When you think of direct mail you most likely start to imagine bulk mailings, long lists of data and large print runs. Whilst this approach can work for companies who have a broad appeal, for those businesses that have a smaller target market there are other ways of making direct mail work for you.
Having a list of extremely targeted clients allows you to spend more of your budget on what is actually being sent to entice them to either pick up the phone and make a meeting with you, or get online and buy your product. Think outside the normal leaflet or brochure, think exciting and different, make yourself stand out from the crowd.
The DM file in B2B Marketing magazine, May 2010, illustrates a campaign which does exactly this. A company, Pensions First Analysts, who offer a solution to manage large defined benefit pensions scheme risks, wanted to gain qualified meetings with top staff in companies with schemes over £100million. They sent a GPS device with a brochure about their service – where you are now and where you need to go next – All their data was checked to ensure they were sending to the right people and they targeted 3 individuals within each company, as research had shown that these three were required to make purchase decisions within the company. Of 100 companies mailed in the first wave, in batches of 24 at a time to allow prompt follow up by telephone, 60% of recipients agreed to a meeting.
Thinking differently and executing with care can really make the difference to your marketing.
I’m looking forward to a trip to the cinema to see The Ghost Writer. Partly because I have a slight crush on Ewan McGregor, and then there’s the impressive reviews it has received (according to Peter Bradshaw at The Guardian ‘Roman Polanski’s deft take on Robert Harris’s political thriller is the director’s most purely enjoyable film for years’), and also the parallels to recent British politics that it is associated with and will be quite amusing to watch.
What is also interesting is how ‘ghost writing’ is becoming a more central part of our role with helping clients manage the implementation of their marketing. (more…)
After watching this week’s Masterchef final episodes, it brought home to me the importance of attention to detail.
Whether you are constructing a prawn cocktail in the form of a garden on a plate (a la Masterchef) or designing a website, little things can mean a lot. Taking the time to think about how your customer will respond and delight at what they see as well as what they taste might win a restaurant a Michelin star but thinking about the little details could win you business. (more…)
Is it me or are the contestants on BBC’s Masterchef getting a bit carried away with their ‘fusion food’. Last night’s contestants really took the biscuit (excuse the pun!) beetroot brownies with a bizarre melted marshmallow sauce - no thanks!! Mashed potato with Asian seared tuna? and worst of all – the grey sauce presented with ballotine of chicken with spicy sausage stuffing. Can’t wait to see what tonight’s contestants will bring to the judging table. Remember, cooking doesn’t get tougher than this!
As we work with such a broad spectrum of businesses, we always try and recommend the services of our clients to others as and when they are looking for them. Looking for a new kitchen, talk to Daulby and Tickle (www.daulbyandtickle.co.uk), need a family friendly dental practice, visit Oak Lodge Dental Practice (www.oaklodgedental.co.uk) …you get the idea. We’re never backwards about coming forwards when we can see that an introduction can help both sides. (more…)
During a marketing review meeting with a client today, we were able to discover, and elminate several thousand pounds of unnecessary marketing spend. The items were mainly direct debits for services originally employed 2 years ago, before we started working with the client on various projects like website development and marketing strategy. Examples included subscriptions for search engine optimisation on a site that no longer existed and registration to trade registers that had resulted in no new business for 2 years investment. (more…)
Great news for all you coffee, cupcake, bacon sandwich, panini and afternoon tea fans out there.. our favorite Liphook eatery, Number 26 is now open on Saturday’s. So, if you’re craving a nice place to go and read the papers and have breakfast made for you after a hectic week, or want to catch up with the girls over an afternoon tea that rivals The Ritz, then get on in there. Number 26 is open 9.30 – 2.30pm every Saturday, as well as 8.30 – 5.00 Monday to Friday. www.number26.co.uk . See you there!
Like it or not the World Cup is coming this summer and you need to be aware of it! 121 days to go apparently according to the FIFA official website. Whilst I am secretly an avid football fan, I am sure there are many of you who would not even give this a second thought.
Well from the 11th June at 4pm, South Africa will kick off against Mexico and the fun all starts, ending on11th July with the final in Johannesburg. From a business point of view this may affect your ability to get hold of people, as they suddenly have to be at a meeting at precisely 4pm (in the pub). Depending on how many penalty shoot outs we have to endure this time, clients may fall into periods of depression, denial or bouts of singing ‘it’s coming home’ while rocking backwards and forwards in their office chair; decisions on business matter will be far from their minds!
My advice is to prepare your business for a possible reduction in activity, if there’s anyway of theming your business then do it and embrace the frenzy, you never know we might actually win the thing this time (I know, ever the optimist!). Anyone for a football themed leaflet?
Fabulous birthday cake from Number Twenty Six and Delight Cakes
Just back from a lovely birthday lunch and just had to wax lyrical about being made a fuss of at Number 26 cafe in Liphook - where I enjoyed a fantastic Moroccan vegetable stew with mint cous cous and flatbread, and an amazing cake make by Michelle Nobbs at Delight Cakes. See the picture attached of the beautiful giant cupcake with a touch of Mzuri Design colours! Thanks all for a lovely birthday treat….it was a tough job coming back to work this afternoon and knuckling down to some work! So if you are looking for a lovely spot for breakfast, lunch or afternoon tea head for Number 26 where you can also sample the wonderful (normally sized!) cupcakes Michelle makes for the cafe. For more information on Number Twenty Six and Delight Cakes at www.number26.co.uk
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