Christine Davey Print Marketing

Does print still have a place in a world of digital and mobile marketing?

There is no doubt that we all struggle to find the best way to market our businesses with many small companies moving away from traditional print marketing as a way to cut costs and lessen their impact on the carbon footprint.

During these tough economic times companies are tightening their financial belts and turning their attention solely to digital and content marketing to create awareness and promote sales.

That said, printed collateral still has its place in certain businesses serving a specific demographic that appreciate and need a tangible representation of their product or service.

Certain sectors, such as retail, still rely on this tangible form of marketing to promote their products but manage to balance this with advertising across the relevant digital channels.

Whether you’re a superbrand or a one man band, getting the right marketing mix is critical and whilst content marketing is a hot topic at the moment, traditional print marketing can still be used effectively to drive customers online.  Here’s three tried and tested ways marketers use to reach specific target audiences:

Effective business networking – cards and flyers

Making a lasting impression when marketing face-to-face by handing someone a card or flyer is more likely to make your message stick. And, there’s some really clever designs and techniques out there which will give you an edge

The tangible, physical nature of print will help you network within your chosen circles allowing you to target local businesses, meet new prospects and exchange ideas much more effectively.

Smart targeting – direct mail

We all still love to receive a physical card with a special message in the post, so a personalized well-crafted campaign communicating special offers, discounts or events will show that you value your customer and appreciate their business.

If you schedule these messages carefully and sparingly, personally engaging your target audience, you’ll avoid being regarded as junk mail; if the message is relevant to the recipient, they are much more likely to respond.

Testing alternative media – press advertising

The most effective marketing plan is likely to cover different types of media to communicate business propositions and messages.

Whilst blogs and social networking is one effective way of driving traffic to your website, different customer types respond to very different types of media.  An older, more mature demographic may not surf the web as much as maybe reading a magazine or a newspaper.

A well designed advertisement in a relevant publication appealing to your specific target audience could be an effective alternative way to communicate with your customers.

So whilst traditional marketing methods seem to no longer curry favour, and with marketing budgets constantly being slashed, it’s all too easy to pass up on print.

I think there’s certainly still room for print marketing alongside newer digital marketing techniques, it’s all about making sure you don’t lose sight of your P’s!

Christine Davey
@DaveyMarketing

If you’d like some help on creating effective printed communications, Tweet me or call me on 01273 772033 today.

Networking Etiquette – 10 tips to improve your business networking

Catching up with fellow networking colleagues is an essential element to relationship building and maintaining trust within your business circles.

Whilst attending an event recently, our conversation turned to how important it is to make time to get to know people at general business networking events; one of the most effective ways to gain new clients and build trust.

The key to success is knowing how to achieve optimum results without being too aggressive and understanding the golden rules of etiquette when attending any networking event:

1. Be prepared. Arrive on time having previewed the guest list and identified two or three people you would like to meet during the event.
2. Introduce yourself. Be brave and always extend your hand and clearly introduce yourself with your first and last name and the name of your business – don’t rely on your name badge; people rarely remember written details but will be more likely to remember a confident handshake and a happy face!
3. Rehearse your intro. Briefly describe what you do, avoid long descriptions with an obvious sales pitch, instead make the tone friendly and informative.
4. Enter group conversations sensitively. Don’t barge in and take over! Approach and stand quietly for a moment or two, wait for a break in the conversation or for someone to make eye contact with you.
5. Make meaningful business card exchanges. Only exchange cards when it will be of benefit to both of you, either if they ask for one or you offer assistance with something they say they want or need.
6. Politely exit conversations. Avoid monopolizing people’s time and from being monopolized by someone else. After a reasonable time the key is to move away from the conversation by excusing yourself politely; this sometimes happens naturally when others join your group or simply say ‘Do excuse me, I’ve enjoyed speaking to you.’
7. Always introduce yourself to fellow table guests. Before taking your seat, make a point of introducing yourself to each of your fellow table guests before taking your seat.
8. Follow-up with new acquaintances. This is the most important element to successful networking; showing you are interested in the people you meet. A personal note to every person you’ve met within 24-48 hours, including calling anyone who has helped give you leads and referrals.
9. Gain permission before sharing contact details. Check they are OK for you to share their details with someone you think they might be able to help. Providing an endorsement or introducing them as an expert in their field to someone looking for their help is key in demonstrating you are someone they can trust.
10. Don’t give up at the first hurdle. Time is always a challenge, and it’s too easy to give up when it doesn’t look like you’re getting anywhere with people you have built up a relationship with or feel a potential with. Continue to exchange knowledge which will add value and help to forge a strong mutual connection, but know when it’s time to step away if you can’t add value straight away.

Here’s a list of some current networking organisations in Brighton & Sussex>>>

 

Christine Davey
@DaveyMarketing

If you’d like some help with your own marketing Tweet me or call me on 01273 772033 to arrange an initial chat over a coffee!

How do you make sure your emails get opened?

How can I make sure my emails don't end up in the trash can?I constantly get asked about email open rates and why, even though recipients have signed up for information, they didn’t seem to be actually opening messages, let alone responding or engaging.

According to recent research, an average email account receives about 120 emails a day and this figure is set to increase to 140 by 2018, so it’s inevitable that a lot of those messages are instantly trashed, without even a second glance. So it’s a dilemma lots of businesses face if their emails are constantly being unread and ignored; how do you make sure your emails don’t end up in the trash can?

Simple answer: make sure your emails are relevant to each recipient – this way they are more likely to open and digest the information – they might not respond immediately, but at least the seed is sown.

Taking the following simple steps will ensure a better chance of getting responses and eventually results.

Clean up your data (regularly)

Your database is the most valuable part of any marketing. Make sure your information is up to date and you have a clear idea of who are existing customers and prospects.

Keep a record of the products/services they are interested in and which emails they have responded to in the past; assuming your opt-ins have an interest in what you’re ‘selling’, or at least have some affinity with the industry you operate in, this should be easy to evaluate.

Divide and conquer

Once you start consistently evaluating your data, you can send your recipients relevant information by segmenting your database into different categories.

For instance, if you’re a wine retailer and have a section of customers who only ever buy white wines, it would be obvious to target them with information about white wine. This way you would be communicating with them personally, providing them with relevant messages.

Don’t be tempted to send the same email to each list in the hope that those who only drink red will start loving white because they couldn’t possibly live without this amazing offer!

And if they’ve just bought a case of Australian Chardonnay, don’t send them an email containing the same offer the following week; the last thing they want is an endless stream of useless emails, which will inevitably lead to them opting out altogether.

To put it into context, think about the last time you went into Boots and bought some shampoo. Did you notice the next set of loyalty vouchers you received were for money off the same brand of shampoo, valid for 6 or so weeks? Where are you likely to buy your shampoo when you next run out?

This is smart targeted marketing!

So, spend your energy dissecting and evaluating your data on a regular basis, especially after you’ve sent out an email campaign. This will allow you to devise a series of future emails with relevant targeted messages which will help to increase your open rates and give you a better chance of converting a sale.

Christine Davey
@DaveyMarketing

If you’d like some help and advice on your emailmarketing, Tweet me or call me on 01273 772033 today.

Photoshoot: a day in a professional photography studio. . .

As a marketing professional, images play an important part in creating an impact; whether it’s making sure you have consistent, good quality representation of your products or you need to project a warm and welcoming impression, good creative imagery plays a key part in your marketing activities.

My own bio images were starting to look a little tired and whilst representative of my personality, I felt it was time to create a better impression by investing some time and money in a professional photoshoot.

Having met Ted Davis on several occasions over the years and collaborating with him on several marketing projects I had never actually experienced an actual photoshoot with Ted, who is a fabulous professional photographer based in Hove.

Studio 323 is located in historic Palmeira Square, overlooking the beautiful gardens and the sea and occupies a space that was once the first floor drawing room of a large Victorian house.

The studio provides 500 square feet of space, 14 foot ceilings, and is equipped with full blackout facilities for studio photography or generous daylight for naturally lit work.  The view from the windows of this magnificent space provides the perfect backdrop and setting for many types of photoshoot.

Here are some of the resulting images Ted created for me. . . .

Christine Davey Marketing Brighton

Christine Davey Marketing Brighton

CD5

CD4

Christine Davey
@DaveyMarketing

If you’d like some help implementing your marketing activities Tweet me or call me on 01273 772033 for an initial chat over a coffee!

Is Direct Marketing ‘old fashioned’ or just under-used?

Direct Marketing in BrightonI read an article today which cited some traditional marketing methods as ‘old fashioned’, specifically print marketing such as newsletters and branded promotional products.

I tweeted the article in agreement that, whilst fewer businesses are using the more traditional direct marketing methods, they could still achieve excellent results if they included them as part of their marketing mix.  If the message is relevant and targeted, a well designed piece of direct marketing can also translate perfectly online.

The most effective marketing plan is likely to cover different types of media to communicate specific business propositions and messages and Direct Marketing still has its’ place as a tangible representation of your product or service.

Still considered as one of the cheapest, yet most effective ways to create customers, Direct Mail generates a response rate of around 4%, whilst the cost per lead is generally the same or comparable to the cost of email marketing.  Customers created through direct mail are also more likely to perform repeat business.

Direct Mail is a great medium to drive your customers online to purchase your product or service, with the added benefit of tracking sales and collecting data through simple coding methods such as a promo code or a QR (quick response) code.

Promotional products are also still a very popular medium for businesses to gain brand recognition.  Physical items such as pens, calendars and sticky memo pads, printed with your logo and web address, are great reminders for potential customers who might have a need for your products or services; easily able to recall your business whilst sitting at their desk!

Even better results can be achieved by including some of these traditional methods in your marketing mix, especially as fewer businesses are using them you stand a better chance of being noticed.

Old fashioned, or just under-used, direct marketing will never die!

Christine Davey
@DaveyMarketing

If you’d like some help on producing print marketing Tweet me or call me on 01273 772033 today.

The importance of the Follow-Up

Follow-upAs a sole trader, I need to be able to ‘sell’ myself to both existing and potential clients together with generating leads through various forms of marketing – all of which need to be followed-up.

Going in person to networking events, engaging online and working with people on projects on a daily basis gives us loads of content and conversations; juggling multiple communications both on and offline.

With millions of images, messages and insights relentlessly bombarding us on a daily basis, it’s easy to fall through the communication cracks and to a certain extent we seem to have lost the art of follow-up, which still remains the most important activity to engage in after meeting new people, and the keystone to relationship building and retention.

Timing is Essential

Follow-up with people you have met or been introduced to as soon as you can and try to make time to respond to people who have taken the time to contact you (unless it’s an obvious spam)!

Research, research, research

Knowing something about them and what they do will give you a powerful advantage for opening a conversation; taking the time and trouble to research their company beforehand will give you a smart strategic edge.

Be engaging

Exchange knowledge which will add value and help to forge a strong mutual connection; using all the social and online tools shows you are willing to engage and gives you a series of touch points to develop that connection.

Change their perceptions

Small gestures can go a long way to change a potential customer’s perception of you.  Provide an endorsement or introduce them as an expert in their field to someone looking for their help; this doesn’t need to be reciprocal and will have a big impact of how people perceive you, demonstrating you as someone they can trust.

Don’t give up at the first hurdle

Time is such a challenge these days, it’s too easy to give up early when it doesn’t look like you’re getting anywhere with people you have a relationship with or feel a potential with.  Be persistent, but respect people’s time and know when it’s time to step away if you can’t add value straight away.

Keeping in touch is so much easier than it’s ever been – so never fail to follow-up!