Find Your Business Market

Despite the wide array of people that make up the general economic market, they are too diverse of opinion and distinctive in taste to reach out to all at once. It is therefore necessary to hone in on the individuals that are most receptive to your message. Even companies that sell things as ubiquitous as laundry detergent and toilet paper do everything they can to make sure their advertisements reach the people who actually make the decisions about what each household purchases on a regular basis, typically adult women. It’s incredibly important to these companies that they understand who their target market is, because advertising is expensive and it doesn’t serve them any good to pour money down the drain by attempting to market to people who aren’t receptive to the message.

You should also consider the importance of identifying your target market. It will enable you to:
• Focus your marketing efforts. Rather than spending enormous amounts of money trying to reach everybody with primetime TV spots, you can spend much less by focusing your marketing effort only on those people in the demographic that actually buys your products. You want to be like a laser beam, tightly focused on your target, rather than like the incandescent light bulb, shining off in all directions.

• Avoid overgeneralizing your potential customers. Despite the seeming compatibility of your message with the entire range of people that will potentially buy your products, they are in fact all driven by different motivations. The deeper you go in identifying your target market, the better you will become at marketing to each of these sub-demographics. The furthest you can possibly go with this is meeting and marketing to individuals, which is exactly what some direct marketers do.

• Promote messages that resonate with your audience. The better you know your target audience, the better you are at speaking to them. People can easily pick up on your lack of familiarity with them and their values, and they will treat you with suspicion when you try to sell them something.

Identifying your target market is a process that companies spend a lot of time perfecting. To some extent it’s easy. If the product already exists, identifying its target market is a matter of determining its function. However, working in the opposite direction involves identifying a need within an existing market, which can be quite difficult. One option is to examine our own lives for things that we feel are lacking, but we’re frequently subject to blind spots when it comes to ourselves. Another option is to research other people to see what’s missing from their lives, although that’s not without its own challenges.

Finding the market for your business can be a struggle, but it’s generally well worth the effort. You do need to market your products to an audience, and it’s logical to make your marketing campaigns as focused as possible to avoid blowing your advertising budget on unproductive exposure. You will also have other companies competing with you to capture as much of the market as possible, so the closer you can get to the people who actually buy the products, the better off you will be.

How to Market Smart During the Holiday Season

Most companies and individuals enjoy receiving cards in the mail. They tell us that someone is thinking about us or appreciate us, and add to the sense of joy during the holidays.

Many people have their cards on display throughout their homes and places of business, presented on the fireplace mantel or strung across windows. Why not have one of your personalized holiday cards added into the mix of holiday decorations.

Whether you are B2C or B2B, if you aren’t doing so already, send out festive cards printed with your logo to your current clientele. A simple card is the perfect way to show your appreciation to your clients, and your vendors as well. Everyone enjoys receiving a traditional holiday card and your small token of thanks will be repaid by having that card displayed for all to see. You never know who else might see your card and be interested in your product or service

Now is also the perfect time to introduce yourself to prospective clients. Many businesses may be able to make a powerful and personal impact this upcoming year, that all started with a simple Season Greetings and business card.

You can enhance your existing client database by talking to a list broker who will be able to find new consumers or businesses within your area to send greeting cards to. You will also have the option to add selects and better target your prospective customers. Experienced list brokers have access to thousands of effective B2B and B2C mailing lists. Whether you are a small, independently owned business or a large corporation it can’t hurt to spread a little holiday cheer to new prospects, especially if you are already planning to send out cards to your current clientele.

Be sure to have your logo printed somewhere on the card, but not to big. You want the festiveness of the card to be the focal point, so it will be put on display. Your logo is the secondary focal point, so you will be remembered.

You don’t want the card to be a full on advertisement of your business or service. Then it becomes no different than a promotional pamphlet or postcard, and will go unnoticed amongst the holiday joviality. If you have marketing material you want to present, stuff it inside the card. You can include a pamphlet advertising your business or include a New Year’s promotion. You can take it one step further and include a small gift, like a branded pen or something similar. You may be surprised how far a small gift can go!

Remember, massive amounts of mail get sent over the Christmas period and in the process many items get lost or delivered late. The earlier you get it out the more chance you have of it being opened and put on display.

Bulk Mail Tips – 2 Ways to Save on Direct Mailings

When trying to save on postage for your direct mail campaigns, you run into a dizzying array of potential bulk mail discounts. Let me simplify the process for you by telling you there are basically two ways to save.

Bulk mail, as defined by the United States Postal Service, is “quantities of mail prepared for mailing at reduced postage rates.” The key word here is “prepared,” because essentially you do part of the work for the USPS, and in return they give you a break on postage.

Here are 2 ways to save:

1. Use a Mail House

Usually I would put this option second, but the process of preparing bulk mail is so convoluted, I think it needs to go first.

There are many guidelines to follow and requirements to meet before your mailing qualifies for discounts. For a majority of businesses, the easiest way to save is to go through a registered mail house with trained professionals.Finding a direct mail firm that offers mailing services is ideal for small businesses. You get the discount without jumping through the hoops.

2. Go Your Own Way

If you are really going to do this, understand it will take several hours to get the work done depending on how many pieces you intend to mail. You may need a staff member that doesn’t have very many other duties to help. Or you can get your whole crew to stay late and have a bulk mail preparation party! To qualify for Standard Class, the most common bulk mail option, all of your pieces must be essentially identical. The discount for Standard Class can be pretty darn good – sometimes up to $0.20 off standard postage – but you pay the price with the work it takes to get the mailing prepared.

To qualify for Standard Class, your mailing must be:

· At least 200 pieces or 50 lbs.

· Less than 16 oz.

· Marked with your registered bulk mail indicia (If you register through your local post office and pay the fee, you can get one.)

· Pre-sorted according to USPS standards and the exact 9 digit ZIP code

So there you go. If you really want to tackle bulk mail on your own – you can do it! But remember, the easiest way to save is through a direct mail company that can mail for you.Make sure your mail house of choice passes the postage savings on to you, because some companies keep it for themselves!