tag:blogger.com,1999:blog-126246732024-03-14T02:51:36.497-04:00Business Marketing Tools, Tips, & IdeasMarketing articles and resources for businesses who would like to improve the return on their marketing investment. Sponsored by Royall Advertising Agency - Advertising Outside The Square. (sm)William Royallhttp://www.blogger.com/profile/09914093169836924761noreply@blogger.comBlogger101125tag:blogger.com,1999:blog-12624673.post-16930008799497664982009-05-28T11:21:00.003-04:002009-05-28T11:35:55.036-04:00Direct Marketing On A ShoestringAlan Rosenspan gave a presentation at the DMA Annual Conference last year called "Better, Cheaper, Faster."<br /><br />In his presentation he stressed that the single best way to make something cheaper was to make it better!<br /><strong></strong><br /><span style="color:#009900;"><strong><span style="font-size:130%;">Here are some of the "Shoestring Thinking Techniques" he shared</span></strong></span>:<br /><br />1. <strong><span style="color:#ff0000;">Test a postcard</span></strong>. Although postcards will rarely pull as well as a direct mail package, they are an ideal way to test an idea, as well as measure the effectiveness of your mailing.<br />I did a campaign for a high-technology telephone answering service called Wildfire. The client decided that the mailing piece was too expensive. So I recommended we split the list and mail half of them a postcard with the same offer. The result was a significant reduction in costs. Plus the postcard won in terms of cost per response. In addition, first class postcards are also an inexpensive way to clean your list.<br /><br />2. <strong><span style="color:#ff0000;">Use card decks</span></strong>. When available to your target market, card decks can be used as a "secret weapon" for direct marketers. They're very cheap to buy and inexpensive to produce. Most card decks also allow you to split run their deck, so you can test 2 or more different offers. Once you measure the comparative results, you can then decide to invest in a more expensive program.<br /><br />3. <strong><span style="color:#ff0000;">Try a "cluster bomb."</span></strong> Here your goal is to get more than one response per mailer. You can do a sophisticated program where you ask people to recommend others in their company. Or you can simply include an additional reply card. I did this for a mailing for Interleaf and increased response by almost 20% -- for pennies.<br /><br />4. <strong><span style="color:#ff0000;">Develop a fulfillment "wrapper."</span></strong> A software company I worked with had high fulfillment costs. Every time they changed their product or their price, received a favorable product review, or gained a big new customer, they had to reprint their brochure. I created a simple "wrapper" folder for them, and a set of independent elements including a price sheet, product specs, and case-histories. When something changed, they merely replaced that single element. Plus they could add new elements as they went along.<br /><br />5. <strong><span style="color:#ff0000;">Be creative about buying and using lists.</span></strong> You don't have to mail to the entire purchased list. You can mail half and then decide if it pays to mail again. You can also negotiate multiple use. For example, many list companies will sell you unlimited use for one year for about double the cost of a one-time use. However, if it's a good list, you will want to mail to it several times over the next 12 months. Swapping lists is also a money-saver. Try to find a company that makes a complimentary product or shares your target market. You might even decide to run a co-promotion. The software and the hardware companies do it all the time.<br /><br />6. <strong><span style="color:#ff0000;">Use clip art or stock</span> <span style="color:#ff0000;">photos</span></strong><span style="color:#ff0000;">.</span> There is a lot of free clip art available as well as inexpensive stock photography. Try to negotiate a fee for "testing." You can then agree to pay more if you decide to roll out your program.<br /><br />7. <strong><span style="color:#ff0000;">Lose the brochure.</span></strong> If you have to cut out any part of your direct marketing package, this is it -- particularly in business-to-business. A powerful letter and an effective reply device can sometimes pull just as well, at greatly reduced costs.<br /><br />8. <strong><span style="color:#ff0000;">Think of your customers first</span></strong>. It is 5 times cheaper to get a sale from an existing customer than to find a new one. (It can cost 100 times as much to win them back). One of the most important shoestring techniques is to keep your customers satisfied.<div class="blogger-post-footer"><script type="text/javascript"><!--
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A classic McGraw Hill Research study of U.S. recessions, which analyzed 600 companies over five-years, concluded that "firms, [which] had maintained or increased advertising during the…recession, could boast an average sales growth of 275 percent over the preceding five years. Those who cut advertising realized a paltry increase of only 19 percent." </span><br /><br /><span style="color:#000000;">Although not always easy to follow as you watch your company´s bottom line shrink, Walton´s advice and the research study´s conclusions are worth considering. This is no time to reduce your <a href="http://www.royallmedia.com">marketing</a> efforts; it´s the perfect time to take stock of what really works.<br /></span><br /><span style="color:#000000;">According to "The Cyclical Analysis of the <a href="http://www.royallmedia.com">Direct Mail</a> Market," a study conducted by the Winterberry Group, direct mail works. The report concludes that the use of direct mail has increased each year over the past 50 years, underscoring the medium´s position as "the most dynamic part of the overall marketing communications mix."<br /></span><br /><span style="color:#000000;">The study also states that direct mail outperforms other media during periods of weak or moderate economic growth. What´s more, projections show an anticipated growth in the use of direct mail in excess of 7 percent between 2003 and 2005.<br /></span><br /><span style="color:#000000;">Here´s why you should continue your direct mail <a href="http://www.orlandomarketingcompany.com/">marketing</a> efforts during uncertain times:<br /></span><br /><ul><li><span style="color:#000000;">Historically, companies maintaining or increasing their direct mail marketing efforts through economic downturns increase sales and market share during and after the slow period.<br />Businesses that regard direct mail marketing costs as investments rather than expenses enjoy higher long-term dividends.<br /></span></li><li><span style="color:#000000;">Companies that remain aggressive during a downturn seize market share from their more timid competitors.<br /></span></li><li><span style="color:#000000;">A downturn is the time to solidify relationships with existing customers so they remember you when times get better.<br /></span></li><li><span style="color:#000000;">Continuing to market when times are bad projects an image of corporate confidence, strength and stability during chaotic times.<br /></span></li><li><span style="color:#000000;">If a company´s market presence diminishes, so do customers, and it costs much more to regain the lost ground than the amount saved by slashing the marketing budget.<br />When competitors cut back, marketing efforts by companies that ride the downturn appear even more outstanding.<br /></span></li></ul><span style="color:#000000;">Although everyone seems focused on price during a down economy, value should be your real concern. Because tough times place restrictions on budgets, you need to explore creative ways to make your direct mail marketing efforts more cost effective.<br /></span><br /><span style="color:#000000;"></span><br /><span style="color:#000000;">Here are some tips on how to achieve savings when you use direct mail to market your company: </span><br /><ul><li><span style="color:#000000;"><strong><span style="color:#ff0000;">Spend only productive dollars</span></strong>. Focus on your audience. Sharpen your sights and aim only at prospects with the highest potential. It´s more effective to send smaller mailings to qualified prospects frequently than it is to send one large mailing to unqualified customers.<br /></span></li><li><span style="color:#000000;"><span style="color:#ff0000;"><strong>Sharpen your copy</strong>.</span> Distill your message into essential copy points that best convey your product/service and offer. Remember to stress benefits, not features.<br /></span></li><li><span style="color:#000000;"><strong><span style="color:#ff0000;">Evaluate design</span></strong>. Take a good look at whether or not you really need to send a package or an envelope with an insert. Investigate the possibility of doing a self-mailer or even a classy looking postcard.<br /></span></li><strong></strong><li><span style="color:#000000;"><strong><span style="color:#ff0000;">Assess printing</span></strong>. Do you really need a 4-color piece? Two-colors, when used creatively, can produce an upscale look. Sometimes, you can even get away with printing an attractive piece that does the job in one color.<br /></span></li><strong></strong><li><span style="color:#000000;"><strong><span style="color:#ff0000;">Save on lettershop services</span></strong>. By simplifying your mail piece, you can reduce production time and labor costs in the mailhouse.<br /></span></li><strong></strong><li><span style="color:#000000;"><strong><span style="color:#ff0000;">Investigate the possibility of postage savings</span></strong>. Consult your USPS Account Manager or mailhouse about how to achieve maximum postal discounts.<br /></span></li></ul><span style="color:#000000;">For smart businesses, the economic downturn is not an obstacle. It is an occasion to increase customer loyalty, solidify market position and even <a href="http://www.royallmedia.com">attract new customers</a>.<br />You can make the tough times work for you by using direct mail—a time-tested marketing approach that could improve your bottom line while your competitors continue to do little but worry about what´s down the pike. </span><div class="blogger-post-footer"><script type="text/javascript"><!--
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</script></div>William Royallhttp://www.blogger.com/profile/09914093169836924761noreply@blogger.com0tag:blogger.com,1999:blog-12624673.post-23097044389437630142007-08-01T21:46:00.000-04:002007-08-01T22:01:17.991-04:00Royall Media - Unique Brochure - Different Brochure - Marketing Brochure Ideas<p>I wanted to share the creative process with you on our new brochure. From the get-go as a creative company, we knew our next brochure couldn't be the "standard" that everyone else has. We had to have a different, creative brochure, to show we were a different, creative company.<br /></p><br /><p>If you take a look, it's two sided. The final product flat will be 12.5" X 12.5". Once folded however, it will look like an 8.5" X 11" normal brochure. The standard cliché, "You can't judge a book by it's cover" fits well here...</p><p>Side 1:<br /></p><p><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/BigFoldBrochure_web2.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 400px;" src="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/BigFoldBrochure_web2.jpg" alt="" border="0" /></a><br /></p>Side 2:<br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/BigFoldBrochure_web.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 400px;" src="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/BigFoldBrochure_web.jpg" alt="" border="0" /></a><br />Picture of "Mock Up" before final print run, Front:<br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00189.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 400px;" src="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00189.jpg" alt="" border="0" /></a><br />Back:<br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00191.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 400px;" src="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00191.jpg" alt="" border="0" /></a><br />Inside:<br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00190.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 400px;" src="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00190.jpg" alt="" border="0" /></a><br />Inside Flap "Marketing & Advertising" is Opened to Reveal Marketing & Advertising Portfolio:<br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00192.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 400px;" src="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00192.jpg" alt="" border="0" /></a><br />Inside Flap "Web Development" is Opened to Reveal Web Development Portfolio<br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00193.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 400px;" src="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00193.jpg" alt="" border="0" /></a><br />Another Inside Flap Example:<br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00194.jpg"><img style="margin: 0px auto 10px; display: block; text-align: center; cursor: pointer; width: 400px;" src="http://royallmedia.com/royallmedia/BlogHostingSpace/newbrochure/IMG00194.jpg" alt="" border="0" /></a><br />Keep those creative juices flowing! Strive to be different! That's what separates you from your competition!<div class="blogger-post-footer"><script type="text/javascript"><!--
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