I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.
Nona Pedersen's insight:
This article highlights the mistakes that many businesses make when it comes to social media marketing and direct mail marketing. It shows that an overwhelming number of the businesses assesed made big mistakes with respect to direct mailing and social media marketing. The advice given in the article is very relevent and notes that businesses need to promote their social media channels, they could do this by adding "find us on facebook" or 'follow us on twitter" to their advert. It is important to use logos of the social media sites, as well as the username of the company so that customers can find the site with ease. Also the use of a QR code is advised. Linking the business to the social media page and having contact info is also important for organisations to consider. Many companies are quite difficult to search on twitter or facebook and this may lead the customers to the wrong site. I feel that direct marketing needs to be managed effectively in order for it to be effective.
In the early days marketing was easy, companies could simply advertise to the customer and the customer would make a decision on weather or not to purchase. Now, customers are researching products before they buy them and using a variety of types of media to make their pre purchase decision. Due to this, it is evident that marketers are now using an integrated approach inorder to maximise their opportunity. After reading this article I understand the importance of integration across all or most media. It is important to comprehend that each channel is different and while the main idea that has been generated may stay the same, the way to communicate it must vary over the channels. An example is a TV ad and a radio ad cannot be the same, as the visual ques are not present in radio and therefore it may confuse the customers. From reading this article I now know the importance of integration through channels and how there is an effective way to do it, and it is not as straightforward as some may think.
After reading this article I have formed a better understanding on what the communications mix is. It consists of sales promotions, personal selling, direct marketing, general advertising and public relations. Each of these 5 aspects are all important in marketing and they all work together to cover different areas in order to market the product and the organisation effectively. Before reading this article I had a vague understanding of what each of these aspects do, but now I understand how each of them work not only by themselves but the importance of all of them working together to be effective. General advertising of the product, informs the customer, while sales promotions tempt the customer. Personal selling is important to generate new business and to convey the personality of the brand and the company, giving customers a better insight. Public relations is about how the customers perceive the product and organisation. It is the reputation. I feel that all 5 of these things are important for marketers and organisations to consider as while some may be more important than others, they all work together to communicate with the customer. I can relate Red Bull to this article. The use all of these aspects to market themselves. They sponser athletes and events, they have their "wings team" that goes out and informs people of the product and give out free drinks as a promotion. They do alot in the form of communicating with their customers and they do it very well. I feel it is an example of an effective communication mix.
Objectives must be S.M.A.R.T in order for success. S.M.A.R.T stands for Simple, Measurable, Achievable, Realistic and Timely. This has been drummed into my head by teachers since I was in primary school. While it may be a simple concept, SMART objectives increase chances of success. A company must have a clear vision, mission and strategy to be successful. Having SMART objectives is a part of the strategy. To start, a simple objective is just that, it must be well defined and there should be only one objective (not 'this' and 'this' and 'this'). Objectices should also be measurable, orelse you would not know how you are performing with this objective in mind. Marketers need to set a target for what they want to strive for. Achievable, the objective must be achievable by the firm, if it seems too unrealistic, it probably is and will result in lack of motivation. As the article states its better to under promise and over achieve (within reason - dont make it too easy). Objectives need to be realistic in the sense that it must be relatabe to the marketers. Marketers cant increase sales, but they can increase awareness. Finally, objectives should be timely. There should be a period set in place for the object to be completed. The time frame should be relative to what the objective is. I feel that this article has highlighted some good points that relate to IMC and the SMART model is a great way of setting objectives for marketers.
Marketing Strategy - Despite the persistent rumors that print is dead, mailboxes everywhere continue to get stuffed with direct mail marketing pieces. But how successful is direct mail marketing really?
I found this article incredibly informational. Prior to reading this article I believed that direct mail marketing was no longer effective and everyone had turned digital. However, according to this article this is not true. It is evident that direct mail marketing is actually more preferred over internet and email. After reading this article I have realised that this is true, well it is for me personally. I actually enjoy flicking through all the mailings and "junk mail", while anything like that in my email inbox, purely gets deleted as I feel it looks messy. I can relate to what this article states, however I had never really taken notice of it. While some things are more preferrable for customers to look at online, it is evident that the majority still prefert direct mail marketing.
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...
This article highlights the importance of getting the right combination of the communication mix. Technology has made it possible for marketers to make the best possible decisions for the circumstances that they face. I have taken from this article that different products need a different mix of communications applied to them. Not all organisations and products are the same and I feel that how the article states "not one size fits all" is the perfect way to look at marketing products. It is important to form strategies that are appropriate for the product and while there may not be the prefect strategy, a sound strategy with correct implementation wont go wrong. I now understand the importance of fitting the strategy to the product and it is important to form the communication mix around the product. All customers are different and need to be communicated with in different ways. Some customers do not have a social media account and do not use social media, therefore they cannot be communicated to through this channel and marketers need to find other ways.
... consumers over the past decades. Neuroscientists, like Antonio Damasio, have been proposing that emotions do however play a fundamental role in our everyday decisions, allowing us to make quick, rational choices in complex situations.
Colours, slogans and pictures may all be effective techniques for marketers and advertisers, but, an intese emotional response will over power all of these. When consumers form an emotional attachment to a product or a brand they will instinctively choose it over any other brand. They may not even really like the the actual product, or there may be others that are far more superior, however if there are feelings involved with a brand a consumer will always stick with that one. I like the way this article has used the elephant and its rider as a metaphor for the consumer and the way they choose what brand to go for. How the feelings are the elephant and the logic is the rider, and the elephant is bigger, meaning it will over power the rider when decisions need to be made. While not all consumers may be like this, the majority are. I know for a fact that I let my emotions control what I buy, I may not even know the brand but if I make an emotional connection with it, I will buy it, even if it is more expenisve or not the most logically appropriate brand I should choose. I am aware if I need to buy something new, I will always go for the more "natural" option, as I dont like products with chemicals or products that test on animals. Marketers can use these sorts of things to persuade their target markets by creating a brand that someone can relate to and can form an emotional connection with. As stated in the article "people dont buy what you do, they buy why you do it". As a consumer I am living proof of this.
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