Archive for March, 2021

Avoid These Top Five Marketing Mistakes

By Laura Lake,

March 23, 2021

Avoid these five mistakes and your marketing campaign will take off.

Talon Mailing & Marketing is a Long Island New York based direct mail service provider

A marketing campaign can not only connect you with the right prospects, but it will also get everyone talking about your company, your product or your service – at least if it’s properly developed and done right. Marketing mistakes can do the opposite and perhaps result in disaster, costing your business thousands of dollars in lost revenues and other expenses.

Here’s a checklist of five mistakes commonly made in marketing and how you can avoid them.

1. Lack of Research and Testing

Market research and testing are critical because they can determine the performance of each of your marketing efforts. They take the guesswork out of what your potential customer or client wants from you. Always make sure you’ve done your due diligence when it comes to testing different offers, prices, and packages, then get the input of your customers to see how they react to each.

2. Improper Focus and Positioning

Don’t market just to build up the company, neglecting brand awareness in the process. Create marketing that will demand an immediate response from the recipient. Improper focus and market positioning can be avoided by following the proper solution positioning of marketing.

3. Marketing Without a USP

Your USP is your unique selling proposition. It’s the one single statement that will single you out from the competition. It should be used in every piece of marketing material. Think of your USP as the philosophical foundation of your business. Don’t market without it!

4. Failing to Capture Repeat Customers

Keep in mind that 80 percent of your business comes from existing customers and 20 percent is the result of new customers you’ve attracted. Failing to resell to your current customer base could have a detrimental effect on your profits. It will cost you five times the expense to sell to a new customer than to sell to an existing customer.

5. Lack of Focus on Potential Customers’ Needs

Do you really know what your potential customers need and want? You’re way ahead in the ballgame if you do, but the truth is that very few businesses have a good grasp of what it is that their customers need and want from them. The secret to avoiding this common error is to find a need that you can fill, then fill that need better than anyone else.

Marketing Mistakes Happen

Unfortunately, it happens. You plan, you research, you launch – and your campaign fails. What could you have missed? What do you do now? The first thing you should do is step back and breathe deeply. Yes, breathe. The worst thing you can do at this point is think you’re the only one who has ever experienced this. You’re not. The following questions will help you zero in on where you’ve made mistakes. Did your marketing message reach your target? Could they have perceived your marketing message wrong or misunderstood the message? Did you miss the pain questions? Did you do adequate research?

Lack of research is the reason most campaigns fail. Could your marketing copy or design be at fault for the lack of response? Did you follow the tried-and-true rules of marketing execution when it came to the presentation? Honestly asses your answers and go back to the drawing board. Don’t give up. You can get this right.

Need help with your marketing or direct mail?   To learn more about our services, or discuss your direct mail needs, here’s our home-page link and contact information:

Talon Services Include: Direct Mail Services, Long Island New York, Personalized Letters, Laser personalization, NCOA services, mailing lists, mailing list cleanup, Address Correction, Merge Purge, Duplicate Eliminations, Mailing Services, Presort, Direct Marketing data processing, Postage Savings

Four Ways to Use Winning Content to Produce Effective Direct Mail Marketing

By Rhonda Basler,

March 11, 2021

Did you know, Content Marketing sells?

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In fact, it sells so well that most brands rely on a proprietary combination of traditional “salesy” advertising and more creative, education-focused pieces. How many times do you receive an offer to download a whitepaper, read an intriguing article, or watch an exclusive behind-the-scenes video, for instance?

These fall under the umbrella of content marketing, and they’re useful. But they also beg this question: Does successful content have to be virtual? In a perpetually busy digital world where everyone’s inbox is chock-full by 8:02 a.m., the answer is definitely “no.”

Ideally, positioning and delivering relevant content should exist across numerous channels, both online and in the tangible world. A company that relies only on internet-based marketing solutions is missing the power of offline strategies (think direct mail postcards, billboards, clever flyers in product shipments, and even greeting cards). In fact, the more society becomes devoted to screen time, the more primed your audiences are to see something unique — and tangible.

That’s where mail comes into the picture as an effective, profit-producing delivery system. To be sure, sending 100,000 direct mail advertisements doesn’t have the immediacy of blasting 100,000 emails. However, call-to-action conversions tend to be higher for direct mail marketing. Plus, consumers appreciate getting a handwritten note in the mail more than receiving the same sentiment via text. After all, mass digital messages are often missing a human element.

As USPS statistics show, receiving a letter or card means more to 58% of people than getting an email, especially in uncertain, worry-infused times. In other words, as long as your offline content is valuable to the recipients, it’s a terrific way to communicate, inspire, educate, forge awareness, and grow sales.

Improving Return on Ad Spend With Integrated Digital and Direct Mail

Of course, you can’t (and shouldn’t) just ditch your digital marketing. You simply need to develop a content strategy that flows seamlessly from digital to print and vice versa. When you strike a perfect rhythm, you’ll see a noticeable boost in your returns.

So what should you send to prospects? Ideally, your offline marketing content should mimic the overall aesthetic of your brand. But it also needs to be insightful, interesting and targeted to really add to the customer experience. That’s where following a few techniques for developing engaging direct mail advertising comes into play. Here are a few great ways to start:

1. Look toward top-performing digital content for ideas. To create mailer content, look first to your high-return digital collateral. Which webpages, case studies, infographics, and blog posts continuously generate interest, sales, or new customers? Are there any elements on your website that appeal to viewers as shown by heat mapping software? The content on those digital pages obviously has merit, so feel free to repurpose it in your offline messaging. Just make sure any content you upcycle has relevance for your audience and translates well into the printed piece you’re sending.

2. Draft up a suitable CTA for mailed items. Of course, the CTAs you use for online content (think swiping or clicking) aren’t suitable for direct mail recipients. Instead, you’ll want to pick a CTA that’s intuitive for offline. This might mean asking the recipient to schedule an appointment, use a coupon, request a quote, or fill out a survey. Spend time brainstorming CTAs that not only make logical sense for the medium but also help your team achieve its goals. And don’t forget that it’s fine to have your audience jump online to a special landing page to add a digital — and trackable — element to their experience.

3. Engage recipients with QR codes and microsites. Engaging elements are a winning solution for any type of content marketing. So if you want to surprise your print mail recipients, embed a QR code in whatever they receive. QR codes are gaining prominence with shoppers who are spending more time at home (and are therefore more open to receiving interactive content marketing). When consumers scan a QR code, they should have a mobile experience that seems to be constructed just for their individual tastes (e.g., a recommended list of articles or videos).

4. Spark further interaction with scratch-off mailers. Scratch-off mailers might be the ideal solution for your direct mail marketing campaigns because they truly entice consumers to engage with your pieces. You can place anything you want under the scratch-off surface, such as a link or special discount generated via variable data printing. In fact, you might be incredibly surprised at the results this kind of gamification can bring you!

The digital sphere’s role in our lives continues to evolve, but it hasn’t eclipsed our openness to tangible content marketing. In fact, some organizations have seen a 50% higher return on advertising spend simply by turning to offline channels.

About the Author:

With more than two decades of marketing experience, Rhonda Basler leads the Customer Engagement team at Hallmark Business Connections. Rhonda’s true passion in business is data-driven marketing because it is a combination of analysis, creative, strategies and is results-oriented. Rhonda is also passionate about new technologies in direct marketing, and integrating offline and online marketing for the greatest return on investment.

Need help with your marketing or direct mail?   To learn more about our services, or discuss your direct mail needs, here’s our home-page link and contact information:

Talon Services Include: Direct Mail Services, Long Island New York, Personalized Letters, Laser personalization, NCOA services, mailing lists, mailing list cleanup, Address Correction, Merge Purge, Duplicate Eliminations, Mailing Services, Presort, Direct Marketing data processing, Postage Savings

Magic Colors to Elevate Your Marketing

By Steve Pulcinella,

March 2, 2021

Implement these colors into your marketing plan to get the most out of your direct response campaigns.

Talon can help you with your direct mail needs

Please note, last month we had Steve’s take on Magic Words that can also help elevate your marketing. Please refer to last month’s newsletter if you missed it.

If you had to guess, how many colors would you say there are? I was extremely curious about that, so I did what everyone does: I Googled it. There are actually 18 decillion colors. I have zero idea what a decillion is (I should Google that too!), but I know it has to be a lot.

The art world has moved way beyond the giant Crayola 64 I used to make my masterpieces. You can get away with using just one or two colors – think black letters on a white background. But if you want the design to pop, convey creativity, and pull the reader into your offering, you must make it visually interesting for them.

Robert Bly, a giant in this industry, has definite opinions on the colors below:

  • Black: Powerful and sleek; seen as luxurious and sophisticated.

  • Green: Associated with wealth; the easiest color for the eye to process. Used with finance or entertainment companies, as well as for eco-friendly products.

  • Yellow: Optimistic and youthful; often used to grab a viewer’s attention.

  • Purple: Soothing and calm (think lavender baby wash or lotion); often relates to beauty or anti-aging products and services.

  • Blue: Creates the sensation of trust and security; often used by banks and businesses.

  • Pink: Romantic and feminine; often used to market products and services for women and young girls.

  • Red: Energy; increases heart rate and creates a sense of urgency.

  • Orange: Aggressiveness; used as a call to action and attention-grabber.

    Do you agree with his opinions? Do you have a specific feeling about what each of those colors is said to represent? Have you noticed them, either consciously or subconsciously, in the mailings you receive every day? Are you using any of these colors – alone or in combination – in your marketing campaigns today?

    There are certainly many more colors that you can take advantage of when you’re putting together a direct response campaign. Whether you want to match the colors to your logo, the season (e.g., autumnal colors to promote your annual fall giveaway), or your product, color is a powerful tool to tie everything together. It helps the reader make an immediate connection to what you’re trying to tell them, pushing them to read more and receive the messages their brain is trying to pass along. How can anyone ignore “CLOSEOUT SALE!” in big, bold letters? The reader will instantly have questions: “A closeout sale for what? When is it? How long will it last? Tell me more.”

    You have to consider a host of things in marketing: the size, the copy or wording, whether to use pictures or not, etc. Many people take the colors they use for granted, sometimes thinking of them only after the fact. Don’t do that.

    Much the same way people associate colors with specific memories (such as the colors of their wedding bouquet), seasons (such as burnt oranges and burgundies for fall), or feelings (such as green for envy), the colors you use in your marketing will become an unconscious association with your company.

    That is what using the right colors and words can do – associate you and your business or opportunity distinctly, powerfully, and positively in the minds of your audience.

    Need help with your marketing or direct mail?   To learn more about our services, or discuss your direct mail needs, here’s our home-page link and contact information:

    Talon Services Include: Direct Marketing Services, Postage Discounts, Bulk Mail, Bulk Mailings, Laser Letters, List Rental Fulfillment, email blasts, File Maintenance, Digital Printing, Direct mail data processing, database services, Dupe Eliminations, NCOA processing, List Rentals