September 14, 2009
Effective Ideas to Improve Your Direct Mail Response
In every business, a good marketer plans their strategy to get customers to come and spend their money. The internet has exploded with ways to try and getting the attention of prospective buyers. Email boxes have been loaded up with offers. Unfortunately, a lot of marketing emails get classified as spam if received from an unknown business or individual. Businesses are now turning to blogs and ezines to get their message out. Competition is fierce out in land of the internet
Ladies and gentlemen, the internet cannot convey your message more effectively than a direct mail piece. Direct mail cannot be deleted like email without being looked at first. It must be handled first before it is examined
Direct mail is still the most popular way to get information out regarding your company, service or product. It’s a powerful tool, reaching your current and prospective customers, eliminating the need for cold calling while generating leads. An effective mail piece should be eye-catching, appealing to the reader while holding their interest.
Here are a few tips to create a successful direct mail campaign to get you noticed.
The most powerful two letters in direct marketing: P.S. Use it on every direct mail letter you send out. It is most often the first thing the recipient reads. It is used to motivate, entice or as a call to action.
Use handwriting in your message. On a marketing letter, use it as your P.S. or make a quick note on a postcard “Thought you’d be interested in…” It gives your message a personal touch.
Speaking of handwriting…address your envelope and postcards in your own handwriting. AND use a live stamp rather than a preprinted indicia or a metered stamp. Studies show that the recipient is more likely to look at the mail piece than one that looks automated. This can be cost-effective on smaller mail campaigns.
Change is good. Vary your mailing format each time you send something out. Use self-mailers, postcards, letters, brochures, and catalogs. Change your format so that prospects don’t get in the habit of recognizing the same mailing piece each time.
Instead of a standard 4” x 6” postcard, make it larger. Postcards themselves will stand out from other mail, but an oversize postcard will get their attention quicker. Be creative with glossy colored images.
Use off-season or unusual holidays to stimulate business. Groundhog Day, Friday the 13th, Leap Day, National Chocolate Week are all great opportunities to send out mailings.
Put an unusual tagline, message, teaser comment or graphic on the outside of your envelope. Never just send a plain white envelope, it will look like junk mail.
Instead of the usual coupons, create a simulated check to promote a discount. Create it to look like an actual check. For a final touch, put a tagline on a window envelope “Our Gift to You” or “Your Stimulus Check is Enclosed,” Let the “check” show through the window.
When sending out direct mail letters, highlight in most important information of the letter. Bold or italic type will work. Or if your budget allows, a contrasting color will also stand out. This ensures that the reader’s attention is grabbed making them go back to read the entire contents of the letter.
Kill two birds with one stone. For most businesses, mailing out invoices is a perfect way to advertise a product, service or special discount to your customers. Be sure to change your message each month.
For more information about Direct Mail, Mail Fulfilment and what Aloha Print and Copy can do for you, call us at (770) 642-1642.
Relationship Marketing Idea #1
Each year, thousands of businesses send out holiday greetings. This is a great way to keep your company name out in front by connecting with current and past customers.
Aloha Print & Copy has hundreds of cards for you to look at. Thanksgiving, business, personal, New Years, patriotic, calendar and more
Right now, receive FREE Envelope Imprinting when you order your 2009 Holiday Cards from our FSGCrest line. Offer expires September 30th. Visit our NEW website: http://www.fsgcrest.com
OR receive 10% off your entire order when you order your 2009 Holiday Cards from our Nu-Art Collection. Offer expires September 30th. Call to have one of our holiday books delivered for your viewing. (Local area only.)
Call Aloha Print and Copy for more information at (770) 642-1642
September 2, 2009
Basic Training 101 – the Business Card
Are you wasting your most powerful marketing weapon? Business cards are the most versatile promotional tool any professional cannot afford to ignore. No matter what business you are in, your business card is a calling card. It’s the first in the line of sales “defense,” the first contact through which any business relationship starts.
Your business card is essential to your business. They’ve been around forever in one form or another. Everyone has one, so it’s important to make your card stand out from the competition. Make your card memorable.
Below are important tips about business cards to get you started or help you add value to your existing card.
• Make sure your card enhances your image. Your card is more than just your name and contact information. Create your design to reflect your brand identity.
• Speaking of name and contact information…make sure all contact phone numbers are listed. The phone you are at the most should be listed first. It is important that your email as well as your website be on the card. Websites are your second most important marketing tool in building the business relationship. Last but not least, a brief statement or strong tagline helps the reader know what your do in a few words.
• Design your card effectively. Keep it simple and clean. Do not overcrowd your card with too much information; make sure you leave “white” space to keep it legible. This means type must be easily read and information clearly presented. Too small of type/font can be difficult for the reader to see. Otherwise, it defeats the purpose of having a business card in the first place.
• Everyone loves fonts. There are hundreds of thousands to choose from. But when designing your card, choose your font wisely. Stick to two fonts maximum. Too many different looking fonts is difficult to read. Stick to readable type such as Helvetica, Arial, Times or Garamond for contact information. Using a script or decorative font; overuse of bold, italic and various point sizes all make info hard for the eye to process.
• Don’t waste valuable marketing space. Utilize the second side of your business card. A successful card is one that inspires the receiver to keep it. What to put on the backside may pose a challenge. Useful information such as office hours, directions, services, product benefits, appointments, core values or mission statements are a great way to market your business. If you are in a networking situation, create a referral card on the back. (Be sure to pass on more than one card to the receiver.) Sales people can print a coupon, incentives or other useful information.
• If you are in a “relationship” business, add a photo to your card. They are less likely to be thrown away, plus customers can see whom they are talking to on the phone.
• Brighten your card using color. Color is a powerful tool. An elegant card can be a single color to three spot colors. Even full color cards can have a classic look. Color should reflect your image. If your image is conservative, a single or two color card will be appropriate.
• Use quality paper. While it may save you money, low quality paper definitely gets you a very unprofessional image. Talk to your printer about the best paper stock that not only enhances your image, but will leave the impression that you are a high quality company.
• The BIGGEST no-no in the business world are business cards printed on your home printer using perforated stock. It tells the receiver that you’re “cutting corners” or perhaps, you’re not taking yourself or your business seriously. Your first business investment should be a high quality, professionally printed business card.
• Just say no to templates provided by online printing vendors. While these templates are easy and inexpensive to use, they leave no room for creativity due to their generic design quality. Create your own template based on the design and look of your brand image, then carry that consistency throughout your company’s business cards.
• Throw away your dog-eared cards. Nothing looks more unprofessional than handing out a card that has a bent corner or worn look for being in your purse, wallet or briefcase. It also gives the appearance of being “old looking” – that you do not do much business. Invest in a business card holder or protector.
• More importantly, put your cards to work. Your cards are the most cost-effective marketing collateral you have. They do you no good if they remain in your pocket or office. Pass them out where ever you go, in any business or personal situations. Make it a habit!!
Just remember when designing your card, the purpose, design and delivery of a business card can affect the outcome of how seriously you are taken.
For more information about business cards and what Aloha Print and Copy can do for you, call us at (770) 642-1642.
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