ColorFX Inc.

The 5 Essentials of Postcard Marketing

Postcard marketing is just about the most cost effective form of direct advertising, for both on line and bricks and mortar businesses. However, it can easily turn into a failed project if the following essentials are ignored.

1- Understand your target market’s profile.

 Without understanding your target market you may end up wasting a lot of money, purchasing a mailing list that will simply not deliver any results. Depending on your target market, you should also consider the possibility of not buying a list but instead have the post office deliver to every address in particular zip codes, saving a lot of money in purchasing a list, addressing and sorting fees.

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Why Print – Part 4 of 5

Continued from previous post: Part 3 of 5 on Why Print

Print puts them in control.

Telemarketing is the crudest form of cold calling and, with the growth in do-not-call lists, its effectiveness has sunk to an all-time low. In fact, a Time magazine poll ranked telemarketing number four on the list of the worst ideas of the 20th century. Today, it has gotten to the point that many companies stay away from the phone because they don’t want their reputations damaged by overeager telemarketers.

But what happens when we add print to the equation? Send prospects a personalized mailing that introduces the caller and lets them tell you the best time to call. Now you’re putting the potential customer in control of the situation. There are no more interruptions at dinner. There is only a positive flow of information between the marketer and the consumer. The bond starts to get stronger, the relationship grows, and the sale becomes a natural progression of the power of print rather than a rude intrusion.  Continue Reading…

The Keys to Successful Direct Mail

Whether it’s called direct mail, direct marketing, or mail marketing, the use of database marketing and the U.S. Postal Service can be a cost-effective way to find new customers. One major caution though, direct mail without proper preparation and a solid follow-up process may not only fail, it can be very costly.

If your printing, or related graphic arts company is like most, your customers may be scattered all over specific region or a an area no bigger than a single zip code. If you are a larger, more specialized firm, your customers may be spread across the nation. Identifying and locating new prospects and converting them into customers cannot always be done efficiently with a sales force alone. This is where a well planned, creative, and sustained mail marketing program can be very successful.

The first thing to do before considering the use of direct mail is to determine whether the markets and/or industries your company serves will respond to mail marketing. If the answer is yes, then you must identify the prospect’s “hot buttons”. In other words, what will get their attention and cause a response. This is where the creative aspects of direct marketing meet the science of direct mail. I have seen many perfectly executed direct mail campaigns fail because they lacked a creative, attention getting hook.

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Marketing and Consultative Selling

Although the use of marketing has increased in the Printing and related Graphic Arts industries over the last ten years, it is still not practiced to the degree it should be. There is no other industry with annual sales over $130 billion that employs so few marketing tools.

When printing companies do prepare a marketing plan and execute promotion programs, all too often it is done ineffectively, without proper measurement, or follow up. Is it any wonder that many of these companies abandon their marketing efforts complaining that marketing does not work or is not necessary in the printing field.

Unfortunately the “good old days” when a printer could simply purchase a new press, fill it with work and make a profit are long gone. Competitive pressures and the inherent challenges of over-capacity in the printing industry, require a more strategic approach.

More that ever, the printing industry must embrace the disciplines of marketing. Most important, printers need to do a better job of positioning themselves through differentiation strategies. What good does it do to invest money in sales materials, advertising, or any form of self-promotion that do not clearly communicate how the company is different or better than the competition?

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