ForumsFinancing Tips

Thanks again,
The SBOC Team

• Check out full service design, print and mail shops that offer one-stop shopping for business cards, brochures and direct mail. For example, look for locations in your area for companies like Alphagraphics.com.
• Call or join your local DMA (Direct Marketing Association) chapter. They may be a great source for freelance copywriters and designers as well as printers.
• Reach out to your local college or university marketing department - they often have skilled copywriters or designers. Ask if your business issue could be used for an upcoming project or program.
• Visit sites like guru.com and elance.com for individuals who have the experience you need.

Great question. The answer is both are effective but in your particular instance the answer lies in the demographics and preferences of your audience. There are many variables that affect a channel's performance. You need to ask yourself a few questions. Who am I targeting? Are they web savvy? Do they prefer to have a hard copy to read at their leisure? Are you mailing to existing customers or prospects? If they have opted in to an e-Newsletter via email or a web site, they are likely to prefer the virtual version over paper. We do know that on average people spend more time with direct mail newsletters than eNewsletters. Many of our clients provide an integrated approach - they offer both a direct mail and email version of their newsletters.

Keep in mind that e-Newsletters should be:

• Brief but informative- you should be able to scan the content. People get a lot of email and don't have time to read a lot of text.
• Convenient - email should require no further action beyond a simple click
• Timely - content should be current and actionable. One of largest complaint is that they are emailed too often.

Is the chalk board working? There are other types of signage that would allow for flexibility. Restaurants typically use the signs with movable letters. Check out displays2go.

Have you tried coupons before? You're right - printing costs can add up but if the redemption and results offset the costs, it might be worth it. Or limit your coupons to monthly specials vs. weekly or daily.

Have you looked into digital printing as well? You could investigate building a template and posting/printing specials each week. The cost of digital printing now makes these one-offs affordable.

Hope this helps!

1. • Ensure that your lists are clean and updated
   • Mail fewer pieces without affecting response by targeting your mailing to those customers most likely to respond
   • Take advantage of presort rates and discounts
   • Test formats - postcards are cheaper than a letter package and are often very effective.