ISSUE 02
|
2013
09
marketing can improve campaign response rates by as much as
35%.
11
What’s more, cross-channel shoppers spend up to 10
times more and are 25-50% more profitable than those who rely
on a single medium to make their buying decisions.
12
Variable data printing technology lets your mail piece
communicate with customers and prospects on a one-to-one
basis, using personalized messaging and even graphics. PURLs
– personalized web addresses – on the piece allow you to
combine personalization and online integration, while tracking
leads. Your social media channels can also promote the same
marketing messages while you nurture prospects and customers
with email marketing.
Integrate QR or other two-dimensional codes on your direct
mail for even more punch. When scanned with a smartphone,
the codes provide direct access to online content so mobile
customers can act on your offers immediately no matter where
they are read. And of course, a good lead capture page on the
landing page allows quick lead follow-up.
5. Think Big With Signage
The sales cycle doesn’t end once you
get customers in your door. Keep in
mind that one in six retail purchases are
influenced by onsite signage and point-
of-purchase displays.
13
Make sure yours
are eye-catching and creative, and replace
anything that is worn or outdated.
With more than a million out-of-store displays across the
continent
14
there’s no shortage of local opportunities outside
either. The latest high impact contenders are vehicle wraps: 97%
of drivers recall seeing these on the road when asked later.
15
When designing your signage and displays, make sure your
company name is visible from a distance, and try to tell your story
in pictures as well as words. Avoid overcrowding your design,
and stick to one primary message. Keeping it simple and direct
will help create out-of-store messages and in-store displays that
attract immediate attention and help customers decide to buy.
6. Ask for Referrals
Your satisfied customers can be a
valuable source of new business
by referring you to their friends and
associates. Research shows that
76% of all business purchases are
influenced by some sort of personal
recommendation.
16
It’s human
nature: People are more likely to trust you if their peers say they
can. A well-managed referral program can help increase positive
reviews and referrals, attracting new customers at minimal cost.
Take advantage of the power of social media, your email
contacts and customer records as well as list sharing with
businesses and organizations whose customers and members
have a natural affinity with yours. Leverage all of your existing
marketing campaigns to extend referral incentives as widely as
possible. You might also consider putting a managed referral
program into place, with a solid strategy designed to motivate,
track and reward loyalty and referrals. The most important advice
about referrals is also the simplest: Ask for them.
Test these key strategies in your local marketing mix to enhance
your visibility, increase brand awareness and bring more paying
customers to your door.
n
TRUST
TRUST
Sources
:
1
comScore,
2013 Mobile Future in
Focus
, February 2013
2
Pew Research Center,
Internet &
American Life Project
, 2012
3
Google,
Our Mobile Planet Survey,
2013
4
Marketingcharts.com,
Marketers
Say They’re Shifting Focus Away
from Traditional Media
, January
30, 2013
5
Pew Research Center,
Internet
& American Life Project
, January
2013
6
Forbes
Magazine Online,
Local
Marketing in 2013: The 10 Key
Trends to Watch
, January 16, 2013
7
Epsilon Target,
2011 Consumers
Channel Preference Study
,
December, 2011
8,9
International Communications
Research Survey, 2012
10
Direct Marketing Association,
2012 Response Rate Report
,
2012
11
InfoTrends,
Capturing the
Cross Media Direct Marketing
Opportunity
, October 2010
12
iProspect,
Omni-Channel: The
Marketing Evolution that Changes
Everything
, February 2013
13
Point of Purchase Advertising
International,
Shopper
Engagement Study
, 2012
14
Arbitron Custom Research,
The
Arbitron National In-Car Study
,
2009
15
American Trucking Association &
3M Graphics,
Taking You Places
with Fleet Graphics
, 2008
16
eMarketer Research Report
, 2012
