We’ve entered the biggest shopping season of the year, and online sales are more prevalent than ever. And who is King of that digital domain? Amazon.
Amazon has made its mark as an online storefront for
everything you need, want, and can’t live without. Not just products, but
services (free shipping and free grocery delivery!) and content (movies, music,
e-books, and more) have all come to fall under the Amazon umbrella.
But, despite Amazon’s massive digital presence, sometimes they still need to turn to offline channels to get their message across. One of those channels is direct mail, like this letter Tom received with a special sign up offer for Amazon Music Unlimited.
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.
Imagine a marketing system that works in the background of your business or organization attracting leads to your door. Imagine this same process not only attracting leads, but building a fan-base of prospects who are both enthusiastic and qualified leads, the best kind of lead!
Have you heard of inbound marketing? Do you know how it differs from traditional marketing? If it’s all a bit fuzzy to you, you’re not alone. Inbound marketing is a core strategy for generating leads through content creation. Here’s what you need to know to start using inbound marketing for your business.
Ever feel like you’re beating your head against a wall trying to sell to the unsellable, qualify the unqualified, or get responses from the unresponsive?
You are not alone. As a sales professional and/or a business owner, much of the anxiety, frustration and weariness that happens in growing sales and a business is directly related to these activities.
Are you comfortable, if not jazzed, to have conversations with clients and prospects but discouraged with how difficult it is to get people to engage?
What if you could increase the ROI on your sales and prospecting efforts with a non-intrusive strategy to engage and generate more leads? Continue reading “Scorpion Marketing 101”
Recently, I enjoyed a delicious meal at a local restaurant celebrating with a friend. Despite seeing advertisements for this establishment, I had never been. But lately in conversation several people mentioned to me what an exceptional experience they had dining there.
After that, I couldn’t stay away. Recommendations from friends and colleagues spoke to me in a way that ads never had. I stopped in for a bite and was not disappointed.
While a conversation may seem like just another part of each day, in this case it functioned as a marketing device. Word of Mouth Marketing (sometimes referred to as WOMM or WOM), is a crucial tool in any business’ marketing kit. Consciously or unconsciously, you’re likely participating in WOMM frequently. Anytime you recommend a product, restaurant, establishment, service, or destination, you’re influencing whether another person decides to patronize that business or purchase that product.
You may be asking, is this really marketing? The conversations we have from day to day aren’t scripted and approved by a company’s marketing department. But they have just as much, if not more, power than traditional marketing channels to make or break your business.
It’s a question that marketers and fundraisers regularly ask themselves. You may have a general idea of the types of people who are purchasing your products or giving to your cause. But crafting compelling messages requires a deeper knowledge of what resonates with your constituents. The most effective campaigns are those that reach people on a relevant, personal level.
$44 million. That’s how much was raised during a telethon last September hosted to support victims of Hurricane Harvey. Oprah and Beyoncé joined a cast of celebrities encouraging people to give and fielding calls from donors.
And remember those sad ASPCA commercials starring Sarah McLachlan? The ASPCA raised $30 million in just the first two years of that campaign.
These numbers are admittedly larger than many nonprofits can expect to see from any one campaign. But they show the effectiveness of influencer marketing. It’s an increasingly popular marketing trend, where companies partner with well-known celebrities, politicians, and business people to promote their products. And, it’s an effective sales tool—in 2016, revenue generated from influencer marketing on Instagram alone topped $570 million.
Each morning as I prepare for work, I gather up the essentials: keys, phone, lunch, and travel mug. Whether I’m in the mood for coffee or tea, starting my day with a hot beverage is part of my routine, and it’s probably part of yours too. My mug gets a lot of use, but it’s not only functional—it also makes a statement. With a bright colored body and bold logo, my mug shows that I’m a proud graduate of my college. I’m not just drinking coffee; I’ve become a brand ambassador for my school.
While I could use any mug, I chose one that makes a statement with bold branding because the connection to my school is an important part of who I am. However, such branding is not the right fit for every product or every customer. Sometimes a subtler branding approach may lead to more engagement from a prospective customer—and more sales and leads for your business. Continue reading “Consider the Subtle Branding Approach”
Think about the last purchase you made. What did it take to bring you from prospective customer to committed buyer?
Prospects typically need multiple touches before they commit to a purchase—over 7, according to the Online Marketing Institute. While it’s relatively easy to send out lots of emails or post on social media, we’re in an age where many of us are experiencing digital overload. (The average office worker receives 121 emails per day!) In such a crowded digital space, it’s hard to make your voice heard. If you’re not getting the kind of response you’d like from your marketing campaigns, it may be time to add direct mail to the mix.
Direct mail consistently rates as being more trustworthy, more memorable, and read more often than email. It provides a personal touch and the kind of experience digital just can’t deliver.
Direct mail may seem limiting if you have limited experience with it. However, printing has advanced considerably, giving you a wide range of options for texture, color, shape, design, and personalization.
As with any marketing communication, direct mail works best when it is relevant to the recipient and tailored to your audience. Just like digital communications, you can automate your direct mail to make the process more efficient. Continue reading “Have You Gone to the Mailbox Today?”