Posts Tagged ‘direct marketing’

The Great Gate Debate: When to use gated content

gated content, lead forms, registration forms, lead gen, lead generation, content marketingOftentimes we are asked by clients our feelings on gated content –  You know, the information that cannot be accessed until a form is filled out with the user’s personal information, usually their name, email, phone number and some innocuous question. The questions we get usually center on WHEN this type of content should be used, and IF it should be used at all.

Read the rest of this entry »

How global is your business?

global businessThe Internet has given every company, large and small, a digital footprint.  It’s not a matter of can you be found, but rather, once you are found, who are you really trying to reach.

 

The real question is not whether your business is global or not, but rather: How global is your business?

 

Read the rest of this entry »

It’s Back to School Time! And Not Just for the Kids……

Aug1.Continuing EdIt’s that time of year again….back to school. Excitement at the anticipation of a new learning year is upon us.  But it doesn’t just have to be for the kids… We, as adults, should continually embark on a new journey of learning and self-betterment.

 

Our clients rely on us for advice and counsel on marketing communications techniques and tactics. In order to best perform our jobs and remain a source of information, we seek out ways to hone our skills, learn about the latest trends and discover new ways to employ best practices in our clients’ programs. Our agency could not survive in this digital era if we had stopped trying to improve and innovate while everyone still relied on only print media in the 1980s.

 

Read the rest of this entry »

A quick sidebar on creativity through email

July2.brainstormingA quick sidebar on creativity through email

We can all agree, creativity isn’t a linear process—it best thrives when varying perspectives are all given equal weight and the something that has been looked at a thousand times in one light is suddenly seen in a completely different one. Read the rest of this entry »

Hitting the Bullseye: a new era of direct email

direct email, bullseye, targeted email, marketing automationMarketing automation has breathed new life into email marketing.  That which was once destined for junk folders and blacklists is becoming useful again by not merely spamming the reader with potentially relevant information, but instead providing value driven material that matches the interests and needs of the recipient.

 

The intellect a well-run marketing automation program provides allows companies to cultivate prospects with personalized, laser-focused content that helps turn these potential buyers into customers.  You aren’t randomly throwing spaghetti at the wall and seeing how much will stick—you’re following a unique recipe that suits their specific requirements.

Read the rest of this entry »

How Well Do You Know Your Brand? 4 quick tips to give you a baseline

Mar2.personalbrand_bannerSo many companies focus on identifying their brands by sitting around their own conference room discussing what they think their customers value about their brand.  Few step outside the office to truly figure out what resonates from an end user perspective.

 

Time, money and sometimes even ego are the often the root causes of a misguided branding strategy, but let’s look at how a few simple outward-facing steps can help you start to formulate a valuable branding strategy. Read the rest of this entry »

A/B Testing – Algebra and Statistics in Marketing Communications

a/b testing, testing campaigns, marketing testing, marketing efficiency, marcom efficiency, marcom ROI, measuring ROISomeone recently asked me about A/B testing and how it relates to marketing and business. I had to do a little bit of research as I wanted to make sure I could explain it. As I started to read up on it, I could feel the anxiety build in my chest. Terms like ‘randomized experiment with two variants, A and B’ and ‘two versions (A and B) are compared, which are identical except for one variation that might affect x’s behavior’. What the heck?!?!?!?!!??! I’m a communications professional!!! Math is not my forte! Read the rest of this entry »

Create a Compelling Webinar by Following the 3 Ps….

Oct2.webinarWe all know what a webinar is…but, do we all know how to prepare and present a compelling webinar? Read the rest of this entry »

Today’s code word: Nimble—but what about tomorrow?

spy%201_jpgWe keep hearing it. Nimble, agile, responsive…it’s all the rage among marketing folks today.

From big companies to small, from email templates to lead automation, marketers are realizing that, in order to play the game, they need to be able to move quickly to tailor their message to the unique attribute of a prospect or customer. Read the rest of this entry »

Believing the Hype about Big Data

marketing automation, marketing efficiency, online marketingWe’ll be honest. We were a bit skeptical about marketing automation when we first heard about it. Is this really a trend that will be helpful for B2B marketing strategies?  But knowing we are typically our clients’ first resource to ask about the latest marketing trends, we knew we had to take a closer look and stay “in the know.” Read the rest of this entry »

An Open Letter to Those Employing Direct Mail

direct mail, direct marketing, tips for direct mail, direct mail best practices

 

Dear Mr. or Ms. Marketer,

 

First of all, BRAVO! It seems you already realize the importance of print in today’s digital delete-before-you-even-open-it world. That colorful mailer that crossed my desk made me pause for a moment…

 

You have obviously put considerable time and effort into developing a comprehensive, well-designed piece of literature, and, well, we feel it should go to someone who could use it.

 

See, we are a marketing communications agency, so we track relevant trade publications that are important to our clients and their markets by subscribing to the magazines and relevant sites.

 

We’ve noticed an increasing trend in publications selling unqualified leads from their subscriber list to companies, such as yours.

 

Companies are sending the wrong materials, or unsolicited information, to prospects that really have no use for it.

 

In our world, this is a big waste of valuable resources, especially when some thought, time and money has been put into those marketing materials.

 

If you are interested in discussing targeted marketing strategies that can give you some qualified leads, we’d love to talk. For starters, ask yourself these questions about your current direct mail efforts, then drop us a note when the feeling moves you!

 

If you think the checklist above is enough help, then we wish you the best of luck in your future sales and we hope the next person that receives your information finds in it the perfect solution for their next project.

 

Sincerely,

The Simon Group

Marketing Communications

More than 25 years of Business as Unusual

 

 

 

Direct Mail as a Modern Marketing Tool

direct marketing, printed marketing, hard copy, promotions, mailWhen digital media started to storm the scene, publishing houses, printing companies and papermakers where shaking in their boots, with good cause. Digital was cheaper, faster and more efficient, a perfect combination in an age of tightening budgets.

But a funny thing has happened over the past decade.

It’s true that many catalogs, datasheets, direct mailers and even ads and magazines have been digitized—available at your prospects’ fingertips with the click of a mouse, but at the end of that chain of cyberspace data are still human recipients. And the question is always, “How do we make them take notice?”

A Digital Deluge

Email now floods inboxes, just as direct mailers used to flood mailboxes. Subject lines are critical to successful open rates, or that same simple one click will land you in the trash folder.

Catalogs and datasheets can be viewed online or printed directly from a company’s website…but you still need to get your prospect there.

Certainly there are low cost online instruments to help in the effort: Google AdWords; SEO integrated into your website, and even some banner ads can effectively source clickthroughs depending on the campaign.   But how else can you make them take notice?

Paper as a Premium?

In some ways, the printed piece has come full circle and can be used to a company’s advantage if done correctly. No longer merely lose in cyberspace, a printed mailer that comes across a prospect’s desk can make them stop and a second look.

The two elements that are critical here are graphic design and content—it still needs to catch your eye and give solid information.

And let’s not forget our options: from a flat 5”x7” mailer or personal letter addressed to prospects up to a die cut piece or a full scale 3D package.

  • Will it take a little more time? Yes.
  • Will it take a little more money? Yes.
  • Will it make your prospect take notice? Absolutely!

Is it right for every campaign…not really. But for your next major product launch, think about how you can shake things up to stand out from the digital crowd. You might just find that everything old is new again.

Take a look at these Direct Mail Considerations before your next campaign.