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.

There is an excessive amount of traffic coming from your Region.

#EANF#

What is Your Marketing IQ?

What is your marketing IQ? Are you in need of a little help or are you marketing brilliantly? Take the following quick and easy (not to mention enlightening) quiz and find out!

1. What is the best competitive advantage that any business can promote?

a. quality

b. service

c. price

d. None of the above; they are all poor choices

2. What is the most important factor when identifying your market niche?

a. Who you are

b. Demographic data

c. Psycographic data

d. Past economic trends within the targeted niche

3. What are two of the six categories of totally integrated marketing?

a. Advertising and Direct Mail

b. Networking and Personal Marketing

c. Business Communications and Pricing

d. Customer Development and Promotions

4. Of the six marketing categories, how many should you be working at any one time?

a. one

b. two

c. four

d. six

5. How important is the “creative element” in advertising?

a. Most important – its what gets noticed!
b. Less than 10% of the impact of an ad is in its creativity

c. There are no studies done; we don’t know the answer so we have to guess

d. Of medium importance; about 50% of the impact of an ad is in its creative factor

. When implementing a direct mail campaign, what is most important?

a. Who you send it to (e.g., the list)

b. How many times you send it

c. The offer you make in your direct mail piece

d. None of the above – they are all equally important!

7. What is the most effective way to start a 1 or 2 person business?

a. advertising

b. networking

c. part-time

d. none of the above

8. What is history’s most effective direct mail piece and why?

a. Publisher’s Clearing House; it has a highly valuable give-away prize

b. Wall Street Journal; it talks about the two brothers who started the paper

c. Unknown; it cannot be measured because you can’t directly track advertising results

d. Time-Life Books direct mail campaign; it has both consistent reach and frequency

9. What two things make a good headline?

a. Large, offset letters and a powerful statement

b. White letters in a black box and a question

c. A powerful statement and a “yes” question

d. There are no guidelines, that’s why its difficult to craft a good headline

10. What is the primary purpose of marketing?

a. “Getting your company name out there”

b. Generating leads

c. Generating profits

d. Generating sales

Answers
Score one point for each correct answer.

1.d;87% of all businesses promote quality, service, or price as their competitive advantage. Because they do, it is ineffective and you must select another aspect of your business to function as your competitive advantage.

2.a;in almost all cases “who you are” is the most important aspect of determining your market niche; for instance, if you are a CPA and your passionate hobby is riding motorcycles, you would be well advised to target businesses in the motorcycle industry (as opposed to doctors, daycare centers, or other options). Why? Because within the motorcycle industry, you have the asset of “instant rapport”; you “walk their walk, you can talk their talk”. (Of course you needn’t turn away other business; your marketing dollars are simply spent within your natural market niche).

3.d;customer Development and Promotions are two of the six totally integrated Brilliant Marketing categories.

4.d; six – if you had six horses and you wanted to get from Denver to San Diego, you wouldn’t put five horses in the back of the wagon, run one to death, and then put him away and run the next one to death; you’d put all six out in front, to synergistically get you where you are going (efficiently and expediently).

5.b; less than 10% of the impact of any ad is in its creativity (it may get noticed, but if it’s difficult to read, or if it doesn’t focus on the sell, then it doesn’t do you any good!)

6.a; although d would’ve made a good answer (they are all important), a is technically the correct answer. The list (who you send it to) accounts for up to 60% of the success of a direct mail campaign.

7.b;networking (and it makes perfect sense when you know that 87% of all business is based on repeat or referred transactions).

8.b;the Wall Street Journal created the most successful direct mail piece; it’s success is based on the element of rapport which it establishes when discussing the “two brothers”.

9.c;a strong headline is either a powerful statement (STOP THE PAIN) or a “yes” question (important for psychological buy-in).

10.c;never ever forget, marketing has one purpose… to
generate profits!

Analysis

10 Congratulations! You are Brilliant!

8-9 Excellent! You understand marketing exceptionally well.

5-7 Good; but you will most certainly benefit from additional marketing knowledge; more than likely, you have fallen prey to common marketing myths. Learning the truth will make a huge difference in your marketing results.