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6 traditional marketing methods you should still be considering.

Posted on 23rd February 2016 by The Marketing People

In an age of digital marketing, it can be really hard to see the purpose of print, or more traditional marketing methods. And yes, we will agree that you certainly should be looking to push your efforts on your website, social media and through online advertising. However, this isn’t to say that you should drop traditional methods altogether, and you’ll probably get a better result by combining the two …

We’re going to look through 6 ways you can use traditional and printed marketing methods to improve your next campaign, and why you shouldn’t give up on print just yet.

Business Cards

Business cards are a much overlooked source of marketing. Yes, everyone has them as priority, and goes and gets them printed as soon as possible. However most of the time they are not made to their true potential.

As you can see in this infographic, the top mistake made on business cards are not having a creative or clean design. Leaving your contact information unclear. Using poor quality printing or paper, and using an oversized card.

The lure to get business cards printed quickly and cost effectively can mean rushing to a printers with no design. Or sending off a good design to be printed for free on thin card, which may actually leave you worse off than before. The rush can also mean important information is left off your card, leaving them worthless. Check our blog on what information needs to be on your business card. To make sure you have included all the relevant info.

Taking the time to look at the design, double checking the information and having your cards printed on quality stock will leave your prospective clients with a far better impression of your company. Rather than handing over something that looks like it has been printed off at home.

Business cards are a much overlooked source of marketing.

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Direct Mail Campaign

We’ve blogged previously about the case for direct mail, and reasons you should be sending letter campaigns. So it should be no surprise that direct mail is on the list.

Direct Mail is a great way to reach customers a little more personally in a digital age. With spam more likely to reach your customers through emails than on their doormat now, the letter has become a more personal touch as it once was.

As this blog points out, emails are very easily ignored and binned. Whereas most people will actually open envelopes, with 70% – 80% of consumers opening most of their mail. Compare that to an average open rate of around 30% for email campaigns.

People are also far more likely to keep a letter too. Whether that’s with intention to buy or contact you immediately. Or whether it’s because it’s sat on the pile of papers and letters to be sorted, shredded, or burned on the log fire. The fact is that it is still there, in front of your potential customer for a significantly longer period than an email.

Direct Mail is a great way to reach customers a little more personally in a digital age.

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Leaflets

As with Direct Mail, we have blogged about this previously on how you can use leaflets effectively. Leaflets are a really cost effective way of getting your brand out there, and for getting “quick win” business back.

And as with direct mail, leaflets can actually be well received by recipients. With nearly 50% of households storing leaflets, and 93% of people enjoying that they get door drop product samples or vouchers and offers. Perhaps the leaflet isn’t as done as you thought.

Leaflets are a really cost effective way of getting your brand out there.

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Exhibition stand set up

At The Marketing People, we do love exhibitions. As though they are a lot of work, they are such a bundle of energy and adrenaline all condensed into a day or two.

Exhibitions set ups can seem a huge expense with no guaranteed results. But the truth is once you have your set up, you have a great toolkit. One that you can use again and again when it comes to your marketing. Not to mention the huge benefits you gain from the exhibition itself by having the right kit.

With over 13 million people attending exhibitions a year, and spending around £2.6 billion on the goods or services demonstrated. It just seems good to make the most of that opportunity. That means having a creatively designed stand that sends the right messages.

A good, well designed stand can last for a few exhibitions. And if you include pop up banners as part of that set up, you can use them multiple times for other events. Such as networking meetings, or even in the foyer of your offices.

A good exhibition set up is a great toolkit to use again and again when it comes to your marketing.

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Internal and external signage

We’ve all tried to find a business before, but had real trouble because there hasn’t been adequate signage. Which though a bit annoying, isn’t the end of the world. As you no doubt give them a call, or persist until you find them. But what about attracting new customers? If your business can’t be found by those who know about you and want to buy from or work with you, then what hope do new customers have?

In this useful infographic, it states that research indicates that 85% of your customers live or work with a 5 mile radius of your business. Meaning they could potentially see your sign up 60 times a month. But does it work? Apparently signs can attract up to half of a start ups new customers. And 35% of passers-by wouldn’t even know there was a business there without a sign.

Signs can attract up to half of a start ups new customers.

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Vehicle livery

A lot of marketing these days is making sure you advertise to the right people at the right time to ensure more sales. Or better qualified leads at the very least. But there will always be people who you could advertise to, but can’t reach. Those who don’t use social media for example, but that is where a combined approach comes in, and vehicle livery is a prime example of this.

As can be seen in this blog, the average vehicle that is driven 15,000 miles a year will pass in front of 9 million vehicles. Which means your vehicle graphics reach more potential customers at a lower cost than all other forms of outdoor advertising.

So that’s 9 million extra people seeing your business. Even more if you account for more than one person in each car who may require your services.

Not to mention it also builds up your credibility as a business if you are seen in a branded vehicle. Not only have you built up your brand recognition so people are more likely to feel familiar with your services when they see you. But it builds trust that you are who you say who you are. You will fulfil the promises you make, as you are bringing your brand name with you.

Your vehicle graphics reach more potential customers at a lower cost than all other forms of outdoor advertising.

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Summary

As with most things, a balance is certainly needed. You can’t dump 5000 leaflets in an area. Or put up a 10 foot sign outside your business, and expect business to pour in and keep pouring in. You need to sure a little of each of these methods in conjunction with each other. As well as with digital marketing methods. To maintain a consistent campaign and the best chance of bringing customers in repeatedly.

If you’re struggled to lay out a combined marketing strategy, why not give us a call and see if we can help? With a huge amount of experience, and a friendly team, a little trip to our offices in Burntwood may be the best decision you make when it comes to your marketing. Or if you want to read more about print, why not check out our other blogs?

5 top tips for making the most of your print marketing materials

Posted on 9th February 2016 by The Marketing People

It can be hard to believe in printed marketing materials. In an age where our phone pings every few seconds with a new email, or notification of the latest deals from our favourite brands. But having a combined marketing strategy that looks at both digital marketing and printed materials is the best way to reach as many of your customers as possible. Which is why we’re focusing this month on print. Traditional marketing methods, ‘offline marketing’, and how you can be making the most of your print marketing materials.

In this blog we’ll be looking at tops tips of making the most of your printed marketing materials. As it can be easy to overlook the differences of advertising to someone through digital methods than it is to someone through a brochure or letter.

Professional design

Though it may seem a sales pitch coming from a marketing company. Approaching a professional designer is possibly one of the best choices you can make when it comes to printed materials.

As we have spoken about in previous blogs, your brand’s credibility is made up in several ways. With one of them being what you give or send out to the general public. If it looks professional and polished, it is much more likely to attract customer’s attention for the right reasons. Rather than something that looks like you haven’t put in much effort.

Not to mention designer’s do this for a living, they’re good at it! Just as with your own services, that you know going for a professional is more cost effective in the long run. Than trying to attempt it in your own, and the same applies to the creative process. Invest in a good designer who understands what you are trying to achieve for your company. This will serve you a lot better in the long run, than rush designing some leaflets yourself.

Going for a professional is more cost effective in the long run.

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Understanding print jargon

As with anything, it can be hard to know if you’re getting what you are asking for. Knowing if it is the best possible product if you don’t know the jargon. Now, any reputable designer will talk you through any terms you don’t understand, but that’s only if you ask.

It can be very easy to nod along to a designer who is telling you a certain stock is better. Or you should definitely choose a silk varnish because you don’t want to look silly for not knowing what it is.

If you don’t understand what your designer or printer is talking about, always ask. As it’s your finished product they are working on! However if you would like to build your own knowledge, there are plenty of jargon busters such as this one. Which will give you an idea of all the basic terms. So you can have some idea of what you are working with, and if that choice is what you want.

If you don’t understand what your designer or printer is talking about, always ask.

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Your audience

This may seem an obvious point, but one that can be forgotten when it comes to offline marketing. Knowing your customer personas means you will be able to better advertise to them.

This can come down to simple observations. Like knowing that your main audience are of an older age group, and would respond really well to a personalised letter. Or that you do a lot of exhibitions where everyone is after a free pen.

Or it could be more focused on your product and how it may benefit a certain group of people. We mentioned in one of our 12 days of Christmas blogs, about ADT’s box campaign. Where they looked particularly at apartment blocks and buildings. With most people considering apartment blocks to be reasonably safe. With a number of locked doors to get through to eventually get to your apartment. They may not have been ADT’s normal customer base. However, using a clever spring-loaded box, they were able to approach a whole new demographic of people.

ADT used their spring loaded boxes (which could be folded flat) and pushed them under the apartment doors. Once pushed through the door, the box sprung to shape. With the message “breaking into your apartment is easier than you think” along with the company branding printed on the box. Giving the impression someone had been in the apartment to pop down the parcel, and no doubt scaring people into thinking about their security systems.

Printed materials can focus on customers ‘pain’ points just as much as digital marketing. You just need to have enough knowledge as to what your customers react to.

Knowing your customer personas means you will be able to better advertise to them.

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Time dependent offers

Unlike digital marketing, where you can set up email automation, or notification & reminders, or even place a pop up for when people are about to leave the page, you really need to get people to react quickly to your printed material.

Though your materials may stay pinned to their notice board, or on the paper pile, and may possibly be picked up at a later date. To be able to track your efforts effectively with printed materials means getting a quick turnaround.

This can be done through time dependent offers. So your potential customers have to react within a certain time period to gain the discount or offer. By the amount of people you have taking advantage of the offer within this time limit makes it a lot easier to assess how well people have reacted to an offer, and if you should have similar offers in the future.

To be able to track your efforts effectively with printed materials means getting a quick turnaround.

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Combining your efforts

As we said in our introduction, it is no longer a case of picking printed materials or just using digital methods to market your business any more. You have to allow fluid motions between the both. Which means making it easy from your printed campaigns to reach you online, and letting people know online they can gain printed materials if they wish.

If you are advertising a certain campaign through letters or leaflets, sending people back to a landing page not only allows you to feed those people through the sales funnel for that particular product or service, but also allows you to track your efforts, as you can see who has taken action from your material.

You have to allow fluid motions between printed materials and digital.

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If you’re looking for help with your printed materials, or want to begin a combined marketing campaign but would like it all managed in one place, then why not give us a call? Based in Burntwood, Staffordshire, we can take care of all of your marketing needs in-house, meaning less running around for you. Contact us today for a friendly chat on how we may be able to work together. Or if you wish to read more about Print then why not check out our other blogs.

Six ways you can use leaflets

Posted on 20th January 2014 by The Marketing People

We know that businesses want value for money and a leaflet gives just that. It has multiple uses and can provide your business with many benefits.

Perhaps you aren’t convinced though or don’t see how a leaflet could be of use to your business. If so, here are six ways your business can use leaflets.

Send them out with orders:

If you operate an e-commerce website, send a leaflet out with every order. To remind your customers about other products or services you sell.

It’s possible that some of your customers won’t be aware of all of the products or services you offer. So telling them about it may encourage them to repurchase.

If you’re a small business you may sell on Amazon and eBay. So sending out a leaflet with your website address on may encourage people to buy direct.

Offers

Whether you send them out with orders or hand them out to people, offering people an incentive to purchase (or repurchase) can help your bottom line.

It doesn’t need to be ‘25% off this product’. It could be: six months free technical support, a free ebook, a branded laptop bag or something else entirely.

What you can offer as incentive will depend on your business and who your customers are. As it needs to be something that appeals to them.

Send people to your website or social media:

Any piece of marketing material you produce should contain your contact information. Including your website address and any social media networks you’re on.

If people are happy with the service they’ve received or want to find out more they may visit your website or follow you on social media.

Getting someone to your website or to follow your business on social media gives you further opportunities to engage with them. And to move them down the sales funnel.

Exhibitions:

Having leaflets on your stands means that people who are interested in your brand, products or services have something to takeaway and read later.

This again may encourage them to visit your website or get in touch with you to find out more. If you can get a conversation started you’ve got a great opportunity to turn a prospect into a customer.

Go door knocking

Heading out to local businesses in your area and knocking on doors is a good way to get your name out there and initiate a conversation.

Often you may be told that the person you want to talk to is busy. Perhaps they really are, so there’s no harm in leaving a leaflet behind for that person to look at when they’re free.

If your leaflet represents your business effectively and is what that person is looking for you might get a call back.

Branding:

Anything you do that involves your business needs to represent your brand effectively. Whether it’s your website, a catalogue, a leaflet or something else.

Handing out leaflets is another opportunity for you to get your brand in front of people which can lead to leads and sales.

If you expect your leaflet to bring your business real benefits such as leads, sales and loyal customers. It needs to contain key marketing messages that mean something to the people viewing it.

We regularly design leaflets which benefit our clients by generating leads and sales, to find out how we can do the same for you fill in our contact form or call us to arrange a chat.

Branding & Creative Design for Burntwood & District CFRs.

Posted on 20th June 2013 by The Marketing People

Community First Responders leaflet and stand

The Burntwood District Community First Responders (CFRs) are a group of volunteers who respond to emergency calls on behalf of the West Midlands Ambulance Service and are able to arrive at the scene and begin treatment before the Ambulance arrives.

Recently the CFRs approached us to design an exhibition stand and leaflet for a fundraising event they’re holding at Veolia in Cannock. Who very kindly allow the CFRs to store their First Response vehicle at their premises which are secure and allow them access to the vehicle 24/7.

If you wish to attend and support the CFRs, the event will take place on Friday morning on the 21^st June. You will be able to find their stand in the foyer at Veolia.

The Challenge

Fundraising is essential to the CFRs as they are all volunteers who do it in their spare time. So without donations they won’t be able to afford new equipment or a much needed Response Car. As their existing one has over 102,000 miles on the clock.

So the message we needed to get across to the local community was this. Without public support they won’t be able to respond to emergency calls and offer people life saving treatment.

The Answer

When the CFRs initially got in touch with us they didn’t have a brand at all. So in order to help them raise awareness, we consulted with them and followed our branding process. Which looks at who you are and what you do, to develop the Burntwood Community First Responders brand.

Before we could begin the creative design process we looked at the key marketing messages. Which needed to be on the exhibition stand and leaflet. These included; who the CFRs are, what they do and a strong call to action which encourages people to donate to them.

After looking at the key marketing messages we were able to move onto creative design and design an exhibition stand for the event and a leaflet which will be given out on stand and will be used in local businesses to help raise awareness throughout the community.

What’s Next?

We like helping out charities or volunteer groups wherever we can and as a Burntwood based business we felt it was important that we supported our local CFRs as the work they do is brilliant and we may benefit from their help one day. We will continue to support them and will be looking to help them with their website in the near future.

If you would like to find out more about the Community First Responders visit their website, where you can also support them and make a donation via PayPal.

To find out how we can help you with marketing that offers you real opportunities to sell your products or services, call us on 01543 387 047 or email us at contact@themarketingpeople.com.

Why Customer Reviews Are Important & How To Get Them.

Posted on 9th April 2013 by The Marketing People

Customer reviews are important, think about the last few products you brought; did you review them online first? For many people, reading product reviews has become an integral part of the buying process.

Why are product reviews so important?

Whether you have a website or an ecommerce website, having reviews or testimonials on your website can help to make your business more credible, trustworthy and will hopefully convince people to buy from you instead of your competitors.

The Nielsen Global Trust in Advertising Survey carried out during 2011 found that 70% of people trust opinions posted online. Online reviews were the second most trusted form of advertising, with ‘recommendations from people I know’ beating it to first place, this shows just how important consumers consider reviews to be.

As well as showing people that your products and services are great it will also help your SEO. People will generally use the kind of keywords and keyterms in their reviews that your target audience will be searching for when trying to find your products.

How do I get customer reviews?

Emails

Amazon has a brilliant model for gaining product reviews. If you’ve ever ordered from Amazon you’ll have noticed that a few days after you receive your product you receive an email asking you to review the product. This ensures that the majority of products sold through Amazon have reviews.

If you have an ecommerce website this can be replicated by setting up automated emails to go out to customers a few days after you estimate their order should have arrived.

Leaflets with orders

When you send your orders out, you should always include details of how to get in touch with customer service if the customer is unhappy. Along with your customer service information, encourage happy customers to leave you a review and make sure you tell them how to do it.

If you sent out leaflets or flyers with your orders showing customers what other products you sell or alerting them to offers, make sure you include a call to action to review their product on there as well.

Social Media

Many consumers take to social media, Twitter especially, to vent their frustrations or sing a business or products praise.

Monitoring social media using tools, such as Social Mention, Twitter Advanced Search and Google Alerts can help you get a good idea of how people are feeling about your brand.

This works well for your business in two ways. The first is that you can address any unhappy customers and try to sort their issue out; this also shows your business is proactive in ensuring your customers are happy.

The second is that if you see anyone singing your praises, you can thank them and ask them if they’d like to share their thoughts on your website and send them a link to a review page.

Customer Service & Suggestion Cards

If you offer a service which requires your customers to visit your shop, office or business, you could ask customers to leave their thoughts and any suggestions on a card.

These can then be typed out and posted on your website. It’s important to make sure you type them out instead of scanning them, as a scan won’t benefit your websites SEO.

What if I get a bad review?

If you get a bad review, do what you can to contact the customer and rectify the problem but whatever you do don’t delete it, unless it’s offensive of course.

People will be suspicious if they see pages and pages of five star positive reviews. The odd average or poor review shows consumers that you’re being truthful and posting all reviews and not just deleting the poor ones, which will make your business look honest.

What do I do with customer reviews?

If you have an ecommerce website ideally you want reviews for each product or service.

If you haven’t got an actual product for sale on your website, showcase your testimonials and reviews on a ‘testimonials’ or ‘reviews’ page.

You may also want to do this if you’re an ecommerce website and a customer emails you or provides you with a general review about your business as a whole. For example, one of our clients, Gardening Delights, has individual reviews on each product but they also have a Testimonial page for general feedback.

Don’t think you need reviews as you’re a small business? Here’s a post on how they help you grow as a business.

If you’re a small business based in Burntwood, Lichfield, Cannock or the West Midlands and need help with any aspect of your marketing, print or web design get in touch with us to find out how we can offer your business real benefit.

You can call us on 01543 387 047 or fill in the contact form on our website.