Archive for the ‘Direct Mail’ Category

Why everyone should be a marketer

March 9, 2015

The world revolves around trade, commerce, selling and marketing. I have been involved in marketing and sales from a young age of 13 with my first business of Flyer Distribution. Since then I have been a sales person, marketer, corporate marketer, marketing educator at the Undergraduate and Graduate and then then marketer again. Here is the one thing that I have learned.

You can never take your eye off the marketing throttle, and you must have the lead flow, marketing funnel constantly being filled. Now that is easy to say but hard to do.

The simplicity of the statement the complexity of the statement. Sales is the Parent of Marketing according to Eban Pagen, marketing is sales that has been stylized across many mediums so that we can talk to many people vs 1:1.

Packaging, tools that you use, social media, traditional media, TV, direct mail, branding is is all there and should all be used.

Everything we do is marketing first and foremost.

Why are Direct Mail Still Rocks for SMB’s

November 20, 2013

A great post from Allen Rosen’s Fall Newsletter

 

“Online marketing, which includes electronic ads, targeted emails and
revenues from selling information to brokers, is about a $62 billion
industry.”
Kenneth Roseborough, owner of Money Mailer in Maryland reports
that “People get caught up in the digital age, but they find they have
to go back to paper. A lot of people want to see something in their
hand like a coupon, and not just an electronic image on their
smartphone or other device.
“Coupons are particularly effective as customers seek better value in
leaner times.”
There’s another reason to use direct mail. The study says, “The
electronic advertising industry has come under fire recently as
officials and others cite concerns over privacy in using targeted
emails that pick up characteristics of online users through “cookies”
— electronic tracking messages — and other methods.”
“New regulations that would stop the exchange of electronic data due
to privacy and other concerns would affect $110 billion in revenue to
the U.S. economy and 478,000 jobs.”
Mark Twain once wrote, “Put all your eggs in one basket and then
watch that basket!”
But that’s just not a good idea in marketing. Clients who integrate
social and digital marketing and direct mail usually have far better
returns than just one media.

Marketing March Madness with My Brackets for Marketing Success

March 14, 2012

RSVP March Madness Marketing Brackets

Here are my favorite Marketing Tactics all set up in bracketology lets see who wins

Marketing March Madness with My Brackets for Marketing Success

March 14, 2012

RSVP March Madness Marketing Brackets

Here are my favorite Marketing Tactics all set up in bracketology lets see who wins

The Ten Thousand Dollar Postacard- Reprint

March 12, 2012

The Ten Thousand Dollar Postcard

March 11, 2012 • By  • In Make Money

 

I still look forward to getting good ole fashion US Mail. There is a child-like excitement about holding, opening, and reading mail. AND in the day and age of email onslaught, direct mail can make you pay attention.

About a year ago I had just moved. I kept thinking we need to get some things organized…but I kept putting it off.  Boom — the mail arrives on a Wednesday and in it is this postcard. Why did it get my attention?

I was in pain. I needed help organizing and there it was in front of me. I went on to call this organizer and spent thousands of dollars with her. She was wonderful and efficient. She, in turn, joined my 10k program to build a new business of her own and we developed a wonderful relationship.

THAT direct mail postcard generated almost $20,000.

So…think about shaking things up a bit and send some direct mail. Here are some tips to make your direct mail pieces effective:

  1. Keep the message simple. Include one pain solving statement like: Are the boxes still not unpacked? Still can’t fit in your jeans? Not enough clients to keep the doors open?
  2. Give a specific call to action. Don’t tell the reader ten different steps to take or give options. Make it like a simple road map. Examples: For a free consultation ($400 value) before January 1st call:XXX-XXX-XXXX, or Email X in the next 7 days and receive a free gift of X
  3. Make it pop! Once I put a photo of myself holding a roll of toilet paper. Consider a cool piece of art or anything that pops and makes your message stand out.
  4. A few mailers are better than one. Consider following up and have a series of mailers as opposed to just one hit.
  5. Get diverse. Think packages, postcards, envelopes, odd size postcards, or any other variation. Mix it up to get more attention and more opens.

Consider combining direct mail with other approaches like email marketing, video, and social media…lots of different touches work best.

Suzanne Evans, owner and founder of Suzanne Evans Coaching, LLC, is the tell-it-like-it-is, no fluff boss of business building. She supports, coaches, and teaches over 30,000 women enrolled in her wealth and business building programs.

Having surpassed the seven figure mark herself in just over three years, she’s coached her private clients to total revenues exceeding 8  million dollars. This year she will launch her “Global Impact Project”, a not for profit serving women worldwide in education, entrepreneurship, and equality.

For more information about Suzanne Evans, visit her website at suzanneevans.org.

Why I will never run a non direct response ads

March 3, 2012

Every mailing that RSVP Chicago does, we allow clients or their agencies to slide in non-direct response ads in our RSVP Chicago publication. And you know what happens, nothing at all. The phone does not ring, they get no calls and then we have to change the creative to be response driven.

How do we fix the ad you might ask? With a call to action, powerful headlines and benefit to the reader, message to market match with an images that speaks to the target audience. The way advertising is supposed to be done. That is how. So no more am I allowing creative that will not work to pass through our office brought to us by other agencies. Trust me I am doing all of us a favor.

Why Most Print Ads and Direct Mail Ads Fail

February 25, 2012

We look at thousands of ads every days has Americans, some a good, some really bad and most are bland. When we are RSVP evaluate ads the most common mistake that I see will be outlined in the  following blogs. Correct these in your advertising and watch your response skyrocket.
1. No compelling headline. Our worse, the name of the company. Grab the attention of the reader with your headline and capture them and draw then into your copy and ad. David Olgivy stated that the reader is 5 times more likely to read your headline than anything else in your ad.

Look at the newspaper, magazine, National Inquiry etc and read only the headlines, see which ones work, which one don’t and ask why. If you find words that you like then keep a file of them. If you find headlines that work keep a file of those.

If you would like an free evaluation of your ads send them to me at nick@rsvpchicago.com or call me at 847-939-6065

What works in marketing to the affluent form Alan Rosenspan’s Blog

February 18, 2012

Marketing to the Affluent

We just completed an article called, “Who Wants to Market to a Millionaire” and I’d like to share some of the highlights with you:

How do wealthy people treat advertising and direct mail? Do they respond to different approaches? And what should you consider when marketing to the super-affluent?

The opportunity is huge, because today, there are more affluent people than ever before. There are an estimated 5 million millionaires in the U.S., and 267 billionaires.

Before I continue, let me confess that I’m not one of them. This is only because I have carefully invested in buying books, watching movies, visiting good restaurants, and going on great vacations.

But I have worked for several companies that market to the affluent, including Steinway Pianos, The Private Bank and J.P. Morgan (before the merger) and I’ve learned a great deal.


The Millionaire Next Door

For a deeper understanding of the affluent market, I recommend reading the best seller, “The Millionaire Next Door” by Thomas Stanley and William Danko.

The authors were commissioned by an international trust company to do a focus group of people worth at least $10 million.

Now they couldn’t offer to pay these multi-millionaires — it might even be considered an insult. So they hired two gourmet food “designers” to create a buffet that included four different pates and three kinds of caviar.

The first multi-millionaire to arrive was offered a glass of wine — very expensive 1970 Bordeaux. He replied, “I drink Scotch and two kinds of beer — Budweiser and Free!

By the end of the two-hour focus group, not a single person had touched the pate or the vintage wines.

The book continues with, “Today, we are much wiser about the lifestyles of the affluent. When we interview millionaires these days, we provide them with coffee, tea, soft drinks, beer, scotch and club sandwiches. Of course, we also pay them between $100. and $200 apiece.”


What Motivates the Affluent?

Another source of information about the affluent consumer is the Robb Report, a glossy 250-page magazine with about 10 times as many ads as articles. It sells for only $7.99 an issue, but it can be hard to find. I got my copy — the 25th anniversary issue — in the lobby of the most expensive hotel in Boston. What do rich people buy? Here are some examples of the things that have been advertised:

• A sterling silver tennis ball can for $1,750.

• A brick from Al Capone’s St. Valentine’s Day Massacre Wall — which has “seized the interest and imagination of collectors and crime buffs from around the world.”

• The “world’s most expensive bow tie” in 24-karat gold with 22 karats of inlaid diamonds for $140,000.

• Noble Titles — “Acquire with confidence an authentic Scottish title of Baron or French Title of Marquis, Count or Baron.”

• An 18-karat gold Space Traveler’s Watch which displays mean time, star time, the age and phase of the moon, for $350,000.

But rather tellingly, there are also ads for:

• Earn $10,000+ monthly within 6 weeks, and:

• Make $4,000 per day playing baccarat.

My favorite ad is “TP for the VIP” — customized toilet paper imprinted with the name of your boat, your airplane or business — or any photograph you choose — 8 rolls for $49.95.

Who do you want to get even with?

 

What Techniques Seem to Work?

Here are some ideas you may want to consider when developing a program towards the affluent market.

1. Affluent people love to save money — that’s probably how they became affluent.

Even the prestigious Robb Report includes a bind-in BRC with a subscription offer — save 35% off the cover price! — just like People magazine and Guns and Ammo. And in a recent issue, they ran an advertisement for used cars. (Okay, it was for Rolls Royce — and they called them pre-owned, but they were used)

2. Affluent people like to be acknowledged as affluent.

However, when it comes to direct mail, you need to be careful. An outer envelope headline that identifies the prospect as a wealthy individual may be a breach of their privacy, and even raise security issues.

3. Affluent people also like to be acknowledged as something more than just affluent.

They’re not just richer — they’re smarter, more sophisticated, more demanding, more worldly. They’re connoisseurs, collectors, gourmets. A recent ad for Aglaia Jewelry had this headline; “Your aspiration for perfection is your essence.” Not your bank balance, apparently. And our most successful positioning for The Private Bank was “Why do so many affluent and accomplished people rely on The Private Bank?” (Italics added)

4. Affluent people respond to exclusivity.

They long to be charter members, or even charter subscribers. They want to believe they are in good company, with access to things that are beyond the rest of us.

5. Affluent people want the things that money can’t buy.

One of my favorite techniques for marketing to affluent people is to offer them something that their money can’t buy. It may be information on the best beaches in the world, or a listing of the 10 most exclusive hotels. It may be meeting a famous celebrity, or sports star, someone that would not normally be accessible. It may even be an experience that cannot be duplicated. I ended the article with the following:

Alan Rosenspan is incredibly wealthy — he has a loving wife, two beautiful children, and two highly affectionate, if not obedient, dogs.

Why you should dare to be different.

June 17, 2011

Spending as much time as I do on local advertising: thinking about it, studying it, dissecting it, wondering why about it. In fact it is probably every waking moment when I am not with my family.

What I see is that it is the same old, same  old, no one is doing anything that is different. Take any ad that you see and remove the company name and phone, and it is interchangeable. No one is different, their is no value prop. No USP. No Call to Action other than call us today.

Spend some time with your ads and see if there is anything different about them. Why should the prospect pick up the phone to call you vs everyone else, or doing nothing.

QR Codes the Hotest Marketing Tactic You Can Use Today

February 21, 2011

QR Codes Usages to Drive Business to You

 

In today’s world of Marketing the fastest growing tactic is the use of QR Codes or 2-D Bar Codes to help you the marketer or business  owner drive business to your door.

 

The QR Code was first created in Japan to be used to tell the ripeness of fruits and vegetables. And to date the fastest segment of adoption is by 18-35 males.

 

The premise of this article already assumes that the user understands what a QR code is and how to create them for your business. This article is a listing of ideas and thoughts on how to use them to increase your business.

 

1.       Drive to a mobile website

2.       Promote dishes on a menu

3.       Promote beer/wine/spirit selections

4.       Video

5.       Weekly/Monthly Specials

6.       Promote something special within the business

7.       Customer Testimonials Website Page

8.       FAQ

9.       Restaurants to use if there are long waits

10.   On post of services pieces

11.   On all collateral pieces

12.   Push people to sign up for social media sites

13.   Call now button and link to a tracking number

14.   Google Places

15.   You Tube Video (Not recommended)

16.   Link to send a text

17.   Discount and Promotions for joining mailing list

18.   Register to get physical address

19.   Reward for Joining FB,

20.   Push people to email list

21.   Link to an ecommerce Site

22.   Supplement and increase your retail space

23.   Talk about something special in the business

24.   Use to develop loyalty programs or increase enrollment in loyalty programs

25.   Have customers and Fans use to promote your business to others to grow your fan base.

26.   Customer Testimonials Videos