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To build a solid foundation for your business, you must first identify your typical customer and tailor your marketing pitch accordingly. Given the current state of the economy, having a well-defined target market is more important than ever. No one can afford to target everyone. Small businesses can effectively compete with large companies by targeting a niche market. Many businesses say they target "anyone interested in my services." Some say they target small-business owners, homeowners, or stay-at-home moms. All of these targets are too general. Targeting a specific market does not mean that you are excluding people who do not fit your criteria. Rather, target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. This is a much more affordable, efficient, and effective way to reach potential clients and generate business. For example, an interior design company could cho...

There are so many marketing channel options now it can be hard to decide where you should invest to get the most bang for your buck. According to the DMA’s  2017 “Response Rate  Report,” direct mail continues to provide the best response rate. The cost per acquisition rate is higher than other channels, but it is worth it. Keep in mind that the best marketing is done through multiple channels, so make sure you are able to track each channel’s results. Use the ones that work best for you. Almost all business types currently use direct mail and benefit from it. So, let’s get into the details the DMA found in its report of what they are doing that is working. Postcards —  A house file had a 5.7 percent response rate with an ROI of 29 percent and prospect file had a 3.4 percent response rate with an ROI of 23 percent. Letter Sized Envelopes —  A house file had a 4.37 percent response rate with an ROI of 29 percent and prospect file had a 2.5 percent response ...

Epsilon’s study “The Power of Me” is a terrific data dump for those looking for insights to help their customers justify moving to—or increasing their use of—personalization. Here are some key takeaways. If you haven’t seen Epsilon’s study “The Power of Me: The Impact of Personalization on Marketing Performance,” you might want to take a look. It is a treasure trove of data to help encourage customers to start personalizing their marketing communications if they are not already doing so, and if they are personalizing, increase the level at which they are doing it. For the study, Epsilon partnered with GBH Insights to survey consumers to understand just how personalization enhances the relationship between brand and consumers. The appeal of personalization is high. However, Epsilon found that while consumers want and expect personalization, they are most comfortable with providing personal data when they are able to manage and control the resulting experiences. Financial ince...

Marketers should be paying attention to today’s trends in education. The same tools that help young readers learn and absorb information help the target audiences for your marketing campaigns learn and retain marketing information, too. One of these tools is paper.   In a new report, “Third Annual Back to School Annual Report,” the Paper and Packaging Board has gathered a vast number of statistics that show just how vital print remains to learning. Take a look at this data: •       96% of parents think that paper is an essential part of their children achieving their educational goals.   This includes 95% of Millennial parents. •       86% of parents say their children learn better when they write things down on paper. •       56% of Millennial parents feel “most comfortable” helping their children when they are working with textbooks and worksheets. •       72% of pa...

How often have you seen a slick direct mail piece—well written, with great graphics and a compelling call to action—but wondered, “What does this company want me to take action on ?” Sometimes the simplest components of great marketing pieces are overlooked. One of these can be the actual goal of the piece. Take a recent marketing effort from a well-known university. It was mailed to upscale professionals within a targeted geographic area. The headline read, “The Power of Discovery Starts Here.” The graphic was a rolling ball maze with the university’s logo in the center. Inside were more printed brain games. On the main page were printed the name and dates of the program in bold reverse type on a bright red background. The piece was eye-catching, and the graphics and headlines made you want to take action. But on what, specifically? Based on the headlines, one might think it was to encourage recipients to further their education through a post-graduate or continuing education pro...