Maintaining a Balanced Marketing Diet

a successful marketing campaign is like eating a well-balanced diet

Food collage

Building a successful marketing campaign is like eating a well-balanced diet.  Imagine parents trying to introduce their baby to new foods. Although they might focus on a particular food for a meal, they aim to create a rich and varied diet for their child. Each type of food has different benefits that help the child become healthy and strong. The different parts of the body all require different nutrients to keep them functioning properly. If a person’s diet becomes too concentrated on a particular food, they’ll end up short of the nutrients found in other types of foods. This can result in a variety of disorders resulting from nutritional deficiencies.

A Similar Concept Applies to Business Promotion and Marketing

It’s easy in business to limit yourself to just a few marketing techniques. You might look at the success others are having on social media and want to confine your marketing to social media. Or, if your company’s been around for several decades, you might feel reluctant to dive into new digital and inbound marketing techniques and try instead to keep growing your business using cold calls and other outbound techniques.

This level of restriction will seriously deplete your business of the growth it needs to succeed in the modern market. Just like a person who eats only pasta dishes, your business might continue to grow, but without many key nutrients needed to sustain that growth. Eventually, the person trying to survive on only pasta will notice they don’t feel as healthy as they once did, and you’ll notice the same about your business if you limit yourself to just one or two marketing strategies.

Developing a Well-Rounded Marketing Campaign

It’s important in business to maintain a balanced diet of marketing techniques. This means integrating a variety of different marketing strategies to reach your targeted audience efficiently. Every company will have different marketing platforms and systems that work best for them. Finding the right balance can help your company stay healthy and prosper.

With that in mind, here are a few steps to consider as you begin to plan an integrated campaign across several platforms.

  1. Carefully identify the ideal buyer for your brand by analyzing current customers and using market research.
  2. Determine where your ideal customers can be found through research and speaking with existing customers.
  3. Implement a campaign across the key platforms identified.
  4. Measure what aspects of the campaign are most successful at bringing in new customers.
  5. Adjust the marketing strategies to account for these strengths and weaknesses within the campaign, then run a new campaign.
  6. If particular aspects of the campaign failed to produce enough results, don’t be afraid to eliminate them and try something new.
  7. Allocate more resources to the most successful parts of the campaign to maximize the budget.

It’s important to build a healthy mix to strengthen your business and maximize the opportunities for reaching new customers. If you’re interested in learning more about beginning a new marketing campaign, contact us today. We’d be happy to help you get started.

The Re-Branding of Curious George

Re-Branding Half-peeled banana

Many people are unaware of the origins of Curious George. For the youngsters who love the books and TV show today, George is just an adorable little monkey who happens to live with a man in a yellow hat. The children watch as George gets himself into all kinds of trouble, learning along with him how to problem solve.

The stories didn’t begin that way, though.

When the very first Curious George stories came out back in the 1940s, George was a monkey who had lived in Africa. The man with the yellow hat tricked George into coming out of hiding by playing on his curiosity. He originally planned to take George back to Europe and put him in the zoo. Instead, the two began to develop a relationship.

It’s interesting to note the prevailing opinions of the time. Many people looked at explorers who went into the jungle as heroes. They wouldn’t have had as many negative associations with an explorer kidnapping a monkey from the jungle as we would today.

The new books that children read today came out in the 1990s. These later books don’t really talk about how George came to live with the man in the yellow hat. The authors of these later books, which are modeled after the original books, focus on George’s curiosity and how he manages to solve his problems. The authors of the newer books recognized that people today wouldn’t appreciate the story of the man with the yellow hat kidnapping George from the jungle.

When the newer books and television series first came out, the authors focused on creating a fun story centered around a lovable monkey and the trouble he could create. Rather than focus on how the monkey and the man with the yellow hat came together, they just developed an entertaining story focused around the present.

You could say this was a re-branding of Curious George — and it was a complete success.

Successfully re-branding your company for success

When you set out to market your company to your customers, you must understand your audience and what they seek. The new audience of preschoolers in the 1990s and 2000s wanted an entertaining character without the baggage that came with the original, so that’s what the authors delivered.

Similarly, you should familiarize yourself with your customers enough to predict what’s going to resonate most with them. Use this to guide your marketing and re-branding efforts. Audiences might change over the years, particularly if your company’s been around for several decades, so don’t be afraid to shed parts of your original message and add in something new if it will help you reach your customers.

When it comes to advertising, nothing matters more than understanding your audience. Those familiar with the saga of Curious George will find the comparisons between the popular monkey and the marketing campaigns of evolving companies intriguing. If you’re interested in developing a new marketing campaign or company logo, speak to us today. We’d be happy to help you get started.

Personalized Print Marketing

Personalized Marketing

Joe – We would love to see you at our upcoming open house.

 

The Power of Personalization

Print marketing is still one of the best and most effective ways to connect with your target audience and create brand awareness on a large scale. For starters, print marketing is tangible — you’re giving a person something they can hold in their hands and, more importantly, something they can pass along to a friend or family member.

Despite the many benefits of print marketing as a medium, many people still seem to miss one of its most powerful and most natural tools: personalization. When you take a look at just how effective personalization can be, you’ll be shocked you weren’t embracing it in the past.

Personalization: By the Numbers

In 2012, the industry organization InfoTrends conducted a study on marketing communication. It revealed several interesting facts, all of which are important to know when planning your next marketing campaign. The good news is that print marketing is alive and well, even in an era where everyone carries a smartphone or other type of mobile device with them at all times.

The better news is that marketing materials featuring high levels of personalization yield a dramatically higher ROI over ones sent out in a uniform or more generic manner.

The InfoTrends survey covered more than 1,000 businesses in 10 industries. Nearly two thirds used personalization or segmentation techniques to increase response and conversion rates. One of the respondents who used personalized print materials exclusively experienced a response rate of around 6% and a conversion rate of over 16%. Compare this with the average 2% response rate more generic materials generate, and the power of personalization becomes abundantly clear.

Things get even more impressive when you combine personalization with other best practices of modern marketing, like combining print and digital to reach a wider audience. For example, the respondents who utilized print and e-mail materials with high levels of personalization reported a response rate of 7.6% and a conversion rate of over 18%.

Why Personalization Matters

When you personalize your marketing materials, you’re taking that extra step to show your target audience how much you really care about them. Instead of addressing a direct mail brochure with the generic and calculated “Dear Sir or Madame,” you can take advantage of the basic technique of including their name — which, keep in mind, is information you already have if you’re sending them something in the mail.

Believe it or not, this does go a long way. It instantly creates a much more organic connection with the person reading your materials and subconsciously separates your mailer from others that may not be personalized at all.

Personalized print marketing is also inherently more impressive than personalized digital materials of the same variety. Everyone has a computer, and they know how quickly you can change an e-mail to include a name. Changing a print mailer, however, takes a little more thought and effort (though not as much as you’d think). Your effort will definitely be appreciated by the recipient.

Not only is print marketing alive and well, but one of its most powerful assets is something many businesses aren’t even using. Personalizing your print materials will go a long way toward creating a more meaningful and long-lasting connection with your target audience and increasing your ROI.

Marketing with Instagram

Collage of nine photos of vintage object

Collage of nine photos of vintage object

Showcase your business with Instagram

Instagram is one of the most popular social media platforms right now. As such, it’s the perfect showcase for your business. With so many people using Instagram in their marketing campaigns, you need to stand out to make an impact with your audience and gain new, devoted followers. This means thinking outside the box. Here are four extraordinary ways to use Instagram to boost your company’s success.

1. Show New and Innovative Uses for Your Products
Most of your customers and followers already know what your products can do, or at least what they were initially made to do. However, you can increase user engagement tremendously by showcasing lesser-known things your products can do. Come up with some novel and innovative uses for your products, then post photos of your products being used in those new and interesting ways. Take it a step further by inviting your followers to come up with their own new and interesting uses for your products. Have them send you photos for possible inclusion on your Instagram page. Make it a contest, and award a prize for the most unique and/or useful suggestion submitted via photo. You’ll get a lot more participants and new followers, which is exactly what you’re after.

2. Show Your Production Process
Give your followers a behind-the-scenes tour of your production space, office, store, and other places where the magic of creating your product happens. Show them what a day in the life of one of your employees looks like. Don’t limit your images to just production. Show employee-only areas like cubicles, on-site gyms and daycare facilities, lunch areas, meeting spaces, common areas, and more. Include images of employees interacting with each other in both a businesslike and playful manner. Showcase each individual employee with a mini-bio (your employees will love this recognition). Give your followers an idea of what goes on at your company, and strengthen their loyalty to you by making your relationship with them more intimate and personal.

3. Include Celebrities
Our culture loves celebrities. If you can get an image of a celebrity sighting in your area, put it on your Instagram page. Whether it has anything to do with your product or not, it’s sure to get a lot of views. People who come by to view the celebrity image will probably take the time to look at the rest of your Instagram page, leading to more followers and fans for your product.

4. Use the Power of Animals
Just like celebrities can’t help but bring views to your Instagram page, animals have a similar power. Share images of cute animals you find that you like. Post photos of your employees’ pets (bonus points if the pets are at your office). If you can get an image of someone’s pet using your product in some way (even playing with it), your followers will love it, and it will attract new views. As with celebrity images, these new views may very well turn into new followers.

These are just a few ways you can creatively use Instagram to your advantage. Make sure your business has an Instagram presence, then make the most of it. Use these suggestions, and watch your views and follower numbers soar.

What’s behind consumer’s buying decisions?

How perceived costs impact customer buying.

How perceived costs impact customer buying.

Understanding How Consumers’ Brains Think

Interestingly, the part of the brain most responsible for making buying decisions isn’t the part that thinks logically. We make the majority of our decisions using what is commonly referred to as the “reptilian brain.” This part of the brain is programmed for survival. It’s perpetually evaluating choices based on the least possible harm to itself. Even when it’s deciding whether or not to buy a product from you, it’s performing a cost/benefit analysis.

When you understand this fact about your customers buying decisions, you can then use it to guide your marketing efforts in promoting your business to your audience.

How perceived ‘costs’ impact customer buying patterns

Let’s say you’ve just built a landing page where people can sign up to download a free e-book. Even though you’re not asking for money in exchange for your e-book, you want to keep the ‘cost’ as low as possible. If you ask for too much unnecessary information, your customers will regard this as a cost. Even if you mark most of the fields optional, a shocking number of people will just click off the page and ignore the offer.

To minimize this perceived cost, minimize the amount of information you ask in return for your offer. Remember that you can always learn more about potential leads in later interactions, so only ask for the bare minimum of information at this initial stage.

This same sort of thinking should also impact how you structure sales. Use each interaction to demonstrate that doing business with you will provide maximum reward for minimum cost.

Maximizing benefits

In addition to its desire to minimize costs, the reptilian brain also wants to maximize benefits. It responds best to images, emotion, and concrete examples of benefits.

When you set out to describe the benefits of working with your company, make sure your claims are completely clear. Articulate exactly how working with your company can benefit your customers and why your company is superior to the competition. This means providing evidence and proof you offer immediate satisfaction for your customers.

Despite the desire of most people to be logical shoppers, they actually make their choices largely based on cost/benefit analysis. Use this tendency in your marketing and witness firsthand the power of this part of the brain.

Why Customer Service is One of Your Most Important Marketing Channels

Customer Service at Kendall Press

Mark – Kendall Press

When you think about all the different marketing channels you have at your disposal, they’re really all working toward the same goals, though in different ways. Each one helps to spread the word about your brand — or at least about a specific product or service you provide. Each channel also helps create new ways to interact with your customers in an intimate and meaningful way. Most importantly, they all give you the opportunity to establish yourself as a trusted source of information in your industry and build a reputation as a place people can turn to in their time of need.

Though that description certainly applies to marketing channels like social media, direct mail print, TV and radio commercials, and more, it also describes one very important element of your business that people tend not to think of as marketing: customer service.

The Role of Customer Service in Marketing

When you set out to create a new marketing campaign, one of the first steps always involves sitting down and taking a long, hard look at what your customers need. This is most obvious in television campaigns, where you have just 30 seconds to outline a problem and show how your product or service solves that problem once and for all.

When you really think about the function of customer service in your business, it’s doing the exact same thing. You’re helping people have meaningful, satisfying experiences with your brand, while showing them that the products you’re selling are backed by trustworthy individuals with a strong sense of integrity.

In many ways, your behavior is the marketing tool in this scenario. If you can turn a bad experience with your product into a good one through sheer customer service force of will, you’re building the same type of relationship with your customer that a successful ad or direct mail campaign might. The benefit you get is the ability to control the conversation as it’s being played out.

In that respect, your customer service department is almost like a fully interactive television ad. If customers have a positive experience, they’ll tell people about it. If they have a negative experience, rest assured, they’ll tell people about that, too.

Customer Service Considerations

The point of this relationship isn’t that you should start treating your customer service department as just another in a long line of marketing opportunities that can be exploited. In fact, the opposite is true. Doing so will almost certainly come off to the customer as artificial and can do far more harm to your reputation than good. Overloading your potential and existing customers with overt marketing messages can also make your brand come off as “pushy” when people are just looking for answers to important questions.

Honesty and integrity are the name of the game, especially in terms of customer service. By using your customer service capabilities to truly put your best foot forward and create meaningful interactions with customers, you’re accomplishing many of the same goals you aim for with your other marketing channels. When people have a positive experience with representatives of your customer service team, they’re far more likely to tell their friends and family members. You’re also creating loyal followers that will generate repeat sales, which is another task that the best marketing campaigns are capable of accomplishing.

Building Brand Awareness Requires a Consistent Brand Experience

BrandingBuilding brand awareness is one of the cornerstones of successful marketing. People need to see you as the trusted leader you know you are. Every message you put out into the world — from flyers to advertisements to the content on your website — must reinforce that core ideal. The goal is to create a consistent brand experience across every marketing channel.

To illustrate just how important a consistent brand experience is, take a look at a company that has mastered it: Apple. Apple is notorious for the strength of its brand. Say what you will about its products and services, but you can’t argue with the fact that when that shiny white “Apple” logo appears on a computer, portable music player, or advertisement on television, a very clear image of what that logo represents pops into your mind almost immediately.

The major theme of Apple’s company over the years has been simplicity. The lengths to which the company has gone in its effort to reinforce that concept are actually quite astounding. Apple has long been lauded for its television commercials. Instead of relying on flashy graphics, loud music, and other tropes typical of traditional television advertising, Apple displays key products on stark white backgrounds with a basic music track not unlike what you would hear in an elevator. In a word, the ads are incredibly simple, just like the products themselves.

If you take a look at Apple’s website, it’s almost like one of the company’s television commercials brought to life. The website features a stark white background and large, simplistic lettering. The products themselves are clearly the emphasis. Simplicity rears its head yet again.

This extends even to the print marketing materials that come packaged in the box along with Apple’s products. Instead of the extensive user manual that accompanies most products, you get a short and painfully straightforward pamphlet with basic tips on how to get started using the device you just bought. The only other item in the box (accessories notwithstanding) is a sticker with the Apple logo. Simple, simple, simple.

Apple succeeds because every last bit of marketing it puts out into the world harkens back to that core message of simplicity. The avenues it uses to communicate that message may change, but the look, feel, and emotion behind the message remains the same.

This isn’t a phenomenon unique to Apple. If you think of the biggest companies in the world (or even the most successful businesses in your area), the one thing they all have in common regardless of industry is the consistent brand experience they deliver. By focusing on your own marketing message and clearly communicating it in a straightforward and consistent manner across all marketing avenues, you, too, can build awareness and create the same type of consistent brand experience for your company.

Postcards

Kendall-Press-Postcards

No matter what industry you’re in, custom printed postcards are a versatile tool that is sure to impress. Postcards are more than just a way to let your family and friends know that you are thinking about them while you are basking in the sun on vacation.  Think of postcards as mini billboards of marketing.  They are a quick and easy way to reach customers with your message.  Encourage quick action. Give customers a good reason to act now.  Postcards can be used for announcements, thank you notes, product cards, event schedules, RSVPs, invitations, mailings, etc.

Because postcards are available in nearly any shape and size, they provide unlimited opportunities for your business. If you’d like to get creative with a postcard, consider an oversized card, die-cut shapes or cut-outs, rounded corners, etc.  Die-cut postcards, have been proven to increase response rates by 300% or more.

A popular way to use postcards is by creating a series of product spotlight cards. Use them as a creative marketing tool to promote little-known products, or to simply provide convenient take-away information about your top products or services.

Postcards are perfect for direct mail to reach new customers and keep your current customers up-to-date on what’s happening with you.   You can quickly create a postcard campaign without a big investment in time or money.  We can help you design, print and mail the postcards to either your own mailing list or one we can purchase for you.  If you have questions or would like more information about custom printed postcards, give us a call today!

Wordless Wednesday – Tatte Bakery

 

Tatte Bakery treat photographed as found here in Cambridge

PR and Marketing

I spend a lot of my evenings out at events meeting new people, learning new things, and just trying to keep up with the whirlwind that is the Greater Boston community.

One place I can always trust with my time is Workbar. Ok, technically, two places since there’s Workbar Boston and now Workbar Cambridge. The point is that the events they host often offer a nice change of pace, are sometimes radically different from the standard fare, and always provide useful information on topics that matter to me and the customers I work with every day.

Last week was no exception, as Workbar came together with Springpad and Grasshopper to host a Master Slam arguing the merits of PR and Marketing agencies with pride, Workbar passes, and a year of Harpoon beer on the line. The question of hiring a professional agency versus keeping marketing in house comes up in a lot of conversations I have, particularly with small businesses and early stage companies. Here are two reasons to consider each option.

workbarMasterSlam hostess

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