Say Something

Aren't kids annoying sometimes?  Have you ever been at a family party, trying to balance your meal on a flimsy paper plate, engaging in conversation with somebody nearby while her kid is poking her arm saying, "Mommy, Mommy, Mommy, Mommy, Mommy."  Eventually, the mother turns to her child out of frustration to see what is so important.  The child stands there awkwardly.  She finally has her mother's full attention, and she quietly mutters, "hi... I'm here."

The world of advertising is, unfortunately, much the same.  Small and medium businesses spend a lot of money to get noticed or to stand out from the crowd.  And when they finally get the attention of their audience, they don't have much of anything to say other than, "hi... I'm here."

At AlphaGraphics, we think if you are going to spend the time and money to get the attention of your audience, you shouldn't stop there... you should actually SAY SOMETHING!  Say it quickly.  Say it eloquently.  Say it with creativity.  Say it so well that when your audience wants or needs your product or service, they will remember you, and they will buy from you.

AlphaGraphics provides the insight, strategic thinking, and creativity to help you say, not just something, but the right thing.

A Thrill - Bungee Jumping Small Business Style!

I have never wanted to jump off a bridge head first tethered by a rubber band tied around my ankles.  But that is exactly how I feel trying to purchase group health insurance for our employees.  A long way down - slowing to a stop within inches of touching the goal - only to be jerked back to even higher rates than I thought possible - then starting all over again.

At AlphaGraphics our digital printing rates have not raised since we started 14 years ago!  I am not complaining - just pleased that we can be a trusted business partner to our customers.  We will not put your stomach in your throat.  But our solid bridge of communications solutions may leave enough cash in your pocket to seek your thrills elsewhere!

Steve Selcho

19 Tips - Direct Marketing Summary

Here's a summary of what to take away from Lester Wunderman's 19 direct marketing tips we've been blogging about.

• Start with clear objectives and strategies.  Then decide which tactics will best deliver the results you desire.
• Make sure your copy is written about benefits--not features.
• Finding ways to have relevant and meaningful conversations or engagement with your audience will make you more successful.
• Not all prospects are created equal.
• Always measure ROI, not just response.

AlphaGraphics has all the resources you need for effective marketing.  For help with strategy, implementation, measurement, or any of your marketing questions, give call or click today.

801-652-6942     agmac@alphagraphics.com

Tip#19: You Are What You Know

The future of direct marketing will be dependent on knowledge.  "Data is an expense, knowledge is a bargain."  The more you know about your audience, the more relevant your marketing will be.  But knowledge comes at the expense of data.  Data is either purchased from a data source company or is collected during the course of direct marketing for a price (or both).  Only collect data that will give you knowledge you can use in future communications by segmenting audiences.  Then use that knowledge to constantly build towards more relevant conversations.

Tip#18: Profits are Created by Your Share of Loyal Customers, Not Your Share of the Market

Most companies have a business plan that benefits from repeat customers, but a lot of companies forget that current customers are always the lowest hanging fruit when it comes to direct marketing.  Spend more money on your good customers, and they'll spend more money on you.  Cross-sell them on products they will be likely to purchase.  Model their behavior and adjust yourself to fit that behavior.  Tell them your collective story to build a more emotional tie to your brand.

Tip#17: Loyalty is a Continuity Program

"Totally satisfied" customers are the least likely to fall away.  Those who are merely "satisfied" may fall away without warning.  They key is to keep the communication channels open with constant and consistent marketing, which allows you to learn what it takes to keep your customers totally satisfied and to keep your customers aware of what you are doing to keep them totally satisfied.

It costs 8 times more to acquire a new customer than to keep an existing customer.  Treat your best customers well.  Effective loyalty programs are those that reward your best customers on tenure--on previous purchases, usage behavior, and length of relationship.  This can help prevent competitors from conquesting your best customers and will likely lead to improved ROI.

Tip#16: Focus on Creating Loyal Customers

Direct marketing is often focused on promotions which sell product trials.  The right customers must be targeted so they can be acquired and then converted into loyal customers.  Additional constant and consistent marketing should continue to build the relationship and loyalty to keep customers loyal to you and your brand.

The right customers will be attracted mostly by what the product does and not what the promotion offers.  If you only attract bad customers, they won't be loyal, and your return on investment will suffer.