Integrate Your Marketing Programs and Get a Bigger Bang
By John Gumas
Integrating online media into your current conventional marketing strategy can significantly enhance your return on marketing investment. Adding online components gives your customers and prospects the benefit of immediate gratification by allowing them to access important information on a 24/7 basis. And it puts them in charge of how much and when they want to "drill down" for additional information. These elements are designed to get your prospects more deeply involved with your marketing programs.
Here are some specific examples that we have found to work well within the building industry.
DRIVE TRAFFIC TO YOUR SITE WITH AN OFFER
One of the first imperatives of marketing is to establish and develop a one-on-one relationship with your prospects. The idea is that the more you know about them, and the more familiar they are with you, the closer you are to a sale.
One thing online media can do very inexpensively is capture information. Offer your prospects an incentive to come to your website to sign up for a special offer. This offer needs to correspond with your messaging or theme and should provide enough incentive for your prospect to sign up. For example, if you are promoting a new-home community using an Italian theme, try offering an "enter to win" promotion where they could win a free dinner at a local Italian restaurant, an Italian cooking class or something else along these lines. You can really get creative here.
Once at your site, you can capture some key information about them. Most people are willing to give up a limited amount of information in order to qualify for something they deem valuable.
Not only will you be establishing a relationship with your prospects and providing value, you will be building a database that can be built into all your future marketing efforts.
USE A MICRO-SITE TO CUSTOMIZE EACH CAMPAIGN
You don't want to completely overhaul your website every time you launch a new campaign, but you do want to have some consistency between the look of your campaign materials and the look you have online. How can you have both? With a micro-site.
A micro-site is a mini website that typically has a short life span (several weeks to several months) and a limited number of pages. Think of a micro-site as an interim landing pad that provides the connection between the current campaign and the corporate website. Once at the microsite, visitors can get the information they need on that specific project without having to surf through the corporate website. They could then choose from several options to get more information by clicking on links that would take them into the corporate website.
Another benefit to micro-sites is that you can precisely measure the response to each individual marketing campaign by tracking who hits the micro-site, where they've come from and how many of them visit the corporate site for more details. It's a great way to test the response rates and effectiveness of different campaigns.
PERSONALIZED PASSWORD- ONLY ENTRY BOOSTS RESPONSE
It has been proven that the more you can personalize your marketing activity, the better your response. If you can offer a personalized Web experience, you can dramatically improve the effectiveness of your marketing efforts. For example, if you use direct mail, offer a personalized password or code on each direct-mail piece. The password can be used online to enter a contest, complete a survey or qualify for other premium offers. Most people can't resist checking to see what their very own personal code will get them. One builder saw response rates go from 3% using traditional direct-mail response mechanisms to 20% using a personalized password response mechanism. That's a 666% increase in response rate!
In today's competitive world of marketing, you have to test any strategy that could make a difference to your bottom line. If you are already integrating your online and conventional marketing activity, you already understand the benefits and rewards. If you're not, put some of these suggestions into your marketing arsenal. The results will impress you.
June 2008 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Getting the Most From Your Signage and Billboards
By John Gumas
Just about every company in this industry invests in some form of outdoor advertising. This includes billboards, banners, building signage, on- and off-site signage, bootlegs and other similar signage designed to get a message out.
We have found that most outdoor advertising does not produce the expected results. It's not that the signage was poorly designed or produced. In fact, most of what we see is very expensive to produce. The problem lies in understanding the dos and don'ts of outdoor advertising and what this potentially powerful medium should deliver.
EFFECTIVE SIGNAGE
Let's take a closer look at some of the creative and graphic design elements that are essential to effective billboard and signage development.
The design of your outdoor advertising has two primary objectives. First, it must generate attention. Second, it must help the target audience quickly and easily absorb the information presented. The average outdoor advertising unit has about three to four seconds to attract the eye of the target and get them to absorb your message. So, billboards need to be treated differently than conventional collateral materials.
But what makes outdoor graphic design effective? Here are the components we consider most critical when producing billboards and signage.
1. Have One Dominant Feature: An effectively designed unit has one dominant feature, typically an image or a headline, which catches your eye and draws you in. Keep it simple; when you try to emphasize too much, you end up emphasizing nothing. A good rule to remember is to keep the verbiage to no more than seven words. This allows your message to be read quickly, and your benefit is remembered.
2. Minimize Typeface Variety: Use one, maybe two, typefaces - total. Type style is very important to the overall readability and effectiveness of your outdoor advertising. For example, you can use typeface in bold for the headline and nonbold for other text to create visual appeal without it becoming too busy or hard to read.
3. White Space Is Good: Don't be afraid of white space. You don't have to fill every inch with copy and pictures. Sometimes, saying less makes a bigger impact than saying more.
4. Keep Your Concept Simple: All signs must be simple to understand and easy to read. This may be one of the most critical aspects of your strategy; so don't take this area lightly. Don't use typefaces that are "too fancy" or may cause confusion. Don't use visuals that are hard to see or understand quickly. Remember that you only have about three to four seconds for your message to be absorbed.
5. Use Relevant Images: Images in outdoor advertising and signage must help support your message, not confuse the target audience.
One main image typically works better than multiple supporting images. Remember that your target audience is usually on the move when they see your outdoor advertising. So, make your image relevant and obvious so you can drive home your sales message quickly.
6. Make It Readable: We have found that a largely overlooked problem lies in the sign's inability to be read at a distance. Before you begin the design of any outdoor advertising, make sure you know where it will be posted and what the approximate viewing distance will be.
To help you maximize your signage and its viewing effectiveness, try using this handy viewing distance chart that we've developed to help our clients get the most from their signage. Optimum audience viewing distance is listed below, followed by the minimum recommended letter height for maximum readability.
100 feet = 4 inches
250 feet = 10 inches
360 feet = 16 inches
500 feet = 22 inches
1,000 feet = 43 inches
1,320 feet = 57 inches
Remember that these numbers represent the minimum recommended height. Factors that may require you to bump up the size include color scheme, font selection and sign placement.
Outdoor advertising can be a very powerful tool when used properly. Don't let your out-of-home promotional message get lost simply because you didn't know these proven dos and don'ts. Follow these layout tips and size recommendations, and your signage will deliver maximum results.
May 2008 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Seven Ways to Get Greater Results from Your Direct Response Program
By John Gumas
More results. Better-qualified leads. Greater return on investment. Anyone who has ever developed direct response marketing, in any form, has undoubtedly heard one or more of these requests before. So, what's a marketer to do?
In an effort to help you not only answer these requests, but deliver upon them, we have put together what we feel are seven surefire strategies that you need to consider when creating your next direct response marketing program:
1. Always Remember the Basics: a. Make sure your offer is made at the beginning b. Clearly tell targets what they will get and how they will benefit c. Tell them what action they must do d. Set a deadline e. Give as many ways as possible to respond
2. Make Your Offer as Strong as Possible - Most direct response programs must have an offer to be successful. Commonsense tells us the more compelling the offer, the better the results. Yes, offering a larger discount will get more response than a smaller discount. But before you start giving away too much of your margin, get creative. Find out what your target wants. For example, look into win-win partnerships with other companies, such as "Buy a driver from us and get a free putter from them"; "Order new doors from us and get a free hardware upgrade from them." Get the picture?
3. Why Won't People Buy? - You need to do your research and find out. Call them and ask them why they didn't respond. Get the specifics. Imagine what you could do armed with this information.
4. Tell the World Why Others Buy - Testimonials from satisfied customers can be powerful. Consider using real customers to tell their stories. Done right, they can be just the nudge it takes to get others to buy.
5. Test - Test lists, headlines, copy and offers
6. Adjust Your Website - We are talking about more than just good optimization here. Make sure your website works closely with your direct response program. Or, better yet, consider a special landing page designed specifically for each direct response program.
7. Don't Forget Your Brand - Don't get caught up in the tactics of your offer. Remember to be true to your overall brand and what it stands for.
And just one final thought: It's not how much you spend, but how much you will earn that counts. As you put your budget together, consider the lifetime value of a customer versus the one-time cost of the direct response program. This may help you justify the investment it will take to be successful.
There are many more elements to successful direct response advertising, but if you include what we outlined above, you will be well on your way to greater results.
April 2008 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Have You Discovered Your Real Brand of Distinction?
By John Gumas
Every company has a unique brand of distinction. It lives deep down in the soul of your organization. Largely put, it is the collective sum of all the history, emotions, thoughts and stereotypes that exist about your company. For marketing purposes, it is simply that core value, promise or position that makes your company different in the eyes of the customer. It is the true meaning of why you are unique.
But, sadly enough, most companies never take the time to discover what is truly theirs. While most executives may have an understanding of why their company is unique, the stumbling point comes when they try to verbalize this story to their customers, prospects and even their own employees.
Some companies fail by using common or bland language and making vague promises that do not set them apart. They become lost in the crowd. For example, what do the following taglines say about these company brands?
- Our quality is second to none
- The difference is our people
- Your success is our success
- Customer service is our pleasure
- Great value for your dollar
The answer is, nothing. In fact, these are very common branding taglines used by many companies today. In the end, these are simply promises every business should be making to its customers, regardless of its brand. These generic phrases certainly don't describe a brand of distinction because there is nothing unique about them.
So, what's a marketer to do? Start by taking a close, hard look at your existing brand essence and be brutally honest with yourself. What about your company is truly unique among your main competitors? Is it a position that you truly own? Is it one that you can easily defend against your competitors?
A powerful brand essence is the foundation upon which all successful marketing is built. Discover a unique brand of distinction and watch your company grow.
March 2008 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
E-Mail Marketing or Spam?
By John Gumas
You can learn a lot from spam. We all get those e-mails selling us everything from investment opportunities in Nigeria to enhancements of every kind. One thing is for sure: They wouldn't keep sending them if they didn't work.
As annoying as these e-mails are, their success indicates they have some elements of effectiveness that we marketers may be able to learn from. So, how can these tactics make your opt-in e-mail programs even stronger?
Here are a few ideas:
1. Your subject line is vital. If it isn't compelling, you'll get no further. Tell them why they can't afford to stop reading.
2. Brevity works. You don't need to pack every fact into each e-mail. One key message per e-mail should be your rule of thumb.
3. The proper frequency is critical. Sending just one piece usually doesn't work. But sending too often can backfire. A campaign that has a consistent, branded theme is always a great way to keep your message flowing.
4. Know your audience. Before you start, create a fictional profile of your typical buyer and try to speak directly to that person.
5. It's not about you, so cut straight to the benefits. No one cares about your history or how beautiful your offices are. They just want to know what you can do for them.
Naturally, we are not endorsing that you start sending spam. But there's no reason why you can't borrow some proven e-marketing techniques to shore up your e-mail marketing program. Just remember, use your new knowledge for good, not evil!
February 2008 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Let's Start with the Basics
By John Gumas
As marketing professionals, we're always looking for the best ways to brand our companies, to reach our customers cost effectively and to develop powerful media plans.
But as we begin this new year, we thought it's a great time to reflect on the most basic marketing strategy of all ... how we interact with our customers.
In truth, great customer relationships are the essence of building a strong business. During a tough market, it's especially important to build great bonds with those who care enough to give us their business.
We hope the following words of wisdom will be of value, as we renew our focus on customer relations in the new year.
Our customers ...
- are the most important people ever in the office, either in person or otherwise.
- are not dependent on us; we are dependent on them.
- are not an interruption of our work - they are the purpose of it. We are not doing customers a favor by serving them; they are doing us a favor by giving us an opportunity to do so.
- are not outsiders to our business; they are part of it.
- are not cold statistics - names on a file card or a ledger sheet. Each is a flesh and blood human being with families, feelings and emotions like our own.
- are not people to argue with. Nobody ever wins an argument with a customer.
- are people who bring us their "wants." It is our job to fulfill them profitably - for them and for ourselves.
- are to be treated like gold, regardless of whether the actual income we receive from them is on the lower or higher range of our offerings.
As we enter a new year, let's not forget the basics. And, from all of us at Gumas Advertising, here's wishing you a very healthy, happy and prosperous new year.
January 2008 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Get the Most Out of Your Creative Work
By John Gumas
It's the most exciting part of any project - and usually the toughest - providing constructive feedback on a print ad, Web design, logo concept, etc., that your creative team has presented. How do you judge if it's on target or not? And if not, how do you move the process forward in a constructive and cost-effective way? Here are some tactics to think about.
1. KNOW YOUR GOALS
Even if you share the same demographics and psychographics of your target customer, it's impossible for you to view your creative objectively, like a prospective customer would. You're too close to the inside process. Instead, research who your customer is and include that and all other specific targets for the ad in a creative brief. See that everyone involved in approvals agrees to the creative brief prior to developing the creative - to ensure a smoother process.
2. STRATEGY IS KING
Compare what the ad is saying/doing to what you agreed it needed to do in the creative brief. Is it aimed at the right audience? Does it use language and visuals they will respond to? Does it clearly say why you're different from your competitors? The creative brief sets a target so that you can hit a bull's-eye with your creative.
3. IT'S GOOD TO BE BOLD
Does the creative feel safe? Then it's probably not going to grab attention. Resist the urge to play it safe or to be predictable. You'll never rise above your competition with "safe." With literally thousands of messages bombarding your prospects every day, you can't afford NOT to stand out.
4. BE SPECIFIC ABOUT CHANGES
It's OK to make changes. We expect you to! Just be specific about what needs to be different. Give direction. At the very least, point your team toward something or away from something. The worst thing you can tell your creative team is, "I don't like it, but I don't know why," or, "I'll know what I'm looking for when I see it." Check against the brief and find where the creative work is not on strategy. Ask yourself if the change you want will impact the response rate, effectiveness or readability of the piece.
5. YOU HAVE THE POWER TO MAKE CREATIVE GREAT
Every piece of creative presented to you for review is like a baby to the team who created it. They've spent hours working on it, nurturing it, tweaking it. Even the simplest-looking design and copy has had hundreds of creative decisions made before being presented to you. Colors are chosen to work best with a certain photo. A font is chosen to match the mood of the message. The headline is rewritten and dozens of options are tried out. The point here is not to discourage you from making changes, but to offer a suggestion about what changes to make. Working with your creative team, ask, "Did you try ..." or, "What was your thought process in choosing that font or that photo?" The more you know about the strategy that went into developing the creative, the more constructive your input will be.
6. DON'T CATCH THE DREADED 'CHANGE-A- HOLISM' DISEASE
You'll know you've got it when you find yourself making changes to the changes you already made. This confusing and time-consuming situation mostly happens when new people are introduced into the review process at different times. To make the process efficient (and therefore as cost effective as possible for you), be sure everyone who has a say in approving the creative work - including legal - makes all their changes at the same time in the first round. When the process is running smoothly and professionally, you won't need more than two or three rounds before artwork is final.
Remember that great creative starts with you and how you work with your creative team. With these six steps you'll be able to get creative work that is on target, works better and that you really believe in!
November 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Six Tips to Make Your Messages Sticky
By John Gumas
When it comes to advertising campaigns, some of you forget as soon as you see them and others you can never forget. The ideas that you never forget are sometimes referred to as "sticky ideas," simply because they stick with you over time.
There's a process that can be used to craft ideas that will "stick" with your intended audiences. Here are the key elements:
1. Keep it simple. It's hard to make ideas stick in our chaotic environment. Strip your idea down to its most critical essence.
2. Do the unexpected. Break an obvious pattern. Communicate your message in a way that breaks your audience's guessing tendencies.
3. Get to the point. Abstraction makes it harder to understand an idea and to remember it. Be specific and to the point.
4. Establish credibility. Earn trust by talking the talk. Show your expertise. Details matter.
5. Appeal to the emotions. Appeal to your audience's self-interest, but also appeal to their identities — not just who they are, but who they want to be.
6. Tell your story. Stories are the culmination of the other five criteria outlined above. Weave a simple and credible story. Use the juxtaposition of concrete facts plus the unexpected to trigger an emotional response.
The next time you need to make your advertising ideas stand out and become "sticky," try this system. It really works.
October 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
What's in a Tagline?
By John Gumas
Anyone who has ever gone through the experience of developing a company tagline knows just how difficult this process can be. How do you deliver a memorable message in a single, short sentence?
Taglines are used everywhere marketing is found - on radio, television and print ads, on printed materials like brochures and even in some company phone greetings. It's the short blast of communication that says it all, very powerfully and simply.
To develop an effective tagline, start by spending some time getting to the core of what your business is all about. Focus not only on what you do, but also how and why you do it. The "how" and "why" of your business is typically your point of differentiation.
Be bold. A tagline should not be humble. Use powerful words that connote emotions beyond the word's definition. This is a daunting task. We typically take clients through an all-day exercise just to identify the message before we even start crafting the phrase. Developing a company tagline is not for the faint of heart.
Here are some tagline dos and don'ts:
- Your tagline should be no longer than seven words. Remember, the shorter the better.
- If your company name is not descriptive of what you do, then your tagline should be.
- It must be unique to your business. It cannot describe attributes of any of your competitors.
- It avoids using trite or predictable words like "consumer driven" or "friendly."
- It should be true. It is the soul of who your company already is or is working to be.
Once you have the right tagline, let the world know. In order to be most effective, it must be used consistently, on all marketing materials, for at least three to five years. That type of commitment to the right tagline will pay off in helping current and potential customers really know exactly who you are and what you'll do for them.
September 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
How Well Is Your Website Optimized?
By John Gumas
Let's say you and your family want to go on a cruise to the Caribbean. If you're like most people, you'll head straight for Google, Yahoo or one of the other major search engines and type in what you are looking for. The results that come back do not happen by accident. Those results are part of a powerful marketing strategy called search engine optimization, or SEO.
So, how do you get your company to come up when your customers search the Internet? The detailed answer to that question is much too long and complex for this forum, so we have outlined some basic "on-page" factors that you can implement immediately. These are adjustments to the format and text on your website that should help your site increase its rankings. Here are just a few suggestions:
- Determine how your customers and prospects search for you or your competitors and make a list of the most commonly used search words or phrases.
- Once you determine these key words and phrases, make them an integral part of your Web message.
- Make sure that those key words and phrases are strategically placed throughout your website &mdash and make sure they are grammatically correct.
- Be realistic with the phrases you choose. If they are too generic, you will get lost in the crowd.
For instance, let's take our example of a cruise. If a cruise operator selected its key phrase to be "cruise," chances are it would not be successful since "cruise" is so generic and is used by so many. They would increase their chances by changing the key phrase to "Caribbean cruise." And they would increase their chances even further if they used "five-day Caribbean cruise."
For a real world example, try this test: Come up with two to three search phrases (one to three words long) that you'd like your site to come up high on the search results for. Type these into Google, Yahoo or any one of the other major search engines. If your company comes up, then congratulations, you've passed the test. If it doesn't, then you need to seriously consider a comprehensive SEO plan.
Improving your SEO has green benefits as well. Web marketing is generally greener than using paper and materials to promote your goods and services. So, improving your website's performance via SEO allows more people to learn about you without increasing the amount of resources needed &mdash and that is good business all around.
September 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
What's Your Purchase Cycle?
By John Gumas
Before each and every one of us buys something, no matter what the product or service might be, we typically go through very specific phases that lead up to our actual purchase. We refer to this process as the purchase cycle.
Over the years, we have found that the best way to effectively advertise to prospects is to first understand the prospect's purchase cycle. Knowing this process beforehand can dramatically enhance your advertising results.
The purchase cycle, as we see it, has five distinct phases. We call them:
- I Don't Know You
- I Now Know You
- I'm Ready to Give You a Try
- I Want More
- I'm Going to Tell a Friend
Here's what's involved, and how your advertising program can be tailored to generate greater results, in each phase.
PHASE 1: I DON'T KNOW YOU
This first stage is obvious. Your prospects have no idea who you are. Your goal is to get on their radar screen and let them know who you are and what you can do for them. Targeted conventional media (such as print publications and electronic media), public relations and online media are good tools to build awareness quickly.
PHASE 2: I NOW KNOW YOU
At last, your prospects have an idea of who you are. They've heard your name, so your goal is to get them interested enough to find out more. They are willing to listen if the message is right. Your website, targeted conventional advertising, targeted e-mail, publication partnering and smart promotions work well during this phase. And having a consistent message in all media strengthens and builds your brand.
PHASE 3: I'M READY TO GIVE YOU A TRY
Now, they're seriously thinking about you. They just need that extra little push over the fence to give you a try. Direct mail and e-mail, customer testimonials, and strong promotions or trial offers work exceptionally well here.
PHASE 4: I WANT MORE
They have tried your product or service. You now want them to buy again. Here's where you need to be sure they know their business is valuable to you. Remember, it's 80% less expensive to get an existing customer to buy again than it is to get a new customer. Customer perks, customer clubs, specialized newsletters/e-mails all work well. Just stay in front of them with valuable information and make them feel special.
PHASE 5: I'M GOING TO TELL A FRIEND
This is what every marketer lives for: the grand slam of marketing. During this phase your customers become your salespeople. Their word-of-mouth advertising and referrals become powerful, low-cost sales tools. If you do phases one through four correctly, the big payoff comes if you can make it to phase five. Try to thank and reward these people as much as you can.
Just knowing about the five phases of the purchase cycle can dramatically help you in your tactical marketing. Since you most likely have prospects currently within each phase of your cycle, tailoring your message to each of the five phases can be critically important to the success of your marketing program.
August 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
How to Find Your Perfect Customer in a Haystack of Prospects
By John Gumas
Most companies strive to ensure that every marketing dollar is spent wisely. So, how do you deliver on a promise of better targeting, increased return and complete measuring of results? For many of our clients, that answer lies within a process called customer analytics.
AN APPROACH THAT'S RIGHT FOR THE TIMES
Customer analytics is a system of calculations that allows companies to leverage valuable customer information already in their possession. It may be the most valuable tool in your marketing arsenal.
IMAGINE YOUR MARKETING POTENTIAL IF YOU COULD DO THE FOLLOWING:
- Identify your best, most profitable buying prospects.
- Profile these best prospects so that others like them can be picked out of the crowd.
- Identify customer segments based on their buying habits, unique needs, purchase timing, etc.
- Determine the best opportunities to upsell each customer segment or increase branding and/or loyalty among your best customers.
- Target prospect segments with custom messages and offers, then measure the results against a control group to roll out the strategy that generates the best response.
- Enhance your database by adding detailed demographic information, securing a list of additional prospects and more.
PAST PURCHASING BEHAVIORS BEAT ANY OTHER METHODOLOGY AS A PREDICTOR OF FUTURE PURCHASING INTENT
All of these insights &mdash and more depending on your specific needs &mdash can be discovered through an analysis of your existing customers and their historical transaction/buying behaviors. Because of its extreme targeting, efficiency and measurability, customer analytics allows you to do more with less budget.
Superior understanding of your customer can drive more effective marketing strategies and create a sustainable competitive advantage.
THE CUSTOMER ANALYTICS APPROACH
The traditional approach to marketing begins with identifying a wide target audience &mdash and targeting that group as a whole. This approach overlooks the multitude of sub-buying groups that, when better understood, can turn a good marketing program into a great one.
Customer analytics data allow companies to reach deeper into the target audience and identify hot, medium and cool prospects before marketing efforts begin. Then, initial marketing resources focus only on hot prospects, with a tailored message designed specifically for them. Phase Two is another targeted campaign aimed at medium prospects with a different message and so on.
THE PROCESS
So, how does one go about doing this? First of all, partner with a marketing or advertising agency that has database analytics capabilities.
Because past purchasing behavior is the best predictor of future purchasing intent, identify useful customer data within your company's existing database or distribution channel. This would include:
- Customer names and other identifiers
- Purchase dates and dollar amounts
- Purchases by product type or category
- Other information such as geography, special requests, upgrades, financing, etc.
This data can come from disparate sources and formats. It is then consolidated into a master database, cleansed and made ready for mining and analysis. Proprietary software then makes unlimited queries possible to determine marketing opportunities.
The results can then be merged/purged against secondary industry or demographic data to provide targeted mailing lists, e-mail lists, and other specific insights such as messaging tactics.
TRACK RESULTS
Customer analytics is a great marketing campaign management tool for tracking and measuring the results of various marketing tactics. You can also update the data regularly and re-evaluate to develop the next successful marketing strategy.
IT'S NOT FOR EVERYONE
Customer analytics can only help companies with access to the right internal customer data. But being armed with this extremely valuable information sets the stage for substantial increases in promotional effectiveness and market share.
July 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Your Customers: They're Walking Gold Mines of Information
By John Gumas
In our hectic day-to-day world of marketing, we sometimes forget the basics of market research and the priceless information it can deliver, not to mention all the money it can save by helping to develop more effective marketing programs.
When most companies start adding market research into their mix, the typical tactics they use to learn basic customer information may include customer satisfaction surveys, focus groups and traffic surveys. We have found that by adding the following market research tactics, companies may glean even more useful information from those walking gold mines we call customers.
TARGET AUDIENCE PROFILE
Try conducting a survey of existing and past customers to improve your understanding of their key demographics, psychographics and media preferences. This knowledge enhances your creative and messaging efforts, and helps you better focus your media spending.
TREND FORECASTING
Some companies go on day to day doing the same old thing. Then one day they walk into the office and say, "What the heck happened?" Don't let this happen to you. Conduct regular studies to learn the latest trends of the marketplace, specifically as these trends relate to your customers. This way, you will be ready to meet their changing needs.
PRODUCT ENHANCEMENT
To create new products with innovative features and benefits that your customers really want, ask existing customers what they'd like to see from your next generation of products. For example, a home builder we know contacted recent customers to learn what their home of the future might provide. Not only did they uncover some very useful information, but those customers were very impressed that they cared enough to ask.
BRAND PERCEPTION
So what do customers really think about your brand? The only way to find out is to talk with them. For example, another home builder recently changed its marketing focus when it discovered that the market perceived it to be a safe, traditional home builder rather than the creative, high-end builder it actually was.
MARKET IDENTIFICATION
Knowing which markets are receptive to your specific messages and which ones are not will dramatically increase your results. Recently, a marketing director for a senior home complex discovered that out-of-the-area seniors were more interested in their development than the local seniors. They redirected marketing dollars and significantly increased traffic.
MESSAGE DEVELOPMENT
Ask your customers and prospects what they find most compelling about your products and services. Then, use this information to develop messaging strategies that better resonate with them. The more you know about what they want to hear, the better sales response you will generate.
CONCEPT TESTING
Before spending any money on advertising, test your concepts. This small extra step of making sure your target audience understands what you are trying to say will enable you to be confident that your advertising dollars are wisely spent.
CUSTOMER SATISFACTION
It's as important to generate new customers as it is to retain existing customers. Make sure that you interview your customers after the sale and continue to stay in front of them. A recent study shows that by raising your customer retention rates by 5% you can actually increase the value of your average customer by 25% to 100%.
Remember that market research is more than simply conducting surveys and focus groups. It's finding out as much about your customers' perceptions as you can. Just like good advertising, your research should be creative as well.
June 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Trade Shows - Are They Worth the Investment?
(Part Two)
By John Gumas
Trade shows are a great way to gain a comprehensive understanding of your industry in a weekend. But do they make sense in terms of the staff and budget needed for a larger presence?
Last month, we looked at preparation for trade shows, a crucial aspect of making the most of your commitment. Here are more ways to maximize your experience:
1. Get your staff on the same page
Before the show begins, train each person who will staff your booth. Be sure that everyone knows your objectives, policies and sales procedures. And make sure that they all understand your product line and how best to sell those products in a fast-paced trade show environment.
Remember, selling at a trade show is very different than selling in a retail or direct environment. At a trade show, you typically have just a few seconds to attract the interest of a busy attendee. Time is limited. Don't be so anxious to close a sale at the show that you cause the prospect to sense your anxiety and back away. It's okay to set up the sale for the future as long as you conclude the trade show contact with an appropriate action plan in place. And let the prospect be an active participant in the development of that action plan.
2. Draw potential customers into your booth
You typically have about three seconds to grab prospects' attention as they walk past your trade show booth. So, how do you get them to stop and listen?
Be strategically creative. We don't recommend giving away promotional items unless the prospects do something to earn them. Invite prospects into your booth for a presentation or product demo. As an incentive, offer them something as a reward. T-shirts with your logo and/or sales message are popular, and offer good promotional exposure as well. Then, collect each prospect's name, address, e-mail address and other vital information for subsequent follow-up.
3. Organize your notes
You can't possibly remember every conversation with every prospective customer, so take notes on the prospect's business card or whatever other contact form you've developed. Rank each contact as to the likelihood and readiness to buy. A letter or number code works well for this purpose. For example, A = "very hot prospect," B = "a good prospect," etc. Include any additional follow-up information. Make sure that everyone who staffs your booth uses the same code.
4. Post-show follow-up
Once the trade show is over, the real marketing activity should begin. Have a plan in place to follow up with all contacts immediately. Organize your notes, which should indicate each person's apparent level of interest at the time you spoke with them, from hot to cool. Concentrate your follow-up efforts on the hottest prospects first, but be sure to follow up with every prospect, no matter how routine it may seem. Branding impressions are formed incrementally over time, through every contact a prospect or customer has with your company. Trade show contacts are no exception. Therefore, failure to follow up as promised can create a devastating impression.
Some statistics on the average trade show attendee:
- 95% asked for literature to be sent- 95% saw and spoke to a current supplier
- 94% compared similar products
- 77% found at least one supplier
- 76% asked for a price/quote
- 51% requested a sales rep call
- 26% signed a purchase order
Trade shows are a great way to build awareness and generate sales. But as with all marketing activity, the better you plan and integrate your trade show strategy into your overall marketing plan, the better results you can expect.
Consider your trade show efforts as a complete marketing package with before, during and after strategies, and watch your return on investment dramatically increase.
May 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Trade Shows - Are They Worth the Investment?
(Part One)
By John Gumas
Trade shows can be expensive. But are they worth the investment of your company's money and your staff's time? Depending on your specific business and marketing tactics, we find that trade shows can be a very powerful marketing tool, if executed correctly. Trade shows are a great way to renew relationships with existing or old customers, make an immediate impression on many potential customers in a relatively short period of time and establish direct contact with people important to your business. Trade shows bring an entire industry together to showcase the latest and greatest, as well as the tried and true. With speaking programs, exhibit booths, parties and more, they offer endless ways to connect with the movers and shakers in the home building industry. For your new business efforts, gaining new contacts can be another important benefit. Trade shows bring together large numbers of potential customers and allow you to expose your products and services to them. In effect, a trade show allows you to speak to many months' worth of customers in just a few days. In so many ways, trade shows can be a powerful component of your company's marketing activities. Properly executed, they will produce huge returns in exposure, branding, education and sales. The return on investment that you can expect from your trade show activities is typically correlated to the amount of effort and strategic planning you put into them. So what should you do to maximize your trade show opportunities? Here are some strategies that have helped many of our clients generate huge returns:
1. Develop a pre-show plan
This may be the most critical aspect of successful trade show marketing. Before you attend a trade show, develop an outline of what you want to accomplish. Why are you attending and what type of results do you hope to achieve? Sales? Product education? Product demonstration? Company exposure?
2. Target prospects early on
If your objective is to meet with potential customers, consider creating a list in advance of these target prospects. Before the show begins, send a personalized letter to each asking for an appointment. Another approach is to simply use the letter to tell them what you can do for them and to give them an incentive to come by your booth to meet you. The objective is to get on your prospects' radar screens before the trade show begins, so that you can productively spend your time at the show speaking to those individuals who can generate the most business for you.
3. Practice before you go
Before you go to the trade show, take your show staff aside and practice. Practice where everyone will be and what they will say to a potential prospect. What's their opening line? What materials will they hand out? What will they do if the prospect is interested? How will they gather prospect information for follow-up? Remember, you have just a couple of days to get a year's worth of work done. Things will be happening fast and furiously, so make sure that everyone understands their role ahead of time.
Keep in mind that in addition to new business outreach, trade shows can offer much in professional development and provide an understanding of your industry that you just can't get elsewhere. Oftentimes, editors of key industry publications are there making new connections for advertising and editorial space. A trade show can be the spark that ignites your efforts for the next year, so it's best to use your time wisely. Next month, we'll look at more ways to maximize your trade show experience - before, during and after.
April 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
What Is Branding and Why Is It So Important for Your Company?
By John Gumas
So, what's this thing called "branding" that everyone talks about? Branding is one of those terms where if you ask 10 different marketing experts to define it, you'll get 10 different answers. The one consistent point you will hear is how important a coordinated branding program is to your company's success.
IT'S ALL ABOUT YOUR CUSTOMERS' PERCEPTION
Branding can become a strategic and powerful asset for any company. Branding has nothing to do with how you perceive your company, its products and services. It has everything to do with how your customers and prospects perceive your company, its products and services.
Branding is many things, but mainly it is a process of positively differentiating yourself from your competition and making sure your target audience knows why you're different. Your target audience must be made to know what they can expect when doing business with you. In a nutshell, your brand is the intangible component of your company that gives customers a compelling reason to do business with you, instead of your competition.
THE POWER OF BRANDING
A properly developed brand is a powerful asset. Brands don't just happen, they are carefully and strategically created. What comes to mind when you think of BMW automobiles, McDonald's restaurants or Owens-Corning insulation? If the relentless branding efforts by these companies have paid off, these brands should create a comfort level and an understanding of what you can expect when doing business with them.
SO HOW DO YOU BUILD A BRAND?
Unless you have a huge marketing budget to undertake a major-league branding campaign, like the sample companies outlined above, you'll need to take a realistic, common sense approach to branding your company. Consider an approach that uses your existing marketing promotions, efforts and dollars to continuously contribute to your overall branding effort.
CORPORATE IDENTITY
Let's get the most basic requirement out of the way first. All of the materials and messaging your company produces and distributes must be consistent. This includes your company and product logos, ads, website, public relations, online marketing, brochures and other collateral materials, and anything else that delivers your message to your targeted market.
From a visual perspective, there should be a distinctive creative style to everything you create. Your messaging must always be simple to understand, unique and consistent.
CORPORATE PHILOSOPHY
Here's where it gets a little deeper. Developing a true brand is much more than creating ads, brochures and websites with a similar look and message. Branding is a comprehensive system of developing a corporate philosophy that translates into everything you do.
What's it like to do business with your company? From the moment a customer calls, walks into your retail location or encounters a salesperson somewhere within the channel, the building of your brand is at work. You cannot and should not leave this to chance. To create a powerful brand, you must incorporate every aspect of your business process into the development of your brand.
For example, you want to brand yourself as a customer service organization, yet when someone calls your company, they get an impersonal voice mail system. How do you think this may affect your overall brand?
Take a close look at every aspect of your business as it relates to your marketing and advertising functions. The development of a brand does not happen overnight. It is an ongoing process where you are establishing, maintaining and enhancing your company's image, recognition, trust and comfort level among your customers and prospects at every point of contact.
Build a trusted brand and it will pay huge dividends for you.
March 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
How to Create a Winning Presentation
By John Gumas
It doesn't matter what department you're in. It doesn't even matter what your job title is. The fact is, we all have to make presentations at some point in our careers. We make them to boards of directors. We make them to prospective clients. We make them to internal staff. Some presentations are casual and some are formal. With each presentation, there is typically a lot riding on your ability to convince the audience you are addressing.
So, what can you do to improve your presentation skills? The following suggestions may help:
1. Do a Little Research.
Know your audience. Who will be attending? What are their issues and concerns? The more you can tailor your presentation to your audience's specific needs, the more impact you will make.
2. Engage Your Audience.
Don't let your audience get bored. Keep them engaged. If possible, make your presentation interactive. For example, involve those on the receiving end of your talk by asking questions and having them shout out answers.
3. Make It Interesting.
Have you ever sat through a presentation of facts and figures? It's not too long before you start dreaming of that "happy place." Don't let this happen to you. Make your presentation interesting by illustrating your points through stories, famous quotes or by using metaphors and analogies that your audience can relate to.
4. Make the Information Relevant.
Ask yourself, "Why should my audience care?" Good presentations should be relevant to the audience, not the speaker. To hook observers into your message, include nuggets of information that they won't have heard before or be able to find elsewhere. You'll leave a lasting impression by providing necessary information they can chew on afterwards.
5. Keep Your Visuals Simple.
Visuals can "break up" a presentation in a good way - saying with simple images what you can't say with many words. They also add a professional polish that can move your message one level beyond the norm. Whether you are using PowerPoint or good, old-fashioned flip charts, make sure that your visuals are simple to understand. Use them to emphasize key points and not to outline your entire presentation.
6. Show Some Passion.
The more dynamic you are, the more powerful your presentation will be. Demonstrate the passion you have through your facial expressions, the tone of your voice and your hand gestures. And always make eye contact with your audience. If you are finding it hard to put passion into dry material, ask yourself why it matters, who benefits or why you are singling it out among many things you could talk about. Even the driest material can be put forth passionately when you care about it.
7. Dress the Part.
The way you dress should establish credibility and should never become a focal point for your audience. If your audience focuses on something you are wearing or the overall way you are dressed, they will get distracted from your message. Remember that you never get a second chance to make a first impression. When in doubt, buy a new suit or ask someone's advice on what to wear.
8. Be Prepared.
Yes, this is an obvious one. But the simple fact remains, the better prepared you are, the better your presentation will be. It never hurts to practice a few times before doing it for real.
9. Be Your Own Best Judge.
Use yourself as a test case - if you're not entertained and enjoying giving your presentation, there's virtually no way your audience is enjoying receiving it. Conversely, when you're feeling good about your content and overall presentation, your audience is too. Lastly, most people have a fear of public speaking. There's only one way to get over it - by doing it again and again. Each time, it will get easier, and you'll find yourself learning more about this critical aspect of professional life.
February 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Is Your Website Keeping Up?
Part Two
By John Gumas
How well is your website working for you? With technology changing by leaps and bounds, it's important that this most important marketing tool is up to date in every way. This is the second in a two-part series on how to quickly assess whether your website needs updating, and where best to put your marketing dollars.
DON'T FORGET THE BASICS
In the rush to update their websites with new technology and the buzz that goes with it, some companies are unfortunately losing ground by moving away from basic, triedand-true marketing concepts. Your website is a critical marketing tool, but don't ramp it up so quickly that you leave customers, and common sense, behind. These simple tips offer a quick review of whether your site is up to speed:
- Keep it simple
Simplicity is the golden rule for all forms of marketing, especially websites. Make sure your site is easy to understand and to navigate. If visitors must search your whole site for basic information, chances are they will leave before finding what they need. Keep the fancy graphics and effects to a minimum.
- Less is more
An effective website provides only the information your reader needs. Be concise. A good rule of thumb is to cut the number of words you use in your printed collateral in half. If you feel more information is needed, provide links to other webpages, separate from your main pages, which your visitor can click on to get those additional details.
- Think visually
Providing information in "visual bursts" will guide your reader to your information quickly and easily. Economize the number of words to allow visitors to move quickly through each page's offerings, whatever they may be. Try the following:
- Use headlines and subheads to guide the reader.
- Use bullet points to emphasize key benefits.
- Choose shorter words over longer ones.
- Use short sentences.
- Limit paragraph length to three sentences. The Web may be the only marketing vehicle where one-sentence paragraphs are not only allowed, but also preferred.
- Place important concepts at the beginning of sentences.
- Place important sentences at the beginning of paragraphs.
- Write in the active voice ("Bob purchased the home," and not "The home was purchased by Bob.")
-Consistency. Consistency. Consistency.
All elements of your website should tie together like a well-told story. The consistent look and feel should extend to your entire communications strategy to support and enhance your overall brand.
- Know your visitors
Get inside your customers' heads and find the main hook that will connect them to your products and services. Do some research; go to trade shows; hang out in your information center; respond to customer service e-mails; talk directly to customers and prospects. Effort spent knowing whom you're trying to reach will pay off many times over.
- Try this simple test
Ask several people outside of your company to visit your website. Give them 10 seconds to review your homepage. If, after 10 seconds, they can provide a description of your company and its products and services that meets your brand image, then chances are you have an effective site. If not, then you have some work to do!
Your website is an extension of your marketing campaign. It reflects your brand and your culture. But most importantly, it is a main portal through which all outside visitors can learn about your company and your brand. You have just one chance to welcome these visitors. Make sure that you take full advantage of this opportunity.
January 2007 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Is Your Website Keeping Up?
Part One
By John Gumas
First impressions are critical. Most builders go to great lengths to make sure their sales centers are perfect. Unfortunately, most do not go through the same exercise with their websites. Like the sales center, your website dramatically affects the overall impression of your organization.
Take a few moments to assess your site's strengths and weaknesses. Start by trying to view it from a prospective customer's point of view. Would you choose to do business with this company? Does your homepage say everything you want about your organization? Does it differentiate you from your competition? Is it easy to navigate?
DESIGN FOR THE USER
As the Internet matures, so do visitor sophistication and expectations. Visitors want site navigation to be clear, simple and consistent from page to page. They want to be able to find information fast.
What does this mean for your Web strategy? First of all, don't design and write your website as you would your other marketing collateral pieces. An effective site must focus on how quickly you can communicate what you need to say in a way that is relevant to the targeted reader. You must understand their time restraints and level of sophistication. Unlike outbound advertising, Web visitors come to you, so your site should be less hype and more informational. Place your most important information near the top to limit scrolling and keep visitors focused.
Ideally, your site should be an easy-to-use reference. It needs to instill credibility, and must ultimately lead to acquiring a new customer or retaining an existing one. It should invite your customers to revisit every time they have questions, thus saving them time and money.
WHAT DO HOME BUYERS WANT?
Your website is a critical source of information for potential buyers. In our tech-savvy environment, these customers go to the Web first, so make sure to give them the information they want, create the image they expect, and understand their every need.
First, make sure the site is easy to navigate and enjoyable to visit. If it becomes a chore for users to find what they are looking for, then the odds of keeping those visitors diminishes greatly.
GET THEM INVOLVED
New home buyers want to find out everything they can about the product and options you have to sell. The key is to not only present the information they want quickly and easily, but to also find a way to keep visitors coming back to your site. Update your site regularly - with new information and images. The more you update, the more reason prospects have to come back and stick around.
Floorplans are one of the most popular sections of any new home site. Visitors want to know exactly what you have to offer and want to be able to compare easily. Interactive floorplans enable visitors to add options, then see how those options will affect their overall plan. This popular feature gives visitors a reason to stay at your site longer, while also giving you the chance to build a stronger bond.
LOOK AT EVERY PAGE INDEPENDENTLY
On a practical level, remember that Internet users don't always enter your website from your homepage. Check to make sure that each page can stand on its own. This may mean reiterating key selling benefits in a variety of ways, while maintaining clarity and avoiding ambiguity throughout each page of your site.
Because of its power to bring in new customers, your website requires extensive and ongoing focus from you and your marketing partners. In next month's column, we'll look at specific ways to power up your design and get the most out of this important tool.
December 2006 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Harness the Power of Trade Advertising
By John Gumas
Simply put, trade advertising targets a specific niche, just like this magazine targets the building industry. People who are serious about their industry read trade publications to get the latest information, to learn better ways to do things and to discover new products and services.
Unlike consumer or B2C (business-to-consumer) advertising, trade advertising brings with it a separate strategy for success. So what should you do to get the greatest return on your investment?
1. Remember who you're talking to.
Readers of trade publications tend to be more receptive to new information that can help their businesses. Since they are already thinking "business," advertising becomes less intrusive. In fact, when done properly, trade advertising becomes a helpful resource for the reader. This typically does not happen when you place an ad in a non-trade publication. Talk directly to the reader and say what your product can do for him or her. As with all advertising, keep your ad focused on a single, powerful message that grabs attention. Design your ad to reflect the look and style of your corporate brand.
2. Reach decision makers.
A recent study confirms that trade publications reach an overwhelming majority of decision makers. This study also found that over 60 percent of these decision makers subscribe only to specialized trade publications and do not subscribe to any general interest publications. What may be the most telling result is that they rate trade publications as the most credible method for finding information about potential partners, vendors and suppliers. As a result, they are much more inclined to read the ads in trade publications.
3. Does size matter?
Yes. In trade advertising, the size of an ad directly reflects the image readers will have of your company. In most cases, larger ads reflect a company that is solid, industry-leading and will be around for years. This image comes across best in a full-page or spread ad. And yes, a larger ad means more money. But it will be money wisely invested.
4. How often should you run your trade ad?
One of the great advantages of trade advertising is that recall is significantly higher when compared to consumer advertising. Typically your non-trade ad will have to be read 5 to 15 times before any action will be taken by the reader. In trade advertising, you could find success after just one insertion. However, we never recommend running only one ad, because good advertising is all about creating momentum and consistency.
5. Create a powerful ad.
So how should you go about maximizing your results? Here are some of the basics:
- Attract attention
Focus on the most important benefit you offer prospects. And remember, this benefit must be based on what your prospects really want and not what you think they might want.
- Hold interest
Once you've captured interest, hold it with information on what you are selling and why it's important. Use simple images to support your message and get it across faster. Short, simple sentences are best, as is copy that's believable and presented in everyday language.
- Create desire
Help prospects imagine what it would be like to own your product. Build desire by focusing on benefits, not features. A feature tells prospects what the product has. Benefits tell how that feature improves lives. And when it comes down to it, every prospect wants to know one thing ... what's in it for me?
- Induce action
Don't forget to say what you want prospects to do and when. An effective call-to-action must be clear and direct, relevant to customer needs and consistent with your brand. Most importantly, provide a sense of urgency or benefit for those who respond now.
Trade advertising is not for everyone. But if it falls within your strategic plan, and if you follow the thoughts outlined above, you should see results increase dramatically.
November 2006 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
E-Mail Marketing 101
By John Gumas
Most builders we work with have a good understanding of marketing tactics. They know they must develop a good branding strategy for their communities and company. They know they also need to create powerful ads, signage, direct mail and Web presence to generate traffic and sell more homes.
But the one relatively new strategy many builders still don't fully use is e-mail. When properly used, e-mail marketing can provide a significant boost to marketing results.
E-mail marketing has many advantages - no printing or postage costs, and total control over when and how the message is delivered.
Here are some tips for your campaign:
1. Creative Preparation Is a Must.
E-mail marketing can be one of the most effective or ineffective marketing tools around. Where you land depends on your creative preparation. Review these messaging questions as you begin:
- Can you quickly translate the product's features into benefits that matter?
- What specific action do you want from the recipient? To ask for more information? Visit a model home? Join the interest list? Buy?
- How will responses come in? E-mail? Website? Telephone?
- What branding standards do you need to incorporate? Will they properly translate via e-mail?
- What are the legal mandatories? Terms and limitations?
2. Carefully Create Your Subject Line.
Just like the outside envelope of a conventional mailer, the subject line is the most critical part of an e-mail. It's what grabs attention and gets someone to look inside. Carefully craft this line, using a copywriter's touch. Make it short and to the point, with an ideal length of four to six words. Identify your company so recipients know the e-mail is from a credible source.
3. Give Them Something They Can Use.
Because e-mail inboxes are in general 60 percent fuller than they were last year, people are selective about what they open. A sales pitch alone may not be enough. In addition, offer something of value. Present an incentive to purchase or helpful information that brings the community and your company to life.
4. Keep It Simple.
Most systems can read HTML e-mails, so a strategically targeted, HTML graphic e-mail campaign will get your point across, and provide branding support almost every time. Although tempting, avoid rich media, such as flash or streaming video, as many people still live in a low-tech world and are not capable of reading these types of graphics.
5. Maximize Your Content.
Because long-winded e-mails are quickly overlooked, make your message clear and to the point. Write for your reader's benefit and knowledge level, not your own. Bring your company to life by adding visuals when possible. And, provide a forum for responses and questions, and then answer those communications quickly.
6. Use Color Properly.
In the Web world, color is not all that meets the eye. A font color tag not formatted within the Web-safe color palette may be difficult for your recipient to read. Avoid background colors other than white. If you do use a background color, remember that black is the safest, while green, cyan, magenta and yellow are the riskiest.
7. Include a Signature Line.
A signature line significantly reduces the chances of your e-mail getting caught in anti-spam software. It also adds credibility and personalizes your message. Just be sure to keep the signature short and sweet.
8. Test Before Launching.
When the e-mail is polished and ready to go, take one more step to ensure success. Conduct a small test, just as you would in a conventional direct mail program. Try a few options on select customers or a focus group, and choose the plan that proves most effective.
Your e-mail program can significantly assist your marketing efforts. Use it to stay in front of prospects in a cost-effective way. Use it to position yourself as an industry expert. Use it to find referrals. However you choose to use it, we suggest that you simply add it to your marketing mix as soon as you can.
October 2006 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Are You Getting the Response You Want?
By John Gumas
Have you ever wondered why some advertising programs generate an enormous response while others seem to fall flat? Your success may be dramatically enhanced with only a few adjustments. So what can you do to get your ads, direct mailers and other critical marketing materials to fall into the "enormous response" category more often?
START WITH THE BASICS
Be sure to take the time to gain a thorough understanding of the basic playing field - including your target audience, your competition, the media in which the ad is running or the "list source" to which the mailer is targeted, as well as what it will take to get your target audience to buy from you. A good marketing partner should be able to provide this information.
Before you embark on your specific promotional program, understand what, if any, additional external issues you may encounter. Seasonal timing, pressure from the competition and other related factors can make each promotional piece unique unto itself. Be sure to adjust your program accordingly.
GRAB THEIR ATTENTION
The first step in developing an effective promotional piece is to grab the attention of your target. An effective print ad or direct mailer must instantly communicate a simple-to-understand, benefit-laden message.
A powerful headline (of no more than seven to nine words) and a striking image will instantly draw your reader's focus. To make this exercise even more interesting, remember you only have about two to five seconds to accomplish this, because that's how fast the average person flips through a magazine or newspaper, or goes through each piece of mail.
NOW, PULL THEM IN
So let's say that Step One was a success and you've managed to break through the clutter and grab the reader's attention. The serious sales process with the prospect has now begun. At this point, the reader is intrigued enough by your message that they will give you another five to 15 seconds of valuable time. Next, tell your story in such a way that the reader will be compelled to respond.
TALK BENEFITS
The body copy needs to tell your story quickly, outlining only those specific benefits that are the most important to the reader.
Make your story interesting and credible. It's okay to use subheads and bullet points. The best results occur when you develop highly creative messaging that provides your prospects with the competitive benefits they need to hear. Be sure to package the message carefully to brand your company in a memorable way.
ASK THEM TO DO SOMETHING
If readers have focused on your ad or direct mailer this long, then chances are they believe that you have something for them. Next, tell them what you want them to do. Ask them to call your toll-free number to receive a special offer, or to go to your website to get a free brochure. But be sure and tell them to do something that allows you to capture their names and bring the desired relationship to the next level. Again, be sure that your offer is credible and consistent with your ad message and strong enough to get a response.
And finally, measure your results and compare campaigns, to learn what your particular customer in your particular market needs to see to make a partnership with you. Focus groups and trial programs can be invaluable ways of honing in on what makes your market tick. Once you have a true understanding of this process and can design advertising to attract your target, you should see a measurable difference in your response.
September 2006 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
Harness the Power of Online Marketing
By John Gumas
I am thrilled to begin my new role as a monthly columnist on the advertising and marketing industries for Builder/Architect. For the past 23 years, our ad agency has been helping companies like yours find the right marketing combination to soar ahead. It'll be my job here to keep you aware of the most potent ways to reach your target as well as new ideas that are generating a buzz.
To start, it seems appropriate to look at one of the newest and most successful marketing tools: the online campaign.
INTEGRATE ONLINE AND CONVENTIONAL MARKETING
Adding an online aspect to a conventional marketing strategy can significantly enhance your return on investment, as online campaigns are among the greatest response- boosters available.
Even the most simple online presence gives customers and prospects immediate gratification by being able to access information 24/7. And, it puts them in charge of how much and when they want to drill down for additional material.
DRIVE TRAFFIC TO YOUR SITE WITH AN OFFER
Because online media can capture information inexpensively, it is a great way to build a one-on-one relationship with your prospects and customers.
Offer people a reason to come to your site. For example, if you are promoting a new home community with an Italian theme, offer an "enter to win" promotion where prospects who sign up at the website enter to win a free dinner at a local Italian restaurant, an Italian cooking class or something else along these lines. You can really get creative here. Once the prospect is at your site, you can capture key data. Most people are willing to give up a limited amount of information in order to qualify for something they deem valuable. You'll be establishing a relationship with your prospects while also building a database for the future.
Full disclosure is important. Be sure to post a privacy policy that lets visitors know how their information will be used. Even if you don't plan to share information with others, let visitors know how you plan to communicate with them in the future.
CUSTOMIZE EACH CAMPAIGN WITH A MICRO-SITE
When a prospect sees an ad, a brochure or any marketing piece that carries your theme, be sure that theme is also present at your website.
Instead of overhauling your site with every new campaign, we recommend that our clients do this the quick and easy way - by adding a micro-site.
A micro-site is a mini website that typically has a short life span (several weeks to several months) and a limited number of pages. It acts as an interim landing pad that connects the current campaign and the corporate website.
We recently helped a builder create a series of micro-sites to carry the specific design, theme and messaging of their numerous projects. The sites provided a seamless transition for the prospect and enabled the company to quickly coordinate their offline and online creative styles without making major, and costly, changes to their primary corporate website - a "win-win" for all.
Because micro-sites allow precise tracking of traffic, they are also the wave of the future for measuring response rates.
PERSONALIZED PASSWORD- ONLY ENTRY BOOSTS RESPONSE
It's been found that the more you can personalize your marketing activity, the better your response. So, a personalized Web experience can dramatically improve the effectiveness of marketing efforts. For example, offer a personalized password or code on each direct mail piece, brochure or coupon. Ask the prospect to enter the information online to enter a contest, complete a survey or qualify for other premium offers. Most people can't resist checking to see what their very own personal code will get them, and you have another way of developing that important relationship.
Because of the speed of change of online tools, be sure to re-evaluate your online marketing campaigns at least every six months, if not sooner. We recommend a thorough audit by an outside agency on a regular basis. Such careful consideration of how you reach your valued customers is bound to pay off many times over.
August 2006 Builder Architect Edition Issue
Permalink | Comments (0) | TrackBacks (0)
