December 10, 2014

Consumers rate marketing preferences

Filed under: Marketing Quick-Tip — admin @ 9:57 am

How consumers prefer to receive marketing messages

Consumers prefer to receive marketing messages, special offers, and coupons from brands via email more than any other communication channel, according to a recent report from Message Systems.

Here’s the specific percentages:

Email    31.79
Phone    29.43
Other    22.46
Online Chat    9.41
Social Media    6.92

My personal addition to this would be, regardless of the medium chosen – keep it brief.


November 25, 2014

Be thankful for a tank full.

Filed under: Marketing Quick-Tip — admin @ 11:47 am

Those of us who rely on creativity in serving our clients must first have the “mental energy” to be creative in thought and action. It’s really no different for you in your business.

The foundation of energy – physical or mental – is rest. Don’t be afraid to take a little extra time off to rest and, even, have a little fun this Thanksgiving. Fill up your tank with renewed energy and you’ll be a better source of what ever it is you are paid to produce.


November 19, 2014

Does the medium match the message?

Filed under: Marketing Quick-Tip — admin @ 4:39 pm

Almost everyone (93%) campaigns by email these days. This can be very effective inasmuch as frequency in marketing communication is important. But surface direct mail is far from being a sideshow with knowledgeable marketers (69% utilize it). If you automatically use email newsletters because they’re relatively cheap, think again. Two–thirds of marketers still get great results from the envelope. If you’re not, you may be missing a trick.

They work because, to your prospect, it’s apparent that you’ve put in more care and effort to reach them. That extra effort is what gives “traditional” media its added oomph–typically 10–100 times that of a plain–vanilla emailing. If you’ve got a special message to convey, consider getting “beneath the surface” – not away from it.

Our new Refresh! surface–plus–online campaign is a particularly good example of this. Ask me why.


November 12, 2014

Tips for increasing newsletter openings

Filed under: Marketing Quick-Tip — admin @ 10:32 am

A recent report based on 62,000 email newsletter campaigns indicated the following suggestions for increasing click–thru rates:
Send on Mondays or Tuesdays.
Avoid weekends (though, curiously, Sundays scored the best click–thru percentages).
Send out between 8 a.m. and noon (rates peak–out at 10 a.m., and decline slowly thereafter).
Limit subject line to from 4 to 15 characters (though 16–27 characters didn’t score badly).
My best advice for stimulating opening rates has to do with content. It is: send relevant, helpful messages, as opposed to blatant selling blasts. In other words, send “ham” – not spam!


October 29, 2014

Keep it simple.

Filed under: Marketing Quick-Tip — admin @ 5:15 pm

Strike three.
Get your hand off my knee.
You’re overdrawn.
Your horse won.
You have the account.
Don’t walk.
Mother’s dead.

Basic events require simple language, whereas idiosyncratically euphuistic eccentricities are the promulgators of triturable obfuscation.
What did you do last night? Enter into a meaningful romantic involvement . . . or fall in love?
What did you have for breakfast this morning? The upper part of a hog’s hind leg with two oval bodies encased in a shell laid by a female bird . . . or ham and eggs?
A great American theatrical producer once said, ”If you can’t write your idea on the back of my calling card, you don’t have a clear idea.”
For clear writing, you need not engage a celebrated, widely recognized, overwhelmingly gifted word–smith and grammarian . . . simply call Allan Starr.


October 21, 2014

Is your marketing bright . . . or faded?

Filed under: Marketing Quick-Tip — admin @ 11:46 am

It seems like there’s a lot of “me-too” marketing going on, whether it be on the strategy or the tactical side. This happens when the collective “we” see a strategy or tactic we like, and adopt it with no regard to it being a good fit – or not.

As one critic put it, “there’s a lot of gray out there.”

Marketing communication is not a one-size-fits-all proposition. Do some self-analysis before merely copying an approach that may look promising at first glance.



October 14, 2014

Advertising and marketing – a critical difference

Filed under: Marketing Quick-Tip — admin @ 1:57 pm

Oversimplified definitions of these two disciplines is:

  • Advertising is selling what you have.
  • Marketing is having what will sell.

As this suggests, it is critical to have a lineup of products and services that fits the needs of your key prospects. Otherwise, a sale made can be little more than an opportunity – for an ongoing and mutually beneficial relationship – wasted.

Of course, it is crucial to position your products and services effectively through advertising and other forms of marketing communication. It’s best to have an ongoing, unified campaign that does justice to your offerings.

To come up short in the promotional effort would be like “hiding your light under a bushel basket.”


October 8, 2014

Push–pull to make your communications “click”

Filed under: Marketing Quick-Tip — admin @ 11:36 am

Back before most of you were old enough to shave (neither was I … ha, ha!), there was a Gillette Razors commercial that went:

Push–pull, click–click – change blades that quick!

Push–pull is also a good approach for a marketing communications campaign.
Push-pull is about diving your marketing communication efforts between the proactive and reactive. Two examples of this would be – Push= a direct mailer and Pull= a really effective web site.


October 1, 2014

The view from here

Filed under: Marketing Quick-Tip — admin @ 9:26 am

 A Marketer’s View

Marketing and its primary sub–categories, advertising and public relations, have earned well–deserved recognition as a primary factor in business and brand building – and more. The late Peter Drucker, widely regarded as the most important business management figure of the 20th Century, expressed it this way:

“Business has two basic functions: Innovation and Marketing. These produce results. All the rest are costs.”

This quote may have been less remarkable had Drucker been a marketing person rather than the giant among management authorities that he was.

Perhaps equally unrecognized is the key role marketing plays as a business designer. Indeed, a well–conceived marketing plan causes a growth–driven business to take a good look at its resources and goals in an effort to order its priorities. It requires that it come to grips with such crucial issues as:
High volume versus relative exclusivity
Timing of product and service releases
The realities of the competitive marketplace
What benefits to emphasize
Which consumers to target
How to reach them.
Good marketing liberates a company from dependence on emotion, chance, lead–time and inertia, allowing it to focus on vital issues such as:
What do we do best?
Where are our high–profit opportunities?
What are our key production and service capacities?
What are the impacts of the economy and competition?
What course is most likely to help us reach our goals?
Actually, marketing is not about sales; it is about profits. Among its pivotal qualities is its emphasis on timing and action. In the “natural” course of events (barring, of course, a weakened economy), a company with good people and products will, likely, grow –– even though at some random pace.

But, like an uncultivated garden, the weeds may eventually outgrow the crop.


September 22, 2014

Four fatal marketing assumptions

Filed under: Marketing Quick-Tip — admin @ 2:18 pm
  1.   “My competitors are stupid!”

You can learn from your competitors, their successes and failures:

Customer benefits you’ve overlooked

A new technology and service being introduced

A new market being explored or a new office opened

Revised terms of sale

Strategic alliances

New ways of handling service or orders

Changes in their client list

Personnel comings and goings

Literature and promotional activities

2    “My customers won’t know the difference.”

Your customers are specialized in (at least) one thing — BEING CUSTOMERS!

They are far more tuned in to your market and the offerings of your competitors than you may give them credit for (your competition never sleeps!)

3.    “My product is vastly superior.”

Most entrepreneurs — particularly manufacturers — consider his or her product to be truly astounding.

If your product IS vastly superior, (can you) come up with a head-to-head demo?

KEY POINT! Don’t become so enthralled with the “excellence” of your product that you lose the customer’s perspective in the process.

4.    “My people are special.”

Most companies feel this way. Unless you can qualify and quantify it, this claim will hold no water with most clients.

Don’t overestimate the impact of your people. How are they special?

MORE: awards, degrees, training, experience? (This is the service company’s equivalent of, “My product is vastly superior.”

KEY POINT! If you claim your staff as a key selling benefit, you’d better be able to back it up.

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