Is there an easier way to get good customer feedback?

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It may sound simple, but the easiest way to get customer feedback is just to ask.

Whether the feedback will happen by phone, email, mail or social media, create a process that sends an email or letter after a purchase to start the dialogue. Getting customer feedback is an underutilized marketing tool that could help you unearth product or customer service flaws, areas of excellence and fantastic verbiage for marketing materials. It can be scary to open yourself and your business up to unfiltered reviews, however, the learning that comes from this feedback can be invaluable.    

Ask me about a service we’ve been using for years to get GREAT customer feedback. Email me at Kevin@waxfamilyprinting.com and we’ll talk about Net Promoter Scores and the ONE question you need to ask every one of your customers.

So my marketing budget is minuscule? What, me worry?

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What happens when times get tough?  

What’s the first place to cut? Many people opt to cut their marketing budget. Unfortunately, since marketing your business is essential, this short-sighted approach can kill your business–especially in tough times.

Try these tips to create ‘buzz’ even when you don’t have a pile of cash to spend.

  • Social Media. Devote time to setting up or improving your Social Media footprint. SocMed requires little in terms of financial investment. However, SocMed does require a time commitment when you’re providing high value content and frequent updates.
  • Public Relations. Getting PR for your business does not require paying a PR firm. Check out local journalist gatherings or contact media directly. Get to know your contacts and help them learn about your business and how you provide value to your clients. Come up with your own questions and answers to make their jobs easier too.
  • Network.Expanding your circle of professional contacts can help drum up more business. Consider bartering your services for services you need but do not have adequate skills to perform.
  • Increase your community involvement. Get involved and get your name out by renting a booth at a local event or by donating your products or services to a local charity. Not only will you meet new people but the publicity will be good for business as well!
  • Try Direct Mail. Direct mail has been producing solid returns for years. If you haven’t sent a mailed piece to your list in a while, it might be time to consider sending a campaign via mail to help support what you are doing online as well. We’re direct mail experts; we’ve been working with the USPS for 20 years this October!

And remember… testimonials and word of mouth marketing from great customer service is the best form of advertising you can get!

Does your Mobile Website have these 5 Key Items?

By 2017, it is expected that 64% of users worldwide will access content via their mobile devices instead of personal computers.

This change in access is necessitating a “mobile first” attitude when creating or editing your website. When you are reviewing your site on a mobile device, be sure to check for the following items:

1.     Fast load time – improperly sized images often cause a delay in loading. Watch this short video for a tutorial on how to resize your images for use on the web. https://www.youtube.com/watch?v=QLx_tqBX6Ek

 2.     No pop-ups or flash – pop-ups can be difficult to close on a small screen. Try to avoid using anything that would cause the user to be unable to view your main content.
3.     Easy to find information – the most important and relevant information should be easy to find
4.     Prominent calls to action – whether you want someone to buy now, or sign up to your e-newsletter, calls-to-action should be easy to spot, click on and complete.
5.     Design for the fat finger – reduce accidental clicks by making links and buttons obvious. There is nothing more frustrating than accidentally clicking on a link or button that you had no intention of clicking on.
A little effort and planning can go a long way when you take advantage of the mobile web. Think Mobile First to gain a clear advantage over those who are not quite as swift.

Need Just One Powerful Tip to Boost Productivity?

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Productivity is critical to your success.
If you need to boost productivity in an increasingly busy workplace, try planning out your day the night before.  Prioritize the tasks that MUST be completed. When you are interrupted by unexpected assignments or emergencies, you’ll know exactly what needs to be done when you return to your desk. Not only will a schedule help keep you organized and focused, you’ll get the satisfaction of crossing items off your “to do” list once you complete them.
I remember many days where I would chat with Rhonda about the accomplishments of the day.
Sometimes, I would come home exhausted, but could only recall one or two salient activities or interactions. Keeping and crossing off items on a to do list really helped me gain some satisfaction from the day. And the unfinished to do list from today became the basis for a new to do list for tomorrow.
A quick review of the past day and what is ahead the next day could be the key to making a positive impact on your productivity.

Are You Using Pokemon Go to Capture Awesome New Customers?

 
Over 30 million people have downloaded the new Pokemon Go game.
You’ve probably seen groups of people moving past your home or office in search of game pieces at “PokeStops”.  The game is fairly simple; players walk around an area, the game alerts them when Pokemon are near and players have to try to capture them. “Lures” can be purchased for about $1.19 per hour, bringing Pokemon game pieces to a specific location.
Food establishments, retail stores and convenience stores are increasing business by purchasing “Lures” to bring in new customers. One pizza restaurant in NY saw sales increase by 75% last weekend after the manager spent $10 to have a dozen Pokemon lured to the location.
Even if you don’t sell a product, offering your office as a “charging station” for Pokemon Go players could be another way to attract more eyes on your brand.  And if you’re thinking you don’t need an office full of pre-pubescent teens standing around charging their devices on your dime, know that the average Pokemon Go player (according to Forbes) is a 25-year-old, college educated woman making over $50,000 per year.
We can help you design/print/mail flyers or cards to hand out to people who need to visit your location during the Pokemon Go craze. These tools can be used to invite them to come back again and again.

What’s wrong with this email?

100 billion spam email messages are sent every day.

Even with the best email filters, you are still going to end up with some in your inbox. Trust me, I’ve been refining and tending to my Gmail filters for three years now, and I still end up with apx 10 spamessages a day. Take a look at the example message below to see how you can identify a spam/phishing message in your inbox.

 One notorious type of phishing email is The “Your Mailbox is Almost Full” email.
This email comes from “IT Support” and states your email account is over limit. In the email image below, I’ve pointed out three places to look for to see if this email is legitimate or not.
First, I look to the “to field”. My name and email address are not in the to field. In fact, no email address is listed in the to field. This leads me to believe that I was BCC (blind carbon copied) on the email along with many others.

Second, I look to the from name and email address. The email address is not one that I recognize. The URL is not known to me and neither is the person’s name. I also happen to know that we don’t contract with a company called ICT, so there is really no reason they would be sending me a support email.

And third, when I hover over the link in the email (Clean-up system) I see the URL is questionable and built on a free site that was likely put up just for this scam. Now, I didn’t click on the link, so I don’t know what is on that site, however, I can guess at what I would find. It would likely ask for my username and password at which time they would have all the info they need to hack into my email account.

So what should you do when you get an email like this? Delete it.

If you aren’t sure whether it is legitimate or not, forward it (or a screen shot of it) to your actual IT person to have them verify the contents of the email.
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Is it Time for you to start planning for the holidays?

family-557108_1280It’s October and we’re still wearing shorts and sandals, however, now is the time to start planning holiday promotions.  

In a HubSpot blog post, marketing expert Rachel Sprung outlined a six-step process to prepare your marketing for the holidays. Develop a campaign strategy. This will provide structure and guidance so the holiday frenzy does not overwhelm you.

  • Design your marketing for both niche and mainstream holidays. Christmas isn’t the only day people care about. Think about the different holidays that resonate well for your users.
  • Produce holiday-themed offers. Keep your marketing efforts timely and relevant to maximize audience engagement and ROI.
  • Create a social media plan. Audience engagement on social media during the holidays is typically smaller than normal. Plan accordingly so you aren’t relying on social media for exposure.
  • Rethink ad copy. Many of your existing ads can be recycled for your holiday campaign. Include holiday-themed keywords and graphics to grab people’s attention.
  • Prioritize customer delight. Brands need to remember that the holidays are about enjoying good company and having fun.

Planning your marketing and promotions for the holidays now will help ensure a successful and profitable season. Let’s get to it! If you need some help, email us at info@waxfamilyprinting.com or give us a call at (615) 893-4290 and we’ll be glad to help.

How do you put the “why” in your marketing?

In a 2009 TED Talk, leadership expert Simon Sinek said, “People don’t buy what you do; they buy why you do it. If you talk about what you believe, you will attract those who believe what you believe.”

 Do you know your company’s “why”? (Hint: It’s not to make money). Think about the core purpose of your business, and then think about how you market your products or services. Are they aligned? As Sinek has found, having loyal customers is all about attracting the people who share your fundamental beliefs. Wax Family Printing’s “why” is found in our Mission Statement. “We help our customers communicate clearly from concept to completion.” We exist to help our clients better communicate.
Once you are clear on your “why”, share it with your customers and your staff; and sprinkle it into all your marketing efforts. You may have the best product or service on the market, sharing your “why” will help potential customers understand how working with you will benefit them.
Curious to hear more about what Sinek had to say? Join the 27 million+ other viewers and watch his TED talk here

Can you guesstimate the perfect price for your market?

What is the perfect price for a product or service? Simply put, there is none.

Why? Each customer has unique needs and a unique budget and therefore values every product or service differently. What may strike one customer as a terrific bargain could be prohibitively expensive for another. Your ability to meet all the criteria of a very demanding prospect may not have the same impact on a client with less demanding requirements.

There is zero chance of finding the single right price prior to sale. However, and here’s the good news…that doesn’t matter. Prices aren’t set in stone and can be modified over time as needed. Creating different pricing options for different versions of your products and services allows you to serve a broader spectrum of customers delivering what they need at prices they are willing to pay.

Creating multiple options at different price points gives you a wider range of profitable customers because you’re not over-servicing them relative to the price they pay. Ideally, your offerings along the scale should be priced in a way that reflects the value you provide.

Need help designing and laying out your offerings? Our designers can help you create marketing material that communicates your offerings clearly. Call me at 615-893-4290 today! Or email me at Kevin@Wax.news.com.

Want to master direct mail best practices?

Direct Mail should be an essential part of your comprehensive marketing plan. Direct Mail can deliver a high level of personalization with response triggers that hit the target at just the right time. Though direct mail has been around forever (see Ben Franklin for details), it still has an incredibly high ROI with an average of $12.57 in sales for each $1 spent. If you are thinking about a direct mail campaign, consider the following tips to generate the most response.

  • Targeting and personalization – better lists and access to information allows us to target and personalize printed pieces like never before. Personalizing can go beyond adding the recipients first name to the printed piece. You must start here…with a good list. It’s key.
  • Send multiple campaigns – as with many marketing tools, sending one direct mail piece will not yield you the desired results. A consistent campaign that builds upon itself will see the highest ROI. Better to send 4 pieces to the same smaller target than to send once to a bigger target.
  • Calls to action – each piece that goes out should have a call to action (CTA). Each CTA should be clear, compelling, varied and repeated many times on the printed material.
  • Ways to respond – to maximize response rate, give the recipient multiple ways to respond. Pre-paid postcards, order forms, QR codes linking to a landing page, SMS response are all ways you can encourage a response to your mailing.
  • More is better – recipients spend more time with physical mail than with digital messages. Make sure all of the necessary information appears on the marketing piece. If space is an issue, be sure to tell the reader where to get more information.

Need help creating the perfect direct mail campaign? We’re here to help you! Give us a call today at 615-893- 4290 to discuss how direct mail can help your business grow.