Direct mail continues to be one of the most effective marketing tools for generating new business.
It can also be used to develop an on-going relationship with customers to maximise their loyalty, value and consequently, profitability over time. In this digital age when everyone is blogging, watching viral videos and updating social networks, why consider sending a humble postcard? Because it works. Professional marketers still believe in the power of direct mail and so should you.
• Mailing each month creates strong front of mind awareness.
• The more consistently mailers arrive the better the response will be.
• It’s estimated that a prospect must see a message nine times before they will decide to purchase. That’s nine impressions to build the credibility, confidence and trust needed to make a sale.
• Direct mail should be done alongside eshots, social media and not forgetting speaking to your customers directly, to really get your message across.
Join the thousands of different businesses who use Postcards to great success. To increase your response rate, follow this simple proven formula…
- Get your customers’ attention ‘ Use a strong image or headline and our high-impact, high-gloss laminated Postcards will add emphasis.
- Keep their interest ‘ Why are you contacting them? Highlight the benefits of your product or service, don’t just list features.
- Create desire ‘ Think of a powerful, limited-time offer and make it hard for them to resist.
- Give them a call to action ‘ What do you want them to do next? Call? Email? Visit? Tell them!
June is a great time to kick start your marketing with direct mail as Postcards are half price. Need help with design? Speak to your Client Service Team.
* FreshMinds research for Royal Mail ** Marketing Week â? Royal Mail
5 Minute Workshop: Make your own QR codes
You can now create QR codes for your marketing straight from your BrandDemand portal.
Simply sign-in to your BrandDemand account.
Click on the Files & Images tab and enter the URL that you want to turn into a nifty QR code.
We’ll even save in in your Files & Images folder for you to use on any templates or artwork.
The description of the image includes the url that the code links to for future reference.
You could use a QR code on your business card to share contact details, or on a leaflet to link to a special offer. For more great ideas of how to use QR codes on your marketing, read our blog post Nowt so QR as Codes.
Nowt so QR as Codes
A what code? You may be unfamiliar with them, but over the last few years QR Codes have slipped into mainstream advertising, making them a viable business tool. A QR Code is just a barcode, like you’d find on your cereal box. But unlike the barcodes in supermarkets, QR codes are arranged in a ‘matrix’, which packs lots of information into a tight space. The QR stands for ‘Quick Response’ because they provide a fast way to access information. They connect people from print to digital media in just a matter of seconds, making printed materials truly interactive.
How do they work? Anyone with a smartphone such as an iPhone or Blackberry simply takes a picture of the code using a free app and their inbuilt camera. Their phone then triggers an action ‘ it could be a link to download content, some contact information, a message or a link to a website.
Why use them? Despite improved keyboards on smartphones, typing a long URL or website address on the move can be fiddly. Having to type in URLs prevents mobile users from accessing mobile content on a regular basis. When you consider that a typical web address consists of a mix of letters, colons, slashes, dots and dashes, it’s no surprise that keying them in quickly loses appeal. With a QR code, there’s no typing. Just point your camera at a code and an app reads it, switches to a browser and loads the page.
Where should I use them? QR Codes may appear in magazines, on signs, buses, business cards, shop posters, leaflets, t-shirts, ID passes and just about any object you can think of. Since the diversity of information that can be held within a QR Code is unlimited, the potential marketing applications for mobile barcodes is vast. The remarkable growth of mobile and smartphones (which are becoming a more and more popular way to access the internet) means this potential can be easily implemented.
Smart businesses are using QR Codes in smart ways. Retailers print them on receipts. Event producers employ them to provide exhibit information. Doctors and beauty salons use them to let people make appointments over their mobile phones. Print them on your business cards so people can create a contact record in their phone without typing a single thing. Even some TV shows use QR codes in the corner of the screen to provide additional information.
You may not have the same budget as a TV show, so what could you do? The only limit is your imagination (see some ideas right). QR codes are a great way to take part in a growing trend, position your business as forward thinking and produce useful information resources at the same time.
What info could a QR code contain?
• Product specifications and pictures
• Your contact details
• Offer terms and prices
• Event listings
• Competition rules
• A coupon or voucher
• Twitter or Facebook links
• A link to your YouTube video
• A map of your store location
• Link to your online brochure
Try putting a QR Code…
• On your business cards. Your recipient can save your contact details simply by scanning the code.
• On your marketing collateral. Got a big sale on? Direct customers to your special offers page.
• On the posters in your shop window so they can do the selling even when you’re not there.
• In your email signature, blog posts and online newsletters to capture a wider audience.
• In adverts and save on advertising space.
• On your invoices, to link people to your Facebook or Twitter page.
How do I create a QR Code?
You can create you own QR codes for FREE through your BrandDemand portal, see instructions here >>
Spot the Opportunity with StarMarque
It’s not just magpies that love shiny things ‘ we’re all attracted to them. Diamond necklaces, new cars, crystal glasses. They never fail to get our attention. Increase your chances of getting noticed by adding glossy StarMarque highlights to your marketing material.
So what is StarMarque?
We all know that adding gloss lamination to an image increases the intensity of colours. StarMarque is a special process which only adds a gloss coating to selected parts of the image or document.
We start with a matt laminated item such as a business card, folder or thick flyer. The matt base provides a great contrast for the next layer ‘ a special hi-gloss varnish. This varnish is only applied to the areas you want, hence the commonly used name “spot varnish”Â.
The end result is a beautiful flyer or card with both gloss and matt areas. This has the effect of accentuating and drawing attention to the glossy part of the design. Ask your Client Service Team for colour charts to compare the difference.
Who’s using StarMarque?
Lots of businesses are finding that adding StarMarque to their marketing material is giving it a lot more weight and presence. The gloss highlights provide an additional visual stimulus because of the varied textures on the single printed surface. This adds depth and impact and sets the perception of high quality in the eyes of the recipient.
If you’re selling a premium product or are trying to position your business at the upper end of your market, create a striking first impression with StarMarque Business Cards, Presentation Folders, Thick Booklet Covers and Flyers.
Steve Pilling ‘ Restauranteur, Damson @ BBC Media City says ‘Our award-winning restaurants offer modern British food and an extensive wine list, so it’s important our marketing reflects our brand… only StarMarque will do!â?
What works best?
StarMarque looks great added over the top of dark colours ‘ black, dark blue, purple, that kind of thing ‘ that’s where the contrast is greatest. On a light background, the highlights will be less visible and they’ll be practically invisible on white ‘ although that’s sometimes useful if you want to use it as a difficult-to-copy security feature.
Avoid using it over small text or small objects as there is little chance of it exactly lining up and that will be pretty noticable. Best to think of it entirely as its own design element and use it to enhance a piece, rather than simply putting it over existing elements.
What does it cost?
StarMarque is a high-end finishing option which is usually out of reach for most small businesses. It’s usually reserved for expensive marketing material and adding it would normally cost a small fortune. Not any more. With printing.com’s revolutionary techniques, you’ll share these high set-up costs with lots of other businesses and pay only a fraction of the normal cost. Get it for half price on selected products during April.
Ask your Client Service Team for free samples of StarMarque items, or for ideas on how they could help make your marketing even more effective.
7 Savvy Uses for Folding Business Cards
Your business card is your number 1 marketing tool and many peoples first introduction to your business. Make the most of the extra space on a folding business card and your customers will keep it in their wallet or purse and will always have your information at their fingertips. Here’s some ideas on how to utilise the space effectively.
Offers and Discounts
Folding business cards have plenty of space to include your contact details and a special offer or promotion ‘ Free consultation, 25% off your first order or buy one get one free.
Price Lists
A handy pocket size list of your services and prices will ensure your customers keep them close to hand, give them out two at a time, one for them and one to give to a friend ‘ ask for a referral.
Mini Portfolio
A picture speaks a thousand words ‘ use the extra space to include enticing product shots, show off your artwork or display your staff’s beaming smiles. You could also add your best customer testimonials.
Gallery
Show off your venue in full colour with smart photos that way they instantly recognise that they’re in the right place when they come to visit. Picture cards get attention and look great in high definition full colour.
Location Map
Just moved? Premises just off the beaten track? Make it easy for your customers to find you by adding a helpful map and directions. You could also include nearby bus routes, train stations or local landmarks.
Loyalty Card
Everybody loves getting something for free and your customers are no exception. Record with a stamp or pen on the business card after every purchase and reward your customers to keep them coming back.
Appointment Cards
Sick of clients missing their appointments? Use the inside of the card to fill in your client’s next appointment so they never miss a date, now they’ve got their appointment and your contact details at hand.
For more advice or design ideas, get in touch with your Client Service Team. Get Folding Business Cards for Half Price during March.
5 Minute Workshop: Creating a Customer Feedback Scheme
When would you rather you found out you’ve lost a customer? In a years time when they’ve built a relationship with your competitor or as soon as you’ve upset them? There’s no use delaying bad news. If you’ve annoyed them, best to find out sooner so you can put it right.
One of the best ways to get quick feedback is to run a feedback scheme. If it’s something you know you should be doing but haven’t got round to it yet, follow these 5 steps and have your scheme set up in no time.
1. What do you want to know? Sounds simple, but what do you want customers to rate you on? I’d suggest picking between 5 and 10 aspects of your product or service that you think are important.
2. How should they answer? It’s usual to give people a few tick box options to choose from like “great” or “poor”. Always have at least one question where they can write comments which they may not be able to fit into one of your questions.
3. Should I offer an incentive? Possibly. You may encourage people to fill your cards in if you offer a prize or discount. Think about whether once a month you give someone a free haircut or a free meal, picked out of the cards you’ve had returned.
4. How should it look? Keep it clean and simple an A6 postcard size is usually big enough. Your Client Service Team can help design a comment card to match your branding. Try our SmoothWove Showcards these are easy to write on, thick and bright white. Get them for Half Price when you order in February!
5. Where to put the cards? If you run a cafe or restaurant, put cards on your tables. Run a hotel or guest house? Leave cards in your rooms. Manufacturer or distributor? Put cards in your boxes. Service provider? Send cards with your invoices.
