Rational Marketing

Year: 2010

  • Doing More with Less

    These days we are all doing more with less:

    • Squeezing the very last bit of toothpaste from the tube
    • Cooking more at home, using leftovers
    • Giving your time as Christmas gift
    • Finding joy in shopping bargains

    Direct mail has always been the advertising method that offers measurable results. Mail is scalable, you can send as many cards or letters as you can afford and have the resources to fulfill. In this economic climate, this is still true and more important than ever.

    We recently attended a seminar that talked about marketing. They spent a lot of time talking about websites, social networking, search optimization… Yes they are all important, yes they are more important now than ever before. However, they are not the only way you can and should interact with your customers and your potential customers. Do you have a valid email address from everyone who has purchased from you before? Does every one of your customers want your marketing messages in their email inbox? We know that different types of people respond to different types of messages from many sources.

    You need to be able to be found in the moment of purchase, that means when someone searches for you on the Internet, you are there. But what about being on the short list of possible vendors? Maintaining relationships with customers who have purchased from you before is less expensive than investing resources to capture and create a bond with a new client.

  • Marketing in Tough Times

    These are ideas we shared some time ago. They are still true.

    Don’t cut your marketing budget! Those businesses that continue to advertise will triumph when the economy picks up (and it will).

    Let your customers help you. Retaining your existing customers and getting repeat business from them should be your highest priority. Customer testimonials are extremely effective in gaining new business. Referrals help you close new sales very easily and don’t forget to reward the customer who provided the reference.

    Focus your marketing. This means use direct mail, marketing and offers that allow you to measure the results.

    Be consistent with your advertising. If you are not persistent in your advertising, your customers will not recall you and will place orders with someone else.

    Alter your marketing messages to take advantage of declining trends and promote features that relate to saving money for the user of your product or service. For example, “we just installed a new piece of equipment that is up to 50% faster — that’s a real labor saving advantage.”

    Don’t keep doing what you’re doing just because you’ve always done it. Don’t let inertia be your marketing plan. Change creative often, unless it’s working.

    Write a sales letter to your best friend, even if you’re not a writer: David Ogilvy got some of his best headlines from his clients. You’ll probably write a compelling, honest and factual account of why your product or service is worth considering.