Keep This Pen - A Better Alternative To Direct Mail

Product Based Customer Focus

admin — Thu, 16 Apr 2009 00:41:23 +0000

Begin evaluating
every product development, product extension, product enhancement, and
product revision activity in terms of actual customer purchases those
activities will create. If you are developing new products without a
precise linkage into the purchase potential of the customer, why are you
wasting time, talent, energy and resources to develop something that you
aren’t even sure customers want? A product is only a product when many
people are lining up to buy it; until then it is only a risk. Every
activity in product development must begin and end with live customer
experience, input, and design assistance. You cannot even begin to think
about a new product until your customer base tells you what the product
is, how it is to be positioned, priced, packaged, and delivered.

Is Your Loyalty Program In A Rut?

admin — Thu, 16 Apr 2009 00:39:34 +0000

The objective of any loyalty program is to establish long-term relationships with customers so that they count on the program as they would a trusted friend. New loyalty programs should grow steadily over the first two years, while a mature program should generate inquiries at a monthly rate of 4 to 5 percent. When participation begins to decline, the most common cause is the loss of creative focus on the program. It’s also common for newly launched programs to settle into a rut of self-imposed sameness. Both of these afflictions are easy to fix, with a little creative energy. Simply set as your goal the creation of some kind of surprise value-added offer for at least one segment of your membership base each quarter. Surprise, meaning something different in style and substance from anything you’ve already done. If ROI begins to slip, tackle the benefits structure with fresh eyes and open ears. Talk to members. Ask them what they like and dislike about the program, and what kinds of recognition and reward they wish for.

Commandments Of Successful Entrepreneurship

admin — Thu, 16 Apr 2009 00:38:52 +0000

So you’re planning to start a new business, huh? Here’s a few things to consider before venturing out on that financial limb.

•Find a market niche. What makes you unique, and how are you different from anybody else out there.

•Always under-promise and over-deliver.

•Choose your area of interest carefully, taking into consideration your greatest talents, weaknesses and current available resources.

Marketing Tips To Remember Part 2

admin — Thu, 16 Apr 2009 00:38:03 +0000

To successfully market a product or service, you must first position your company in relation to the competition. Know how you want your company, product or service to be perceived by customers. Image is important in the mind of the consumer. Decide whether you want to be known for low bargain prices, unlimited selection, top of the line customer service, or the highest quality of merchandise. Then position your business and marketing strategy accordingly. Don’t try to be everything to everybody, pinpoint your customer and target his or her needs. As your business grows, prepare a strategic marketing plan looking at how your product and service will meet the long-term needs of your customers. Focus on specific marketing objectives, how to achieve them and a path of appropriate actions to take.

Continuity In The Marketplace

admin — Thu, 16 Apr 2009 00:37:23 +0000

You need to be in the marketplace on a regular, continuing, and ongoing basis. Not necessarily the same amount every week or every month, but on a regular basis. Whatever makes the most sense-not just in and out at your convenience. You are more likely to be remembered when it’s time to buy if you are frequently seen. Seen through the articles, at a trade show, through a piece of direct mail, or well-placed advertisements. Even on the radio or TV if its appropriate for your market. Some products are seasonal, so therefore you must have the biggest impact during that season. The range between the best and worst season is rarely more than 20%. This doesn’t mean you shouldn’t be aware of it. It does mean you need to be in the marketplace on a continuing basis.

Marketing Tips To Remember

admin — Thu, 16 Apr 2009 00:36:36 +0000

Here are a few marketing tips to keep in mind when you’re considering launching a new campaign.

Most businesses will get 80% of their sales from 20% of their customers. Know exactly who those 20% are and aim your advertising to that segment.

Research is a vital part of your marketing plan. Your effort should produce answers to who your prospects are, and where, why, when, and how they are converted into active buyers.

As your business grows, prepare a strategic marketing plan looking at how your product or service will meet the long-term needs of your customers.

Dramatically increase your odds for a direct mail response by including a self-addressed, stamped or postage paid envelope.

Benefit Based Customer Focus

admin — Thu, 16 Apr 2009 00:35:49 +0000

Begin evaluating every corporate task, policy and strategy relative to the actual amount of benefit the customer will receive. If an action does not directly benefit a customer, why are you doing it? This is another way of measuring whether you should do something at all. If reorganizing the telephone staffing actually benefits the customer calling in, then do it.

But if it only benefits the internal perception of the operations department, why are you wasting effort, time, and precious resources on an activity that produces no benefit for the customer. Always ask yourself; If I were a customer would I see this as a tangible benefit valuable enough to for me to invest my time and money in? If so, then it might be an avenue to explore, but if it doesn’t even motivate you to an action, why would it stimulate a customer to part with their money?

Boosting Your B-to-B Sales

admin — Thu, 16 Apr 2009 00:34:57 +0000

Here are a few tips to help you improve response to your business-to-business direct mail:

Mail to different job titles. In large companies, decisions are made on many levels, so you must prove to all that doing business with you is beneficial and safe. Try mailing to different job titles simultaneously, perhaps with different copy addressing each level’s concerns. Or you might encourage pass-alongs of the same piece.

Provide complete information. Business decisions require more consideration. That’s why it’s vital to provide complete product specifications and detailed features.

Avoid chest-beating corporate brochures. A brochure should have a clear, specific purpose. Stick to that purpose and save the heady language and images for your annual report.

Yellow Pages Strategy

admin — Thu, 16 Apr 2009 00:34:07 +0000

Display ads in the Yellow Pages are different from those in most other publications since they are in customers’ hands for a full year. For that reason, it’s often prudent to start with relatively small display ad. If the ad proves cost effective, consider enlarging it next year. If it isn’t, you can fine-tune the ad at a relatively modest cost. All successful display ads-and especially those in the phone book- should state clearly why the reader should do business with your company. List the main benefits of choosing your company, and always give them several ways to contact you…phone number, web site, e-mail, FAX.

The Cluster Principle

admin — Thu, 16 Apr 2009 00:33:24 +0000

People with similar demographic and psychographic profiles have a tendency to cluster together in the same geographic areas. Companies do the same. Most brokerage houses are in the same part of town. Many cities have a restaurant row, as well as an auto row, and the financial community will most likely be within the same 5-block radius. Using SIC Codes, carefully combed to select the demographics, geographics, and even psychographics will help you identify these cluster groups of businesses you need to target More importantly it will help you differentiate between the “mom and pop’ outfits and the Fortune 500 businesses in the area. This will help you select the right audience to target.