Staying on Course
Aug 23The earth’s magnetic fields are in constant fluctuation. Earlier this year, The Independent (a London newspaper) reported that the magnetic north pole is “currently relocating towards Russia at a rate of about 40 miles a year.” According to the article, this speed “has increased by a third in the past decade” and represents a “faster [movement] than at any time in human history.”
The article goes on to talk about some of the ramifications these changes are bringing about. For example, magnetic compass directions are changing by about one degree per year, causing some airports to have to relabel runways to correspond with the new readings.
I mention this because it illustrates an important point f
or business owners. Like magnetic north, the business world is in a constant state of flux. Communication channels that didn’t exist five years ago (Twitter, Facebook, etc.) are now essential tools for marketing and customer interaction. Smartphones and handheld devices such as the iPad are changing the way people live, work, and shop. Competition for many of us has grown stiffer, and the rules are changing all the time.
Like airports that rely on magnetic compasses to identify their runways, we must keep a constant eye on the changes going on in our industries and in the business world at large. A one-degree change on a compass wheel may seem insignificant and small, but over time and across great distances, its impact can be severe.
Staying the course isn’t always the best way to stay on course, especially when the course keeps shifting.
USPS Offers Discounts for Direct Mail with QR Codes
Jun 07The United States Postal Service has announced a discount program that provides an amazing opportunity for businesses that want to increase their sales through direct mail marketing.
For the months of July and August 2011, any business that uses QR codes on their direct mail piece will receive a 3% upfront discount off the postage amount. It is not often that the Postal Service has a sale, so this is a great time to take advantage of a discount and to also get started with your QR code campaign.
Please review the FAQ below from the USPS for some general information, and please don’t hesitate to contact us for help with your next direct mail marketing campaign.
2011 Mobile Barcode Promotion — FAQs
GENERAL INFORMATION, ELIGIBILITY, AND REQUIREMENTS
1. What is the 2011 Mobile Barcode Promotion?
The Mobile Barcode Promotion is intended to build awareness of mobile technology and demonstrate to mailers how mobile barcodes can increase the value of mail. The promotion provides business mailers with an upfront 3% discount on standard and first-class letters, flats, and cards that include a two-dimensional (2-D) barcode that can be read or scanned by a smartphone.
2. Why is the Postal Service offering this promotion?
The Mobile Barcode Promotion was designed to increase the value of direct mail and build awareness around integrating mobile technology into direct mail communications.
3. When does the Mobile Barcode Promotion begin?
The promotion runs from July 1 through August 31, 2011.
4. Who is eligible to participate?
All companies, including Mail Service Providers (MSPs), who mail using a permit imprint and submit their mailing documentation electronically are eligible to participate.
5. Do I have to apply/register to participate in the Mobile Barcode Promotion?
The Mobile Barcode Promotion does not require an application or advance registration.
6. How do I participate?
Submit qualifying standard or first-class letters, flats, or cards electronically using a permit imprint payment method to the Business Mail Entry Unit (BMEU) for acceptance within the specified promotion period, and meet all other promotion requirements.
7. What are the promotion requirements?
All of the following must apply:
All mailpieces in the mailing postage statement must include a mobile 2-D barcode on the outside of the mailpiece or within the mailpiece.
The mobile barcode must be used for marketing purposes and must be relevant to the contents of the mailpiece. The objective of the 2-D mobile barcode on eligible mail pieces must be to initiate interaction with consumers via mobile smartphones to market, promote, or educate.
Mail must be tendered for acceptance during the promotion period, July 1, 2011, through August 31, 2011.
Are you making your customers feel left out?
May 31Have you ever gotten excited over an advertised offer only to read the fine print that says something like “offer available to new customers only”? Many businesses focus their marketing efforts on generating new customers while forgetting the golden opportunity that repeat customers provide.
Nearly every sale has a repeat potential. It is not only easier, but also more cost-effective to market to an audience who has already done business with you (hopefully their experience was positive). Not only are they familiar with you and your business, but they have already shown interest in your products or services.
In addition to repeat product sales, up-selling is a great way to target current customers. For example, “if you like XX product, you will love QQ.” Customers who are educated about their purchases feel more confident making informed decisions and will view you as the expert. Avoid being pushy, or you will drive away your current customer base. Instead, offer a lucrative discount that will do the selling for you.
In addition to increasing sales volume, current customers are also a potential goldmine when it comes to referrals. Customer referrals will not only help you build stronger relationships with your current customers, but will also help you expand your customer base through increased awareness to prime prospects.
There are many ways to generate customer referrals, but one of the easiest occurs throughout day-to-day conversations. If a loyal customer compliments your business in casual conversation, ask if you can use that statement as a customer quote.
Repeat customers offer stability and predictability — a must for any successful business. After all, happy customers can sell your business just as well as your sales team.
Secret Shoppers Solve Customer Service Mysteries
May 24How do you rate your company’s customer service skills? Customers who have a poor experience are more likely to take their business elsewhere than report their experience to management. In addition, word of mouth to others about negative experiences can be devastating for many businesses. If you’d like an unbiased review of your company’s customer service, try a secret shopper.
Many businesses with a strong focus on customer service hire people to secretly shop as if they were actual customers and clients, reporting their experiences back to the business. By hiring a secret shopper, you can receive an in-depth report on customer treatment in a variety of situations, such as product knowledge, responses to challenging questions or situations, waiting times, personality and disposition of staff, and the eagerness of staff to help or find solutions.
Secret shoppers shouldn’t be used as a way to reprimand staff, but rather an opportunity to increase customer satisfaction and increase sales.
In addition to secret shoppers, customer surveys are a great way to gain insight into customer experiences, good or bad. Remember to offer an incentive such as a discount or special offer, which will often increase participation.
No matter what approach you take to achieve top-quality customer service, just remember that happy, loyal customers are worth their weight in gold, so we should do whatever we can to be sure they are treated well.
How do you measure up?
May 20Industry ratios can be incredibly important tools for running your business. Knowing how you compare to other businesses that are your size and do what you do is pretty valuable.
For example, if your company spends 10.9% of its budget on rent and you find out that most companies in your industry only spend 6.5%, then you know you are probably spending more than you should. Using these statistics, you can make adjustments to bring your financials in line and ensure better profitability.
Trade associations are often a good source for industry-specific ratios. You might have to dig to find your ratios, but no matter where you get them, they are important numbers to have.
Gender Wars In Online Marketing
May 17
Who do your products or services appeal to more: men or women? What does this have to do with your marketing message? Everything.
Gender is an important consideration when creating an online marketing campaign. Even if men and women resent being stereotyped, there is no denying that fundamental gender differences affect how we shop and make buying decisions. Here are a few important points to keep in mind for gender-specific marketing:
* Men are more likely to use the Internet for entertainment — to read the news, check sports scores, download music, and read political information. Women are more likely to use the Internet as a research tool — to research health issues and participate in informational support group websites.
* Men prefer simple marketing, with a focus on how your product or service fixes a problem. Women desire lots of detailed information and emotional cues that connect your product or service to other things in their lives.
* Men often make quick decisions, while women need plenty of time to make a choice. When women feel pressured to make a purchase, they will often disregard the offer altogether.
* Men are more willing to seek out well-known brand names, regardless of the price. Women often enjoy comparison shopping and bargain hunting.
While marketing shouldn’t become a battle of the sexes game, just remembering a few extra details that appeal to men versus women can often help you make or break a sale.
