• ALLPRO Marketing Minutes: Measure your advertising success

    Measure successAugust 2017

    Your advertising initiatives — whether print, online, television or radio — are costly endeavors that are often done without understanding the true return on investment (ROI). Unfortunately, it can be a challenge to evaluate the success of your advertising campaigns. You may think you know what’s working well, but it’s best not to fall into this trap and instead have simple methods to help you measure and evaluate your advertising spend based on data.

    While these tips are provided to give you easy-to-implement ideas for tracking, they may not always be true reporting measures. There is value in each impression your advertisement has, and building your brand awareness is also important. Be sure to consider your target audience and overall campaign reach when planning your advertisement schedule.

    • Use coupons. Everybody wants to save money, so coupons are a natural way to get people to respond. While coupons work great for print advertisements, you can use also use a promotion code with social media or IP targeting. Track the business you get from coupons/promotional codes so you can identify where you got the strongest ROI.
    • Email. Email campaigns are one of the most cost-effective ways to advertise your business. If you send an email to your target audience, use a professional company like ALLPRO Direct Marketing so you can see metrics like open and click-through rates. Other features and measurement tools are also available, but opens and clicks are the easiest to start tracking now.
    • Split test. Sometimes, you may have several advertising concepts you want to run with. To maximize their effectiveness, consider doing a split test. This involves splitting your distribution list into groups and testing each ad with a small percentage of the whole. See which performs the best and use that version to distribute to the rest of the group.
    • Landing pages. Consider adding a custom landing page for each advertisement you place. This will direct your audience to the page that is most associated with what they’re looking for, and will help you measure how well your ad performed by showing you how many people visited each landing page. ALLPRO Direct Marketing can help you get started.
    • Just ask. When in doubt, if you’re not comfortable with implementing any of the above initiatives to track your ROI, you can simply ask your customers how they found out about you. You might be surprised at what they tell you, but this will give you data to go on. Plus, the conversation will help build rapport with that customer.

    If you aren’t measuring any of your efforts, you may be throwing money away without realizing it. You’ll find that not every advertisement is successful but, going forward, you’ll at least have the data to make better business decisions and to nurture your prospects.

    For additional information about branding your business and general marketing assistance, visit www.ALLPRODM.com or call 866-472-3982.

  • Direct Marketing Then and Now

    Direct marketing practices are changing in today’s world, but many of these changes are rooted in the industry’s history. It’s important to understand the history of direct marketing in order to predict where the industry is headed.

    Direct Mail Marketing

    Direct mail marketing traces its roots back to Benjamin Franklin, who used it to market Poor Richard’s Almanac. It surged in popularity in the 1800s thanks to the Montgomery Ward and Sears catalogs, which provided people in rural areas access to the products they wanted without leaving their homes. For some companies today, direct mail marketing has turned into email marketing to encourage people to shop online.


    Telemarketing took hold in the 1970s when technological advances made it easier for companies and their customers to interact at little or no cost. Eventually, public perception of telemarketing changed, prompting the government to pass laws banning companies from cold-calling prospective customers. Telemarketing is challenging today, but businesses that take the right approach find that a person-to-person connection still pays off.

    Direct Response Advertising

    Direct response advertising was traditionally used by businesses that sent customers a postage-paid envelope, making it easy for them to order a product. The practice was adapted for television through the use of toll-free numbers to call, and later for email, where companies sent customers links to specific products on their websites. Today, businesses create product ads that are displayed to potential customers on the websites and social media platforms they visit.


    Once you bring in valuable customers through a prospecting campaign, it’s easy to think you’ve accomplished your goal. But really, you’ve just gotten them in the door. Now what? How do you maintain that relationship so they stay engaged and continue to buy from you over time?

    Once you’ve landed a customer, it’s time to move into customer retention mode. This requires a plan. There are a number of ways personalized printing can play a key role in that plan.smart

    Lot of companies send personalized newsletters or note cards now and then. Many will send personalized reminders several days or weeks in advance of a product or service renewal, as well. Those are great ways to stay in touch with customers, but more and more companies are doing them. Here are five more unusual ideas that will help you to really stand out from your competitors.

    1. Send a discount for no reason
    Everyone likes to be appreciated. Send a coupon with a discount on your customer’s next purchase “just because.” It will surprise them and foster goodwill.

    2. Send reminders for someone else’s special day
    Offer to collect important dates for birthdays, anniversaries, or other special occasions for your customers’ loved ones, such as spouses, children, and parents. Send gift ideas with unique insight from your area of expertise and offer discounts on purchases. Everyone needs help with gift giving.

    3. Encourage customers to sign up for sneak peeks and exclusive insights
    People like to be in the know. Encourage your customers to sign up for your newsletter, friend you on Facebook, or connect with you on Instagram or Pinterest. Give them insights into product development or offer them unique ways to use your products and services they might not have thought about. Experiment with “send your best idea” contests via social media to foster more engagement and get your customers talking about you.

    4. Say “thank you” for loyalty and longevity
    If you know when your customer first began working with you, why not send a personalized thank you card and gift commensurate with the value of their business?

    5. Ask their opinion
    Use personalized URLs or online surveys to ask customers’ opinions about your company, your offerings, or bounce new product ideas off them. People like to do business with companies who care about what they think and that make them feel included.

    The more you can engage your customers beyond the sale, the more you earn their goodwill and loyalty. So when it comes to customer communication, think beyond the initial purchase. Think about building a relationship for life.


    For small and mid-sized businesses (SMBs), marketing is still about print. In 2012,
    local newspaper advertising was tops for marketing investment, with 64% of SMBs buying local newspaper ads, followed by online ads (62%), ads in local publications (54%), and direct mail (45%).


    Want to generate more leads and increase your ROI? Get personal! Personalized printing, especially in an integrated, multi-channel campaign that includes personalized URLs, QR Codes, and other channels, can reap huge benefits. Let’s look at the results of three real-life campaigns:

    mobile* An agricultural products manufacturer combined personalized postcards, personalized landing pages (via personalized URL or QR Code), alongside high-value incentives, to achieve a direct mail response rate of 54.8%. In addition, 33.8% of recipients stopped at its booth or one of its partners’ booths at the show.

    * A childcare company used personalized direct mail, personalized landing pages (via personalized URL or QR Code), and personalized maps to achieve an ROI of 2,200% based on new enrollments and an average childcare service length of four years.

    * An environmental hygiene company used personalized direct mail, personalized reminder postcards, and personalized URLs (allowing prospects to get more information and request a free sample) to achieve a response rate of 12.3%. More than 200 sales appointments were scheduled.

    But results like these don’t just happen. They take good planning and strategic execution. Here are five best practices that can help ensure that your results will be extraordinary, as well.

    1. Traditional marketing rules apply

    Start with great creative, snappy copy, and compelling incentives. Personalization gets results, but you still need to implement the basics of great marketing.

    2. Focus on relevance, not data

    Data is just data — it’s a number or a piece of information in a spread-sheet. Use your data to speak to the recipient in a way that means something to them. You want them to say, “Hey! That’s me!”

    3. Segment your list first

    Unless you are mailing to a highly targeted audience to begin with, try focusing on one segment of your list at a time. Target your message to that portion of your audience, then build the 1:1 messaging on top.

    4. Pre-fill any forms

    Not all personalized communications use forms, but if they do, pre-fill them. This reduces barriers to response.

    5.Integrate personalized printing into a multi-channel strategy

    Using multiple channels to communicate with customers reinforces your message over time. This is a proven strategy that increases effectiveness, increases response rates, and builds your brand.

    Lead generation using personalized printing is highly effective. Building in best practices makes it even more so. Talk to us about personalizing your next lead generation campaign.

    More Mobile Than Toothbrushes!
    In 2012, consumers worldwide had nearly 5 billion mobile subscriptions. That’s almost a billion and a half more active mobile subscriptions than toothbrushes sold. You’ve heard it before, but it bears repeating. Are you making mobile part of your multi-channel mix?                                      

    Source: Responsys (2013)

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