2 BUSINESS BUSINESS UPDATE OCTOBER 2011 INSIDE THIS ISSUE Marketing In Real Life — Using the Right Tools to Build a Strong Brand Branding — Increase Your Loyalty to Loyalty Programs Biz Tips — 7 Tips for Tradeshow Displays Business 2 Business Update is a monthly newsletter published by PIP One of the greatest challenges many companies face is determining the effectiveness of their marketing campaigns. To address this issue, more and more marketers are including response tracking and reporting mechanisms in their direct marketing programs. Campaign tracking and reporting is just as important as getting the right message to the right audience, because it allows you to capture valuable data from every campaign you execute, such as: • Cost per acquisition • Cost per sale • Time to convert a prospect into a customer • Which marketing response mechanism pulls a better response rate The resulting business intelligence can help you determine your return on investment (ROI) and make better business planning decisions to maximize your future marketing efforts. At PIP Printing, we have several options available to track direct marketing response, including coupons, personalized URLs, and Quick Response (QR) codes. Call us for help with your next campaign and start improving your overall marketing performance today. Personally Speaking TRENDS IN THE MARKETPLACE Is Social Media Replacing Email? Social media is the latest big marketing push, but is it replacing email? Christopher Barnes, founder of eMARKETINGWERX, believes that email is still a highly relevant and important communication channel, one that marketers should absolutely continue to include in their marketing mix. Barnes cites an April 2011 study, published by AOL and Neilsen, which revealed that 66% of content is shared via email, compared with only 28% on social networks. Another survey, published in February 2011 by ForeSee, reported that only 5% of visitors to retail web sites identified social media as their primary influence, as opposed to 19% of visitors who cited promotional emails as their primary influence, second only to familiarity with the brand (38%). Barnes believes that social media web sites are like virtual billboards; consumers will only view a message if they choose to navigate to that page. This makes social media more of a “one-to-many” communication channel. In contrast, permission-based email marketing, which sends a company’s message directly into a customer’s inbox, is more of a “one-to- one” approach. Obviously, email communications can be a very effective marketing tool, but it is easy to alienate recipients if certain rules are not followed. For instance, sending emails to customers every day is one of the quickest ways to get them to unsubscribe. Generally speaking, sending emails once or twice a month is more appropriate. In addition, email messages should not be replete with sales pitches. By providing valuable content and useful information, most companies will be rewarded with loyal customers and repeat business. VS Social media has become a highly relevant way to reach consumers. Experts, however, believe that emails still serve as a more direct channel for “one-to- one” marketing. www.pippdx.com E [email protected]P 503.282.0913 633 SE Clay Street Portland, OR 97214 John Konrad Owner
Transcript
2BUSINESS BUSINESS
UPDATEoctober 2011
INSIDe tHIS ISSUe Marketing In real Life— Using the Right Tools to Build a Strong Brand
branding— Increase Your Loyalty to Loyalty Programs
biz tips— 7 Tips for Tradeshow Displays
Business 2 Business Update is a monthly newsletter published by PIP
One of the greatest challenges many companies face is determining the effectiveness of their marketing campaigns. To address this issue, more and more marketers are including response tracking and reporting mechanisms in their direct marketing programs.
Campaign tracking and reporting is just as important as getting the right message to the right audience, because it allows you to capture valuable data from every campaign you execute, such as:
•Costperacquisition
•Costpersale
•Timetoconvertaprospectintoacustomer
•Whichmarketingresponsemechanismpulls a better response rate
The resulting business intelligence can help you determine your return on investment (ROI) and make better business planning decisions to maximize your future marketing efforts.
At PIP Printing, we have several options available to track direct marketing response, including coupons, personalized URLs, and Quick Response (QR) codes.
Call us for help with your next campaign and start improving your overall marketing performance today.
Personally SpeakingTRENDS IN THE MARKETPLACE
PIPQUIZHOWTO...
See how savvy you are with our PIP Quiz.Who were the founders of A&W Root Beer?
A. Allen and Wright
B. Anderson and Wells
C. Angelo and Wally
D. Arneson and Williamson
Answer inside!
Not Just Plan, But EXECUTE!Strategy sessions, planning meetings and daily conference calls may be fine when planning a new product launch or corporate initiative, but your team may be spending too much time trying to think of the best strategy and not enough time on execution.
Excessive strategizing often produces too many ideas, and results in not enough resources to get things done. Rather than continuing on this path, adopt a Nike-ish philosophy of “Just do it!” To get back on track, employ the following tactics for successful project execution:
•Setclearprojectobjectives • Identifyspecificworkactivities •Assigneachworkactivitytoa specific person or group who will be responsible for its completion •Prepareaprojectschedulewithappropriatedeadlinesandmilestones
At PIP Printing, we can help you develop tools for better execution—or step in with additional resources when needed. Call us the next time you find yourself in a bind!
Is Social Media Replacing Email? Social media is the latest big marketing push, but is it replacing email? Christopher Barnes,founderofeMARKETINGWERX,believesthatemailisstillahighlyrelevantand important communication channel, one that marketers should absolutely continue to include in their marketing mix.
Barnes cites an April 2011 study, published by AOL and Neilsen, which revealed that 66% of content is shared via email, compared with only 28% on social networks. Another survey, published in February 2011 by ForeSee, reported that only 5% of visitors to retail web sites identified social media as their primary influence, as opposed to 19% of visitors who cited promotional emails as their primary influence, second only to familiarity with the brand (38%).
Barnes believes that social media web sites are like virtual billboards; consumers will only view a message if they choose to navigate to that page. This makes social media more of a “one-to-many” communication channel. In contrast, permission-based email marketing, which sends a company’s message directly into a customer’s inbox, is more of a “one-to-one” approach.
Obviously, email communications can be a very effective marketing tool, but it is easy to alienate recipients if certain rules are not followed. For instance, sending emails to customerseverydayisoneofthequickestwaystogetthemtounsubscribe.Generallyspeaking, sending emails once or twice a month is more appropriate. In addition, email messages should not be replete with sales pitches. By providing valuable content and useful information, most companies will be rewarded with loyal customers and repeat business.
VS
Social media has become a highly relevant way to reach consumers. Experts, however, believe that emails still serve as a more direct channel for “one-to-one” marketing.
Too many companies regard loyalty as a one-time approach rather than a journey that spans customers’ lifecycles and takes into account their preferences and purchasing histories. That’s according to Mila D’Antonio, Managing Editor for 1to1 Magazine and Customer Strategist Journal.
D’Antonio recently reported on the results from a survey conducted earlier this yearbyACIWorldwide.Keyfindingsincludethefollowing:
•Onlyabout27percentofrespondentshadreceivedaloyaltyprogramrewardor promotion that made them feel like they were valued as a customer.
•Whilethreeoutoffourrespondentsarecurrentlymembersofatleastoneretailloyalty card program, 85 percent of those reported that they hadn’t heard from the company since the day they signed up.
•62percentofrespondentsjoinedretailloyaltyprogramssotheycouldgetdiscounts on the things they buy most, but only about 36 percent received a reward or promotion that made them come back to the store again.
•81percentofrespondentssaidtheydon’tknowthebenefitsoftheloyaltyprogram or how and when they might receive rewards.
•Morethantwoinfiverespondentsindicatedthatthey’dhadanegativeexperience with a customer loyalty program.
The goal of any loyalty program is to make customers feel appreciated, valued and satisfied. D’Antonio strongly urges marketers to take full advantage of this valuable channel by engaging customers with relevant offers, by communicating updates regularly, and by soliciting feedback that can be used to further strengthen overall loyalty.
Increase Your Loyalty to Loyalty Programs
BIZ TIPS
Fictional names were used. Based on actual case study.
PIPQuiz:A
.The
brand
wasstarte
din191
9by
Roy
Allen.In
192
2,Allenpa
rtnered
withFrankW
right,a
ndth
eycom
bine
dtheirinitia
lstocreatethebran
d“A
&W.”
7 Tips for Tradeshow Displays
Exhibiting at tradeshows is a significant expense for most companies. To increase the likelihood of having your investment pay off, here are some tips for ensuring your exhibit display really engages show attendees:
1. Keep your display clean and organized. Customers will be turned off by messiness or by having to do too much searching to find what they want.
2. train your exhibit booth staff. Ensure someone is always available to greet browsers and engage them in knowledgeable conversation.
3. Attract a crowd using interactive activities likequizzes,computergames,contestdrawingsand/or scheduled demonstrations.
4. Display attractive promotion items. Place these items in such a way that people have to walk into or through your booth to get to them.
5. Maintain a good supply of color brochures as well as order forms, price sheets, business cards and anything else you need to conduct sales.
6. create the illusion of demand for your product. Place a “Sold” sign on a product display or leave an area empty, as if you’re too busy to restock.
7. Follow up promptly. Post-show, the faster you contact a prospect, the more your business will stand out from the rest.
For more winning ideas for engaging trade show attendees, contact the experts at PIP Printing.
Using the Right Tools to Build a Strong BrandCHALLENGE CrescentMoonInnisa14-room,boutiquehotel.Whentheownercametous,itwasstill under construction. New to the hospitality industry, he was proceeding cautiously but not slowly, and was working with a small budget. He needed to create a brand identity, raise local awareness of his inn and, ideally, he wanted to book reservations for rooms and events prior to opening. SOLUTION First, we designed a simple but elegant logo that was consistent with the traditional look and feel of the inn’s construction. The logo was integrated into all printed materials, embroidered into robes in the guest rooms, and even forged into iron gates in the courtyard. The identity package was rounded out with business cards, stationery, brochures, note pads, invitations, comment cards, menus, contracts, promotional products and signage. Once we felt the messaging was effectively reinforced across all elements, we mailed a personalized letter to 1,250 people to introduce the hotel, along with a business card and full-color brochure. The letter describedtheinnasthearea’s“premierehotel.”Wealsoproduced posters, flyers and promotional items for two trade shows the owner attended.
One month before opening, we designed and printed postcards that were handed out to local businesses, inviting them to a pre-opening tour. That was followed up by an email blast to 2,500 people announcing the grand opening.
Starting with a well-designed logo and a well-defined message, we used many of the marketing tools at our disposal to successfully achieve our goal. These included: data lists, variable printing&mailingservices,largeformatprinting,promotionalitems and email marketing. RESULTS Whentheinnopened,itwasalreadybookedforeventseveryweekendfortherestoftheyear.Withintwo months, they had booked 15 additional mid-week business gatherings and one company was looking at reserving the entire hotel for a weeklong meeting. The owner was most pleased that all of his pre-opening branding and marketing efforts were completed on time and on budget. Not only do we now handle all of his recurring printing needs, we are already talking with him about a new campaign to target event planners within a four state region.
MARKETING IN REAL LIFE BRANDING
Too many companies regard loyalty as a one-time approach rather than a journey that spans customers’ lifecycles and takes into account their preferences and purchasing histories. That’s according to Mila D’Antonio, Managing Editor for 1to1 Magazine and Customer Strategist Journal.
D’Antonio recently reported on the results from a survey conducted earlier this yearbyACIWorldwide.Keyfindingsincludethefollowing:
•Onlyabout27percentofrespondentshadreceivedaloyaltyprogramrewardor promotion that made them feel like they were valued as a customer.
•Whilethreeoutoffourrespondentsarecurrentlymembersofatleastoneretailloyalty card program, 85 percent of those reported that they hadn’t heard from the company since the day they signed up.
•62percentofrespondentsjoinedretailloyaltyprogramssotheycouldgetdiscounts on the things they buy most, but only about 36 percent received a reward or promotion that made them come back to the store again.
•81percentofrespondentssaidtheydon’tknowthebenefitsoftheloyaltyprogram or how and when they might receive rewards.
•Morethantwoinfiverespondentsindicatedthatthey’dhadanegativeexperience with a customer loyalty program.
The goal of any loyalty program is to make customers feel appreciated, valued and satisfied. D’Antonio strongly urges marketers to take full advantage of this valuable channel by engaging customers with relevant offers, by communicating updates regularly, and by soliciting feedback that can be used to further strengthen overall loyalty.
Increase Your Loyalty to Loyalty Programs
BIZ TIPS
Fictional names were used. Based on actual case study.
PIPQuiz:A
.The
brand
wasstarte
din191
9by
Roy
Allen.In
192
2,Allenpa
rtnered
withFrankW
right,a
ndth
eycom
bine
dtheirinitia
lstocreatethebran
d“A
&W.”
7 Tips for Tradeshow Displays
Exhibiting at tradeshows is a significant expense for most companies. To increase the likelihood of having your investment pay off, here are some tips for ensuring your exhibit display really engages show attendees:
1. Keep your display clean and organized. Customers will be turned off by messiness or by having to do too much searching to find what they want.
2. train your exhibit booth staff. Ensure someone is always available to greet browsers and engage them in knowledgeable conversation.
3. Attract a crowd using interactive activities likequizzes,computergames,contestdrawingsand/or scheduled demonstrations.
4. Display attractive promotion items. Place these items in such a way that people have to walk into or through your booth to get to them.
5. Maintain a good supply of color brochures as well as order forms, price sheets, business cards and anything else you need to conduct sales.
6. create the illusion of demand for your product. Place a “Sold” sign on a product display or leave an area empty, as if you’re too busy to restock.
7. Follow up promptly. Post-show, the faster you contact a prospect, the more your business will stand out from the rest.
For more winning ideas for engaging trade show attendees, contact the experts at PIP Printing.
Using the Right Tools to Build a Strong BrandCHALLENGE CrescentMoonInnisa14-room,boutiquehotel.Whentheownercametous,itwasstill under construction. New to the hospitality industry, he was proceeding cautiously but not slowly, and was working with a small budget. He needed to create a brand identity, raise local awareness of his inn and, ideally, he wanted to book reservations for rooms and events prior to opening. SOLUTION First, we designed a simple but elegant logo that was consistent with the traditional look and feel of the inn’s construction. The logo was integrated into all printed materials, embroidered into robes in the guest rooms, and even forged into iron gates in the courtyard. The identity package was rounded out with business cards, stationery, brochures, note pads, invitations, comment cards, menus, contracts, promotional products and signage. Once we felt the messaging was effectively reinforced across all elements, we mailed a personalized letter to 1,250 people to introduce the hotel, along with a business card and full-color brochure. The letter describedtheinnasthearea’s“premierehotel.”Wealsoproduced posters, flyers and promotional items for two trade shows the owner attended.
One month before opening, we designed and printed postcards that were handed out to local businesses, inviting them to a pre-opening tour. That was followed up by an email blast to 2,500 people announcing the grand opening.
Starting with a well-designed logo and a well-defined message, we used many of the marketing tools at our disposal to successfully achieve our goal. These included: data lists, variable printing&mailingservices,largeformatprinting,promotionalitems and email marketing. RESULTS Whentheinnopened,itwasalreadybookedforeventseveryweekendfortherestoftheyear.Withintwo months, they had booked 15 additional mid-week business gatherings and one company was looking at reserving the entire hotel for a weeklong meeting. The owner was most pleased that all of his pre-opening branding and marketing efforts were completed on time and on budget. Not only do we now handle all of his recurring printing needs, we are already talking with him about a new campaign to target event planners within a four state region.
2BUSINESS BUSINESS
UPDATEoctober 2011
INSIDe tHIS ISSUe Marketing In real Life— Using the Right Tools to Build a Strong Brand
branding— Increase Your Loyalty to Loyalty Programs
biz tips— 7 Tips for Tradeshow Displays
Business 2 Business Update is a monthly newsletter published by PIP
One of the greatest challenges many companies face is determining the effectiveness of their marketing campaigns. To address this issue, more and more marketers are including response tracking and reporting mechanisms in their direct marketing programs.
Campaign tracking and reporting is just as important as getting the right message to the right audience, because it allows you to capture valuable data from every campaign you execute, such as:
•Costperacquisition
•Costpersale
•Timetoconvertaprospectintoacustomer
•Whichmarketingresponsemechanismpulls a better response rate
The resulting business intelligence can help you determine your return on investment (ROI) and make better business planning decisions to maximize your future marketing efforts.
At PIP Printing, we have several options available to track direct marketing response, including coupons, personalized URLs, and Quick Response (QR) codes.
Call us for help with your next campaign and start improving your overall marketing performance today.
Personally SpeakingTRENDS IN THE MARKETPLACE
PIPQUIZHOWTO...
See how savvy you are with our PIP Quiz.Who were the founders of A&W Root Beer?
A. Allen and Wright
B. Anderson and Wells
C. Angelo and Wally
D. Arneson and Williamson
Answer inside!
Not Just Plan, But EXECUTE!Strategy sessions, planning meetings and daily conference calls may be fine when planning a new product launch or corporate initiative, but your team may be spending too much time trying to think of the best strategy and not enough time on execution.
Excessive strategizing often produces too many ideas, and results in not enough resources to get things done. Rather than continuing on this path, adopt a Nike-ish philosophy of “Just do it!” To get back on track, employ the following tactics for successful project execution:
•Setclearprojectobjectives • Identifyspecificworkactivities •Assigneachworkactivitytoa specific person or group who will be responsible for its completion •Prepareaprojectschedulewithappropriatedeadlinesandmilestones
At PIP Printing, we can help you develop tools for better execution—or step in with additional resources when needed. Call us the next time you find yourself in a bind!
Is Social Media Replacing Email? Social media is the latest big marketing push, but is it replacing email? Christopher Barnes,founderofeMARKETINGWERX,believesthatemailisstillahighlyrelevantand important communication channel, one that marketers should absolutely continue to include in their marketing mix.
Barnes cites an April 2011 study, published by AOL and Neilsen, which revealed that 66% of content is shared via email, compared with only 28% on social networks. Another survey, published in February 2011 by ForeSee, reported that only 5% of visitors to retail web sites identified social media as their primary influence, as opposed to 19% of visitors who cited promotional emails as their primary influence, second only to familiarity with the brand (38%).
Barnes believes that social media web sites are like virtual billboards; consumers will only view a message if they choose to navigate to that page. This makes social media more of a “one-to-many” communication channel. In contrast, permission-based email marketing, which sends a company’s message directly into a customer’s inbox, is more of a “one-to-one” approach.
Obviously, email communications can be a very effective marketing tool, but it is easy to alienate recipients if certain rules are not followed. For instance, sending emails to customerseverydayisoneofthequickestwaystogetthemtounsubscribe.Generallyspeaking, sending emails once or twice a month is more appropriate. In addition, email messages should not be replete with sales pitches. By providing valuable content and useful information, most companies will be rewarded with loyal customers and repeat business.
VS
Social media has become a highly relevant way to reach consumers. Experts, however, believe that emails still serve as a more direct channel for “one-to-one” marketing.
