Ensure Staying Power for Your Business with Great Local Marketing

Ensure Staying Power for Your Business with Great Local Marketing

Earlier this year, Gerrit Curran and Emily Wessner opened a Jersey Mike’s Subs in Muhlenberg Township, Pennsylvania.

To gain traction in their township of 20,000, these entrepreneurs knew that their new business must be intricately tied to a community connection. Curran and Wessner chose to use print as their primary marketing channel. The Jersey Mike’s staff distributed nearly 7,500 sandwich coupons throughout the community, encouraging patrons to enjoy a free sub and also to donate the cost of that sandwich to the Muhlenberg Township Athletic Association.

In the end, the promotion helped raise over $15,000, and the franchise gained an admirable reputation as a devoted community partner.

Stand Out in Your Community

Print marketing can be especially effective in creating a local marketing presence, especially when combined with integrated campaign efforts.

Smart business owners know that catering to a local market can be a point of power. But how do you leverage this connection? Here are several ways to connect your on- and off-line presence in compelling ways.

Demonstrate Community Connection

Integrate your business into local festivals, sponsorship opportunities, and regional traditions.

Does your community host a lobster festival? Find fun ways to weave this crustacean into your flyers or sales. Share pictures or postcards about your brand participating in local fundraisers, theme weeks, or service drives. Start conversations on things that are happening locally and, whenever possible, relate them to your business.

Personalize Advertisements

When advertising for your business, highlight testimonies or quotes from real, local customers. Try before and after pictures, photos of your customers in well-loved parks, or advertisements featuring your content in front of an area mascot.

Another option is to tailor your ads to regional events. Is your city sponsoring a music festival? Offer helpful content like advice on cheap parking, a schedule of places where kids eat for a discount, or print coupons that correspond to a felt need of these visitors. Creating ads with local content will connect with your audience on a very personal level.

Invent Reasons to Make a Difference

Too often, organizations focus on community involvement with a selfish perspective: more profits, more marketing, etc.

Instead, take a “community in the front, business in the rear” approach. Whether you build a nature center with other businesses or create a contest for local charities, genuinely help people, and the benefits will follow. Plus, employees and volunteers will love submitting their photos to your company newsletter or your social media pages.

Tell Your Story

If you’re from the area you’re targeting, do your best to tell the story of how your business came to life.

Make a video, print inserts for your bags or envelopes, or have a brand story display onsite. Customers love to support local businesses, especially those founded or run by a hard-working local resident.

Find, Engage, Repeat

While your brand may serve customers beyond your region, an enormous 85% of business owners depend on word-of-mouth referrals, so it is vital to actively influence your friends and neighbors!

When satisfied local customers are committed to your success, your business can do more with less while continuing to succeed.

Need help giving your brand an extra boost in the community? We’d be happy to help with your local marketing needs. Contact us today to find out more!

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How T-Shirt Giveaways Led to a Cool Million

Sujan Patel likes to do things unconventionally.

Patel founded Single Grain, a California based digital marketing company, in 2005. With a background in SEO marketing, Patel gave himself a one-year window to gain as many clients as possible. Though he describes himself as motivated and driven, Patel says a tendency toward laziness was a key that opened the door for his marketing success:

“As soon as I started making money with Single Grain, one of the first things I did was to go out and get some T-shirts made. Not because I thought it’d be some genius marketing move, but because I knew I’d be able to wear them every day and never have to go clothes shopping again. I started out with an order of 25-30 shirts and . . .  I decided to give [several] away to friends. I posted to Facebook to see who wanted a few shirts and was surprised when I ran out just a few hours after the message.”

Patel quickly realized he was onto something bigger than a simple merchandise rush.

Patel started printing a variety of shirts and giving four or five to everyone interested. More than 500 people began wearing them around town, and eventually, Single Grain credited the T-shirts for nearly $980,000 in profits. By 2013, Single Grain had developed into a powerhouse agency with revenues above $3 million.

The Exponential Power of Promotional Products

Businesses need promotional items to help reach out to potential customers and clients – it’s just a fact.

Promotional products allow people to see your brand and remember you, drawing a whopping 500% more referrals from customers who are satisfied with the gift. Like a business card with a bang, clever promotional products build good will, name recognition, and expanded brand exposure.

Patel said his T-shirts had three obvious benefits:

1. They initiated great business conversations.

Since Patel wore his shirts everywhere, people would continually ask, “What is Single Grain?” Patel was ready with a 30-second elevator pitch and corresponding business cards. Patel said the opportunities this generated were astounding:

“No joke – this happened everywhere.  It happened while I was waiting for a haircut at Super Cuts, while I was working out at the gym and while I was racing at the track . . . I even landed a 50K client while I was getting a massage!  These conversations alone led to about 40% of the 500K I made through my T-shirts.”

2. They opened doors into larger companies.

Because Patel was in the Silicon Valley area, his friends often wore his shirts to work at high power companies like Apple, HP, Google, and Wells Fargo.

Co-workers and bosses were intrigued and couldn’t help asking about Single Grain. Eventually, Patel credited 30% of returns to the nibbles he got from this networking.

3. They significantly increased brand recognition.

Single Grain started with almost no marketing budget and little hope of launching massive ad campaigns.

T-shirts offered an inexpensive way to build momentum. Eventually, potential customers became much more comfortable considering Single Grain because the brand was familiar. When prospects came with questions, they were more trusting because the brand already had a life of its own.

Add A Personal Touch with Your Giveaways

While the T-shirts built momentum, Patel says the authenticity drove single Grain’s success, so when YOU give away freebies, remember it’s about the relationship, not just the merchandise:

“When I go in my bag, hand a T-shirt to someone and say “Thanks for being an awesome customer” or “I’d love you to be one of our customers,” they don’t forget that. It’s not just the T-shirt. It’s that experience, and the memory of it, that’s so powerful.”

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How to Effectively Guide Your Customers Through the Journey of Decision

How to Effectively Guide Your Customers Through the Journey of Decision

Do you want to be more intentional and effective in your marketing?

Maybe it’s time to refocus on the journey you want customers to take. As a map is to a road trip, a sales funnel can serve as a guide for your prospects.

Sales are more than just transactions; they involve several stages of decision. Push too hard, and people run. Keep it too casual, and they delay. What is the ideal balance? Creating a sales funnel (or a content path for prospects to follow) can engage people every step of the way.

People can’t buy from you if they don’t know you exist, and they won’t buy from you if they don’t trust you.

Here are five stages to consider as you seek to move them from a posture of spectating to the point of final sale.

1. Awareness

In this step, prospects learn about your existence.

Just like dating, before you can introduce yourself to someone, you need to catch their eye. As you consider this stage of communication, ask yourself, “what will drive traffic in our direction? What will spark curiosity or attract interest?” Combining excellent print and digital marketing will put a memorable face on your business.

2. Interest

Now that you’ve got their attention, be sure to keep it!

Here, prospects move beyond general awareness to intentional engagement. Ask yourself “what will engage them enough that they won’t drift away?” Seek to grow a top-of-mind presence while you showcase your skills and build their trust.

3. Consideration

Beyond just flirting, now two parties consider a match.

Your prospect evaluates your product or services, and you work hard to gain their commitment. Ask yourself, “what information do they need to make a decision?” Identify what is holding them back and outline unique selling points or benefits.

4. Action

Now it’s time for the big ask.

What irresistible offer or personal touch can you use to tip them toward action? Use incentives, bonus products, or hints of urgency to close the sale.

5. Retention

Did you know that the probability of selling to a new customer is 5-20 percent, while the chances of selling to an existing customer are estimated at 60-70 percent?

Perhaps the most essential part of your funnel is convincing current customers to keep coming back! After closing the deal ask yourself, “what messages of gratitude or additional incentives can I offer? How can I invite feedback, involve customers in an on-going conversation, or upsell the clients I already have?” The best part of a working funnel is turning one purchase into 10, or 10 sales into 100.

Begin with the End in Mind

To build a successful funnel, you need to start at the bottom. What is your ideal outcome? Define how many subscribers you want or how many products you hope to sell. Quantify the goal, then work backward to plan your marketing. Here’s one example:

The Apple Blossom boutique noticed that when they sent a printed direct mail teaser, about 20% of recipients visited a specific Apple Blossom URL that was created as an online landing page. Of these online visitors, 10% of browsers made a purchase. Using this data, Apple Blossom started at the bottom of the funnel to work backward for their marketing goals. The boutique wanted to make 100 sales for its spring promotion. If 10% of URL visitors would ultimately purchase, Apple Blossom knew they needed to bring around 1,000 people to this online landing page. If only 20% of direct mail recipients would visit them online, the boutique needed to send printed mail teasers to 5,000 individuals.

The Backbone of Customer Relationships

Sales funnels are the backbone of your customer relationships, helping you focus on the right customers and honing these relationships for maximum potential.

Offer people value at every stage and customers will put their trust in you with their wallets and their loyalty.

We are sure that you know how to make your marketing and how to make your customers happy. And we always know how to help you to make perfect printing.

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Four Ways to Track Your Print Marketing

When you call someone on the phone, are you glad when they pick up? If you had to pay for each call, would you be especially glad when they picked up?

Marketing is essentially a call to your customers, a financial investment you make in hopes that people will “pick up.”

And print is one of the best mediums for engaging your audience.

Direct mail response rates for print are much higher than e-mail response rates (4.4% versus 0.12%). 60% of consumers said receiving and handling tangible objects leaves a lasting mental impression on them. And 57% of people say they feel more valued when they receive print marketing from brands.

When you place a call, are your customers picking up?

When you send advertising through print, you’ll have a better estimate if you are tracking responses. Every business using print marketing needs an effective testing system. Tracking your marketing will help you answer two questions:

  • Are your marketing dollars resulting in leads or conversions?
  • What specific parts of your marketing are responsible for prospect visits or sales revenue?

Four Ways to Track Your Print Marketing

Here are four ways to find out:

1. Unique Promo Codes

Promo codes are like hashtags, but better.

They are fun, expressive, and they bring tangible savings to your clients. Offer distinct coupon codes in print pieces you want to test, and be sure the call to action is strong and clear (e.g., “Get 25% off patio decor by presenting this card in stores or using the code ‘LOVE25PATIO’). If your customer uses the code, you’ll know they’ve responded.

2. QR Codes

How do you build bridges between digital and print advertising?

One easy technique is to include a QR code to drive traffic to your landing page. By adding these handy tools to your flyers, postcards, or brochures, you can track relevant info while storing data, location, and text. You can also experiment with social media hashtags to track success and increase online engagement.

3. Distinct Online Landing Pages

Online landing pages can be created specifically for promotion through your print ad (for example, see Uber’s landing page targeting new riders here).

While your website homepage typically offers an introduction to your business, a promotional landing page:

  • Is designed to receive traffic from specific sources
  • Prompts visitors to take one well-defined action
  • Stays focused on a single topic or offer
  • Omits or downplays site navigation options

Beyond narrow landing pages, you can also record general web traffic during a campaign to note whether a spike in visits may indicate a particular ad’s effectiveness.

4. Asking Customers

Want to know what’s on their mind? Ask them!

While you may not be able to connect with every customer, take time to ask new clients how they heard about your business. Speak with people face-to-face and you may gain insight into their motivations, frustrations, or preferred benefits.

Also consider adding a drop-down element to your website to ask how customers were introduced to your business (direct mail, word-of-mouth, social media, etc). Finally, including a unique “point of contact” email address or phone number (specific to the campaign) on your print materials to make response tracking easier.

Record and Recalibrate

From big business to small firms, every business using print should track and recalibrate based on results.

Print ads are more compelling when they use clear calls to action and high-quality pieces. Ready to set up a campaign with distinct tracking points? We’re happy to help if you have questions!

There are so many ways to improve your print marketing. And we, in PrintItPlus always happy to help you – create design, printing or direct mail.

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