Here are some positive marketing strategies for you this year;

1) Maintain robust and timely communications with your customers.
That’s why it makes sense to keep your house lists squeaky clean and to learn as much as you can about what is characteristic of your best customers. Building reactivation and trend models can help you leverage customer relationships and market changes.

2) Do not forsake direct mail, particularly when there will be less mailbox clutter this year.
As mail volume continues to decline in 2009, there will be an unprecedented opportunity to get attention for your offer, which will translate into sales and higher response rates.

3) If you market online or utilize print or insert media, ask for remnant pricing.
If a publisher or insert media program manager has not sold out on a particular day or month, that inventory is lost forever.  This creates a unique opportunity for you to fill in holes in your marketing programs and do some testing at a fraction of the street price.

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1) DMA’s “The B-to-B Media Mix” studies indicate that in the B2B environment, Event Marketing is the number one source for lead generation, virtually tied with Direct Mail. Second tier media consists of Email, Phone and Web and are still significant in the mix.–DMA Statistical Fact Book, 30th Edition.

2) Start a new habit now. When you might normally dispatch an incoming mail piece to your wastebasket without review, take a moment longer to understand why it didn’t appeal to you. Then ask, “Is mine any better?”.

3) Don’t stretch the role of direct mail beyond its purpose as a media choice in the direct marketing sales channel. Before choosing direct mail over catalog, over email, TV, Web or telephone, ensure you understand the environment your customers are most comfortable buying in.

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Here are some positive marketing strategies for you this year;

1) Maintain robust and timely communications with your customers.
That’s why it makes sense to keep your house lists squeaky clean and to learn as much as you can about what is characteristic of your best customers. Building reactivation and trend models can help you leverage customer relationships and market changes.

2) Do not forsake direct mail, particularly when there will be less mailbox clutter this year. As mail volume continues to decline in 2009, there will be an unprecedented opportunity to get attention for your offer, which will translate into sales and higher response rates.

3) If you market online or utilize print or insert media, ask for remnant pricing. If a publisher or insert media program manager has not sold out on a particular day or month, that inventory is lost forever.  This creates a unique opportunity for you to fill in holes in your direct mail marketing programs and do some testing at a fraction of the street price.

Feb 17th Marketing Tips + Info effective MARCH 29th Effective, March 29, 2008, if you send/mail flats that are pre-sorted or receive reduced rates (standard, periodicals, or bound printed matter) (EXCLUDING 1st Class), your delivery address placement will need to be in the top half of the flat-size mailpiece. In order to try and make it easier for you to understand, use the attachment & the link as your guidelines.
http://www.usps.com/mailpro/2008/mayjune/page8.htm

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1) Include the word YOU as often as possible
This helps you stay focused on the prospect and not your product or service. One creative director claimed she could tell whether or not a mailing would be successful just by counting the number of times the writer used the word “you”.
2) Use pictures of people
People are irresistibly drawn to pictures of other people – NOT STUFF.  And contrary to what you might expect, men are drawn to men and women to women. There is also some research to support that we prefer looking at happy smiling people.
3) Show your target market
The first question anyone will ask when they pick up your direct mail package or brochure is, “Who is this for – for people like me?” Showing a picture of your target market using or benefiting from your product will almost always improve response. This would make good use of variable data printing (VDP).

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1) The Infamous Stamp of Approval
If you are using the Standard Mail stamp on your envelope to improve receptivity, take the next step and precancel it too. This delivers the appearance the recipient would expect in any important piece of mail. For full details, check out the USPS Domestic Mail Manual, section 604, Subsection 3.0. Go there now…

http://pe.usps.com/text/dmm300/604.htm#wp1080466
2) V M R
One of the acid test rules for direct mail creative is VMR: Value, Meaning and Relevance. If you are considering the addition of a format feature, or a freemium, or an additional component… does it deliver value to the reader? Does it improve understanding? Is it relevant to the reader? If you can’t say yes to at least one of these benefits, the addition probably won’t improve results.
3) Discount Winners
You can build traffic to your website or retail site by publishing a list of automatic discount winners. Visitors to your store or website find their name and discount code, and render it at check out. This is a great opportunity to use a match or scratch and save device.

If you’d like more help on direct mail discounts, visit www.bbdirect.com.

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1) Community
The most fascinating level of customer bonding is Community–that place where your customers seek each other out to share experiences, and group-bond. Recall any sunny weekend when a pack of Harley Davidson owners cruise the roads. You can gear your direct mail to leverage the community bond: seek testimonials, host forums and blogs, hold events, customer-only open houses, issue member cards, offer branded premiums and freemiums, send newsletters, and for charitable donors, offer public display of their name on your “Wall of Charity”.
2) Advocacy
There is no stronger ally than a freshly created customer advocate. They exult in sharing their buyer and user experience. They will recount in their own terms their escalation through four levels of bonding. Now it is time for you to ride the wave with them. Look in your customer database for new customers who have repeat transactions. These customers are your best disciples. Give them opportunity through referral programs, buyer-get-a-buyer, new customer bounty programs. Send them double and triple response devices, referral cards, “for a friend” coupons and similar viral marketing devices.
3) Loyalty vs. Attachment
Recall the last routine mailing you received from your retailer which included a discount card or coupon urging to you to come in soon and take your reward. Now imagine that the mailing included a note of thanks addressed to you, and signed by the store manager, with name and title. Feel the difference? “Loyalty” mailings are designed to drive repeat purchases and increased volumes. But if you want to generate powerful goodwill, and a sense of personal attachment, you need to get personal.

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A Little Holiday Post-Mortem
TV Ads May Resonate, But Coupons Get People in Stores
Dec 18, 2008 6:02 AM, PROMO Xtra By Patricia Odell
Retailers seem to be connecting with shoppers this holiday season-maybe not through their wallets, but through their ads and promos.

Target, Wal-Mart, Best Buy, Macy’s and Kohl’s were cited by consumers as having the best holiday TV spots, according to a survey conducted for the Retail Advertising and Marketing Association by BIGresearch.
Others that made the top ten list include: Sears, Kmart, JCPenney, Old Navy, and Toys “R” Us.
Some 17.5% of the overall respondents reported being motivated to shop with a retailer once they saw the company’s ad, while 39% said they already shopped there.
Respondents ages 65-plus liked the Target and the Walmart ads the best, 30.7% and 24%, respectively However, only 8.7% of that group said the ads motivated them to shop at those stores, 51.3% said the commercials had no impact and 40% said they already shopped at the stores. The group most motivated to shop after viewing the TV spots was the 18- to 24-age group (51%)..
People with incomes higher than $50,000 identified Target has having the best ads, while people with incomes below that chose the Walmart ads.
About 17% of those with higher incomes were swayed by the ads to shop at the stores and 18.5% of the lower income respondents.
Women (19.2%) were more likely to be persuaded by holiday ads than men (15.7%).
TV spot may resonate with consumers, but coupons get them to shop.
Across all age groups, coupons emerged by far as the top motivator to shop at a particular store this holiday season. Some 44.6% of the overall respondents cited coupons as a factor in determining where to shop, up from 35.2% last year. Word-of-mouth followed at 32.3%, then ad inserts (30.1%). Low on the list was instant and text messaging, cell phone videos and blogging.
Young people, ages 18 to 24 reported liking coupons the best (51%) with people ages 65-plus being the lest motivated by the discount offers.
After coupons, the 18 to 24 group reported that word-of-mouth was the second most influential means to shop at a particular store, followed by in-store promos.
Consumers said they were also swayed by newspaper ads (24.5%), direct mail (18.5%) and e-mail advertisements (15.8%).
The study found that consumers connected to the ads in an emotional way and through the ads’ focus on price.
“The advertisements that ultimately won out reached beyond television sets with messages that found their way into shoppers’ hearts and minds,” said RAMA Executive Director Mike Gatti.
The survey polled 8,860 consumers from Dec. 2 to 9.

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TIP  1)  The first step to customer loyalty according to Richard Cross and Janet Smith is generating simple awareness of your offering.   While more broad-based media are always the first resort for generating awareness, the value of direct marketing cannot be underplayed, especially if your product is not a common fit to the masses.   Direct mail brings your story to the targeted buyer more efficiently.   Look at the devices within your mailing which can educate your prospect, and push them to respond to you.
TIP 2)  Envelope teasers have two goals, and if you are smart, you achieve both.   #1– get the envelope opened.   #2– set up the premise of the offer.   Yelling “fire” in a movie theater will empty the theater.   But the exclamation has a lot more punch if there really is a fire.   Envelope teasers work the same way.   If a reader is agreeable enough to open your kit, reward them with a meaningful message inside.
TIP 3)   Our email inboxes are so full with sales pitches, confirmations, solicitations and related messages that a simple email thank you note is pretty much buried.    Now is the time to revisit the value of hard copy, solo, in-the-mail thank you notes and letters.   Relationship building is based on perceived effort, and your customers will know the difference.

TIP 1)  Paying Attention
Check your kitchen table and coffee table.   How many catalogs are sitting in queue waiting for your attention?    Catalogers can elevate their book to the top of the pile by the following tactics:
1.   Advance mailing with time-limited savings coupon
2.   Attached mail or Ride Along personalized to the reader with enclosed incentives
3.   Follow-up post card featuring product specials
4.   Card mailings with a special customer one-day only offer, phone now!

Tip 2)  FREEMIUMS
We can be swept away by small kindnesses.    Savvy loyalty marketers know this, and by example, kudos to American Airlines and their generous decision to award us first class seats when we redeemed airline miles a little while ago.    In your mailings, a freemium will have  measurable emotional effect for a percentage of recipients.   The freemium is the lagniappe of your offer, “giving a little bit extra”.   Test with and without, and watch your results.

Tip 3)  ROI
“Cost per Thousand”, “Cost per Response” and “Profit per Piece Mailed” are three different approaches to measuring success.    Cost per Thousand helps you manage your direct mail production budget.    Cost per Response helps you manage your direct mail project design.   Profit per Piece Mailed reflects the health of your direct mail business strategy.

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Here’s a little something for those who are interested in Business to Business (B2B) marketing this time.  However, do remember, even though you are sending something to a company/business, it is an individual who will be receiving your message.

TIP #1

When it comes to lead generation, don’t fail.  Mail.
By Russell Kern, CEO, Kern Organization    Story posted: May 27, 2008 – 6:01 am EDT

Working as I do with some 25 different b-to-b marketers, I spend a good bit of time each day discussing lead generation with campaign managers. And not a day goes by where one of them doesn’t wonder aloud, “Why should mail still be part of our lead-generation mix?”

Their rationale goes something like this: “I get lots of mail at home. I throw out most of it. So if our company is still using mail as part of our marketing mix, we must be throwing away a lot of money. Isn’t everyone we want to reach online? Does anyone read printed marketing materials anymore?”

The answers to those two questions may surprise you.

* They can’t read your e-mail if they’re not online.

It would be nice if every purchase influence you wanted to reach were actually online at work, but they’re not. Plant managers, health professionals, field service technicians, contractors and many other businesspeople are on their feet, out of the office or away from computers all day.

In addition to being the only way to reach them, mail allows these targets to read your message on their clock and then respond when and how they want—picking up the phone or posting your reply card.

It would also be nice if you could get your hands on the names and addresses of all those targets who are online. Unfortunately, the current state of third-party opt-in e-mail offers you the potential of reaching only a paltry 30% to 40% of the total b-to-b audience. With mail, you can reach “em all. What’s more, you can slice and dice your targets any way that suits your marketing whim.

There are mailing lists available for every conceivable industry, product type, job function, company size and purchase influence you could want. There are compiled files of every business in the U.S. selected by date founded, employee size, job title, SIC code, geography. There are even response files containing prospects with a history of reading and responding to mail solicitations. That’s catnip to a b-to-b direct marketer.

* The target, and nothing but the target.

There are almost two-and-a-half times as many b-to-b prospect mail lists as there are e-mail lists available for rental. (Which explains why you can reach almost three times as many prospects with direct mail.) Due to the way they’re compiled, mail lists allow you to avoid waste by aiming your message at precisely the individuals you want to reach.

* People like to get mail. Always have; always will.

A lot of the same marketers who claim that mail is “old school” can’t resist opening everything that lands in their inboxes each day and eagerly check their mailboxes when they get home from the office each night.

They’re not alone. Interestingly, both Gen X and Gen Y rate 75% of their mail as being of immediate value to them; 63% report that they enjoy getting catalogs, and 64% said they’d ordered something online the previous month after receiving a direct mail offer. DMA research shows that mail is well-received by prospects of all demographic groups—from Gen Xers to baby boomers. And as marketers shift campaign dollars to online strategies, every mailbox becomes less cluttered, thereby granting each piece a clearer shot at getting noticed.

True, mail is typically opened while standing over a wastebasket. But nobody wants to throw out a bill, an important renewal or something that can move their lives, their careers or the performance of their business forward. So each piece of mail gets reviewed before it gets tossed.

By contrast, how often have you identified a large group of unsolicited e-mails, highlighted them and hit “delete” without thinking twice.

* Failure isn’t an option, so mail should be.

Reaching the entire target market, targeting with precision, getting the attention of cold prospects, mail continues to be a most effective channel for acquisition activities.

How effective? Glad you asked. Our campaign data tell us that mail responders are 10% to 20% more likely to convert to a marketing-qualified lead than their online counterparts. Cost-per-qualified mail lead is 5% to 15% less than online. And field sales reps report a 7% to 15% higher likelihood of working a mail-based lead.

Russell Kern is founder and CEO of the Kern Organization, a direct marketing agency, and the author of “S.U.R.E.-Fire Direct Response Marketing: Generating Business- to-Business Sales Leads for Bottom-line Success” (McGraw-Hill, 2001). He can be reached at russell@thekernorg.com.

TIP #2

B2B mail has an additional hurdle to cover, and that is surviving the mailroom.    Be mindful of your B2B mailings if you are hitting many recipients within the same company.    The mail room may see the predominance of your piece, and gather them all up, and walk them to the bin.    To combat this, pull one-company multi-recipient pieces and mail them over a few days.

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Be Your  Own Customer

There is no better way to follow the cliché “Stay close to your customer,” than to be your customer.  Experience doing business with your company as much as possible, the way your customer does.

If you are not familiar with the assembly instructions that accompany your product, give them a try.  If you are familiar with the assembly, give them to a non-technical person to do the assembly.

Call your 800 number. Call with a tricky question, one you discovered reading customer complaint letters or reading quality surveys.  How long does it take to get connected to a person?  What do you think of the tunes played while you wait?  Does the person you’re connected to have the authority to solve your problem?  If you get the problem solved, or if you don’t, call back and do it all over again.  See if there is a difference in outcome from the two calls.

Fill out your advertising inquiry cards & monitor the response.  Fill out a business reply card and monitor the response.  Put a note on the bottom of the form saying, “To anyone reading this form:  You, or the charity of your choice, will get $25.00 if you call me.  My number is….

Rend any & all customer complaints. Read old ones.  Call the customers.

It is not easy to be your own customer, especially when the sales cycle is long, when the purchase involves a lot of money, or when the product or service experience is complex.  Yet, when it is hard to be a customer is exactly when you must me.

Do you think your doctor waits an hour in a patient waiting room when he/she see their doctor?  If they did wait an hour, maybe you wouldn’t be kept waiting in their waiting room.

When you are your own customer, and you are happy and pleased, your business will do well and vice versa.

If you would like to talk with a mailing list expert, visit www.bbdirect.com or call 866-501-6273.

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