Customized brochures are one of the best ways to bolster business, large or small. Brochures are one of the most diverse marketing mediums available since they are suited to a wide variety of situations. They serve as an interactive guide when explaining products and services, and point out key features and benefits to the customer. Since brochures are relatively inexpensive, they represent the perfect pitch when operating on a smaller budget.
3 quick and practical tips that can boost your brochure and help you promote your business more effectively:
1. Avoid stock photos –Make your brochure personal! Stock images are recognizable with today tech savvy consumers. Use images unique to your company, that will illustrate your companies services or products. Even though we live in the era of Internet marketing and long-distance business relationships, we all value a touch of personal contact. So take a deep breath, leave that stock photo behind and go for a professional picture of yourself instead. Note: Avoid filling your brochure with staff photos. Unfortunately, valued staff members may change over time and will out-date and limited the life span of your brochure.
2. Shrink the copy –Your business brochure should provide your prospective customer or client with a quick overview of who you are and what your company can do for them – “quick” is a keyword here. You do not need to provide a complete list of your qualifications and expertise. The potential customer will not have the time to read through a whole narrative of your company – so keep it short and focused. Include key benefits and information about your company, but leave some information out to discuss when you actually meet them face-to-face.
3. Include a call-to-action – Calls-to-action are a tactful and effective way to wrap it all up, and prompt the targeted audience into the desired “action”. This will maximize the impact and effectiveness of your business brochure.
Need to create a customized brochure, or refresh and update your current advertising and marketing materials? Contact 360GS today.
The Least Expensive Direct Mail Program Available, but is this Right for Your Business?
According to BizReport, up to 85% of customers will come from a 5-mile radius from the point of business or event.
With that in mind, Mail Marketing for Everyone (DMME) is a way to deliver direct mail to every mailbox in a given area and saturate the businesses and/or residents in surrounding region. This is very similar in comparison to traditional postcard mailings that use an “occupancy” or “current resident” mailing list, that offers no specific demographic choices. With DMME, there are three (3) general demographics to work with – age, income level and household size, but you cannot be very specific in targeting your audience with this criteria. You select a zip code or a specific postal route, and you “mail” to each and every address in that selected area. Another substantial difference from traditional direct mail marketing is that DMME is hand-delivered to each individual post office based on the postal routes chosen.
What’s The Benefit?
Cost. Plain and simple. DMME for as a low as 20¢ per piece. That’s less than half the price of Bulk Mail, and less than a third of the price of a First Class stamp. If you’re looking to blanket an area with your advertisement, and you’re not particularly concerned about only delivering to targeted groups, a fifty percent cost savings may suddenly make direct mail an affordable and viable option for you. Also, even the smallest DMME postcard–with its larger size and having no mailing panel, offers substantial space for you to relay your advertising message or company information.
What’s The Catch?
USPS does have some requirements if you want to take advantage of DMME. The biggest one is you have to take your mailing to the local post office yourself. This may be difficult if you are covering an area out of towns or even, out of state. Fortunately, USPS does offer shipping options, for an additional cost. However, using an experienced mailing provider will take the headache out of “hand” delivering on your behalf.
There are additional requirements for the size and format for the mail piece, and how the pieces need to be bundled and labeled, when you drop them off. This isn’t as strict as with traditional direct mail marketing, but it can be time consuming.
Is DMME Right for your Company?
Every business owner would like to cut costs in half. But that doesn’t mean DMME is right for every business. If your business targets a very specific customer base, DMME may not be for you. For an example, a lawn or tree trimming service probably wouldn’t want to send to every address in an area if a large percentage of households are apartments or condominiums where the residents aren’t responsible for mowing the lawn or trimming the trees.
However, consumer based businesses that offer special promotions, are particularly well suited for DMME, such as:
- Auto Mechanics
- Carpet Cleaning
- Car Washes
- Computer Repair
- Dental Offices
- Dry Cleaning
- General Retail
- Lawn Care
- Real Estate
- House Cleaning
- Insurance Agencies
- Pest Control
- Security Services
- Barber Shops, Salons And Spas
- Tax Prep
- Urgent Care
Not every advertising tactic is ideally suited for every business, but there are quality options available, ones that can be customized to meet your marketing needs. Contact 360GS, to explore Direct Mailing Marketing for Everyone and if it is good choice for you.
By July, we will be knee-deep in BBQ’s and afternoon siestas! It happens every year, warmer weather means people are spending more time at the beach and less time making heavy buying decisions. Also, some small business owners become lethargic in their marketing activities. Here are some ways to combat and tackle the quiet summer marketing months:
Go to camp: The same way camps inspired and changed you as a child, summer can change you as an adult. If the summer months are typically slower, invest some of that time elsewhere and in other actions that will help you to grow your business. Learn a new skill, take a class, immerse yourself in your industry, form and strengthen your ties to your industry, etc. The knowledge and connections you gain during these months will make you stronger and more powerful once the cooler weather hits and things pick up again. Can’t make a physical camp, try virtual ones. A number of industry or trade associations offer free webinars to attend – where the only cost is your time.
Create cross promotion incentives: Unless your business is summer-oriented, things typically slow down for everyone during the warmer months. This makes it the perfect time to band together with complementary local businesses and find ways to cross promote. Create new partnerships that will allow you to trade services and share referrals to create new incentives for customers. If you’re a bakery, find a local sporting arena or community theater and ask them to sell your cupcakes at their concession and offer to give coupons or notices about their events in return. If you’re a landscaper and your business is booming, hand out flyers for winter service companies to get people thinking early.
Do something crazy: When things get you slow, you have the best reason to experiment and try things you normally wouldn’t have had time to risk. You know that marketing strategy you wanted to try in December but you didn’t have time? Or that product you’ve been waiting to test? The local seminar you wanted to try and organize for your community? Now is the time to do that. Right now you have the time to brainstorm and implement things you won’t necessarily be able to fit in a few months from now. Use it.
Get more social with your brand: Similar to doing some crazy, now’s the perfect time to start experimenting with social media and to create your social media business strategy. Set up that Twitter account, create the Facebook Fan pages, and film those customer retention YouTube videos, etc. If things are getting slow, occupy that time with new activities that could strengthen your company in the long haul. We all have whiteboards of things we can’t wait to do if only we had time…now you have that time.
Research new forms of marketing: Break out of your current promotional bubble and look for new opportunities. Keep an eye out for new speaking opportunities, write articles to appear in industry publications, start making new connections with local media, and get a little bit aggressive with your promotional tactics. The media has a tendency to get a little “soft” in the summer months, help give them content to stand out among all the fluff pieces about summer festivals and events. They’re hungry for it and if you can pitch them a great story about your company, they’ll very likely take it. These types of activities will also help build your place as an expert long after the leaves begin to change colors again.
Don’t let your marketing spirits die due to the summer slump. Instead, use this time to try out new strategies, create new relationships and build momentum that will take you clear into the Fall.
Article inserts from Lisa Barone, Marketing tips
By definition, niche marketing is: “Concentrating all marketing efforts on a small but specific and well-defined segment of the population. Niches do not ‘exist’ but are ‘created by identifying needs, wants, and requirements that are being addressed poorly or not at all by other firms and developing and delivering goods for services to satisfy them. As a strategy, niche marketing is aimed at being a big fish in a small pond instead of being a small fish in a big pond. Also called micromarketing.”
When I was growing up, my father would take us kids camping and trout fishing in the Pecos Wilderness, just north of Santa Fe, New Mexico. My father, in his infinite wisdom, decided early on, that fishing from a lakeshore with two children was much more advantageous than hiking through rough terrain to fly fish from the small creeks that ran throughout the Rocky Mountains. So we would sit all weekend long, throwing bait into a lake, hoping that something would bite. Now the lake contained several types of fish, from carp, channel catfish, crappie, to the covenant brown speckled and rainbow trout. If you’re not familiar with trout, these are torpedo shaped fish, with a mouth full of sharp teeth and a fighting spirit. The rainbow variety is just a tad larger with a splash of color on their sides.
To a ten-year old little girl, the catfish and carp were ugly, unappealing fish that would snatch up an earthworm every time. So I dug through my tackle box arsenal of bait and decided to try the artificial neon-colored worms that I just had to have. I threw out the purple and orange colored worms randomly and managed to entice a couple of brown speckled trout. Yeah! But I really wanted to catch the better looking, rainbow trout. So after numerous attempts, I found that the bright neon pink and yellow worms attracted my prize fish and I was rewarded with catching the most trout during that particular camping trip.
In my analogy, the lake represents the mass market and the different fish are the target audience that the average business might market to, trying a variety of marketing methods, to generate business from. Niche marketing narrows down the mass market to a single segment or group of buyers and addresses them directly, with what appeals to them the most.
2013 Marketing trends touts the switching of mass marketing to niche marketing. With access to all of the most advanced technologies, people know that options are endless and they won’t stop until they get what they want. In order to be profitable and maintain a competitive edge, businesses have to suit the needs of the individual consumer, or someone else will. Although Niche marketing maybe seen as a little more expensive, is an extremely effective market strategy for smaller businesses, to utilize their marketing abilities to their full potential and directing their efforts and marketing budget to more of a qualified target customer.