Tag Archives: marketing

  • 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

    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.

  • Super Shoes Rocks Personalized Content

    Lead gen3Super Shoes Rocks Personalized Content
    Recently, we heard about a major retailer who rocked its print personalization, and we wanted to share its success with you. We hope you find it inspirational as you plan your print marketing for the upcoming year.
    Super Shoes sells more than 200 shoe and apparel brands in 40+ stores in eight states. To increase the effectiveness of its direct mailings, Super Shoes decided to get personal.  Super Shoes started with channel preference. While many of its competitors were turning to digital marketing, the retailer knew that its customers still preferred to receive direct mail promotions like postcards and catalogs.

    "We have an email database, but our customers tend to respond more to print," says Matthew Willard, marketing director at Super Shoes, as quoted in 1to1 Media.
    Super Shoes layered in attitudinal behavioral attributes (which can be purchased much the same way as demographic data) and past purchase histories. This allowed it to target its mailings based on demographic and psychological profiles. Customized content included images, copy, messaging and offers.
    Super Shoes had tested different mail formats (postcard, oversized postcard, newspaper insert, catalog) and found that an oversized postcard was the most effective for its customer base.
    It sent eight different versions of its mailer and tested against the generic version. The results? The generic offering had a 2.5% conversion rate. The personalized mailing had a 6.7% conversion rate.
    Want to personalize your next direct mailing and see how your conversion rates soar?

    Give us a call. 888-679-0255 or visit: www.allprodm.com

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