and subscriptions to it. This way, printing the paper and postage would be taken care of by other bodies. You have your own ads posted with no cost having to come out of your pocket.
4. Be in the news. When column-worthy events and improvements happen in your business establishment, send notices and let editors know. If the publisher thinks your report is interesting enough to be printed, you can get free ad placement in exchange.
5. Make deals with publishers. Tell them to insert your ads in the publication, and in exchange, you will help distribute 50 or more copies of their paper.
6. Bulletin boards are placed at many locations. Prepare flyers and post them over these free bulletin boards. A lot of people pass by them everyday resulting to a bigger ad exposure on your part. The best thing about it is there is no additional expense!
7. Produce a rubber stamp version of your ad and post it everywhere possible such as on envelopes, flyers, etc.
8. Nothing can be more effective than word of mouth. Tell your loyal customers to spread the word. In return, you will give them discounts. Ask them to send relatives, friends and everyone they know over to your business center to make new clientele.
Try these methods and see the difference; less advertising expenses flow out while more customers come in.
Author: Charlotte Howard
Article Source: http://EzineArticles.com/?expert=Charlotte_Howard
1. Market your products and services using advertising specials. Various magazines and newspapers often offer special packages such as '2 for 1 ads" or a "pay for 3 ads and get a 4th ad with no extra fee" kind of deals. Take advantage of these special deals to save a little.
2. Ever heard of the piggy-back method? In doing this advertising approach, every time you mail letters or fill orders for customers, maximize the use of the envelope and place ads on it.
3. Produce you own advertiser or newsletter. Make sure to issue them regularly. Release them either monthly or every three to four months. Try to sell ad space and subscriptions to it. This way, printing the paper and postage would be taken care of by other bodies. You have your own ads posted with no cost having to come out of your pocket.
4. Be in the news. When column-worthy events and improvements happen in your business establishment, send notices and let editors know. If the publisher thinks your report is interesting enough to be printed, you can get free ad placement in exchange.
5. Make deals with publishers. Tell them to insert your ads in the publication, and in exchange, you will help distribute 50 or more copies of their paper.
6. Bulletin boards are placed at many locations. Prepare flyers and post them over these free bulletin boards. A lot of people pass by them everyday resulting to a bigger ad exposure on your part. The best thing about it is there is no additional expense!
7. Produce a rubber stamp version of your ad and post it everywhere possible such as on envelopes, flyers, etc.
8. Nothing can be more effective than word of mouth. Tell your loyal customers to spread the word. In return, you will give them discounts. Ask them to send relatives, friends and everyone they know over to your business center to make new clientele.
Try these methods and see the difference; less advertising expenses flow out while more customers come in.
Author: Charlotte Howard
Article Source: http://EzineArticles.com/?expert=Charlotte_Howard
Monday, March 8, 2010
Shoestring Marketing
If you’re a fledgling entrepreneur you’ve likely run into one of the first stumbling blocks along the way to success. You need to advertise to bring in customers and generate a steady stream of profit, but you need that profit before you can afford to advertise. It’s a classic catch 22.
In our modern, mass communication culture, the first thing most struggling startups turn to for cheap advertising is the internet. While this sounds enticing, with the billions of potential customers around the globe you could reach, it is also problematic. Everyone and their brother has a web page (or twelve) and, unless you are investing thousands of dollars in your online marketing to ensure your site comes up first in searches of google or yahoo, your company is going to get lost in the vast sea of information.
Don’t give up hope, though. There are alternative and you would be surprised at how simple, effective and cheap they can be. For instance, consider some of the following examples.
Business Card Printing - Taking a note from the latest internet 2.0 trend, you can use social networking to promote your business. Instead of wasting hours on a web based network that’s geared mostly toward teenage cyber flirting, print out some business cards and get out into your community, where your real customers are going to be coming from. If you take this route, though, I really recommend you go with full color business cards. The price difference between color and black and white is negligible and color business cards give a more professional appearance.
Label Printing - Maybe you’ve already been doing business on the internet, selling your products over auction sites like e-bay or maybe you haven’t established a brick and mortar store yet. When mailing products, professionally printed labels on your packages can give you that “big business” look without the big price tag.
Sticker Printing - As internet viral marketers know, sometimes the key to generating curiosity and interest just means getting your name in the public view. The only difference between viral marketing and guerilla marketing is the price. Putting enough stickers in noticeable places, like car bumpers and at busy subway stations, can create a buzz for your business while spreading awareness of your company brand.
This is by no means a comprehensive list, but should serve as a spring board for further cost effective marketing strategies. Don’t rely on untested and ineffective advertising and don’t go broke trying to turn a profit. There are cheap and easy alternatives that have been proven to work. Let them work for your business.
Autor: print_place01
Source: Free Articles
In our modern, mass communication culture, the first thing most struggling startups turn to for cheap advertising is the internet. While this sounds enticing, with the billions of potential customers around the globe you could reach, it is also problematic. Everyone and their brother has a web page (or twelve) and, unless you are investing thousands of dollars in your online marketing to ensure your site comes up first in searches of google or yahoo, your company is going to get lost in the vast sea of information.
Don’t give up hope, though. There are alternative and you would be surprised at how simple, effective and cheap they can be. For instance, consider some of the following examples.
Business Card Printing - Taking a note from the latest internet 2.0 trend, you can use social networking to promote your business. Instead of wasting hours on a web based network that’s geared mostly toward teenage cyber flirting, print out some business cards and get out into your community, where your real customers are going to be coming from. If you take this route, though, I really recommend you go with full color business cards. The price difference between color and black and white is negligible and color business cards give a more professional appearance.
Label Printing - Maybe you’ve already been doing business on the internet, selling your products over auction sites like e-bay or maybe you haven’t established a brick and mortar store yet. When mailing products, professionally printed labels on your packages can give you that “big business” look without the big price tag.
Sticker Printing - As internet viral marketers know, sometimes the key to generating curiosity and interest just means getting your name in the public view. The only difference between viral marketing and guerilla marketing is the price. Putting enough stickers in noticeable places, like car bumpers and at busy subway stations, can create a buzz for your business while spreading awareness of your company brand.
This is by no means a comprehensive list, but should serve as a spring board for further cost effective marketing strategies. Don’t rely on untested and ineffective advertising and don’t go broke trying to turn a profit. There are cheap and easy alternatives that have been proven to work. Let them work for your business.
Autor: print_place01
Source: Free Articles
Sunday, March 7, 2010
Mistakes to Avoid in Your Advertising Campaign
Here are surefire ways to blow your marketing campaign:
1. Create your advertising campaign yourself.
Sure, you can do it. Who needs a professional anyway? You are just going to pay for it immensely and would only be left with unsatisfactory results just because your color printing company was not able to provide you with your expectations. Or that your graphic designer did not do a good job the last time you hired one.
No matter. The reason why you are hiring a pro to do it is because they are experts in their field as you are with your business. If you want to have an ad that is oozing with professionalism and expertise, then better hire someone who knows what he or she¢s doing. Believe me. You will be able to save more money, than getting someone later to correct what you have totally botched up because you wanted to save on your costs.
2. Pay no attention to your target audience when you create your ad
campaign.
You do not want your target clients involved then don`t even think about starting your ad campaign. In the first place, the reason why you are doing this is because of your target market primarily. It would not work at all if you totally ignore them. Professional marketers and expert advertisers will tell you that in order for you to have a successful marketing campaign you have to identify first your prospects before you begin any kind of work in your campaign.
3. Do not plan; just take hold of the bull by the horns and go for it.
Just go ahead and start your advertising campaign. Everything will fall into place anyway. And do not even think about your budget or the right places where you can promote your stuff. You will just see where your campaign leads you.
Well, it will definitely lead you to failure. If you want to blow it big time, then the way to do it is to not plan your moves. This is the foremost idea in marketing: you need a well conceived plan if you want to be successful. And if you want to save what you have in your budget, then you better plan fast. You would not want to waste your limited resources and then later find out that you don¢t have any paying customers to show for your efforts.
4. Do it once and then forget about it.
You do not need to do it again. Your ad is so spectacular that everybody will be remembering it for many years to come.
Wrong! Frequency is the key to any successful marketing campaign. If you want to be recognized and remembered, be sure to run your color printing ad not just once but believe it or not, more than 6 times. Studies have shown that consumers remember better when they see the ad 6 times or more.
These are just some of the no-nos when you run your ad campaign. If you want your ad to fail, then use these strategies and see how your business crash down quickly.
Autor: kayemarks
Source: Free Articles
1. Create your advertising campaign yourself.
Sure, you can do it. Who needs a professional anyway? You are just going to pay for it immensely and would only be left with unsatisfactory results just because your color printing company was not able to provide you with your expectations. Or that your graphic designer did not do a good job the last time you hired one.
No matter. The reason why you are hiring a pro to do it is because they are experts in their field as you are with your business. If you want to have an ad that is oozing with professionalism and expertise, then better hire someone who knows what he or she¢s doing. Believe me. You will be able to save more money, than getting someone later to correct what you have totally botched up because you wanted to save on your costs.
2. Pay no attention to your target audience when you create your ad
campaign.
You do not want your target clients involved then don`t even think about starting your ad campaign. In the first place, the reason why you are doing this is because of your target market primarily. It would not work at all if you totally ignore them. Professional marketers and expert advertisers will tell you that in order for you to have a successful marketing campaign you have to identify first your prospects before you begin any kind of work in your campaign.
3. Do not plan; just take hold of the bull by the horns and go for it.
Just go ahead and start your advertising campaign. Everything will fall into place anyway. And do not even think about your budget or the right places where you can promote your stuff. You will just see where your campaign leads you.
Well, it will definitely lead you to failure. If you want to blow it big time, then the way to do it is to not plan your moves. This is the foremost idea in marketing: you need a well conceived plan if you want to be successful. And if you want to save what you have in your budget, then you better plan fast. You would not want to waste your limited resources and then later find out that you don¢t have any paying customers to show for your efforts.
4. Do it once and then forget about it.
You do not need to do it again. Your ad is so spectacular that everybody will be remembering it for many years to come.
Wrong! Frequency is the key to any successful marketing campaign. If you want to be recognized and remembered, be sure to run your color printing ad not just once but believe it or not, more than 6 times. Studies have shown that consumers remember better when they see the ad 6 times or more.
These are just some of the no-nos when you run your ad campaign. If you want your ad to fail, then use these strategies and see how your business crash down quickly.
Autor: kayemarks
Source: Free Articles
Friday, March 5, 2010
Pumping up your business !
You have carefully studied your target market. All aspects of your brand creation have received extra scrutiny. With the perfect slogan, logo and sales copy you feel quite good. However, unless effectively communicated, none of it is worth a thing.
Many companies learn the hard way that creation of the brand is only the first step. Ultimate success is dictated by your ability to instill awareness of your brand within the marketplace. There are now a multitude of mediums which can be utilized towards this end. They range from avenues which have existed since the dawn of time to the most cutting edge SEO wizardry
Advertising Online Can Work Just Fine
Today's interactive world presents many possibilities for increasing your brand's awareness. Banner ads can be purchased on appropriate sites. Cross promotional arrangements can be hatched.
Ranging from search engine optimization of your own site to affinity programs with other sites, the avenues are endless. Most brands recognize an online presence is paramount to success in commerce today.
Also powerful are today's social networking sites. These, in addition to niche forums, provide a great place to form relationships with potential customers. By being helpful and a good source of information online you are able to engender trust and familiarity with your brand.
Don't Bail On Good Old Snail Mail
Many companies become so focused on the interactive world that they end up neglecting many tried and true marketing methods. Booklet printing can prove to be cost effective against other forms of marketing. Targeted mailings of informative literature goes a long way to building your brand. Those with a wide range of products find catalog printing to also be an efficient use of marketing resources.
Other basics like custom business cards are also useful. First impressions are enhanced with a creative business card. Each point of contact with potential customers presents an opportunity for improving your brand equity.
Broadcast Your Brand Throughout The Land
Traditional print, radio and television mediums have become quite affordable for targeted marketing. Of course, as a small business owner you can not afford prime time television advertising. However, many opportunities now exist for last minute purchases which can be quite economical.
If appropriately directed at your niche audience these avenues can prove to be the most fruitful. No weapon within a marketer's arsenal is out of the reach of today's small business owner.
Keep It Real After The Deal
Branding doesn't end upon finalization of the sale. Good customer service translates to repeat buyers. A quality product or service is a selling point in and of itself. Protecting your brand equity requires you to ensure happy customers.
Create a great brand and promote it creatively. Your business deserves it.
Source: Free Articles
Autor: print_place01
Many companies learn the hard way that creation of the brand is only the first step. Ultimate success is dictated by your ability to instill awareness of your brand within the marketplace. There are now a multitude of mediums which can be utilized towards this end. They range from avenues which have existed since the dawn of time to the most cutting edge SEO wizardry
Advertising Online Can Work Just Fine
Today's interactive world presents many possibilities for increasing your brand's awareness. Banner ads can be purchased on appropriate sites. Cross promotional arrangements can be hatched.
Ranging from search engine optimization of your own site to affinity programs with other sites, the avenues are endless. Most brands recognize an online presence is paramount to success in commerce today.
Also powerful are today's social networking sites. These, in addition to niche forums, provide a great place to form relationships with potential customers. By being helpful and a good source of information online you are able to engender trust and familiarity with your brand.
Don't Bail On Good Old Snail Mail
Many companies become so focused on the interactive world that they end up neglecting many tried and true marketing methods. Booklet printing can prove to be cost effective against other forms of marketing. Targeted mailings of informative literature goes a long way to building your brand. Those with a wide range of products find catalog printing to also be an efficient use of marketing resources.
Other basics like custom business cards are also useful. First impressions are enhanced with a creative business card. Each point of contact with potential customers presents an opportunity for improving your brand equity.
Broadcast Your Brand Throughout The Land
Traditional print, radio and television mediums have become quite affordable for targeted marketing. Of course, as a small business owner you can not afford prime time television advertising. However, many opportunities now exist for last minute purchases which can be quite economical.
If appropriately directed at your niche audience these avenues can prove to be the most fruitful. No weapon within a marketer's arsenal is out of the reach of today's small business owner.
Keep It Real After The Deal
Branding doesn't end upon finalization of the sale. Good customer service translates to repeat buyers. A quality product or service is a selling point in and of itself. Protecting your brand equity requires you to ensure happy customers.
Create a great brand and promote it creatively. Your business deserves it.
Source: Free Articles
Autor: print_place01
Thursday, March 4, 2010
Example of How to Write a Persuasive Business Marketing Letter.
Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in brackets [like this] did not appear in the letter but simply appears to describe the mechanics of the letter
Author: Alan Sharpe
Target audience: General managers of auto dealerships
Mailer: Sharpe AutoCards [a fictional company for the purposes of this sample letter]
Purpose: Generate appointments for salespeople
[MAILING ENVELOPE]
[Is 5 x 9 inches in dimension and has a window, through which appears a portion of a gift card, personalized with the prospect's name. The envelope has a teaser headline: Inside: A win-win-lose proposition for your auto dealership.]
[LETTER]
[Is 8 1/2 x 11 inches, copy on both sides]
December 27, 2007
Brad Carling, General Manager
Tri-City Chev-Olds
123 Any Street
Anytown OH 12345-9163
[Right here, beneath the prospect's name, is affixed to the letter a sample auto gift card, personalized with the prospect's name, and this headline: As you can see, this card has success written all over it.]
Dear Mr. Carling:
Go ahead, pull this amazing little card off the paper.
It's made of plastic. It costs you $2 to buy. But it's worth the price of a new car, sold off your lot. This card is worth the lifetime value of a loyal customer. In sales, service, parts, accessories and referrals. And goodwill. And free word-of-mouth advertising.
Hold it in you hand for a minute, and think of your competition. Consider your revenue goals for the next quarter. Do you need to increase your new and used vehicle sales? Boost your parts & service department revenue? Multiply your accessories department revenue? Retain customers after their warranty runs out?
This card will help. Big time. It's a vital part of Sharpe AutoCards, a custom-branded loyalty and gift card program that generates revenue for your dealership. But first, how it works.
Take a look at the front of your card. As you can see, you customize the card to match your dealership's brand image and visual identity. Now turn it over. See that magnetic stripe across the back? It stores information about the card's dollar value and each transaction.
You hand cards like this to everyone whose business you want to attract and whose loyalty you must keep. Walk ins. Be Backs. Looky-Lous. Current customers. Even former customers. They all use the card to buy products and services at your auto dealership only.
You manage the program using a simple card reader hooked to a personal computer at your dealership running our software. For an average auto dealership, the start-up cost of buying the system and operating it for one year is less than $2 per car sold that year.
That's what the card does. Here's what it does for you.
Please read the brochure I've enclosed for the compelling specifics. You use the Sharpe AutoCards card to:
1. Close more sales by beating competitors' discounts
2. Boost your service department revenue and repeat business
3. Multiply your accessories department revenue
4. Retain customers for years after the sale
5. Attract potential customers and increase traffic in your showroom
6. Increase referral business
7. Increase revenue on the back end
8. Promote brand awareness of your dealership
The Sharpe AutoCards system is up to five times less expensive than competing offerings. Plus, you pay no transaction fees and you don't have to buy any annual maintenance contracts. I call that a win-win-lose proposition for you, your customers and your competitors.
Use your card today to receive free coffee and donuts for four.
The gift card you are holding in your hand has been pre-loaded with $10 worth of coffee and donuts. Get a first-hand demonstration of how the card works by inviting me to your showroom for a complimentary consultation about the Sharpe AutoCards system. Hand me your gift card, I'll swipe it, process your transaction, and hand over your free coffee and donuts. Like the gift cards you'll use one day, this one can only be redeemed at the place of business on the card, which is to say, Tri-City Chev-Olds.
When is a good time for us to get together for coffee and a chat at your showroom? Call me at 123 456-7891 today and let's set up an appointment.
Yours sincerely,
[signature in blue ink]
Brad K Phillips, Director, Sales
Sharpe AutoCards
Author: Alan Sharpe
Target audience: General managers of auto dealerships
Mailer: Sharpe AutoCards [a fictional company for the purposes of this sample letter]
Purpose: Generate appointments for salespeople
[MAILING ENVELOPE]
[Is 5 x 9 inches in dimension and has a window, through which appears a portion of a gift card, personalized with the prospect's name. The envelope has a teaser headline: Inside: A win-win-lose proposition for your auto dealership.]
[LETTER]
[Is 8 1/2 x 11 inches, copy on both sides]
December 27, 2007
Brad Carling, General Manager
Tri-City Chev-Olds
123 Any Street
Anytown OH 12345-9163
[Right here, beneath the prospect's name, is affixed to the letter a sample auto gift card, personalized with the prospect's name, and this headline: As you can see, this card has success written all over it.]
Dear Mr. Carling:
Go ahead, pull this amazing little card off the paper.
It's made of plastic. It costs you $2 to buy. But it's worth the price of a new car, sold off your lot. This card is worth the lifetime value of a loyal customer. In sales, service, parts, accessories and referrals. And goodwill. And free word-of-mouth advertising.
Hold it in you hand for a minute, and think of your competition. Consider your revenue goals for the next quarter. Do you need to increase your new and used vehicle sales? Boost your parts & service department revenue? Multiply your accessories department revenue? Retain customers after their warranty runs out?
This card will help. Big time. It's a vital part of Sharpe AutoCards, a custom-branded loyalty and gift card program that generates revenue for your dealership. But first, how it works.
Take a look at the front of your card. As you can see, you customize the card to match your dealership's brand image and visual identity. Now turn it over. See that magnetic stripe across the back? It stores information about the card's dollar value and each transaction.
You hand cards like this to everyone whose business you want to attract and whose loyalty you must keep. Walk ins. Be Backs. Looky-Lous. Current customers. Even former customers. They all use the card to buy products and services at your auto dealership only.
You manage the program using a simple card reader hooked to a personal computer at your dealership running our software. For an average auto dealership, the start-up cost of buying the system and operating it for one year is less than $2 per car sold that year.
That's what the card does. Here's what it does for you.
Please read the brochure I've enclosed for the compelling specifics. You use the Sharpe AutoCards card to:
1. Close more sales by beating competitors' discounts
2. Boost your service department revenue and repeat business
3. Multiply your accessories department revenue
4. Retain customers for years after the sale
5. Attract potential customers and increase traffic in your showroom
6. Increase referral business
7. Increase revenue on the back end
8. Promote brand awareness of your dealership
The Sharpe AutoCards system is up to five times less expensive than competing offerings. Plus, you pay no transaction fees and you don't have to buy any annual maintenance contracts. I call that a win-win-lose proposition for you, your customers and your competitors.
Use your card today to receive free coffee and donuts for four.
The gift card you are holding in your hand has been pre-loaded with $10 worth of coffee and donuts. Get a first-hand demonstration of how the card works by inviting me to your showroom for a complimentary consultation about the Sharpe AutoCards system. Hand me your gift card, I'll swipe it, process your transaction, and hand over your free coffee and donuts. Like the gift cards you'll use one day, this one can only be redeemed at the place of business on the card, which is to say, Tri-City Chev-Olds.
When is a good time for us to get together for coffee and a chat at your showroom? Call me at 123 456-7891 today and let's set up an appointment.
Yours sincerely,
[signature in blue ink]
Brad K Phillips, Director, Sales
Sharpe AutoCards
Wednesday, March 3, 2010
7 Steps to Direct Mail Marketing Success
After years of spending tremendous amounts of money on television, radio or print advertising, some marketers arrive at the idea of testing direct mail marketing. After all, it’s cheap and it gets you a gazillion responses for next to nothing, right? Wrong. It’s amazing how many CEOs and corporate executives have mistaken ideas about direct mail (DM.) DM can be a very affordable way to reach specific target audiences in the long run, but you have to plan carefully (the STRATEGY) before you ever mail unit number 1, (the TACTICS).
1. Choose your CATEGORY correctly between two options:
a. Business-to-Business (B2B)
b. Business-to-Consumer (B2C)
Many people will laugh at this determination, thinking it’s too basic. But it’s kind of like deciding which half of your body your pants go on. If you’re wearing your pants on your head, you’ll give your audience a good laugh but you’ll never sell a single item. Some inexperienced marketers will say, I don’t care who I sell to I just want to sell to EVERYONE! Cute, but no cigar.
You have to know who your potential buyer is, before you implement a direct mail campaign or any marketing campaign, truth be told. Let’s say you’re selling an informational guide on pet grooming. That is obviously going to appeal to consumers, not businesses. The only way it would appeal to professional pet groomers is if it contained very advanced information. In other words, professional pet groomers already know the basics and a whole lot more. Your book had better contain some very high-level ground-breaking information to get their interest.
But if your book was a do-it-yourself guide to entry-level pet grooming, consumers are you one and only target.
2. Choose your LIST. List is the number 1 cause of DM success or failure. You can invest $10 per unit into the format and design of the kit (strong tactics), but if you mail it to the wrong list (bad strategy), you’ll get a bad response. Conversely, if you find the ultimate list of people who want, need and can afford your product and service (good strategy), you can scribble your offer on a sheet of notebook paper (weak tactics) and get a good response.
There are two categories of lists, business and consumer. And there are two basic types of mailing lists, COMPILED and RESPONSE. Compiled lists are gathered from multiple sources, i.e. phone directories, county property deed files, credit bureaus, surveys, etc. Response or vertical lists are people who have registered a specific interest in a product, service or category. For example, magazine subscribers are a source of vertical information, because they have shown an interest in the magazine’s subject category. Organizational membership lists are vertical because these people have a bond in the type of industry or cause that the organization revolves around.
3. Choose your OFFER. Your offer is more that just what you are selling; it is the way you are presenting it or packaging it to get the buyer to take action today. In other words, your PRODUCT may be a commercial space heater for warehouses, but your OFFER is try one for 30 days with no money down, and we’ll give you a free golf putter yours to keep even if you return the heater at our expense later. In other words, this offer removed the objection (cost / may not need it / may have a better offer elsewhere) and it added an upside (free golf putter whether you buy the heater or not.)
The standard DM success formula is that 70% of the response comes from selecting the correct LIST, 20% from selecting the correct OFFER, and just 10% from selecting the right CREATIVE.
4. Choose your FORMAT or CREATIVE. Choosing the right format for your marketing effort can be critical to its success. There are some key steps you should take to narrow in your target audience before you write your copy, design your layout, or print the first unit of mail.
Formats that appeal to consumers are:
a. Postcards the bigger and shinier, the better. With a postcard, no envelope needs to be opened, so your copy is read by many more people than with an envelope (at least for basic consumer offers.)
b. Invitations. Everyone likes to be invited to a party, so an invitation-size mailing preferably an A6 or A7 envelope with a live stamp and script font in blue ink would be opened by most of the recipients.
c. Check letters. If you use a window envelope and the letter in the window looks like a live check, many people will open it. It’s a bit deceptive, so caution is the word of the day.
d. Rebate checks. We call these snap-packs in the industry. If you’ve ever gotten a rebate check from a purchase you made, you know what these are; you tear off three sides to reveal the check inside. Well, if the content inside is your offer, you’ve gotten through the hurdle: you’ve gotten the consumer to open it. It will get read by many people.
Formats that appeal to businesses are:
a. Legal Letters. These are closed-face envelopes made of high-quality, bright-white stock, personalized in a strong business-looking font. If the secretary / gatekeeper thinks it might contain personal information for the boss, you’ll get your document onto his/her desk.
b. Tactile Mailings. These are boxes that rattle and shake and usually contain a gift item. Everybody likes getting a free gift in the mail even corporate execs. If it’s a toy or gimmick item, they still like to get them. Usually, they give the item to their kid or grandkid, since kids love getting gifts of any kind and it brings a smile to their face. If the secretary knows that the boss likes to give these items to his grandkids, you’ll get your mailing onto his desk.
c. Postcards. These may or may not get screened by the secretary. Again, the larger the better; we typically use 6 high x 11 wide postcards, the maximum size that can be sent at Standard Class (bulk) mail rates.
Of course, there are hundreds of other approaches to take, and it’s important to choose the appropriate format for your target audience. But there are many other steps to consider style, offer, kit elements such as letter size, personalized vs. generic letter, lift note, business reply envelope or courtesy reply envelope (postage NOT pre-paid), First Class Postage or Standard Class, pre-printed indicia / live stamp / meter imprint, etc. These are best implemented by a direct marketing agency or DM professional.
5. Determine your CAMPAIGN STRATEGY. Are you looking for one-shot sales, or do you want to build a long-term relationship with the prospect? One-off sales mean that you want to sell them one item (i.e. a vacuum cleaner) one time, get their money and be done with it. Long-term sales are for multiple-product or multiple-service fulfillment, i.e. vitamins or lifelong carpet cleaning. You always have to demonstrate credibility and reliability, but long-term sales require better BRANDING or POSITIONING to prove that you’re the best long-term choice.
6. Next, choose your COPY POSITIONING. If you are writing to business executives, use clear and concise business language. Don’t try to be clever, funny or whimsical; your audience will think your product is a joke. But if you are writing to homemakers about a product that will save them cleaning time and help them get through the stresses of managing a home, whimsy may help them relate to your product.
It’s always important to focus on the BENEFITS of your product rather than focusing on the FEATURES. Every product has features, but you have to present them in a way that your audience can relate to. What’s in it for them?
7. Finally, choose your FOLLOW-UP and ONGOING COMMUNICATION approach. In a long-term approach, you want to consider your choices for multi-media communication. In other words, you’ll want to capture the prospects email address and/or phone number so you can stay in touch with them over time. Then, you want to plan a series of email messages or mailings to present other offers and cross-sell opportunities. For expensive items, you want to schedule follow-up telemarketing and / or surveys to make sure the customer is satisfied.
In summary, it is generally a wise move to hire an expert to guide you through the many aspects of a successful direct mail campaign. A professional has done this type of work many, many times, and can keep you on track with both your strategy and tactics before you invest your marketing dollars. The money you save by short-cutting your way through the basics could cost you dearly in the long run. As we like to say in the industry, there are 1,000 steps to producing a successful DM campaign. The only one that people remember if you’re unsuccessful is the one that you missed.
****
Randall Putala is a career advertising executive that has worked for some of America’s largest agencies including BBDO, FKB Group plc, Allied Graphic Arts, Dunne Creative and others. He is currently president of Strategic Direct Marketing, Inc. (www.sdmi3.com) and MailGuys (www.MailGuys.com), a full-service direct marketing agency based in Nashville, TN. Putala is also founding director of World Hunger Team, a non-profit foundation dedicated to solving the world hunger crisis.
1. Choose your CATEGORY correctly between two options:
a. Business-to-Business (B2B)
b. Business-to-Consumer (B2C)
Many people will laugh at this determination, thinking it’s too basic. But it’s kind of like deciding which half of your body your pants go on. If you’re wearing your pants on your head, you’ll give your audience a good laugh but you’ll never sell a single item. Some inexperienced marketers will say, I don’t care who I sell to I just want to sell to EVERYONE! Cute, but no cigar.
You have to know who your potential buyer is, before you implement a direct mail campaign or any marketing campaign, truth be told. Let’s say you’re selling an informational guide on pet grooming. That is obviously going to appeal to consumers, not businesses. The only way it would appeal to professional pet groomers is if it contained very advanced information. In other words, professional pet groomers already know the basics and a whole lot more. Your book had better contain some very high-level ground-breaking information to get their interest.
But if your book was a do-it-yourself guide to entry-level pet grooming, consumers are you one and only target.
2. Choose your LIST. List is the number 1 cause of DM success or failure. You can invest $10 per unit into the format and design of the kit (strong tactics), but if you mail it to the wrong list (bad strategy), you’ll get a bad response. Conversely, if you find the ultimate list of people who want, need and can afford your product and service (good strategy), you can scribble your offer on a sheet of notebook paper (weak tactics) and get a good response.
There are two categories of lists, business and consumer. And there are two basic types of mailing lists, COMPILED and RESPONSE. Compiled lists are gathered from multiple sources, i.e. phone directories, county property deed files, credit bureaus, surveys, etc. Response or vertical lists are people who have registered a specific interest in a product, service or category. For example, magazine subscribers are a source of vertical information, because they have shown an interest in the magazine’s subject category. Organizational membership lists are vertical because these people have a bond in the type of industry or cause that the organization revolves around.
3. Choose your OFFER. Your offer is more that just what you are selling; it is the way you are presenting it or packaging it to get the buyer to take action today. In other words, your PRODUCT may be a commercial space heater for warehouses, but your OFFER is try one for 30 days with no money down, and we’ll give you a free golf putter yours to keep even if you return the heater at our expense later. In other words, this offer removed the objection (cost / may not need it / may have a better offer elsewhere) and it added an upside (free golf putter whether you buy the heater or not.)
The standard DM success formula is that 70% of the response comes from selecting the correct LIST, 20% from selecting the correct OFFER, and just 10% from selecting the right CREATIVE.
4. Choose your FORMAT or CREATIVE. Choosing the right format for your marketing effort can be critical to its success. There are some key steps you should take to narrow in your target audience before you write your copy, design your layout, or print the first unit of mail.
Formats that appeal to consumers are:
a. Postcards the bigger and shinier, the better. With a postcard, no envelope needs to be opened, so your copy is read by many more people than with an envelope (at least for basic consumer offers.)
b. Invitations. Everyone likes to be invited to a party, so an invitation-size mailing preferably an A6 or A7 envelope with a live stamp and script font in blue ink would be opened by most of the recipients.
c. Check letters. If you use a window envelope and the letter in the window looks like a live check, many people will open it. It’s a bit deceptive, so caution is the word of the day.
d. Rebate checks. We call these snap-packs in the industry. If you’ve ever gotten a rebate check from a purchase you made, you know what these are; you tear off three sides to reveal the check inside. Well, if the content inside is your offer, you’ve gotten through the hurdle: you’ve gotten the consumer to open it. It will get read by many people.
Formats that appeal to businesses are:
a. Legal Letters. These are closed-face envelopes made of high-quality, bright-white stock, personalized in a strong business-looking font. If the secretary / gatekeeper thinks it might contain personal information for the boss, you’ll get your document onto his/her desk.
b. Tactile Mailings. These are boxes that rattle and shake and usually contain a gift item. Everybody likes getting a free gift in the mail even corporate execs. If it’s a toy or gimmick item, they still like to get them. Usually, they give the item to their kid or grandkid, since kids love getting gifts of any kind and it brings a smile to their face. If the secretary knows that the boss likes to give these items to his grandkids, you’ll get your mailing onto his desk.
c. Postcards. These may or may not get screened by the secretary. Again, the larger the better; we typically use 6 high x 11 wide postcards, the maximum size that can be sent at Standard Class (bulk) mail rates.
Of course, there are hundreds of other approaches to take, and it’s important to choose the appropriate format for your target audience. But there are many other steps to consider style, offer, kit elements such as letter size, personalized vs. generic letter, lift note, business reply envelope or courtesy reply envelope (postage NOT pre-paid), First Class Postage or Standard Class, pre-printed indicia / live stamp / meter imprint, etc. These are best implemented by a direct marketing agency or DM professional.
5. Determine your CAMPAIGN STRATEGY. Are you looking for one-shot sales, or do you want to build a long-term relationship with the prospect? One-off sales mean that you want to sell them one item (i.e. a vacuum cleaner) one time, get their money and be done with it. Long-term sales are for multiple-product or multiple-service fulfillment, i.e. vitamins or lifelong carpet cleaning. You always have to demonstrate credibility and reliability, but long-term sales require better BRANDING or POSITIONING to prove that you’re the best long-term choice.
6. Next, choose your COPY POSITIONING. If you are writing to business executives, use clear and concise business language. Don’t try to be clever, funny or whimsical; your audience will think your product is a joke. But if you are writing to homemakers about a product that will save them cleaning time and help them get through the stresses of managing a home, whimsy may help them relate to your product.
It’s always important to focus on the BENEFITS of your product rather than focusing on the FEATURES. Every product has features, but you have to present them in a way that your audience can relate to. What’s in it for them?
7. Finally, choose your FOLLOW-UP and ONGOING COMMUNICATION approach. In a long-term approach, you want to consider your choices for multi-media communication. In other words, you’ll want to capture the prospects email address and/or phone number so you can stay in touch with them over time. Then, you want to plan a series of email messages or mailings to present other offers and cross-sell opportunities. For expensive items, you want to schedule follow-up telemarketing and / or surveys to make sure the customer is satisfied.
In summary, it is generally a wise move to hire an expert to guide you through the many aspects of a successful direct mail campaign. A professional has done this type of work many, many times, and can keep you on track with both your strategy and tactics before you invest your marketing dollars. The money you save by short-cutting your way through the basics could cost you dearly in the long run. As we like to say in the industry, there are 1,000 steps to producing a successful DM campaign. The only one that people remember if you’re unsuccessful is the one that you missed.
****
Randall Putala is a career advertising executive that has worked for some of America’s largest agencies including BBDO, FKB Group plc, Allied Graphic Arts, Dunne Creative and others. He is currently president of Strategic Direct Marketing, Inc. (www.sdmi3.com) and MailGuys (www.MailGuys.com), a full-service direct marketing agency based in Nashville, TN. Putala is also founding director of World Hunger Team, a non-profit foundation dedicated to solving the world hunger crisis.
Tuesday, March 2, 2010
Why Bumper Stickers Are Unique And Elegant?
Bumper stickers are truly amongst the efficient and useful printing products worldwide. Therefore these have made their worth renowned due to their commendable designs, perfect prints, crispy contents, and eventful concepts worldwide. That’s what online printing company provides custom size bumper stickers printing service to its valued customers worldwide in a versatile manner.
These are exceptionally adhesive printing items that can be easily stuck on a range of objects for long periods. For example, these are mostly attached to cars, buses, motorcycles, windows, walls and many other surfaces. Secondly, these are made from highly unique stock that will make them highly water resistant as well as weather resistant. The beauty of these stunning looking stickers is that these can be obtained in each size, style, design, or shape. For example, these stickers can be available in various types or styles: bumper sticker printing, round stickers printing, static clings printing, dies cut stickers printing, rectangular stickers printing and the list goes on.
They look extremely unique and exceptional on account of their stunning looking designs and breathtaking prints. In order to create sticker printing designs, the graphic designers play a critical role. For example, these graphic artists regularly make use of graphics, textures, images, color schemes, templates, logos and many other designing techniques in order to create efficient sticker printing designs. The next very important characteristic of these stickers is their full color CMYK printing process that would surely improve the quality of your products beyond your imagination.
In addition to printed sticker designing and printing, there are some other important traits of bumper stickers for instance contents and concepts. Their contents are frequently created by the world’s most efficient Seo content writers. When it comes to their concepts, these surely look as attention-grabbing and exciting as ever. Because of their four uncomplicated features, these have made their worth renowned all over the world.
More importantly, bumper stickers can be used in a variety of events or activities for instance product marketing, advertisement, business promotion, cultural rituals and ceremonies, fund raising campaigns, political movements, religious campaigns, and so on. Online printing firm makes available custom size stickers printing to its valued customers both in the UK as well as worldwide.
Further, these can be proved as very effective as well as proficient concerning your corporate identity development. Besides, bumper stickers uk are the main source of products marketing and perfectly affordable promotion worldwide. Online sticker printing company is providing cheap sticker printing service to its valued customers worldwide in an exemplary manner. Moreover, company is providing free unlimited design revisions, free lamination and free shipment to its valued customers all over the world.
Further, we are offering customized brochure printing to our valued customers worldwide with cheap folder printing including discounted carbonless forms printing. Therefore if you need any assistance regarding your printing products, please do not feel any hesitation to contact us. We will provide you the best custom bumper stickers printing service worldwide in a cost-effective manner.
Bryan Fuller
/
These are exceptionally adhesive printing items that can be easily stuck on a range of objects for long periods. For example, these are mostly attached to cars, buses, motorcycles, windows, walls and many other surfaces. Secondly, these are made from highly unique stock that will make them highly water resistant as well as weather resistant. The beauty of these stunning looking stickers is that these can be obtained in each size, style, design, or shape. For example, these stickers can be available in various types or styles: bumper sticker printing, round stickers printing, static clings printing, dies cut stickers printing, rectangular stickers printing and the list goes on.
They look extremely unique and exceptional on account of their stunning looking designs and breathtaking prints. In order to create sticker printing designs, the graphic designers play a critical role. For example, these graphic artists regularly make use of graphics, textures, images, color schemes, templates, logos and many other designing techniques in order to create efficient sticker printing designs. The next very important characteristic of these stickers is their full color CMYK printing process that would surely improve the quality of your products beyond your imagination.
In addition to printed sticker designing and printing, there are some other important traits of bumper stickers for instance contents and concepts. Their contents are frequently created by the world’s most efficient Seo content writers. When it comes to their concepts, these surely look as attention-grabbing and exciting as ever. Because of their four uncomplicated features, these have made their worth renowned all over the world.
More importantly, bumper stickers can be used in a variety of events or activities for instance product marketing, advertisement, business promotion, cultural rituals and ceremonies, fund raising campaigns, political movements, religious campaigns, and so on. Online printing firm makes available custom size stickers printing to its valued customers both in the UK as well as worldwide.
Further, these can be proved as very effective as well as proficient concerning your corporate identity development. Besides, bumper stickers uk are the main source of products marketing and perfectly affordable promotion worldwide. Online sticker printing company is providing cheap sticker printing service to its valued customers worldwide in an exemplary manner. Moreover, company is providing free unlimited design revisions, free lamination and free shipment to its valued customers all over the world.
Further, we are offering customized brochure printing to our valued customers worldwide with cheap folder printing including discounted carbonless forms printing. Therefore if you need any assistance regarding your printing products, please do not feel any hesitation to contact us. We will provide you the best custom bumper stickers printing service worldwide in a cost-effective manner.
Bryan Fuller
/
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