Brand Engagement Strategies

“More than 60% of customers interact through multiple channels, and irrespective of time, place, device, or medium, they expect consistency” (Deloitte Digital). There are two types of brand engagement: internal and external. External is what we will be talking about here between the brand and customers. Brands can engage with their audience in a variety of ways today more than ever. Social media, email marketing, digital advertising, live events, etc. That being said, there is a difference between brand engagement and customer engagement. Brand engagement is focused on pulling consumers to the business whereas customer engagement pushes people toward actions towards a purchase. Brand engagement tends to be on a larger scale than customer engagement as well. Here are strategies to increase customer engagement for your brand.

1. Surveys to improve the brand: people will feel seen and heard. If your brand listens to and implements feedback well, it will develop a good reputation from WOM.

2. Emphasize customer reviews: this is a form of user-generated content and others will trust the brand more if they see good reviews from real people.

3. User-friendly mobile websites, etc.: everyone uses their phone to look up things on the internet in today’s world. Your websites and social sites must be mobile-friendly. Otherwise, their time spent there will be less than limited.

4. Post consistently on social media channels: social media makes the world go ‘round. You have to be consistent with not only posting but also your brand voice. This will engage your customers to like, share, and comment. Integrating your social media channels onto your website can also be great.

5. The Four I Strategy

   1. Involvement: make your customers part of your marketing campaigns

   2. Influence: use influencers or content creators they like to endorse your brand

   3. Interaction: when your customers do interact with your brand, you have to respond to them quickly and personally.

   4. Intimacy: get up close and personal with your audience at different points in their journey on different channels. This will help you further understand their needs.

Brand engagement matters! It can help your brand get its name out there even more through WOM. Aside from this, it can also increase your knowledge of customer expectations so that you’re better equipped to meet them. This will improve overall customer experience and in turn, increase sales to give you a competitive advantage. There are a few ways to measure your engagement strategy efforts: social media engagement, email subscribers and opens, website traffic, and customer feedback. Once you start your strategy it will be important to improve on the areas that are performing low. One great way to do this is to incorporate UGC into your campaigns. The ultimate goal of brand engagement is to cultivate a culture around your brand that bolsters advocacy. If you’re looking to add user-generated content to your marketing campaigns but aren’t sure where to start, contact us to learn more!

Good CTA’s That Will Increase Clicks

CTA’s are an amazing way to get your audience engaged. Whether on your website, social media, or email marketing, your brand will want to use blunt, relatable, bold, subtle but efficient CTA's that use psychology, funny, and/or are different. Which type you choose will depend on the marketing campaign's goal. CTA’s can take a few different forms. They can be buttons, submission forms, banners, links, pop-ups, and/or slide-ins. When you’re creating your CTA marketing it’s important to know the goals. Think about these questions:

1.     Why do customers visit your website?

2.     What problems are they here to solve?

3.     What is your solution to their problems?

Typically, the most effective CTA is the most basic and in today’s world AI can even come up with them for you. However, if you’re a human looking to create an effective CTA, here are some examples to use for higher success rates.

1.     Get started now

2.     Learn more

3.     Start your free trial now

4.     Subscribe now

5.     Get your free (insert item or service here)

6.     Chat with us

7.     Order today while supplies last

8.     Sign up for our newsletter

9.     Share this on social media

Good CTA’s will help the customer find an easy route to purchase. The easier you make their journey, the more likely they will buy. Make sure to create an exceptional design that makes the CTA pop out of the page. Proper placement will also ensure that the eyes are drawn toward them. Keep it short and sweet with the clear benefits of clicking and watch the leads roll in.

Ben Franklin Effect on Advertising

“He that has once done you a Kindness will be more ready to do you another, than he whom you have obliged.”

-Ben Franklin in his Autobiography

Locomotive is now based out of Philadelphia, so what more appropriate topic than the Ben Franklin effect in our home city of the founding father? Otherwise known as the cognitive dissonance theory, the Ben Franklin effect is a phenomenon when asking someone to do you a favor can make them like you more. The idea is that because that person does you a favor they are more likely to be convinced that the person is likable. Here’s how the process works inside our brains:

1.     You ask someone for a favor

2.     They agree

3.     Their brain looks for an explanation for why they did you said favor

4.     Their brain struggles to reconcile

5.     It rewires to explain the favor because they view you positively

6.     Now that person views you in a positive light instead of a negative one

 So, how would this theory work in advertising and marketing for brands? Small favors, such as customer feedback can be one of the best ways to use the Ben Franklin effect. Don’t forget to thank them for their time! Another way would be to make a game or challenge out of something, such as completing a small task or answering an easy question. This can increase the loyalty of your customers. They will also be inclined to do your brand more, larger favors down the road.

Foot in the Door Method

What in the world is foot in the door method? Well, the idea is that if someone will comply with a small request then they are likely to comply with a larger request later. Obviously, not all foot-in-the-door methods are unethical. The famous test was conducted by Jonathan Freedman and Scott Fraser when they went to homeowners in Palo Alto asking them if they would put up a large sign in their yards that said, “Drive Carefully.” Only 17% said yes. The second group was asked to place a small 3” sign in their windows advocating safe driving. They almost all agreed. Then, after two weeks that second group was asked to put up a large sign advocating safe driving and 76% of them said yes. This was proof that this method does, in fact, work. At the core of this method is the principle of commitment and consistency which serves as the customer’s first action. This sets the precedent for their behavior and attitude toward the brand. They almost feel obligated to complete a second task asked of them by the brand since they’ve already committed to them. In order for this to work in marketing the first action must bevoluntary! If the first action is public, personal, or expensive, the more likely they will commit to a second action. Here are some ways to invest in the foot-in-the-door method.

1.     Use sign-up forms: this helps secure leads as well but aside from that it gets the customer to commit to signing up, even if it’s free.

2.     Offer something free: this can be in the form of a free consultation, free samples with a purchase, etc. when they start their online shopping journey.

3.     Remind them of their purchases: this can be in the form of reviewing something they purchased from your brand but it also reinforces their bond with your brand.

4.     Make good recommendations: think of Netflix. They always want you to rate something you watched in order further personalize your experience with them so they can recommend more things that may interest you. Another example is how Amazon suggests, “Customers who bought this also bought ___ item.” This will strengthen the bond between the brand and the audience.

The most important thing about this method is that you get your audience to volunteer something to start. That’s the only way it will work. It makes them more likely to purchase something larger from you later on. Always get feedback and personalize their experiences as well. Remind them that they are not just numbers on a spreadsheet. Humanizing their experiences with your brand will increase their loyalty to you!

The Endowment Effect on Marketing/Advertising

The endowment effect is a byproduct of loss aversion. It states that once people own something they have established the property right that they now own it. Now that they feel it is there it automatically has more value to that person. Think about when stocks fall and shareholders hold on to their shares for too long because they’re afraid of losing money. They inevitably lose in the end in this situation. The point here is that it’s the cognitive bias that creates the endowment effect, making them value their shares and hold them for too long when the smart thing to do would be to sell them off as soon as possible to minimize loss. An example of the endowment effect in marketing and advertising would be in the way of coupons or discounts. The shopper already feels that they own a part of the product and it increases their willingness to pay. Here are some other ways to use the endowment effect in your marketing strategy.

1.     Free trials: let the user try the product before they purchase it. This will set ownership from the get-go and the longer they use it, the more willing they will be to pay once the trial is up.

2.     Giveaways: whether this is a coupon or discount code, this kicks in ownership and will trigger loss aversion if there is an expiration date.

3.     Basic Free Versions: this will give users an account that will spark ownership. If they like the platform enough they can then upgrade and will be more willing to pay.

4.     If possible, use touch screens: a study found that users who interact with touch screens have more of a sense of ownership and in turn, the endowment effect.

As we’ve learned from previous articles we’ve written, the power of the human mind is astounding. The endowment effect just comes down to creating a sense of ownership for the customer. Brands can also use personalize to create a sense of ownership and attachment. This is a useful tool in the marketing and advertising world.

Technical Marketing

The devil is in the details…. That’s exactly what technical marketing is all about. It focuses on the specifications features of a product and/or service. It comes in useful for a number of industries but especially software, manufacturing, healthcare, and electronics. They can be marketing efforts in the way of instruction manuals, help articles, user manuals, etc. Technical marketing appeals to new customers who may not know about a certain product or service that you offer. Typically, advertising stays away from being overly explicit to appeal to people but technical marketing is the opposite so people will become interested and develop and interest in the product. Technical marketers should possess certain skills, such as:

1.     Content marketing

2.     Problem solving

3.     Writing

4.     Creativity

5.     R&D

6.     Community development

7.     Collaboration

8.     Branding

9.     Adaptability

10.  Public speaking

Technical marketing will be an important marketing strategy for any brand so it’s important to create a clear strategy that delivers the message clearly. It’s time to get people excited about what your product/service has to offer!

Creating a Marketing Strategy That Stands Out

We all know how to create a marketing strategy but with every brand out there doing the same things, how do you make your marketing stand out from all the rest? With advertising overload, it is very important to make your brand stand out. Every brand will start out with the same with usual 7 step guide to create their marketing strategy: 1. Build a marketing plan. 2. Create buyer personas. 3. Identify goals. 4. Select the right tools. 5. Review media. 6. Audit and plan. 7. Create it. Great! Now, you’ve got that same start as every other company out there. So now, let’s talk about some extra things that will help give you that extra push to be different in a sea of similarities.

1.     Mobile Friendly Everything! We’re all on the go a lot nowadays and that means looking at things from our phone most of the time. Your sites must be mobile friendly. If I can’t read it from my phone, I don’t want to read it. Period!

2.     Be Unexpected: put your ads somewhere exciting and new. Think outside of the box. Where do your potential customers hang out?

3.     Hook Em’ & Reel Em’ In: we all know that people have short attention spans. You have to hook the audience in immediately and keep them interested if you want your campaigns to succeed. You can get as creative as you want here. Use UGC, interactive ads, etc. Make your campaigns so temping that someone stops what they are doing just to see what it’s all about!

4.     Flaunt Your Differences: we push everyone to celebrate their difference outside the workplace, so doing this for your brand should be no different. What makes your brand stand out from the rest? Be proud of this and show it off. Why are you the best? Be confident but not cocky. You want your message to be seen as genuine but nobody likes vanity.

5.     Be an Innovator: know what’s happening at the forefront of your respective field. What’s the newest topic that everyone is buzzing about. For example, since we’re in the business of social media to grab good user-generated content, we focus on trending challenges and the like. This helps us stay ahead in our niche about what’s going on in the social world.  

6.     Lead with Creative: leading with overly data driven insights will kill your campaign. People tend to, “prioritize the experience of buying and using a product over the performance of the product itself” (McKinsey & Co.) Focusing on the creative aspects of your marketing campaign will, in turn, lead to good metrics down the line.

7.     Ask Experts: don’t be afraid to ask for help! Ever! Have brainstorming sessions with experts in your company or from outside sources. Find out who has the most knowledge of the product, concept, theme, etc. for your new marketing strategy. Ask: What are the challenges I need to solve? What are 1-3 benefits of the product/service? Any special things to consider when creating the campaign?

8.     Use Emotions: UGC really comes in handy here! When you elicit an emotional response from the audience they are compelled to like and share it, which in turn will increase your engagement. It also humanizes your brand.

9.     Personalization: your audience should come first always. Use their first name in marketing emails, etc. Make sure that they feel seen as a person and that they’re not just another number on your papers.

Lastly, you will want to test and use data to always improve on your campaigns. We say create with the message in mind but always follow the data afterward. If something isn’t working be ready to pivot at any given moment in order to reach the right people in the right ways! It takes a village to create an amazing marketing campaign so be open to new ideas from the team and most importantly, have fun!

Let’s Get Visual: Importance of Visual Hierarchy in Advertising

“It’s a visual world, and people respond to visuals.”

-Joe Sacco

The eyes are the window into the soul! But, how do you reach your audience on a deep level through visual mastery? Well, you can achieve this through using the selective arrangements of particular visual elements in a specific order of their importance. This is otherwise known as visual hierarchy. Elements are laid out logically and strategically to guide the viewer through their visual journey. Users tend to act very quickly to decide whether or not they want to stay and read or watch something or not. Their eyes will follow predictable reading paths that are culturally influenced. For example, westerners read left to right whereas Asian cultures will not. These patterns can be followed or broken in order to bring the reader’s attention to certain points on advertisements. You will want to put the most visual things first to make it stand out so they won't miss it. Here are the particular components that can be manipulated to grab the user’s attention:

·      Size: users will notice larger elements faster

·      Textures and styles: rich textures stand out over flat

·      Color & contrast: this will draw the eyes toward something  

·      Alignments: this helps create focal points

·      White spaces: helps create emphasis

·      Proximity & repetition: creates unification

There are a couple of questions when creating your ads to find out where you want your visuals to go, such as: what do you want to draw attention to? What actions do you want users to take? What do the eyes naturally land on? Poor visual hierarchy will confuse the reader and then you’ve already lost them in the first few seconds. The right visual path will get your viewers interested at the get go and keep them engaged to stay. The importance of this in advertising could not be stressed enough. The intent must match the execution.

Corporate Cannibalization

Hello Clarice…. Wait wrong type of cannibalism. Well, now that we have your attention let’s talk about the cannibalization effect in marketing. What is it? How does it work? Cannibalization is a loss in sales that is caused by an intro of a new product that in turn, displaces older ones. This can be done by one’s own company or a competitor. There are a few types of cannibalization: planned, through discounts, and through e-commerce.

1.     Planned: a company offers a new product to replace an old one. Think of when Apple rolls out a new model. This sometimes converts new customers from other brands

2.     Discounts: happens when a brand offers discounts frequently and buyers begin to expect it. They move toward buying only products that are discounted and thus, the full price items cannibalize

3.     E-commerce: happens when a brand puts more emphasis on online sales than brick and mortar.

Most times, cannibalization of a brand’s own products is unintentional but sometimes it isn’t. It can be used as a strategic marketing play. A few benefits are reviving old product lines and bargain alternatives can prevent your competitors from undercutting your brand. That being said, there are some risks to self-cannibalization. It could dilute your value and create market saturation. Cannibalization is unavoidable eventually but can also be used as a marketing tactic to push certain products/services. Bon appetite.

Native Advertising

How do you know a native ad when you see one? There are a couple of tell-tale signs, such as a small icon in the top right corner, it’s marked as “suggested post,” or recommended for you.  Native ads are paid advertisements that fit “natively” on the web page you’re on. They don’t look like traditional ads and typically don’t disrupt the user’s interaction on the page. They can also be in feed, search and promoted listing as well as content recommendations. There are some good benefits to using native ads instead of traditional.

Pros:

·      Resonates without being intrusive

·      Optimize targeting capabilities

·      Captures audience’s attention

·      They perform better: 5-10x higher CTR (Outbrain & CMI)

·      High credibility

Native advertising can help build trust and drive more traffic to your website while fighting ad fatigue. Native ads increase purchase intent by 18%, according to Outbrain. However, that all being said, there are some cons to native ads. It’s not all sunshine and rainbows.

Cons:

·      Hard to measure metrics

·      Carries and element of deception if done improperly

·      It’s labor intensive and time consuming

Digital spaces are a great place to find new audiences and reach the ones you may already have. Native advertising works great because they fit with the content that users are already interested in. This means that it is highly likely that they will be interested in reading about your product/service when they see the ad on the page. It’s a more organic interaction that takes place where they won’t feel like they’re being sold something. They’ll be more apt to engage if it doesn’t feel like a sale.

The Halo Effect

Marketing Mix Modeling

The purpose of marketing mix modeling is to understand how various marketing inputs are driving the business metrics of a product or service. A simple way to put this is what is working and what’s not? Otherwise known as MMM, it will determine how each marketing input is contributing to a sale. In turn, you will determine how much to spend on each aspect. There are incremental drivers and base drivers that promote marketing techniques.

1. Incremental: generated by marketing activities like TV, print ads, digital spends, discounts, social, etc.

   1. ATL (above the line) marketing: non-targeted with a wide reach

   2. BTL (below the line) marketing: specific, direct ads on targeted audience

   3. TTL (through the line) marketing: mix of both

   4. Competition

   5. Halo effect

   6. Cannibalization effect

**more on these last two in future articles**

1. Base drivers: reached without any ads. Equity over years being the driving factor

   1. Price

   2. Distribution

   3. Seasonality

   4. Macro-econ variables

There are a few reasons to implement MMM, some of which we mentioned already,

1. Efficient spending

2. Efficient execution of campaigns

3. Scenario tests

You can really go down the mix marketing rabbit hole online. There is a vast amount of knowledge out there on the topic that includes words like regression analysis and mathematical equations. We only wanted to touch the surface of the MMM waters in order to hopefully inform someone who didn’t know about it. Now it’s your turn to dive in.

Co-Branding

We’ve all heard of branding so what is co-branding? It’s just as it sounds really. It’s a marketing strategy in which two (or more) parties work together in order to increase visibility and profits while reducing costs. It has mutual benefits to both parties and typically between two brands that have interests that align. There is one difference here that makes it co-branding and not co-marketing and that is that the partnership is created in order to promote a new product or service. Co-marketing is a partnership between two parties where they promote existing services/products or a one off. So, why use co-branding? The benefits include those listed above as well as increasing customer base, perceived value, loyalty and creation of higher quality products/services. There are some distinct co-branding strategies.

1.     Joint venture: focuses on value addition as two or more brands create an alliance to present a product to the target audience.

2.     Sponsor: this is where brands work together in tech, promotions, sales at events, such as concerts etc.

3.     National to local: a local, small business links up with a national one in order to increase brand awareness.

4.     Same company: this is where multiple in-house brands develop and promote a single product/service. This can improve perceptions of each part of the partnership.

5.     Ingredient: this is when a brand’s product is marketed as a separate entity.

Co-branding is a low-risk, high-reward partnership. If your brand is looking to increase awareness, reach out to other like-minded brands to create a partnership. Put a list together of people your brand would benefits from working with and vice versa. Then, you can brainstorm possible ideas for the alliance.

No Mow May

What is “No Mow May?” This new monthly trend for the month of May this year is for the planet health. Although it started in 2019 in the UK, we’ve really only been hearing the term thrown around a lot this year. The idea is that people are allowing their lawns to grow without mowing, watering or fertilizing. Yes, your lawn may look a mess but it’s for a good cause. It helps bees get an early boost with flower growth. It’s estimated that roughly 80% of lawns taking part support about 400 bees per day. It will also decrease pollution from lawn mowers and why would you even want to use chemicals on your lawn to begin with honestly? We know that this doesn’t have much to do with advertising or user-generated content but businesses can take part in this as well. Brands can also promote this through advertising and WOM marketing in order to increase the number of people participating to do good for the planet. We got to this article a little late this year but hey, better late than never. Next year we’ll be shouting to the rooftops about “No Mow May” earlier. And who knows, maybe you will decide to go with less lawn to support sustainability causes.

Ways to Support AAPI Heritage Month 2023

Every May is Asian American Pacific Islander Heritage Month. Bet you didn’t know that it was originally a week and President Jimmy Carter was the one who designated it into law in 1978. In 1990 George Bush extended it to an entire month and in 2009 Obama changed the name to its current one. AAPI are the fastest growing group in the United States according to the Pew Research Center. Here are some ways to support the AAPI communities not just this month but all year long.

1.     Frequent AAPI owned businesses

2.     Learn the difference between Asian Americans and Pacific Islanders

3.     Read books written by AAPI authors

4.     Visit an AAPI History Museum

5.     Learn how to pronounce common Asian names

6.     Help stop violence against AAPI

7.     Fight for salary gaps in the work place

8.     Support AAPI curriculums in schools

9.     Teach children about racism and diversity

During the pandemic Asian hate grew around the world. It’s especially important to help these communities feel safer through our actions. This year’s theme is “Advancing Leaders Through Opportunity” to help elevate AAPI careers. On social media use some AAPI hashtags when promoting their heritage this month.

Content Intelligence

This is a new term being thrown around in the digital space but what is it exactly? It’s a technique that uses AI and software to measure the impact of content in order to give insights on what content should be used the most according to effectiveness. I mean, we do it all the time when we check the insights on Instagram from our posts. This is a human example of creating content intelligence. The beauty of using software & AI is that it streamlines the process for you. Typically, software includes metrics/reporting, analysis, automation and management tools for your brand content. Some benefits include:

1.     Understanding what type of content your audience enjoys

2.     Reduces guess work and takes less man power

3.     It makes your content user centric

4.     Predicting how content will perform

5.     Increases visitors and engagement

We know that a lot of people are sneering at the idea of artificial intelligence but for some purposes it can help businesses be more efficient. This is one of those times. So, how do brands go about finding the right content intelligence programs? Here are some things to look for when searching for software.

1.     Real time data collection

2.     Management tools

3.     Content creation assistance

4.     Automated repetitive processes

5.     Audience and competitor insights

6.     Third party integrations

There are a lot of options when it comes to choosing which one to go with. Some of them include Semrush, Contently, and even IBM has one now. Content is king in the digital space now and content intelligence will help you navigate this space more efficiently. Happy hunting.

The Sum of Averages: Become the Best Professional Version of Yourself

“You are the average of the top 5 people you spend time with”

-Jim Rohn

We’ve all heard this quote from motivational speaker, Jim Rohn, but how true is it really? We were curious about this so we did a dive into the research and this is what we found. As it turns out your social circle does directly affect you and the kind of life you have, professional and personally. However, it is not limited to the top five people that you spend the most time with. It extends further than that. A study done published in The New England Journal of Medicine showed correlation of obesity to those within a social circle. For example, their results showed that if a friend of yours becomes obese than you have a 45% chance of gaining weight over the next 2-4 years. However, it can extend further than that. If a friend of the friend of your friend becomes obese you still have a 10% chance to gain weight as well. This is an important insight because it will allow you to look further out into your circle to examine it more detail. It’s also important to remember that the person you spend the most time with is yourself so your thoughts will always play an important role in your success and happiness. That being said, let’s stick with the social circle for the purpose of this article. So, how do you know if those around you align with that best version of yourself you’ll always be striving for? Here are some questions to ask yourself.

1. What kind of person do you want to be?

2. Who are the top 5 you spend time with now?

3. Do these people align with who you want to be?

4. Who are 5 people that embody these qualities you want?

   1. This can be anyone dead or alive

5. How can you increase contact with these people?

   1. The person, their work, or visualization

You can literally be fortune teller of your own life here as the people you spend time with elevate your life or bring it down. Hanging out with positive and productive individuals you too will become this way over time. And, make sure to take a look at their circles too since their friends have an effect on your life as well. Are those the kind of people that take responsibility for their lives and grow often? To become the best version of ourselves will require some work and time so it can be awkward at first. Remember to be patient with yourself but try to connect more often with these people to allow consciousness shifts in yourself. Create the version of you that you have always dreamed of!

Mental Health Awareness Month 2023

Did you know that 21% of U.S. adults experienced a mental health condition in 2020? (Forbes) May is Mental Health Awareness Month so we thought it appropriate to support through writing on some ways to support mental health. First, and most importantly, talk openly about mental health issues. People who are suffering should not be afraid of speaking up or hiding their conditions. Make sure to educate yourself and your staff on mental health conditions that are common and the warning signs. You want to create an inclusive work culture that promotes openness about mental health. This is why empathy in the workplace is crucial. You do not know what someone may be going through behind the scenes. Creating an environment that does not support your employees will only hurt the success of your business in the long run anyway. Don’t wait for trouble to act against mental health issues at work either. Here are some other ways you can create a better work culture that supports mental health.

1.     Communication!!

2.     Identify and manage psychological risks: yes, this includes overworking and causing professional burnout

3.     Offer trainings: offer stress management trainings for your employees

4.     No tolerance policies on bullying: this is a no brainer. Come on. We’re not in grade school anymore.

5.     Empower your employees: give your employees control over their schedules and priorities at work

The cost of ignoring mental health is great. Depression has become the leading cause of disability according to the WHO. It’s important to remember that your employees are human and should be treated as such. If you provide a healthy work environment for them, they’ll be happier and you will too. Your business will thrive as you help each other!

Occam’s Razor of Advertising

We often tend to overcomplicate things. But, usually the best answer to anything is the simplest one. This is the principle behind Occam’s Razor. The idea is that the answer to any problem is usually the simplest solution possible. We read an interesting article by Jess Wheeler on the overcomplication in our industry. Usually, the best and most memorable ads are those that are simple and entertaining. It’s not the ads that someone took all this time working on programmatic or re-targeting and lots of CTA’s. A lot of times less is more in this biz. She uses the analogy of, “Will it make the boat go faster?” in which the 1998 British men’s row team applied this question to every aspect of their lives. If the answer was ever, slower, then it was out. If the answer to the question was, faster, then do more of said thing. Guess what? 2 years later they won gold! We love this analogy applied to advertising. Does the idea make the ad better or worse? Because often times the best answer is the simplest one so if the idea doesn’t add value to your campaign, then it time to scrap it.

Direct Mail Marketing

We’ve become so accustomed to email marketing that we sometimes forget that the postal service is still running. Direct mail marketing can be just as effective as email if done correctly. Actually, studies show that it can be more effective and you will probably have less competition. It can help improve brand awareness and memorability, boost engagement and inspire people to act. The ROI is also trackable. Who doesn’t like to see how their marketing efforts are doing? So, how does one go about direct mail marketing? Here are a few tips to get your brand started.

1.     Know you market: define your target market based on your product/service

2.     Generate a mailing list: you need mailing addresses to send your mail to

3.     Decide on design: do you want to do a postcard? Whatever you decide to do it has to be unique. Make them remember who you are and pay attention to details. Make sure to add a call to action, such as QR codes.

4.     Personalize: include personal details, such as their name.

Mail marketing can work for B2B or B2C and don’t forget that it may take a little longer to see results. They don’t call it snail mail for no reason. That being said, adding a QR code or including good offers will help speed up the process. Make sure to follow up and target repeat customers.