Email is becoming the preferred manner for organizations to communicate with their existing customer base. Setting up a campaign to grab their attention and keep them coming back can be a daunting task. You want your clients to look forward to what you have to say, not think of you as a spammer. Getting clients to open your message and clicking through instead of hitting the delete button is the first step.

How do you know if your message is getting through? Have it monitored by a professional. There are now marketing firms that offer auditing of your deliveries. They can see which messages were delivered, monitor the open rate, monitor the reply rate and compile a bounced back message report. By doing this, you find out if your campaign is a success or if it needs a change. Sometimes switching a word here or a graphic there can determine how a client will react to your information. Using email management solutions is with the cost in the long run.

SMS (Short Message Service) through cell phones is a growing phenomenon. Your company can offer coupons, services or discounts that are time limited by sending a short 160 character or less message to those who opt in for this service. More and more organizations are finding out how well this works. You probably receive offers from your cell phone provider already, notifying you of deals you may not want to miss out on. You can do the same!

Start expanding your marketing horizon today.

BeezBuzz is supported by Precision Analytics ~ Charleston, SC

During this time of economic uncertainty businesses may be looking to cut back on overhead to keep going. Many times companies will reduce funding to marketing first, thinking it is the least important division within an organization. That fallacy is far from the truth. Without marketing and keeping your company’s name in the forefront you can quickly become forgotten, hence losing even more business.

Recently the President of Precision Analytics, Larry Feil, was interviewed on NPR (National Public Radio) about his thoughts on what to do about this very situation.

PRECISION ANALYTICS – “Smart Marketing Services”

NPR: I understand your company recently celebrated 20 years in business in Charleston: a marker that partially inspired offering marketing services to your clients. How did that come about?

LF:  Well, our business started with mailing and fulfillment services 20 years ago, and, after requests from our clients, we expanded to include printing services. Then we saw so many businesses struggling to create marketing programs – programs we would help fulfill. We began offering these services because we know first-hand what works, and how to make it cost-effective.

NPR: How much has the economic downturn affected your clients?  How are they responding?

LF:  A lot of our clients, businesses of ALL SIZES, are hesitant about spending money right now: they are understandably very careful about what they spend, how they will know if it’s working, and the return they expect. 

The problem with NOT investing in marketing when things get tough is that you can not get ahead. A down economy is the only time to really change, to gain market share in a big way.

Our clients are spending, but they’re smart about it.  They are getting very precise about marketing. This has always been our approach:  find out all you can about your customers to make good initial decisions, test various targeted approaches, and invest only in things that work.  Our belief is:  “the more information you have, the more you profit in the end.”

NPR: I understand you’ve been counseling clients on some simple ways “to boost business” after the summertime slump that so many businesses see, especially in Charleston.  Can you share your TOP FOUR TIPS with our clients?

LF:  Number one is Know your customers! Your current customers offer the key to the kingdom!  Know all you can about them (both in demographics and psychographics) and create compelling reasons to communicate with them; but make sure you offer great value.  Typically, at the start, our clients don’t really know who their customers are! Our clients get so much out of this first step; we analyze their customer base, and offer up all kinds of demographic and psychographic information.  This step alone, and it is so inexpensive, can really make a big difference: because you know who your customers are, you only spend money marketing directly to the right people.   It’s fast, inexpensive and can have a profound result. 

NPR:  And I imagine that a focus on online/Internet opportunities are important?

LF: Yes, our second way to get a boost is to ensure people can find you online. Quality SEO (or Search Engine Optimization) makes it easy for customers, people who want what you have to offer, to find you.  Don’t underestimate the business that will come your way if you do this one, simple thing well.

The truth is that websites are no longer just an online brochure – it can actually turn be a solid lead-generating tool.  Just by adding an opt-in form, where people can sign up for your Email list and receive valuable information or coupons, can increase your conversion ratio – or convert people into customers – TENFOLD!

NPR:  What was it you mentioned about Testing & Tracking – why is that important?

LF: Tip 3: If you’re being careful about money, you want to invest only in initiatives you know will work by testing with small groups beforehand.  From Emails to direct mail and ads, you’ll have more confidence in your results. How can you gauge success without tracking the results?  There are all kinds of new, high-tech ways to track all your ads, Emails, direct mails and even trade show results – with real-time dashboard technology it’s easy.

NPR:  And what’s the last tip?

LF: PERSONALIZATION: It is about talking directly and individually to the consumer. Put someone’s name on a direct mail piece or on an Email, and you increase the response rate dramatically.

Even better, we can create PURLS – or personalized url’s – where we send your customer a postcard or email with a link to your website. However, the website URL includes their name and is targeted to their demographic: you are then communicating a message they actually want to hear.

This action really makes customers sit up and take notice.  The results are astounding. It’s funny; our business customers are more excited by this than anything else right now.  

Currently Mr. Feil and the Precision Analytics team are working on launching what they see as an exciting new direction in targeted email marketing. Come back for more on this venture next month.

BeezBuzz is supported by Precision Analytics ~ Charleston, SC

The color green is about life. Abundant in nature, green signifies growth, renewal, health, and environment. With both a warming and cooling effect, the color green denotes balance, harmony, and stability

Green is also money.  Corporations, businesses and individuals are looking for ways to save money along with trying to save energy, recycle and reuse wherever possible. You may be asking yourself, what does that have to do with you and your company?

There is a growing trend, not only with consumers but also with organizations, to find and do business with companies that “go green”.  It is one way we can all give back to one another. If your company does something that is considered eco-friendly, advertise it!

If your organization hasn’t joined the ranks of the eco-conscious just yet, look to see if there are small ways you can start. Change lighting; reuse paper; don’t print emails unless necessary; used recycled printer cartridges; have separate trash containers in the community break room; set up car pools; suggest using a filtered water machine instead of bringing in bottled water. The list could go on and on.

Use the internet to your advantage. It’s now possible to have meetings, advertise new products and keep in touch with your clients while never leaving your desk! That saves time and money and who doesn’t like that?

Once you start becoming eco-friendly you might be surprised how good you feel.

BeezBuzz is supported by Precision Analytics ~ Charleston, SC

The problem comes when over time tasks are no longer new and fresh, but routine. Output is still on the high end, but you notice a distinct pall in the atmosphere. Little by little you begin to see a decrease in vivacity until one day you realize most everyone appears to be down in the dumps. The jovial banter that made each day special has been exchanged for polite but curt interaction. Productivity lessens; attitude becomes apathetic; and the worst part is that no one seems to care!

Current studies show that while decent pay and employee benefits are the impetus for bringing workers into your company, keeping them there requires something more. A recent poll shows the top 5 things employees agree directly relate to their work morale are:

5. Unexpected bonuses/perks. These are a great idea, but tend to be short term and can easily become expected, so use with care.

4. Good communication. Make sure you and your employees are on the same page. Have aligned expectations. Both sides need to be able to understand what the end goal is.

3.  Respect. As with other areas of life, showing courtesy goes a long way in having a person feel that they are just as important as every other employee in the organization.

2.  Having a ‘voice’. An employee is more likely to contribute and put in extra effort if they know their opinion counts. Actually implementing ideas brought up by employees other than supervisory staff, whether they end up working out or not, might just give everyone the hope they are looking for.

1.  Recognition. The simplest and most affective means of morale boosting is letting your employees know they are an integral part of your company and you appreciate their efforts. Whether by public acclamation, letter or verbal kudos, everyone reacts better to praise.

Implementing these simple and inexpensive ideas can help keep those hard working employees you have from moving on to greener pastures.

BeezBuzz is supported by Precision Analytics ~ Charleston, SC

Today with the advent of the internet, the average person is inundated with hundreds of advertising messages a day. You may not recognize the fact that every time you get online you are being bombarded with a score of them with every page you flip to. While some displays are obvious and in your face, others can be more discreet. They send subliminal information your way page after page after page.

While every company should expect to budget money for advertising, determining how much is enough can be a daunting task. Juggling cost versus return on investment along with growth projections and objectives isn’t simple or easy. Each company must determine what their bottom line is and find the best solution to achieve their goals.

The term ‘thinking outside the box’ is now a catch phrase bandied about in boardrooms and marketing departments around the world. Companies are trying to determine how they can become the industry leader in a world that has gone advertising mad. What concept is going to be the one to not just open the box, but make it explode into tiny pieces?

In today’s economy cutting costs is imperative to staying in business. Cutting costs in advertising is not the answer. This is no longer the age of colorful print ads and bold face fonts being adequate attention grabbers. Companies must think to the future, less they be left behind.

While keeping overhead to a minimum, outsourcing your advertising dollar can be a winning idea. Having Joe in shipping put up and manage your company website because he learned how at the local community college is super: if you want your company being viewed as sophomoric. Letting Jane in accounting develop your email blast because she knows how to use Publisher is terrific: if you want it looking outdated. Hiring professionals with the experience and know how is the first step in breaking through those antiquated ideas. It’s the 21^st century and ‘thinking outside the box’ is what is needed to stay fresh and leading edge.

BeezBuzz is supported by Precision Analytics ~ Charleston, SC

How many of us have attended a function, whether in a business or social situation, and come across this person: the egotist. He talks about himself ad-nauseam until your eyes cross and you want to pull your hair out in frustration; or strangle him. Revenge plotting scenarios run through your head while waiting for him to actually breathe.

The same situation can be applied to your advertising. You have a product or service you want to spread the word about; you develop a marketing campaign; thousands of dollars have been spent; hundreds of man hours have been devoted; dozens of revisions were done. A month after launching the campaign of the century you realize the increase in orders or jobs you expected have failed to appear. Where did you go wrong?

Any number of things could have contributed to a failed marketing campaign. Over-thinking your presentations and a plethora of information can have potential customers turning away. On the other hand, not giving enough thought into your presentations and too little information can have the same affect. How then is a company supposed to find that happy medium that brings more queries and ultimately, more business?

Response Tracking and Search Engine Optimization (SEO) are ways in which businesses can use the newest tools to obtain the best results in their marketing dollars. Instead of throwing dollar after dollar into programs that may not work, hire a firm that specializes in marketing analytics. The cost can be worth the results.

BeezBuzz is supported by Precision Analytics ~ Charleston, SC