The first few times the ad or information pass in front of a prospects eyes, they may not even notice it. After a few more times, the content becomes a little more familiar and it starts to get noticed. By the ninth time, there is total recognition.
The recognition does not necessarily come at touch point seven, eight, and nine. It could be at various points during the campaign. By why would you want to quit at nine times? The answer is that you would not want to quit and lose the momentum of the campaign that is getting results.
Campaigns can take many forms. The nine repetitions do not all have to be in the same format. A campaign could consist of a direct mail letter, a phone call, an email, a postcard, a trade magazine ad, a sponsorship plus more. If there is a combination of media then …
Get the people’s attention
The main reason you are designing the signboard is because you want to pass a message and there is no way that you will pass the message if you don’t get the attention of the people that you are targeting. You should avoid using a regular design that nobody will remember. You should consider the size of sign board and its location. As rule of thumb, the board should be of the right size for everyone to remember it. It also should be strategically located to get the people’s attention.
Pay attention to the lifetime of the board
Different boards are used for a given time. The duration should inform you on the right material that you should use in designing it. If you are going to use it for only a short period of time you should use aluminum or any other material that has …
After you find your niche you should conduct market research to find out who is in the market to purchase these products. After you gain this information you can expand your product line horizontally. You should not rely on that one product to carry your business. For example let’s use the 1970’s eclectic fashions niche. If you were to start and online store selling these eclectic fashion clothing you could add accessories to your product line like jewelry, hats, shoes, or other related products that would compliment the clothes that you are selling.
Now that you have expanded your product horizontally you should now look to expand vertically. This is done by taking one of the related products and making it a niche product itself. An example of this would be taking your jewelry line and selling it as the niche product with the other products that you are selling …
The goal of any successful direct marketing program is ultimately a positive effect on your bottom line. Good direct marketing programs are proven performers that will give you an edge over your competition. The direct marketing expertise and capabilities that a good direct marketing company offers will turn your direct marketing expenditures into successful investments.
Look for a company that has years of target market research experience ready to work for you. They will uncover who your best customers are and develop a direct marketing campaign that will get them to respond.
They should know how to impact behavior, get results and form the basis for long-term relationships with your customers and prospects.
Direct marketing abilities should include:
- Direct response advertising
- Customer relation’s management
- Data management services and data analysis
- Media planning, media buying and complete direct marketing campaign management
Seven HUGE Tips to Direct Marketing that gets results
Clearly define the survey’s purpose.
Usually surveys are conducted to gain information that will help make better decisions. What decisions do you hope to make using the survey results? What other goals will be met by conducting the survey? If your survey is used to collect information to assist you in your marketing efforts, clearly identify your marketing goals. Also, have specific plans for how you will use the data once it is collected.
Use surveys that are brief and highly focused.
It is usually better to conduct a narrowly focused survey rather than a master survey covering many objectives. The best surveys take less than ten minutes to complete. A five minute survey focusing on information that will improve decision making is even better. Research shows that participation in surveys lasting more than ten minutes falls off dramatically. Include your most important questions and avoid those that are merely …
Review your plan daily.
From the plans that you created prior to the conference that identify who you want to see, what sessions you want to attend and what social events to go to, make a short plan for the upcoming day. That plan should have the specific people you want to look for and the specific events you want to attend that day. If you have unfinished items you had planned for the prior day, consider incorporating one or more of those items into the upcoming day’s plan.
Go into your networking mode.
Try to mix it up by visiting with acquaintances and meeting lots of new people. Keep your plan in mind when meeting new people, but allow for flexibility. Some of the best contacts are people that you meet by chance. When you do meet or visit with helpful people, make sure that you cover some of …
Small business advertising that doesn’t fit these criteria is mostly like throwing money down a hole. (Like I said, there are exceptions. But if you try to promote your business using public relations you’d better have a business that can benefit from that …plus get the help of a professional who specializes in it.)
Institutional … Madison Avenue type stuff … doesn’t work in small business advertising any more than it effectively works for big companies using it. It’s just that big companies typically have big budgets they can spend on bad advertising without going under financially.
That’s a luxury most of us don’t have.
Direct marketing is different. You can control its costs. Taylor it to your ad budget. And measure its effectiveness based on response to the offer in the ad or sales letter.
Examples of response triggers used in effective small business advertising include:
The Place of Printing Products
If your firm is struggling to stay afloat, it is time to reexamine the place of printing products in your promotions. Some of the compelling reasons big and small brands are still leveraging brochures as a promotional tool include:
- Versatility: Whether you are launching a startup in your city or participating in a business event, a brochure comes in handy to provide information about your brand and what you are selling. When you include your website address on these promotional products, you will also increase the chances of conversion.
- Comprehensive information: A small brochure can be packed with information and customers will always carry this away to learn more. This is not a flier that just features a promoted product. You can easily promote your brand by giving some background and your contact information.
- Effectiveness: According to DMA Research, over 79% of people take brochures
How do you avoid wasting your money on marketing that isn’t going to result in more clients and more sales? How can you ensure you’ll get the “biggest bang for the buck?”
The answer is to go back to your marketing plan and look at your goals and objectives. You’ll also want to look at who you identified as your ideal prospects or target clients.
Then you simply evaluate these potential marketing activities based on their ability to help you achieve your objectives, and their ability to put you or your company in front of your ideal prospects.
While sponsorships and donations are in part a goodwill activity and can be very worthwhile for that reason alone, if you are evaluating them from a marketing perspective (and I recommend you do, especially if you get asked to sponsor or donate frequently) you need to make sure they will give you …