It’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 email@example.com or give us a call at (615) 893-4290 and we’ll be glad to help.
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
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.
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.
Approximately 100 billion emails are sent and received every day. Email is the primary form of communication in business world. This trend is expected to continue with a projected 132 billion emails being sent and received per day by the end of 2017. There are so many pieces of communication vying for your audience’s attention! What should you do?
Try using some of these tips to make sure your messages are connecting with your audience:
- Tell a story – storytelling takes your audience on a journey with you. Write a compelling story that draws your audience in and makes them want to learn more.
- Use clear language – are your messages clear and easy to understand by someone who has no idea who you are or what you do? Avoid using acronyms or industry jargon that may leave some people scratching their heads.
- Tell them what you want them to do – at some point in your message you’ll need to give your audience the resources they need to take the next step. Make the next step appropriate and easy for the user.
Powerful communication is relevant, timely and pulls the user in. Using the tactics listed above, you’ll be on your way to positively connect with your audience.
Earning the attention of a potential customer is one of the biggest challenges that marketers face.
The ability to convert cold traffic (visitors to your site who don’t know anything about you or your brand) to a warm lead is often expensive and time consuming. Blogs and content marketing may be helpful in solving this problem. When you create content that helps a user without attempting to sell to them, they are more likely to revisit your brand in the future. Social psychologists call this The Law of Reciprocity – when someone does something nice for you, you will have a deep-rooted psychological urge to do something nice in return.
By answering a question, offering a tutorial, explaining how-to, etc. you are satisfying the reader’s curiosity. If/when they see your brand again, they will be more willing to sign up for your newsletter, take your class, or complete that online purchase.
According to a recent comScore study, PayPal is better at converting online shoppers than other payment solutions.
PayPal converts online shoppers at a rate of 87%; Visa Checkout converts online shoppers at a rate of 51%; all other payment types at 45.6%. Why is PayPal so dominant? Experts say that PayPal provides a sense of security because it is a known system. PayPal also uses the One Touch frictionless payment system. Adding PayPal as a checkout option is one way to increase your conversions.
For an even bigger boost, make sure your cart has sufficient product content, images and reviews. 94% of prospective buyers will abandon an e-commerce site if they can’t find the information they are looking for. According to research, shoppers want to see at least 3 product images and a minimum of 3 product reviews before making a purchase.
Creating the perfect direct mail piece that generates a large response and hits the audience at just the right time is a marketer’s dream.
One key to generating interest in your direct mail piece is to appeal to emotion.
Swedish direct marketing entrepreneur Axel Andersson and Seattle direct marketer Bob Hacker identified seven key copy drivers that persuade people to buy a product or service, or to join a cause. They are: guilt, flattery, anger, exclusivity, fear, greed and salvation. Tap into one of these emotions and use some of the 12 most powerful, most evocative words in the English language. Oh, you would like to know what the 12 most evocative words are?
You, save, money, easy, guarantee, health, results, new, love, discover, proven and safety
Use these words and emotions in your copy and you will increase the response rate of your marketing efforts. When using emotion in marketing, be sure to match the emotion with the purchase. Attempting to create too strong of an emotion can come off as unbelievable and inauthentic.
THE MIDDLE OF THE YEAR APPROACHES….
The beginning of a new year always brings new goals and a chance to start fresh! By mid-year, however, many people have gone back to their old ways of doing things and are making little progress towards the goals they set at the new year.
Use these tips to try and re-motivate yourself and get out of your rut…
- Change your surroundings – sometimes all you need is a fresh perspective… this could be something as simple as rearranging your office or changing up your daily routine.
- Talk about it – find a business professional that you trust and respect and let them know how you are feeling. Oftentimes, they have been there before and can provide you with advice on how to get out of your funk.
- Reevaluate your why – why are you doing what you are doing? If your reason isn’t big enough, it could keep you from reaching your full potential. Check out Simon Sinek’s Start with Why.
- Complete your to-do list – Oftentimes a rut can happen when you see the same items on your to-do list over and over again. Take a day or two and work on wiping out any old items that have stayed on your to-do list for too long. Being able to start on something fresh can provide immediate motivation. Eat the frog. Get that one thing on your list that is bugging you…and eat the frog. When you eat the frog, nothing you do the rest of the day seems near as bad. J
Finding motivation mid-year could be just what you need to have a great 2016! Let us know if the tips above work for you. My email is Kevin@WaxFamilyPrinting.com.
Too busy to focus on marketing?
Create a marketing calendar so that you are continually getting your message out there. To create a marketing calendar, you’ll need a couple hours and a spreadsheet (there are apps that can help you organize too, however, a simple spreadsheet will do the trick).
Create a grid with one axis listing the time intervals and the other listing your marketing activities. Be sure to list all marketing activities including any major events you may be attending. If you end up with a period that has a handful of events, you may be able to cut back on nonessential marketing. Conversely, you can use slow times to work on building your brand with more long-term marketing efforts (direct mail, email marketing, social media marketing).
For each time frame, get specific on what your marketing plan will be. List out who is responsible, the budget, materials needed and any other key details. Here’s where a Google calendar is so helpful. Set up reminders and recurring events to help you be consistent and relevant.
As always, if you need help creating your calendar or any of the items listed on the calendar, let us know! We are always happy to help.