This event is locked
Post a new topic
31 Replies Latest reply: Aug 5, 2008 3:03 PM by SBC Team RSS

Event: Brochures, flyers & other marketing assets!

SBC Team Master
Currently Being Moderated
Learn how you can better design rack brochures, flyers, and other direct marketing assets to acquire more customers. Direct marketing that is properly executed allows you to leverage the customer information you have, personalize messages, content and offers to each recipient and create follow-up campaigns depending on how each prospect responds. Join us to learn proven format techniques and strategies.

About Tivoli Partners

By focusing on direct marketing as a niche, Tivoli Partners has weathered the business ups and downs of the past decade, including the dot-com meltdown and September 11. As clients demanded more "bang for their buck" direct marketing has grown in popularity, with new technologies allowing for more targeted and personal messaging.

Today, Tivoli Partners continues to thrive by embodying a commitment to serve the needs of their clients and deliver programs that work. Their expertise encompasses all aspects of direct marketing including strategy, direct mail, advertising, collateral, web design and email programs. For more information, visit http://www.tivolipartners.com/.

About Janine:
Janine Rogers joined Tivoli partners in 2008 and brought with her more than 22 years of direct marketing and sales experience in the financial services industry. As VP of Client Services at Tivoli Partners, Janine leads business development efforts and works closely with clients to deliver direct marketing strategies and programs that are on target, effective and on time. Before joining Tivoli, she served as VP of Marketing for a local financial services company. Prior to that, she was Regional Sales Director for a direct marketing firm and Vice President of Card Marketing at large financial institution.

If you have a question, join us today 2-3 PM EST to pose a question to Janine.
  • Re: August Event:  How to develop direct marketing campaigns
    Interpreter Newbie
    Currently Being Moderated
    Hi Janine,

    Do most of you clients concentrate on just one solution of direct marketing? Or are they more integrated (direct mail, email, and media)? I'm just wondering if its too cost prohibitive for a small business owner.

    Thanks for reading!

    Interpreter
    • Re: August Event:  How to develop direct marketing campaigns
      jrtivoli Newbie
      Currently Being Moderated

      All of our clients utilize integrated marketing strategies with a variety of tools such as direct mail, email marketing, telemarketing and mass media. The percentage spent on each of course varies depending on your product and your target market. To have an effective marketing strategy, you should penetrate awareness of your target marketing by using some form of integrated marketing. In other words, the more ways the public hears about you, the better your chances are for achieving brand recognition, credibility, and greater market share. Effective marketing is partly the result of exposing your target audience to your name and your selling points (unique selling proposition) as often as possible (frequency), in as many ways as possible, and as cost-effectively as possible. Because mass media is so expensive and more difficult to target, you should consider an integrated approach such as direct mail followed by an email or phone call. Unlike most forms of mass media, these channels allow you to target your message and most importantly track your results.
  • Re: August Event:  How to develop direct marketing campaigns
    HumanArrow Novice
    Currently Being Moderated
    Hello,

    My name is Steve Rangel and I am with Human Arrow. Human Arrows offers an alternative form of advertising that draws attention to businesses. We provide a unique proactive process through which a client can promote their business by directing customers to where that product or service can be found. Human Arrow proactively delivers its clients' promotional messages in a manner that results in immediate customer action.

    Having a small business with a small budget, how and where can I go to get a customized brochure created? I have tried to do one myself, but keep on ruuning into templates that don't sell. I have contacted marketing companies, but they only do large scale projects. Is there such a company that can help create a customized brochure that will help sell my business to potential clients.

    Human Arrow
    Directing Traffic To Your Business!

    HumanArrow.com
    Coming Soon!
    • Re: August Event:  How to develop direct marketing campaigns
      jrtivoli Newbie
      Currently Being Moderated

      If budget allows, you should pursue a professional marketing group or agency for help. Many have full service capability including strategy, design, copywriting and production. If you can't afford to hire an experienced marketing agency, don't worry. There are many resources in your community may help:

       

      • 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.
  • Re: August Event:  How to develop direct marketing campaigns
    simon07 Novice
    Currently Being Moderated
    Can you recommend any at home software programs to make a brochure?
    • Re: August Event:  How to develop direct marketing campaigns
      jrtivoli Newbie
      Currently Being Moderated

       

      Great question Simon07. HumanArrow had a similar question so you may want to check out that response as well!

      The industry standard for graphic design accepted universally at printers is InDesign or Quark. However these programs require some training and are not recommended for untrained users. I have seen some companies try to use standard programs such as Word, PowerPoint or Publisher but honestly the results are often less than professional. You only have once chance to make a first impression so make sure to be your best foot forward.

       


      My advice would be to hire a professional which does not have to be expensive. In your business if you need something done right and you don't have time to do it yourself or you simply are not the best at it... hire someone who is. Chances are that hiring a professional will provide a far superior product and it will leave you to work at what you are best at. If you are not so sure about the logic of this then first quantify what one hour of your time is worth and figure whatever time it will take to do the job yourself... then double that time. Now how much would that ultimately cost? My guess is you will save a lot of time and money in the long run by hiring a professional.
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Hello Community,

    Thank you for submitting questions in advance for the August 5th Tivoli Partners event.

    Please remember, the questions asked here are reserved for Janine Rogers of Tivoli Partners. If you wish to discuss this topic, feel free to start a new thread in our Advertising, Sales and Marketing forum.

    We apologize for any confusion, but appreciate the enthusiasm!

     

    Thanks again,
    The SBOC Team
  • Re: August Event: Brochures, flyers & other marketing assets!
    MnlyTechnlgy Apprentice
    Currently Being Moderated
    Do you feel that e-Books and e-Newsletters are as effective as traditional "paper" marketing tools? If so, what do you recommend the best way to distribute either e-Books or e-Newsletters?

    Deb L
    Mainely Technology
    • Re: August Event: Brochures, flyers & other marketing assets!
      jrtivoli Newbie
      Currently Being Moderated

       

      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.
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Please join me in welcoming Janine Rogers to your community! Janine will be posting as jrtivoli. The event will be moderated. Feel free to submit your questions at any time during the hour that Janine is with us.

    Let's get started. Janine take it away!
  • Re: August Event: Brochures, flyers & other marketing assets!
    Howard Novice
    Currently Being Moderated
    I own a small convenience store. Each week we offer new weekly specials. Right now, I display this on a chalkboard. Its seems rather expensive to come up with new weekly flyers & coupons each week with all the printing related costs. What do you recommend?
    • Re: August Event: Brochures, flyers & other marketing assets!
      jrtivoli Newbie
      Currently Being Moderated

      Howard, although I do not claim to be a marketing expert for retail convenience stores, I'm happy to share my opinion based on my experience.

       

      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!
  • Re: August Event: Brochures, flyers & other marketing assets!
    Bluesuit Apprentice
    Currently Being Moderated

    Not sure if you can help with this, but here goes: I enjoy getting my catalogues and other brochures, but sometimes I get "unwanted" mail - -I noticed the influx of this mail when I recently signed up for a magazine. How do I get my name & address removed from mailing lists? How did I get signed up for all this mail? I don't remember requesting all this info.
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Great answers Janine!

    Next question from the commuinty is:

    With postal rates on the rise, how can I keep costs down while maintaining an effective mail campaign?
    • Re: August Event: Brochures, flyers & other marketing assets!
      jrtivoli Newbie
      Currently Being Moderated

      Higher postal rates mean that you need to be smarter than ever about mailing. Here are a few tips for you:

       

        • 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.
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Janine, can we take in the other direction?

    How do they find a list of good prospects?
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Great professional advice!

    The next question from the community is:

    I mailed a great looking direct mail piece that bombed. What happened?
    • Re: August Event: Brochures, flyers & other marketing assets!
      jrtivoli Newbie
      Currently Being Moderated

      Many variables affect response including timing, the offer, the format and the mailing list. The most important thing to do is reach the right target audience with the right message. A great offer on snow skis has very little relevance to a non-skier! And new mail pieces should always be tested before investing a lot of money in larger quantities.
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated

    Janine, here's another one:

    How do I set up a valid test for direct mail or email campaigns?
    • Re: August Event: Brochures, flyers & other marketing assets!
      jrtivoli Newbie
      Currently Being Moderated

      Be sure to set up your test cells so that you are testing one variable at a time. Example: if you're testing the format (letter package vs. postcard) keep the same offer, visual elements and copy to see if one format pulls a better response over the other. Ensure that you have the proper tracking mechanisms in place so you can measure response.
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Only time for a few more questions, so hurry and try to get them in!

    Next we have:

    Email is so much cheaper than direct mail. Why should I keep mailing?
    • Re: August Event: Brochures, flyers & other marketing assets!
      jrtivoli Newbie
      Currently Being Moderated

      Valid email lists are not always easy to get and you need to abide by the CAN-SPAM rules. Studies show that direct mail is still more effective, especially if the offer is relevant to the recipient. With direct mail, you can:

       

        • Build your brand
        • Target consumers by locality, which is much harder to do with email
        • Measure marketing impact.

       

      And the most effective programs use an integrated approach, with direct mail and email. Bottom line, look at what gives you the most "bang for your buck" by analyzing your cost per lead and cost per sale.
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Perfect Janine! Let's keep rolling!

    Is it more important to focus on acquiring new customers or retaining existing customers?
    • Re: August Event: Brochures, flyers & other marketing assets!
      jrtivoli Newbie
      Currently Being Moderated

      Both acquisition and retention are important in building your business. Many companies forget that typically 80% of your revenue comes from 20% of your customers. Spending all your dollars on acquisition is a huge mistake! Retaining and growing your best customers are the keys to cost effective marketing and long term profitability. It costs 5-8 times as much to acquire a new customer as it does to keep a current customer. Want to learn more about customer retention? Visit http://www.tivolipartners.com/ and click on White Papers then select Customer Retention 101.
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Next question is:

    How do I make sure my marketing copy for brochures and direct mail will be effective?
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Last quesstion Janine!

    Can you suggest some ways I can get customer feedback to help me improve my business?
    • Re: August Event: Brochures, flyers & other marketing assets!
      jrtivoli Newbie
      Currently Being Moderated

      Proactively asking for customer feedback is a necessity in growing any business. Too many business fall into the trap of providing what they think customers need instead of simply focusing on what their customers really want.

       


      Here are some ways to solicit feedback:

       

      • Daily interactions - ask your customers "What can we be doing to serve you better? Were you pleased with your experience with us?"
      • Comment cards - include at the point of sale or in mailings
      • Customer surveys - whether online, phone or by mail, this is a great way to get quantitative data on your customers likes and dislikes. Keep in short so your results are measurable and most importantly actionable. If you need help, there are many companies positioned to help including online providers like* http://www.zoomerang.com/* or* http://www.vovici.com/* .
      • Focus groups - By using feedback from a group of 6-10 customers or prospects, focus groups allow you to zero in on trends, test the water on big ideas and obtain directional feedback. Interested in conducting a focus group? Check your local DMA chapter for a list of reputable research firms.

       

      Want to know more? Download our White Paper at www.tivolipartners.com/white_papers/just_ask.pdf
  • Re: August Event: Brochures, flyers & other marketing assets!
    SBC Team Master
    Currently Being Moderated
    Janine,

    On behalf of the SBOC Team and the members of the Small Business Online Community, we wanted to say we truly appreciated your time today and your professional responses to user questions.

    Community members, while our session with Janine has now concluded, please feel free to discuss today's session and the questions answered. Again, if you'd like more information about Janine Rogers and Tivoli Partners, visit:

    http://www.tivolipartners.com

    Thanks again,

    The SBOC Team

More Like This

  • Retrieving data ...

Legend

  • Correct Answers - 100 points
  • Helpful Answers - 100 points