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Entries Tagged as 'McLellan Marketing Group'

Direct mail is the hot new media

November 15th, 2013 · Media, Trends

Direct mail is the hot new mediaWho would have thought it?  People have been predicting the death of direct mail for over a decade.  And yet, here we stand in 2013 and have to admit — direct mail is the hot new media.

As everyone flocks to spending more time online, a curious thing happened  Our mailboxes got a lot less crowded.  Which means that we pay more attention to what shows up every day in the mail.

Which doesn’t mean you don’t still have to do it well.  Many people sort their mail over the wastebasket and if you don’t catch their attention in those few nanoseconds, all could still be lost.

Here are some of our favorite ways to make sure McLellan Marketing Group‘s clients get noteworthy results from their direct mail efforts.

Be odd:  Odd sized mail is always noticed.  Or use a translucent envelope with a bright colored piece of paper inside.  Think texture too — maybe the envelope feels interesting or different.  The point is to get noticed before they even open up the piece.

Be lumpy: Want to get opened for sure?  Be 3-dimentional.  Lumpy mail gets opened because no one wants to accidentally throw away something of value. And better yet — no admin or secretary is going to open a package addressed to their boss.  So you can dodge the gatekeeper with a bit of bulk.

Be late:  The focus has shifted from drop date to in-home date. Studies have shown time and time again that the end of the week to be most effective for delivery. This is based on the tested and proven theory that many people spend time on the weekend going through mail that was put aside to look at again. Having the mail piece arrive closer to the weekend puts your mail on top of the pile.

Take advantage of the fact that direct mail is the hot new media — start showing up in your customers’ and prospects’ mailboxes but do it smart.  Be odd, lumpy and late and you’ll get opened every time!

 

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What does this pricing strategy say to you?

September 9th, 2013 · Marketing, Strategy

PriceHow thoughtful are you about your company’s pricing strategy? Let me give you an example.

We use an on-line vendor to provide extranet services for our clients.  We’ve been with them for over five years.  We recently discovered a better, cheaper solution.  It wasn’t the cheaper that sold us.  It was the ease of use for our clients.

But cheaper doesn’t hurt.  And this was cheaper by a couple hundred dollars a month.

When I contacted the old vendor to cancel our service, guess what their immediate response was.

“We can match their price.”

What?  So you’ve been overcharging me for years?  Or you magically just had a price reduction to the very dollar amount of my new vendor and you were about to call and tell me about it?

Talk about leaving a bad taste in my mouth.

Dropping your price to keep a customer is never a good strategy.  It can only make you and the client both feel taken advantage of and in the end, no one wins.

Your pricing strategy is one of the key components of your marketing message.  It speaks about things far beyond your cost.  It communicates value, customer attentiveness and how you view the relationship, both short and long term.  It’s not something you should just stumble into.  And it’s not something you should damage by mishandling a situation, like our old vendor did.

There’s an interesting couple articles over at Marketing Tips from the Trenches about how to think through a pricing strategy and how to test it.  Worth a read.

 

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Why would I pick you?

September 1st, 2013 · Branding, Passion, Psychology · No Comments

We have to remember that every day, both our existing customers and potential customers are looking at us and wondering “why would I pick you?” Marketing 101 is that you need to understand how you’re different from your competitors.  It is perfectly logical — if you cannot differentiate yourself in terms of what you sell, [Read more...]

The new phone book is here — where’s yours?

January 17th, 2013 · Marketing, Media · 9 Comments

Normally at MMG, we caution clients to be careful of the “I don’t listen/watch/do therefore neither does my target audience” trap. We usually do not represent our target audience and even if we are like them — there are plenty of exceptions to the rule.  And sometimes the exception is you! But in this case [Read more...]

JWT Intelligence — Trends for 2013

December 21st, 2012 · Trends · 3 Comments

The end of the year = predictions for the upcoming year.  All of them are interesting but the one I really put stock in is JWT‘s annual trends report.  They invest a huge amount of time and money to explore and investigate our culture and I’m always impressed by the line-up of experts they reach [Read more...]

One Page Business Plan Template

December 3rd, 2012 · Business Owner/Leader Stuff, Strategy · 3 Comments

Most businesses don’t create a plan for the upcoming year because it’s too daunting a task.  Which is why I’m a big advocate of the one page business plan and why I am sharing our one page business plan template with all of you. It’s based on a couple of assumptions.  First — no business [Read more...]

Write so they will hear you

October 30th, 2012 · Content Marketing, Copywriting, Customers/Clients, Voice · 6 Comments

Most people, when faced with the blank screen on their computer and a deadline for a new marketing piece looming, get a little uptight. It’s intimidating to capture everything you want a prospect to know and share it in a compelling way. Your product or service is superb and you have so much to say [Read more...]

The power of we

October 15th, 2012 · Collaborations, Marketing, Web/Tech · 2 Comments

Today is Blog Action Day*.  What does that mean? It means that thousands of bloggers from over 108 countries will come together today to blog on a single topic.  Ironically — this year’s topic is the power of we. The essence of Blog Action Day, really. Each blogger shares his/her own slant on the theme…with [Read more...]

Desperate makes us both feel cheap (pricing strategy)

October 5th, 2012 · Business Owner/Leader Stuff, Psychology · 6 Comments

Your pricing strategy should never be accidental.  It’s a vital element in your marketing mix. Let me give you an example:  We use an outside vendor to provide extranet services for our clients.  We’d been with them for over five years. We recently discovered a better solution.  Not only is it better, but it’s also [Read more...]

Social Media Primer – yours for the asking

September 13th, 2012 · Business Owner/Leader Stuff, Social Media · 1 Comment

There’s so much going on in the social media world — it’s hard to keep up.  But don’t worry — we’ve got the answer for you. We’ve created a new educational series called 60 Ticks to Social. (Drew’s Marketing Minute…get it) When you sign up, we’ll send you one email a week for about 18-20 [Read more...]