Marketing Information

Making a Hit with Your Marketing Campaign


Considered a vital link in a show's promotional plan, direct marketing is vital only if it's done right. It's certainly not as simple as typing a letter, adding an address and stamp, and popping it in the mail. Direct marketing specialist Debbie Bermont, president of San Diego-based Source Communications, offers her golden rules for creating that vital, highly successful direct marketing campaign.

There are some key golden rules to making your direct mailings work effectively. That doesn't mean that you have to spend more money in order to succeed. Far from it. In fact, you could find yourself spending less -- or at least spending more strategically -- than you may be doing at present. Here's how:

Mail to Mr. Right

There's a simple but very clear distinction between junk mail and direct mail. Junk mail is mail that isn't wanted. Direct mail is something that goes to the right person and is wanted. One major key to the success of your direct mailing is to find the right people to mail to. If you are working on a follow-up show, then targeting the people who signed up last year would be a good place to start. If it's a new show or a new list, your first job is to start with a research phone call to find out who that right person is. Even if you're using last year's list, it is still worth a telephone call to check that your information is up to date. Don't ever rely on anyone passing your mailer on -- it just won't happen.

Boost Your Letter

Once you've found out who to send your letter to, your next step is to make sure that your letter works to its maximum effect. Write it as a one-on-one dialogue. Beware of using industry lingo that your prospect may not understand. Keep your paragraphs short and sweet -- no more than seven lines. Break up your letter into clearly defined subheads. And keep it to two pages in length.

Make All Your Copy Benefit-Oriented

List the benefits so they are easy to understand. And remember that a benefit is a lot different than a feature. Features do not have the clout that benefits do. For example, stating that "10,000 people attended our show last year" is merely a feature. Write it in the context of a benefit: "You can have the opportunity of making 10,000 qualified contacts in three days," and you'll start making the impact that you want.

Repeat your offer at least three times throughout your letter: in your headline, within the first two paragraphs, and again in your closing paragraph. You can also include it in a "p.s." Last, but not least, tell your prospects what the next step is and tell them to do it today. Also include details of where to go for more information. Your goal should be for the recipients to immediately respond to your letter in a positive way.

Make an Impact

Your mail piece must stick out from all the rest. Yours will not be the only piece of direct mail that lands on your prospects' desks today. The more you can do to catch their attention, peak their curiosity, and urge them to open the packet, the better.

One particularly effective way of doing this is to make your packet lumpy. For example, you can include Post-it notes or candy (but never candy that could melt!). Make it even more appealing by relating your insert to your offer or your message. For example, insert a bite-sized Pay Day candy bar along with the message, "Every day's a Pay Day when you exhibit at the ABC Show!" Another idea is to affix large plastic aspirin capsules to your mailer with the message "Don't let this be another headache for you!" Or include a card with a telephone ringing along with the note "Give us a call today!"

Whatever your insert, make your message clear, make it novel, make it fun, make it useful, and make it one that leaves a warm fuzzy feeling -- not confetti. All that does is leave a mess!

Too Good to Miss

Create an offer that can't be refused. This may be a limited time offer (the expiration should never be longer than 60 days), or an offer that sets you apart from your competition, such as a better location or a bigger booth size with early sign up. Whatever the offer, the incentive has to be sufficiently appealing to inspire immediate action.

Remember that there's no point in offering an outstanding incentive if no one knows about it. So in your direct mail piece, make this offer clear, easy to understand, easy to respond to, and relevant for your audience.

Easy Does It

Make it as simple as possible for your prospect to respond to you. The most effective option is a fax-back form with quick and easy response sections. Other possibilities are a toll-free telephone number, a postage-paid reply card, or a Web site. The Web site might not necessarily be your direct response tool, but it is certainly very effective as an additional interactive vehicle for obtaining more information about the show.

Follow up by Phone

Whatever you send out, make sure you follow it up with a telephone call to close the sale. You'll see single digit response rates quickly turn into double digits as a result. Whoever makes those phone calls must be professional, courteous, and well-informed of the details of the show and the benefits of exhibiting.

Printing Essentials

There are plenty of ways to save money, time, and mistakes when it comes to your direct mail bottom line -- and all without compromising quality or quantity. Here are a few ideas to consider:

  • Save money with a printer. Pick a printer that will work with you -- not necessarily the one that offers the lowest bid. If you don't, you could end up sacrificing both quality and money.

  • Get at least three estimates from three different reputable printers.

  • Ask to see samples of their printing quality.

  • Remember that you can always negotiate a price (typically between 10 percent and 20 percent off of the price they first quote you).

  • For small print jobs buy your paper at a discount paper warehouse and avoid the printer's markup.

  • Always supply a very detailed purchase order that includes all the details that could be problems: price quoted, ink colors, paper specs, space requirements, quantity, etc.

  • Make sure that you see a final proof before the job is printed.

  • When possible, supply the printer with a sample of your final art as a guideline.

Mailing Tips

Not only does a little know-how help with your printing procedures, but in your mailing too.

If you want to save dollars, use third-class or bulk rate. You can save more than 70 percent of your postage cost if you can afford the slight time delay that bulk rate demands. Deliverability of bulk rate mail is between three and 10 days, but depending on the city, it can be just as fast as first-class.

Make up a sample package in the early stages of your preparation and take it down to your post office to check that it will go through the mail system without any problems. You don't want to find this out after you have printed 30,000 pieces!

Consider using a mail house to handle and sort your volume work. It can save an enormous amount of your time for a relatively low fee.

Concerned about the image of mailing bulk rate?

You can buy third-class stamps, which make a much better impact than a metered bulk rate mark.

What's the key to your direct mail?

It's the synergistic effect of multiple hits -- whether that's by mail, telephone, e-mail, broadcast fax, or an inexpensive postcard reminder -- which will ultimately make the impact and make the sale.

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

info@thetradeshowcoach.com


MORE RESOURCES:
Business:Marketing Articles from EzineArticles.com
07/03/2020 11:30 AM
5 Steps to Help You Build an ECommerce Store
If you have decided to take the plunge and set up a web-based shop, starting an eCommerce business can be a rewarding venture but it can also be a stressful one. Here are 5 steps to starting an online business that will help make the process clearer and less stressful.
07/02/2020 11:38 AM
How To The Word Out About Your Home Business
Make no mistake, getting the word out about your business is the most important thing you can do to ensure your success. Without a good advertising and marketing plan, your business has no chance.
06/30/2020 06:35 AM
5 Tips to Help You Choose The Right Textile Supplier
As a business owner, if you want to ensure a successful supply chain, you must look for the best textile supplier for your brand. Before you go with the supplier, know that there they should be able to satisfy all of your requirements. Given below are some tips from experts that will help you choose the best supplier. Read on.
06/22/2020 08:48 AM
7 Steps To Creating A Successful Business Plan
When you answer these 7 questions seriously, you can easily create a workable daily plan of action. Before you know it, you'll be successful because you have a clear plan.
06/19/2020 04:18 PM
How To Expand The Lifetime Value of Your Customer
Nothing is more important in your business than your customers. The more you can study what they need and find a way to deliver it to them, the longer they'll stick with you.
06/19/2020 04:13 PM
How to Use Empathetic Marketing in Your Social Media Strategy
As a business owner, it's important to take an empathetic approach in all of your marketing materials, from your website copy to your social media strategy. By empathizing with your customers, you can better serve them. So to help you get-and stay connected-with your customers, here are four ways you can build a social media presence with more empathetic content marketing.
06/01/2020 08:53 AM
The Importance of Empathy-Based Marketing
As a business owner, you may have had to pivot your marketing strategy during the pandemic by putting yourself in your customers' shoes to better serve them. People want brands to be more empathetic and aware of the long-term impact it will have on their lives. Here are some ways to use empathy to enhance your marketing strategy.
05/26/2020 03:42 PM
Why Hiring Digital Marketing Services Is More Important Than Ever
Digital marketing is an essential tool for any organization and especially so in times of crisis. Making an investment in digital marketing services is more important than ever and may very well be the deciding factor in your company's survival.
05/26/2020 03:41 PM
How to Evolve Your Business Model As Times Change
As business owners we want to emerge from the coronavirus pandemic not only in one piece, but as successful entrepreneurs who have learned some valuable lessons. As we enter a "new normal", customer expectations have changed. Now is the time to change your business model to meet your customer needs. Here are a few ways you can pivot your business model to meet these new customer needs.
05/14/2020 09:51 AM
The Impact Of COVID-19 On Search Trends And SEO
The rapid spread of COVID-19 virus from China, and beyond, has brought the businesses worldwide to a sudden halt. The impact of COVID-19 is shifting daily. So is its effect on the search trends and SEO. Therefore, we decided to help one understand the impact of coronavirus on SEO and search trends.
05/11/2020 07:56 AM
Pinterest for Business - Does It Make Sense For Your Niche?
Many people overlook Pinterest when it comes to their business. Pinterest is more than just recipes and arts and crafts. Find out if Pinterest makes sense for your business.
05/11/2020 07:54 AM
How to Build a Crisis Response Landing Page
During this COVID-19 pandemic, visitors to your business website are looking for reassurance and resources, whether it's around health precautions you're taking to prevent the spread of coronavirus or changes to your opening hours. Creating a crisis response landing page is to communicate serious messaging to your customers. Read about the importance of updating your website for COVID-19 and how to do it.
05/05/2020 07:22 PM
Nonprofit Videos
Learning to produce and post videos can enhance nonprofit organizations' ability to communicate their mission and message. Short videos get more views. Professional assistance is helpful but no longer necessary to produce quality videos.
05/01/2020 06:29 PM
How Tour Operators Cope With The COVID-19 Pandemic?
Impact of COVID-19 in Hotel and travel Industry. In the wake of the COVID-19 pandemic, many industries have taken a hit but the major brunt was seen and felt almost instantly in the travel and tourism industry.
05/01/2020 06:24 PM
Your Guide to Paid Marketing During COVID-19
If you're a business owner, COVID-19 is probably affecting your paid advertising campaigns. Now is the time to create an advertising strategy so you can prepare your business to move forward now and in the future. Here are three tips on managing your pay-per-click advertising during this coronavirus.
04/24/2020 08:15 AM
3 ECommerce Challenges & Solutions for Tough Times
There's no arguing that COVID-19 has led to increased internet traffic as people work, socialize, and entertain themselves online. But an increase in internet usage doesn't necessarily translate into increased sales for your small business. Here are 3 eCommerce challenges and solutions to help you maintain and even grow as an entrepreneur during this crisis.
04/20/2020 10:03 AM
17 Strategic Business Pivots to Make in the Time of COVID-19
The coronavirus epidemic has created many challenges for businesses. This means your business needs a plan so you can prepare for future growth and success. Here is a COVID-19 checklist of 17 strategic business pivots you can follow and implement right now to help your business.
04/15/2020 06:50 AM
A Quick Look Inside an Online Keyring Business
The simple solution to expanding your business. Guaranteed to work for any Business.
04/10/2020 05:37 PM
4 Marketing Strategies for the COVID-19 Crisis
The COVID-19 pandemic has left many small business owners uncertain as to how to cope in these strange times. Many find themselves planning for new business challenges related to the coronavirus. If you find yourself having to create a coronavirus crisis management plan for your business, here are a few things to focus on.
04/08/2020 03:40 PM
The Almost "Secret Ingredient" to a Highly Profitable Business
Recently, I watched probably one of my favorite movies of all time: Kung Fu Panda. Now, before you write this off as a stupid animated movie, there's a GREAT business lesson hidden inside if you're an expert, consultant, or coach. Here's the TL;DR version of the movie: 1) A big fat panda, Po, is "accidentally" picked to become the chosen one 2) His master, Shifu, doesn't want to train him because Shifu believes Po was chosen by accident 3) The great master Oogway, however, tells Shifu that "there...
04/08/2020 03:40 PM
How "Repulsion Marketing" Can Attract Your Best Buyers
Behold the glorious power of polarizing content. And why I'm all for "repulsion marketing" instead of "attraction marketing." Let me give you the perfect example: Yesterday I wrote a post about why minor spelling mistakes can actually nab you more sales (there are scientific studies that support this).
04/07/2020 08:41 AM
Communications Plans Matter
Communications are essential during this time. Having a solid communications plan can help to maximize your results. Without a plan, you are just throwing darts in the sky and hoping they land where you want them to.
03/28/2020 07:47 PM
SEO Services: Changing the Way You Expand & View Your Business
The SEO professionals are highly skilled in their job and with a glance at your website, they will understand what needs to be fixed. As these experts work on various SEO services and optimize numerous websites, they have the experience to work for this industry.
03/28/2020 07:44 PM
7 Ideas to Use "Found Time" During COVID-19
During this COVID-19 pandemic, nothing is as usual. Here are 7 ideas to help you take back a bit of control in your business and prepare for when things get back to a new "normal."
03/28/2020 07:41 PM
How to Pivot Your Small Business Strategy During the COVID-19 Crisis
Creating a coronavirus crisis management plan for your business allows you to pivot your marketing strategy so you can offer customers help and assurance when they need it most. Here are a few things your business strategy should focus on during this COVID-19 pandemic.
03/23/2020 10:06 AM
Should You Stop Marketing During COVID-19?
As a small business owner you may be concerned about the impact of the coronavirus has on your business; your revenue, employees, and marketing funnel. Although you shouldn't stop marketing during CONVID-19, there are many ways your marketing approach could go wrong. So here are three ways you can effectively market your small business during the coronavirus outbreak.
03/20/2020 11:45 AM
3 Types of Loyalty Programs for Businesses
An introduction to the three main categories of loyalty or membership programs that a business can set up. Almost any business and increase their profit by setting up a loyalty system.
03/17/2020 09:43 AM
6 Tips for Writing Conversational Content
Conversational copywriting resonates with your audience. Here are 6 tips to ensure your content sounds like you're having a conversation with a friend - but more compelling.
03/02/2020 08:25 AM
Starting Your Model Car Collection With Style
It is a human desire to embrace speed and drape themselves in style. When looking at this through the acts of human nature, purchasing luxurious homes, fast cars and wearing bling is what makes us feel we belong. In many homes however, affording the fancy clothes and the fast cars is more of a financial dream than it would be a reality.
02/24/2020 10:12 AM
Entrepreneurship Vs Freelancing - Which Is Better?
Business is an unpredictable choice It begins with a thought. You consider taking care of a basic issue day and night. You take responsibility for the issue of changing the world with desires for profiting.
02/24/2020 09:13 AM
Consumer 3D Printing Market Future By 2023
Americas dominates the Consumer 3D Printing Market, followed by Europe and Asia Pacific. It is expected to reach $2694 million at a CAGR of 19.90% by 2023.
02/24/2020 09:12 AM
Are Chatbots an Effective Tool for Entrepreneurs?
Asking whether chatbots are right for your business is like asking if social media marketing is right for you. If they haven't made it to your industry yet, bots are well on their way. Messaging apps are becoming the next big thing in marketing. Social media is still king, but messaging apps are slowly taking over. The way to capitalize on this is through bots.
02/24/2020 09:09 AM
Why Goop Is to Wellness What Trump Is to America - An Aberration and a Disgrace
Most think of intelligence as something approximately like the IQ test, which takes account of human capacity to manage puzzles, math, pattern recognition, vocabulary and visual searches.Critical thinking (CT) is quite different from raw intelligence. Cognitive CT skills enable and promote rationally and reliance on evidence. Critical thinkers are skeptics, flexible thinkers who use doubt and independent judgment to detect fallacious schemes to persuade them. Critical thinking means overcoming mental frailities, such as superstition, confirmation bias and other tools of the film flam artists.
02/24/2020 09:03 AM
Capturing the Boomer Dollar
There is a reason that the new concept in marketing is turning "silver" into "gold." A distinct marketing strategy will need to be developed and employed to train younger staff to tap into this market.
02/21/2020 12:03 PM
5 Questions You Must Answer to Grab Your Website Visitor's Attention in Seconds
Your Website has a lot to do in a fraction of a minute. Here are 5 questions you need to ask to ensure prospects stick around.
01/30/2020 03:25 PM
How to Set Social Media Goals in 2020
Having a social media plan is an essential piece of your business marketing strategy. This 3-step guide will help you understand how to set your social media goals for 2020 so you can connect with your customers, increase awareness about your brand, and boost your leads and sales.
01/21/2020 10:18 AM
How Do You Market To Millennials?
Millennials are people born roughly between 1982 and the mid-1990s, reaching the age of 18 between 2000 and 2008. There are about 75 million of them, equal or slightly higher than the number of baby boomers (those born between 1946 and 1964).
01/17/2020 09:22 AM
Your 2020 Guide on How to Get the Most Out of Video Marketing
Video content marketing has increased in popularity. From ways to incorporate engaging footage into your campaigns to the latest social media platform rules on using video, here are some of the latest video content marketing trends and tips for 2020.
01/09/2020 06:51 PM
A Red Cape Among White Ones: B2B With a Twist
Sell yourself differently. Sell the result, not the tool. The result is often translated in the mind of the client as a chain of emotions. Target those positive ones and sell the experience. Have the courage to be different in a world that is the same, left and right.
01/06/2020 10:37 AM
6 Ways to Increase Sales After the Holidays
Whether you made a hefty profit or experienced a holiday sales slump, there are ways to increase sales in January and beat the post-holiday fatigue many businesses face. With a little planning and creativity, you can set up your small business so you engage your customers and fight the post-holiday slump.
12/18/2019 03:22 PM
Online Shop
This is the website which is the number one online shopping website for number one brand and very fast delivery products in your home.so you can order products from this website without any tension.And stay with us for get new and updating products news always.
12/03/2019 09:43 AM
Make Your Black Friday Promotion Work For You!
All the other companies are running Black Friday (or some other holiday) promotions - you should probably run one, too. But what are your objectives? I mean, what do you want to achieve with your sale?
11/14/2019 02:45 PM
Social Media Marketing
Marketing is a way of communication between a business and potential customers for presentation and promoting values of a certain product or services. The main goal of marketing is to sell. Social media marketing is to take advantage of the benefit of the social network to realize some of the marketing goals such as promotion and establishing a relationship with customers etc.
11/14/2019 02:38 PM
Getting Your Photography Website at the Top of The Search Engines
There are several factors when done correctly will increase your search engine rankings for your major keywords within your desired geographic area. Before going any further, it is important to realize that if you are serious about increasing your revenue with stronger search engine rankings, you simply need to follow the steps laid out over the next few weeks. Here are the lessons we will cover over the next month: Setting up the proper keywords Optimizing your website for strong search engine rankings How to rank...
11/12/2019 02:07 PM
Do You Really Know What Business Marketing Is?
There are countless books and courses on marketing and how to do it properly. You've probably read or attended some yourself. But, do you feel like you have a good grasp of marketing?
11/06/2019 01:49 PM
6 Ways Coupons Can Boost Your Sales Within No Time
There are many questions in our mind related to coupons, that how coupons have positive impact on business? How coupons build store traffic? How coupons can give boost to your sales? How coupons are great way to attract customer? How coupons re-activate old customers? In this article your doubts on coupons will clear.
10/29/2019 01:35 PM
Best Way To Advertise An Online Business and Generate Traffic
It's Mike Grady from Business Fuel Tools and I am answering the question of the week QUESTION... What is still the best way to advertise/promote an online business and generate traffic THE SHORT ANSWER... Pay Per Click Ads...
10/29/2019 01:34 PM
Marketing Online With a Funnel Strategy, Is It Still Viable As of Today..?
It's Mike Grady from Business Fuel Tools and I am answering the question of the week QUESTION... Marketing online with a funnel strategy, is it still viable as of today? THE SHORT ANSWER... Yes... If you have effective funnels
10/29/2019 01:16 PM
The Best Affiliate Marketing Tools That Would Help You in Affiliate Marketing to Boost Your Sales
A Sales Funnel is kinda like cloning your top sales person and letting them close sales for you 24/7. The best sales person to sell your product..
10/29/2019 01:16 PM
Can Clickfunnels Make You Rich..?
It's Mike Grady from Business Fuel Tools and I am answering the question of the week QUESTION... Can ClickFunnels make you rich... THE SHORT ANSWER... NO.!!


home | site map |