Infuze Marketing News

How Do You Stand Out Among the Texts and the Tweets?

2010-03-04T21:47:00.000-08:00

Methods of communicating with one another are constantly changing. Instant gratification and instant contact has taken over. Because of e-mail, texting, tweeting, and the growing list of other social networking options, we no longer have to wait for anything! This is all fine, wonderful, and efficient; however, we have lost some of the personalization from the past. Additionally, businesses have to be concerned with how they stand out among the plethora of these electronic messages their clients receive each day.

Regardless of the method of communication you use, be sincere with your message. Clients can see right through when you’re not, and quite frankly, they won’t take the time to read your message. “Delete” is an easy key to push when moving from one email (or tweet) to the next, so be genuine to avoid getting added to the trash.

Put thought into your message and reference something specific you’ve talked about with the client to personalize your communication.

Send that electronic message…and follow up with a handwritten note. Personalization and “effort” will set you apart.

Better yet…pick up the phone! Leave a message if you must. Even if the client never calls you back, you’ve left a message in their mind that they matter.

Personalizing communications can be effortless and will absolutely have the greatest impact to your bottom line.

Samantha Hawkins

When You Don’t Plan Out, Your Future Won’t Pan Out

2010-02-24T10:53:00.000-08:00

The Dutch proverb, “Measure twice, cut one,” is wise advice, but only if followed. Yet, so many in business give all of one nanosecond to plan before cut, cut, cut. Then, when their efforts don’t pan out, they’re reduced to revising and reworking.

Here’s the problem. We know that life moves fast, that competitive advantage is lost if we move too slowly. So we treat speed of execution as a virtue, and often demean planning and thinking as the domain of plodders. “Fail to act and the world will pass you by,” we say, so we do before we think the plan through.

There is a place for quick execution, but it’s only when we have high confidence of success. To act quickly without understanding the implications can be signs of imprudence and arrogance. And those traits will doom your chance to succeed.

The other issue with behaving reactively is paying the toll of opportunity costs. In these lean times when staffs are stretched thin, businesses can ill afford to do work twice. Not only do you pay for the waste, you lose the opportunity to tackle the next critical item on your to do list.

So when the din of “cut, cut, cut” rings in your ears, take a deep breath and measure a second time.

Dave Wesley

Toot Your Horn. But Make Sure the Horn is Worth Tooting.

2010-02-19T11:09:00.000-08:00

Many times we accomplish minor or major miracles, but then we don’t follow it up with telling the story to anyone. An example of this in business is contactless credit and debit cards or “Tap and Go” cards (otherwise known as PayPass and/or blink cards). It seems that while the technology was developed and cards were issued in large quantities, the transaction volume or usage has been very low. Many people who have these cards don’t know what it means to have one. (I would explain further, but why do their marketing for them?) A recent article on americanbanker.com referenced that while the technology or product was developed, it just wasn’t pitched. Not by the merchants, not by the card networks or the issuers. Great idea, but no one tooted the horn and promoted the message properly.

Sometimes we do toot our horn and tell a good story, but the story turns out to be based on a flawed character. Just ask Toyota about this one. The product WAS reliable. Marketers did a good job of promoting quality and reliability. Then somewhere along the line, things changed and marketing had to quickly shift its message to, “We know we screwed up and let you down, but we’re trying to fix it.”

Many times this situation occurs when departments within companies don’t communicate. Engineers may come up with a great technological miracle, but engineering and marketing don’t work together to ensure that the message to the consumer properly promotes the product or conveys its true benefits. Or in Toyota’s case, marketing may do a good job of getting the message out, but the manufacturing and operational side of the business doesn’t ensure that the message is being supported by the end product.

Either way, the end result is that time and money, not to mention growth opportunities, are wasted.

So if you have a good story to tell, toot your horn. But before you pucker up and blow, make sure it won’t come out sounding flat!

Kelly Carper

Passion is More Than You Think

2010-02-09T09:54:00.000-08:00

Oh sure…you think I’m sending this out because it’s February, thus Valentines and hearts and sweets and goo goo love stuff must mean I’m feeling the need to write about passion. Well, that’s partially true. Of course the infamous commercialized holiday does bring to mind thoughts of love and passion. But passion goes much further than candy hearts and roses.

I get that passion is a heart/head/physical thing that causes us to act incredibly insane and lose all sense of reason or logic. But I believe passion is more than that. I think it’s critical to our daily existence.

Passion drives us. Passion makes us pick up the phone to listen to a friend who has just won a major award. Passion makes our heart hurt when someone special has a disappointment. Passion makes us get in the car and drive across town in the rain to see the Eagles play in concert one last time. Passion gives us hope when we listen to some of the greatest minds out there share their life experiences with us. Passion makes us work harder to buy that extra something or other. Passion brings us to our knees in a moment of crisis. Passion makes us root for the underdog. Passion makes us want to pummel someone who would hurt an animal. Passion causes us to open our checkbooks for a country that has suffered devastation we will never know. Passion makes our heart stop when the “right” one walks in the room. Passion makes us smile when we remember a priceless moment that can never be recreated. Passion makes us say “I do” when the media continues to remind us that 60% of them end in divorce, because people don’t value commitment and real, deep, irreplaceable, incredible, true love. Passion makes us love our children until our hearts could burst.

My friends…Passion makes us throw all caution to the wind to start a business during the worst possible economy when we have listened to a hundred people tell us the statistics about how most businesses fail in the first 2 years. Passion gives us the energy to get up every day and do whatever it takes to keep the doors open, people employed, customers happy and the future brighter each moment. Passion makes us want to make a difference.

People say we can’t live without food, water, exercise, money…but really….what value do any of those things have if we have no passion for them.

See….passion is critical.

Stacey

Writing That Makes a Clear Difference

2010-02-02T09:45:00.000-08:00

When business people write copy, whether for their web site, brochures, or even business cards, it’s critical that the writing be clear and correct. There are two reasons I say this.

First, people understand their own company much better than their potential customers do. So, before you commit to any business copy, ask someone unfamiliar with your business to review it. Are the products well defined? Are the benefit statements clearly understood? Is real value being communicated?

Second, potential customers make judgments about your company’s competency based on your communications. Again, before you publish anything, ask others to review it for grammar, spelling, and tone. When you print mistakes, prospects may conclude that you are incompetent, careless, or not interested in paying attention to detail. Those judgments undermine your ability to persuade a prospect to become your customer.

Mark Twain wrote, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.” In business, the difference between clear writing and unclear writing is the difference between a revenue stream and a revenue dream.

Dave Wesley

Want a Great Design? Don’t Say Cool.

2010-01-26T14:53:00.000-08:00

Let’s say I’m designing a logo for Susie Q. I ask Susie Q what she wants the logo to say about her company. Susie Q gives me four descriptive words she would like the logo to represent. They are as follows: cool, hip, unique and elegant. I breathe a deep sigh (and sometimes an eye roll) at the mention of these words, as I quickly try to steer her mind away from her current thought process.

What’s the problem with these words, you ask? Well, I’ll tell you. These four words mean nothing to me. Why, you ask? Because what is cool and unique to me, may or may not be cool and unique to you. What I believe is clean and elegant is probably not your version of clean and elegant. My mind does not necessarily go where your mind will. The thing is, most people know this! But what is the first thing they say to me? “I want a cool/ hip/ unique logo.” Or, “I want an elegant/cool business card.” And there is always my favorite, “I want a logo/stationary/ad/poster that stands apart.” Guess what? Everybody wants their stuff to stand apart from the bunch. And you are not going to get very far in achieving this by using these vague terms.

Lucky for you, there are much better approaches you can take when describing to a designer what you want, and I’m going to tell you what they are. Instead of using generalized words, it’s better to find examples of things you like. Think of colors, shapes and fonts you gravitate toward, so you can have a concrete idea of what you are looking for. Do you like bold or thin fonts? Dark or light colors? Do you like a lot of clean white space? What is the first thing you want the viewer to see? What sort of things stand out to you?

Supplying your designer with as much detail as possible on what you like and what you’d like to see improves the odds that you’ll be ecstatic with the end product. It is also the best way to avoid heavy sighs and eye rolls…just in case you’re not a big fan of that.

Allison Hurd

Connect 3 Times...To Generate Referrals AND Business That Lasts a Lifetime

2010-01-19T10:22:00.000-08:00

With all of the noise out there; tweets, texts, e-mails, voicemail, blogs, and more, how is a business supposed to grow and gain new clients without looking and sounding like everyone else? Amongst the noise, how can you be heard?

Ever hear of the “3 touch system”? No…it doesn’t have anything to do with football or your iPhone. It is an old school sales technique that says you should “touch” (not literally) a prospect 3 times to generate a business relationship. Goes something like this:

First Touch: Distribute your business card liberally. Better yet…ask for THEIR card first and return the kindness by handing them yours. (Side tip…write a small note on the back of their card referencing your meeting.)

Second Touch: Within 48 hours, send an e-mail along with a handwritten note thanking that person for the conversation or introduction. Reference what was significant in the meeting. In today’s busy world, handwritten notes make a more subtle impact and shows effort on your part.

Third Touch: Follow up with a phone call. This call is your opportunity to qualify this potential client/referral resource as to how you may be able to work together in the future and then offer some times to meet for a second time. You may not get the meeting with this first call. What next? Hang up! Yes, hang up! But don’t give up! There is a difference! Add them to your calendar and send a monthly e-mail wishing them a great week, or Happy New Year, etc. These e-mails are not to harass or solicit your services, so don’t pitch your services every time you drop a “how are you?” email. These are meant to be gentle reminders that you are there in the market and happy to help however you can. This will take you minimal time each month.

The old school method says to stop at the 3rd contact and if it doesn’t generate business, move on. What a shame…because with a monthly “reconnect” through the beauty of technology (thank you email!), you can stay in front of this contact without being intrusive with hopes that they will think of you immediately if they need to refer a firm/company for the services you have to offer…or they will contact you if a bid comes up! Make it easy for them to remember you quietly so they don’t have to say, “Oh my! What was that person’s name I met months ago at that function? I think they offered a service that we need right now!”

You have now not only been “heard” quietly amongst the noise…you’ve also been remembered.

Samantha Hawkins

Events and Marketing

2010-01-14T16:13:00.000-08:00

Even though they are not spelled the same, they are a palindrome. Crazy you say…crazy like a fox I say. You market your event and your event will market for you. See, just like racecar (a true palindrome – reading the same backward as forward).

I would like to specifically address a signature event. A signature event, where a non-profit is the beneficiary of any additional funds brought in by “your business name here,” will get you on the radar of business people, professional party goers, and the local media in ways you have yet to tap into through other means.

This may seem like an overwhelming endeavor, but the fact is there are many professionals that can create this from initial concept to the post-event profit and loss analysis for a nominal fee. In additional to handling this event for you, most event management companies also bring a huge rolodex full of companies that are willing to donate, sponsor, or just attend an event because they have built a relationship with the event company you have so wisely chosen to outsource your event management duties to. This type of service costs you a small fee and gives you double the fundraising dollars, triple the attendance, and allows you to shine as the star of the event, while the event company hustles in the background trying to make everything as perfect and smooth as possible.

A signature event is also the single best type of marketing you can do in this financial climate. People want to be happy; they want to leave their cares behind. They want to be where everybody knows their name, and they're always glad you came. They wanna be where they can see, the troubles are all the same. They wanna be where everybody knows…now I’m getting carried away. But you get the point.

The bottom line: Signature events are the most powerful marketing tool a company can use.

Amanda Rinehart

Resolve to Improve

2010-01-06T13:43:00.000-08:00

With the New Year already upon us, it’s not too late to put plans in place for improvement when it comes to your business.

Start the year by looking back.
That may sound odd, but resolving to improve your 2010 means you have to look back at 2009. Review your calendar from the previous year. What worked, what didn’t and why? Identify hits and misses. Replicate the hits in 2010. If you had a miss, analyze whether the concept was just inherently bad or whether more preparation, different timing, or different components being included in the plan could have made the project more successful. Analyze trends that might help you make decisions or be more proactive in the coming year. Then plan your 2010 calendar appropriately.

Keep better track of the year ahead.
After completing this task, resolve to keep even better track of your activities in 2010. Make sure you document all the steps that go into a project, track the timing, the results, and develop an assessment or conclusion so that when you go through this process next year, it will be even easier to plan for 2011.

Resolve to screw up at least once!
If you’re a skier, you know that you don’t get better unless you push yourself, take some risks, and allow yourself to fall down a few times… well, quite a few times. Allowing yourself to screw up accomplishes several things. It allows you to take risks that you might not otherwise take. It also helps you to focus on implementing something instead of planning it to death. A perfect solution doesn’t mean much if you never apply it to anything. And don’t forget, if you make a mistake, it’s all about how you learn from it and handle it that makes the difference.

Don’t jump off of a cliff just because everyone else does.
Instead of following the hoards of people this year who read the best seller, who use the most popular app on their iPhone, or who use the most touted site on the internet, resolve to follow the road less traveled. Search out unique business resources, unknown websites, and distinctive applications. Not only will this make you a more interesting person to talk to, it will make you a more valuable resource in comparison with other employees, competitors, etc.

The only depressing thing about resolving to improve is that you’re basically admitting that you could have done better last time. And guess what? You’ll have to admit it all over again next year!

Kelly Carper

Marketing by Definition?

2009-12-18T18:19:00.000-08:00

Ask anyone’s opinion on what they think marketing is, and you’ll get any number of answers.

Many times I’ve seen postings for jobs claiming that they needed a “Marketing Manager.” After speaking with the companies conducting the search, I would then clarify, “So, what you’re really looking for is a sales representative. Right?” To which I would usually get the response, “Well, I guess. But sales IS marketing. Right?” This response, for some reason, always infuriates me. I want to shout, “NO, IT CERTAINLY IS NOT!” But then I have to ask myself, why does that upset me?

To a certain extent, isn’t that the great thing about marketing? That it has such a broad definition and is interpreted so differently by so many people? Isn’t that the true definition of creativity, which is a component of marketing? Creativity is defined as “the ability to transcend traditional ideas, rules, patterns, relationships, or the like.”

Instead of getting frustrated and trying to put a specific definition on marketing, we should use this broad perception to our advantage as marketers. Marketing can be many things to many people who are looking for solutions. So call it what you want, but as long as we provide the right solutions that get the desired results, let’s just agree to call it “good stuff!”

Kelly Carper

Guest Post: So, what do you want in a bank?

2009-10-06T12:33:00.000-07:00

This article by Greg Patton is from the 2009 3rd Quarter Sierra Vista Bank Vista Views newsletter.

If its money, any bank will do. But if it’s a personal connection to the people who handle and account for that money, then you’ll be happier at a place like Sierra Vista Bank. The money here is green but the staff isn’t. Even our more junior people have over 10 years of experience in the care and feeding of the average depositor.

If it’s a loan, any bank will do. But if its the opportunity to be able to discuss the pro’s and con’s of your transaction or to hear the wisdom of true bankers whose livelihood has been in the structuring and granting of credit, then you’ll be happier at a place like Sierra Vista Bank. Our lenders are just that – lenders. They are well trained and are experienced in the actual granting of credit. They make good decisions and that’s what you should come to expect – well thought out plans to make your borrowing better.

If it’s an interest rate, any bank will do. But if it’s a competitive rate recommended in a product mix that best suits your needs, then you’ll be happier at a place like Sierra Vista Bank. Our deposit experts are well trained and seasoned in dealing with everyone as an individual. You get personal service and a thorough discussion of the options to meet your needs. And our rates are competitive.

If it’s someone who has a plastic badge that says “Personal Banker” then any bank will do. But if it’s the goal of doing business with an institution that actually knows and cares about your banking as much as you do, then you’ll be happier at a place like Sierra Vista Bank. It all comes down to the people and once you meet and know ours, there will be no room left for doubt at how truly personal and helpful our bankers can be.

Sure there’s others out there that might be able to meet your needs. But why waste time; go with a sure thing. See you at Sierra Vista Bank real soon.

No, you can't have any font you want (for your website)

2009-05-28T14:24:00.000-07:00

We appreciate this frank posting on appropriate fonts from our friends at Rising Line. If you are new to the world of website design, you definitely need to read this article, enjoy:

http://risingline.com/blog/web-safe-fonts.php

Our Clients ROCK The Times!

2009-05-28T13:43:00.000-07:00

We are thrilled to share that Greg Patton, the President of Sierra Vista Bank and one of our favorite clients, appeared in the New York Times yesterday. Click here to read more:

http://www.nytimes.com/2009/05/28/business/smallbusiness/28sbiz.html?_r=1&ref=business

How's Your Website Workin' For Ya?

2009-05-12T13:19:00.000-07:00

Rising Line has an excellent blog where they offer spot-on insight into Web 2.0 marketing and how to use Web technology for a higher ROI.....

http://risingline.com/blog

Glimmer on the horizon?

2009-04-21T09:12:00.000-07:00

Glimmer on the horizon?
Greg Patton, CEO of Sierra Vista Bank

The President of the Unites States indicates that there may be a glimmer on the horizon when it comes to the economy. Fed Chair Bernake thinks the downward slope may be slowing. The GDP projections are generally showing less contraction in Q2 and slightly positive growth for Q3 & Q4.

My personal observations: It’s hard to find a really good parking place at the mall. I couldn’t book a timeshare in Palm Springs for Spring Break. “It’s a 25 minute wait” at most of the good restaurants I failed to get reservations for in advance. The word is that car sales last month were pretty good compared to past months. Houses under $400,000 seem to be selling pretty quickly. “American Idol” is still getting 36 million votes a week (Danny G. is my personal choice).

This leads me to believe that people still are shopping, vacationing, eating out, buying stuff and have phones and leisure time sufficient to follow pop culture. There is still plenty of pain and economic distress to go around but I have to agree with the President that I, too, have seen some glimmers of hope on the horizon.

What do we do now? It is still a ‘back to basics’ exercise for me and for all those who would ask me that question. Are you controlling costs? Are you cautiously doing more with less? This applies for households as well as businesses. “Do we need …” is the leading question of this quest for survival. Consumer confidence will not spring from unnecessary or reckless spending. As everyone executes a well though out business/personal spending plan, I think the horizon gets a bit closer.

Don’t put on rose colored glasses to prevent the glare. There are still areas of great softness or segments that are still very subject to this market’s correction. I don’t expect that we will get great news from employment or housing values until sometime later. And I am well aware of the concerns over inflation overtaking the stimulus. I don’t run with scissors and I’m not going proclaim all is healed. I do like the feel of the current trends and sympathies.

It could be a mirage. It could be swamp gas. It could be wishful thinking. But I’m going to keep the sunglasses nearby.

Beyond a Logo

2009-04-15T12:51:00.000-07:00

Here is a great article that offers excellent perspective on logos. Something to consider when creating or assessing your company logo.

Check it out!

http://entrepreneursjourney.blogs.com/thoughts/2008/10/logos-and-brands.html

Infuze Marketing Has Been Published!

2009-03-02T12:58:00.001-08:00

Our writers at Infuze Marketing have had an article published in addme.com's most recent newsletter!

Check it out:
Public Relations and the Internet: Friend or Foe?

Infuze Marketing CEO Joins Stanford Home Board of Directors

2009-02-04T13:54:00.000-08:00

Our CEO, Stacey Divine, is honored to have recently joined the Board of Directors for Stanford Home for Children where she will not only Chair the Branding Committee, but will also support the efforts of the development Committee and the Planning Committee for the annual signature Wine Auction event.

Supporting community efforts and needs is something we are honored to do here at Infuze Marketing. As a general practice, all staff members are asked to participate in local non-profit events or volunteer to serve within non-profit organizations. The Infuze team actually supports multiple organizations through their efforts...many of these are on their own time!

We all agree...there's really nothing cooler than giving back!

For more information on Stanford Home for Children's amazing vision and services, click here to view their Web site.

The Importance of Marketing in 2009 and Beyond

2009-01-29T10:24:00.000-08:00

With 2008 behind us, the time has come to analyze the successes and failures of last year and make a plan for the New Year. Remember that while the 2008 economy has led to many marketing budget cuts, this has proven to be a mistake in the past. The key to marketing in this economy is tailored marketing messages. Your marketing should be altered to address the concerns of today’s consumers. Examine what your company has to offer and share with the public how your products and services can be appropriate no matter what state the economy is in.

Marketing messages created to support the current economy and the decision to stick with a consistent marketing plan have proven to have long term positive effects. A recent study found that during the recession that occurred between 1981 and 1982, businesses that maintained or increased their level of spending for marketing averaged higher sales growth during that recession and in the three years that followed. The study also found that those who are aggressive marketers during a recession have been able to increase their market share by two and a half times the average for all businesses post-recession.

Consumers may be increasingly tight with surplus funds these days, but they will always be consumers, meaning they will continue to spend. Marketing messages need to be sent out, although they should be changed to coincide with today’s conditions. Business Week’s Burt Helm pointed out marketing messages no longer focus so much on how luxurious life can be, but on how one can still purchase high-end products while being cost conscious. He gave a successful example of this using GE’s new Profile washer-and-dryer set. This would typically attract the eye of the more affluent consumer; however, the Company’s marketing messages have now been adjusted to help the product appeal to those concerned with the increasing price of electricity and the issue of water scarcity. The product is also being promoted as a machine that is cautious on clothing, extending the life of garments, thus saving consumers even more money.

In a nut shell, Marketing is always a critical business tool. Now is the time to use that tool most efficiently.

Sources:
Burt Helm, "Advertisers Adjust to Market Luxury in a Recession," Business Week
Paul Dunay, "Statistics on Advertising During a Recession."

The Ins & Outs of Email Marketing Permissions

2009-01-19T11:31:00.000-08:00

With the increasing popularity and effectiveness of email marketing, we thought some of our readers would benefit from the Ins & Outs of Email Marketing Permissions. This can be a sticky subject, especially since the practice is fairly new and the "rules" are still being ironed out. Keep in mind that the information below is only a snippet of what you'd need to know before you launch an email marketing campaign...

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Getting Permission
A key aspect of email marketing is that it is permission-based; this means you must have a person’s permission to communicate with them via email address.

There are three types of permission:

1. Explicit- the individual signed up to receive communications (for example on a web site or in a guest book) and expects to receive email marketing communications.
2. Implicit- the individual has an existing relationship with you (knows who you are) but might not be aware that you will be sending them an email marketing communication.
3. None- no relationship exists (also known as “spam”)

Of these permission types, only the first two, explicit and implicit equal qualified lists for email marketing, with explicit being the most ideal. It is a good idea to ask yourself two questions for each address (1) Do they know who I am? And (2) Will they care about what I am sending? If the answer is yes to both of these you have a good list to send to. If more than 30 percent of your list is implicit permission names, you should think about moving the permission reminder to the top of your email campaign. If you cannot answer yes to at least one of these questions the name should be removed from your list.

Permission Reminder:
This is a short explanation of how the recipient got on your list and how to unsubscribe should they decide not to receive email from you again. Infuze Marketing adds this to all email campaigns.

2008-12-22T11:54:00.000-08:00

While Brian Solis' recent TechCrunch post, Fear Kills Businesses, Dead offers much more than the two key points below, I thought I'd pull these out to share my favorite part of the post. Keep these items in mind as you review budgets and evaluate plans for 2009. It has been proven over and over again in several studies that cutting marketing budgets in a recession is a big mistake!

Do Not eliminate marketing or sales efforts. Okay, I’m biased here, but cutting marketing and sales has a direct and reverberating impact on future income, so don’t be surprised if next quarter’s numbers are down. Without support, sales will continue to trend downward.
Be wise as you evaluate your sales and marketing efforts. With the right team, you may want to consider maintaining or increasing financial support in order to excel while your competition retreats.

Do create an innovative and cost efficient formula for running a concentrated, sustained, and proactive outbound marketing program that effectively creates a bridge between your core customer’s needs and your product.

While companies are cutting costs to extend their runways, consumers and businesses are reducing spending in parallel. However, it’s important to remember that customers are not freezing spending altogether. They are and will continue to research, invest and procure the solutions, services, and products that will help them succeed, offer entertainment, or streamline aspects of their day-to-day workflow. And, they’ll also continue to make impulse decisions just for the hell of it.

2008-11-21T11:58:00.000-08:00

Marketing 2.0 Blog post this week regarding the value of advertising in a down economy. Bottom line: It's a bad idea to reduce or eliminate advertising in today's economy. Check it out!

http://www.marketingtwo.com/

A post for Veterans Day

2008-11-11T09:06:00.000-08:00

Today, we thought it important to showcase Sierra Vista Bank, a client of ours that gives a great deal to our troops. In just the past few months, the Bank has sent donations overseas to help our soldiers through an organization called, Troops Need You and has recently worked with local organization Masters of Giving to facilitate a $10,000 donation to Soldiers' Angels, which will enable the organization to house over 15 veterans and their families for the holidays(http://newsblaze.com/story/20081110190039zzzz.nb/topstory.html).

Cheap Marketing Ideas

2008-10-01T10:06:00.000-07:00

Okay, so the latest news from Infuze is compliments of Vertical Response. Vertical Response, for those of you who don't know, is an online marketing service that can help grow your business through email campaign and printed materials. The following 9 ideas are what Vertical Response emphasizes as cheap ways to market your business and who doesn't love the word CHEAP?

Every now and then we'll write about ways to market your business on the cheap. In this economy we all need to think about ways to be creative. Here are a few more ways to add to the ever-growing list.

Gas Gift Cards - Have a promo where your customers need to purchase over a certain amount and they'll get a gas gift card from you!

SVM Cards has small denominations. You can buy $5 and $10 cards in 10 packs.

Cost: The cost of the card you choose. For example, $5 cards in a 10-pack is $55.
Benefit: You'll get people who might drive to come to your store!

Hand-written Thank-You notes - When you ship out a product, include a nice note that you hand write to your customers. They'll be shocked you did it!

Cost: The time it takes to write a note.
Benefit: Your customers could tell their friends about this amazing thing you did which will potentially spread positive word of mouth.

Selling to a Business? Scour BizJournals in your area for new business listings, there are hundreds of them. Also see InfoUSA or DemandBase for business addresses nationally or locally depending on your zip code.

Cost: A Bizjournals Subscription is around $50-$100/year (depending on your local area) for 52 editions. Plus you get the Annual Book of Lists (which is huge) for free.
Benefit: You can call/direct mail the businesses on a weekly basis and enter them into your contact management system or your VR account. I counted about 500 businesses listed with all contact information in a single week.

Swap - Ask a neighboring business if you can put your business card stack on their counter and vice versa.

Cost: $10 to print business cards.
Benefit: You may get some new business from people that didn't know about you.

Advertise On Your Car - If the cost of gas hasn't got you riding your Schwinn around town, why not put a magnetic sign with your logo, phone number and website address on it. Great for sitting in traffic! While you're at it buy a license plate frame with your info on it too. I've been thinking about putting a VR sign on the ole' Yellow Mini Cooper.

Check out: LogoMagnet, Vista Print, Magnet Signs

Cost: $20-30
Benefit: Doesn't take much and who knows? That person riding you on the highway might just take note! Make sure you find visible parking spots too!

Tradeshows - See if a colleague who owns a business would want to share in a tradeshow booth or sponsorship. NetBooks asked us if we would co-sponsor the Small Business Development Center Technology Bootcamp and we did!

Cost: Your time and the actual sponsorship.
Benefit: For half the price you can both get new business.

LinkedIn - If you don't have a LinkedIn account create one, it's free. Then fill out your profile as much as possible. Also, answer questions in the categories you choose to. It turns out to be a great way to get known as an expert in your field. Also when people search on your business name or your name, often times your LinkedIn profile comes up on the first page.

Cost: Free
Benefit: You get your name out there for potential new business.

Contests & Awards - Have people submit their favorite picture of their smile (dental office), favorite dog picture (groomer/kennel/vet) or favorite pose or strut (retail clothing).

Have them post the video or picture to picasa, flickr, or YouTube so you don't have to host anything. You've got a gig or two of free storage at most of these. Then send an email campaign to tell your customers about the contest. They'll upload their content, then send their friends to see it. As an offshoot you'll get more traffic. Then reward them with discounts or cash.

Cost: Free.
Benefit: Your customers drive more traffic to you.

Post Videos of Customers - When a customer walks into your business or you visit one at their offices, why not take a Flip camera (cheap) and ask them to talk about your business. Then simply plug the Flip into your computer (it has a built in USB!) and upload the videos right to YouTube. Don't forget to tag the video with your company name and some keywords so you'll come up high in the search engine rankings.

Cost: Free if you have a camera. Flip is $99.
Benefit: There's no better advertising than you're customer testimonials. Then you can get ranked in the search engines more as well.

The Value of Your Stationery Package!

2008-08-26T15:35:00.000-07:00

OK, I've been preaching about this for just over a year now and Stacey for well, for forever, but Ken Peters, Creative Director / Brand Strategist out of a graphic design studio in Phoenix also said it well last week...I would like to also point out, he spelled stationery the correct way, he gets an "A+" in my book! Who would be surprised though, he is of course a fellow ASU graduate!

Maximizing A Too Often Overlooked Branding Tool

Next to your logo your stationery package is the most fundamental means of graphic communication in your business' branding arsenal – and one of the most powerful, and cost-effective, self-marketing tools at your disposal.

Emerging technologies continue to force the most sacred corporate dogma and business practices to evolve. While many old tools and techniques are being rendered obsolete the traditional stationery ensemble - letterhead, business card and envelope - is more vital than ever.

Next to a logo the basic stationery package is the most fundamental means of graphic communication in any business' branding arsenal, and one of the most powerful self-marketing tools at your disposal. An engaging business card, letterhead or envelope can command undivided attention, communicating boldly or subtly the image, personality, spirit and attitude of your company. How you conduct business, and the quality of your products and services can all be made evident every time you hand out your card or forward a document on company letterhead.

10 Hints For Developing An Effective Stationery Package:

When designing, or redesigning, your company's materials, keep these basic guidelines in mind:

1) Look to the future. If you are planning on being in business for years to come (and I'm guessing that you are) strive for a design that avoids trends and will stand the test of time while remaining distinct and memorable.

2) See the big picture. Develop a design that translates from stationery to brochures, a web site, advertising, and all of your other branded collateral. Consistency among all of your corporate materials builds brand recognition, and is essential.

3) Express yourself. Your stationery will help people form an impression of your company. Let your personality and philosophy shine through in the design. For instance, a person's title on a business card says a lot about the organization. Are you "President & CEO" or "Big Cheese"?

4) Know your budget. Print twice as many as you think you'll need - it'll cost you half as much in the long run. Consider business card shells (sheets of cards printed with everything but employee names) so that when new hires come on board the printer can do a simple one color run to add the names.

5) It's all about geometry. A standard business card is 3.5''x2''. While you can break that mold, you're still working with a relatively small piece of real estate. Don't be afraid to use both sides. Don't let the design get in the way of your contact info. If the design obscures the information, the card is a failure. Make sure that your design can accommodate names like Hamilton Willougby Van Vulkenburg III, PhD - in type larger than 5pt. Also, remember that a business card is not a billboard or poster; it does not have to be viewed from across the room. People will still be able to see your logo if it doesn't take up half the card.

6) Don't skimp on quality production, because with printing you often get what you pay for. A proliferation of online resources offer full color, low cost printing with quick turn around. Many of these resources leave much to be desired. Cheap paper and materials, and low quality printing can reflect poorly on you. Seek qualified printers that are willing to guide you through the process, and work with you to ensure a satisfying final product. Insist on proofs before going to press, and consider doing a press check, to ensure the job is being run to your satisfaction. Don't be afraid to "stop the presses" if it is not. Reputable printers will be open to your involvement in this capacity, and encourage such collaboration.

7) Be "sheet-smart". The paper you use can say more than what's printed on it. The tactile sensations of weight and texture and the visual impact of color have strong subconscious affects and can communicate powerful messages. And, these days, the recycled content of the stock may also speak volumes about your business and products.

8) Be sure the paper you choose is compatible with your desktop equipment. Some coated sheets do not accept toner and ink very well, while some stocks may be too heavy to run smoothly through laser printers, copiers and fax machines. Paper mills and distributors can often provide you with specs and sample sheets for testing.

9) If you have a particularly adventurous envelope design (And you should. Nobody likes to receive boring mail.), confirm with the Mailpiece Design Analyst at your local post office that it conforms to regulations. You don't want to find out after you've printed 1,000 pieces that the design makes them undeliverable.

10) Use the pros (at Infuze Marketing, (ok I added this part)). Don't cut corners, and don't try to do-it-yourself. A well-rounded stationery ensemble that takes into account all of the above truly requires the design acuity of professional practitioners. Make the investment in your business, and its future, by collaborating with design professionals who have a strong track record of success in brand development. Quality design and branding are an investment that will pay great dividends in the long run.