When it comes to marketing your business, you’re only as effective
as your marketing plan. Without a set of concrete goals and detailed steps for
achieving them, it’s difficult to stay on track and impossible to measure the
effectiveness of your marketing efforts.
For many businesses, a new year is a natural time to plan
for the year ahead and begin implementing new strategies and schedules. Whether
you’re in the midst of planning your marketing for the year or are waiting for
a slower time to plan, the following tips can help you begin to think about
making this year the best yet for your marketing.
New Year’s resolutions have a reputation of being short-lived. Make a resolution for 2019 that you’re sure to keep—a commitment to marketing your business better! These 5 trends are on our radar for the coming year. Incorporating any one of them into your digital marketing strategy can help 2019 be the best year yet for your business.
The history of print is rooted in letterpress. We’ve come a long way from the hand set type of a traditional printing press. And while digital printers make printing fast and affordable, we haven’t left our roots behind just yet.
Are you tired of sales pitches? Do you hate feeling like you’re being sold to? So do I. Like many consumers today, I want more from the companies I choose to do business with.
There are two key things you need to know about consumers today:
They make purchases and do business based on trust
Purchases are made on their own timetable, whether or not it aligns with your business
In other words, traditional marketing styles no longer have the impact they once did. Consumers are more discerning and focused on the value your company can give them rather than simply the products or services you provide. If traditional marketing is sale-based, today’s approach is education-based.
Personal. Reliable. Trustworthy. Useful. These are all words that have recently been used to describe direct mail. Direct mail is a powerful marketing and fundraising tool. A key to its success lies in tracking response and measuring results. If you have no way of knowing what a recipient does once they receive your mailer, you can’t know the true value that mailer holds for your target audience. So, what do we measure? And how do we make mail trackable and measurable? The following measurements and tracking strategies can apply to for profit businesses and nonprofit organizations alike.
One of the biggest reasons people don’t give is from a feeling of futility—how can my contribution really make a difference?
To turn this feeling around, you must show a donor how important they as an individual are to your cause. A personal way to do so that continues to get results is direct mail. A direct mail piece that sends the right message, to the right recipient, at the right time, is a compelling and effective way to connect with your target audience.
But what makes a powerful mail piece?
Let’s look at a recent appeal mailing from Giffords PAC, an organization working to end gun violence founded by former Congresswoman and shooting survivor Gabby Giffords.
Storytelling is an essential and ancient part of human communication. Before the advent of writing, detailed stories were told orally, passed from generation to generation. Stories hold meaning for cultures, reflecting their histories, beliefs, and customs. We tell stories to learn, build relationships, and make sense of the world around us.
In fact, our brains are programmed to recognize patterns and find meaning in those patterns. A story is a kind of pattern, and stories are an effective marketing tool that you can use to build connection with your audience.
There are good stories, and then there are great stories, the ones we remember. But what makes a compelling, memorable story?
When was the last time your print marketing strategy was freshened up? When was the last time you looked at your creative approach, value proposition, and media mix with fresh eyes? If it’s been a while, maybe now is the time. Here are three areas to consider to improve your multi-channel strategy.
Picture your marketing strategy 10 years ago. It probably looked a lot different than your strategy of today. Now imagine you were still using the same marketing content and tactics from 10 years ago. Do you think you’d be successful?
Probably not. Marketing is constantly changing, as new technologies are introduced, new trends appear, and younger generations enter the market. To be effective, your business must change, too.
Recognizing the need to change your strategy is the first step. But change isn’t always easy. How do you know what to change? And how do you make it happen?
Charitable giving has long been a part of the human experience. The first record of individuals giving back was in 2500 BCE, when the Hebrews instated a mandatory tax used to benefit the poor. In the U.S., philanthropy dates to 1643, when Harvard held the first American fundraising drive, raising 500 pounds.
In 2016, a total of $390.05 billion was gifted to charities around the world. The history of charitable giving is not only long, but full of change. And it’s not done changing yet.
The fundraising landscape is constantly shifting, as new technologies and demographic trends affect both the ways donors give and who is giving. A recent trend is the dominance of the “Modern Donor.”
The 2018 Modern Donor Contours Report describes this group as a combination of Baby Boomers, Generation X, and Millennial donors. Modern Donors have taken over the giving process from the Silent Generation, donors age 72 and over. This group has defined the giving process in the past. But younger generations are changing the methods the average donor uses to give and the ways that nonprofits need to fundraise.