davidpoulos.com

Category: Design

  • Tell The Corporate Story – Not “Just The Facts, Ma’am”

    Tell The Corporate Story – Not “Just The Facts, Ma’am”

    We’ve been reviewing lots of corporate materials over the last several weeks, as it’s stock Proxy season. Each Spring, public corporations hold their shareholder meetings, and issue proxy voting statements for the shareholders to provide feedback to the Board, elect new board members and settle other issues like compensation, accounting firm choice, and other matters. They are also required to bring shareholders up to date on the financial health of the company. Many of them choose this opportunity to further inform shareholders of their efforts and fill them in on future endeavors planned by the company, by mailing out Annual Reports with lots of artfully crafted text and full-page glossy images – all that’s required by the SEC is a set of edited, audited financials and some bare-bones intent reporting.

    If you read this creatively crafted text carefully, you’ll have a hard time discerning where the company fits in the competitive scheme in their industry (they’re all industry leaders) and how their products are perceived, sometimes even what they do or are used for! Some are so nebulous, so vague, so “artful” and flowery, they become nearly useless.

    Holy missed opportunity, Batman! What a tremendous chance to reach out and tell your corporate story in a way that really provides not only usable information that might prove relevant to increasing future investment, but to do double duty in a number of other forums where a corporate story might be useful. Love the images, too, but do they reflect the daily reality at that firm? Not likely. Do they tell the story? Better than the text, but is it the right story? Maybe not.

    I think they can do better. Printed Annual Reports may be going the way of the dinosaur, with online websites allowing technology to improve communication’s timeliness, and relevance. The use of multiple imagery, video, and the tantalizing prospect of nearly endless real estate in which to put more flowery copy, not to mention the reduced cost of reproduction and distribution, make online Annual Reports very tempting. Not sure of the SEC’s feelings on this, but we now have online proxy voting, so the annual reporting requirements can’t be far behind.

    For now, let’s hope corporate marketing departments take transparency to heart, and while they don’t have to back track all the way to the days of Dragnet scripts, a little direct, honest language may go a long way toward convincing shareholders to maintain and even increase their investment. It might also allow employees and other constituencies to become company evangelists – surely the current copy can’t be repeated verbally by company representatives – at least, not with a straight face . . .

    If you liked reading this and found it valuable to you in your business life, or just entertaining, you can receive more like it in your inbox weekly – FREE – just by subscribing to this blog above. And, don’t forget to pick up your copy of “The Marketing Doctor’s Survival Notes”

     

  • Integration and Personalization Keys to Success

    Integration and Personalization Keys to Success

    Every marketer is trained from the beginning of their career to attempt to get the most value from their marketing dollars – everyone knows that they’re scarce enough without wasting them! Usually that means running leaner, tightening expenses, negotiating fees, cutting costs, avoiding waste. These measures assume that there is nothing you aren’t doing to boost performance, increase awareness or response, extend reach or build frequency, expose the brand more widely or selectively. One of the most effective strategies we’ve seen pay off is media integration to drive support of the central message.

    As it turns out, American audiences like a choice. Who knew . . .? But good direct marketers know that if you offer a prospect too many choices, they may make none at all. No joy there. But if you offer them a choice and they don’t know you’ve done it, everybody wins. That’s what media integration is all about, creating those choices in the background. And, as an added bonus, which choice the buyer makes tells you something about them, absolutely FREE!

    Picture a barstool (don’t lie, we KNOW you’ve seen them). They have three or four legs and a seat, or platform. The level of effectiveness of that device degrades in direct proportion to the number of legs – start removing legs and the stool gets less stable to the point where it won’t stand alone, or even becomes dangerous. You can sit on a one-legged stool, but it’s not for the feint of heart! On the other hand, a five or six-legged stool can become unwieldy or unstable too – keeping all those legs the same length and flat is a challenge, or at best the extras are redundant and wasteful.

    What do barstools have to do with marketing? An integrated campaign to build awareness or drive enrollment or response can have several types of media integrated, each adding to the stability, and the effectiveness of the campaign, each message supporting the other media and the offer platform, like the legs of the stool.

    Say you were promoting a conference. You have a great list of prospective attendees, responsive, accepting of the brand, happy evangelists for your organization. You have good, extensive file info in each record, including phone number, mailing address, e-mail address, some transactional info and more. You’ve got a terrific speaker line-up, a highly relevant topic, a great location. Sounds like you’ve got a good shot at success, but here’s how to maximize the number of bodies in those seminar seats – tell the prospect about the conference in multiple ways using different media.

    You could mail to them, and the mailing could include a PURL that leads to a personalized landing page that showed their participation with your organization in the past year (or what they missed, in the case of a newbie). You could also send them a personalized e-mail with a slightly different PURL link embedded in it, that drives them to another page that shows their best choice in hotels or dinner location. You could also launch a robo-call or volunteer phone bank call a few days before the conference, directing them to the registration site for a last minute discount on airfare from a consolidator/partner. The e-mail also has a phone number included for audio registration, the e-mail has a reply feature for questions, the phone call lists an e-mail address as well as the web registration site address, and the registration page has a phone number for inquiries. You’ve now come at the prospect from three different directions, sent essentially the same message (attend this great conference) but shown them different facets of the conference, shown the benefits in the outgoing vehicles, and given them a choice as to how to respond to you (mail, reply e-mail, web registration, return phone call). Plus, the way they choose to respond or register tells you what mode of communication is the most convenient or effective for them, information you can use to reach them more effectively next time – FREE!

    Those three directions are the legs of the stool – each media supports the message platform, and feeds the other media: web, e-mail, voice, print mail. This sort of campaign might make it tougher to discern just exactly what is driving response, but as long as the response is strong and the meeting is full, the job is done, and most of these are trackable now so that dilemma isn’t as problematic as it once was.

    You can drive response to one media or another, but giving the prospective attendee a choice as to how they want to respond increases your odds of a response almost exponentially. Personalizing each medium makes each more effective than the generic version, further strengthening the campaign. By adding to your integration scheme with low-cost supports, (e-mail, and volunteer phone calls) you’ve maximized your resources and gotten the most bang for your buck, in some cases doubling or tripling your effectiveness, without doubling the cost.

    Check the campaigns you have running and see if they could benefit from an integrated approach. It may be a little more work, even if you re-purpose elements like graphics, copy, forms, e-mail templates etc. but the results are definitely worth it.

    If you found this valuable, and would like more like this delivered to your inbox weekly, just subscribe to this blog above, and don’t forget to pick up your copy of “The Marketing Doctor’s Survival Notes”

  • The Illusion of Control

    The Illusion of Control

    I think we can agree that most top marketing professionals are what used to be called a “Type A” personality – high speed, high motivation, attention to detail, internally driven, goal oriented, strong need for control. Sound about right? If so, you’re likely in the right role if you’re a marketer, but are all of these traits actually helping you succeed? Sometimes less is more, and I think as a race, most of us labor under the misconception that we can control much more than we can in reality.

    That control issue can lead to problems. We can plan for just about any scenario, we can be prepared for the worst outcome, we can remove or stabilize as many variables as possible, but there is always a large element of the unknown involved in our work. That’s not to say that we can give up responsibility for the outcome of any of it, but there is only so much we can control about the results of our efforts. We can’t go to people’s homes and force them to buy what we have to offer at gunpoint. We can only use history, research, or self-proclamation to divine the likelihood of each one buying a product, lump them all together, and put forth our best pitch based on common characteristics among the group.

    We can test, but we can’t control. Test results, be it focus group, direct response test, concept survey, or other method, can only give us a snapshot of the most obvious feelings and actions of the given group at that moment. If you got the same group together again the following month, you might get different results to the same test, based on circumstances beyond our, and their, control. All you can really do is play to the odds, decrease your chances of missing as much as you’re able, and hope to catch potential buyers under favorable circumstances. That’s not control.

    On a larger scale, our lives contain the illusion of control as well. Anyone who’s planned an outdoor wedding knows, you can’t control everything. You can have the best vendors, the most elegant choices, the best caterer and decorator and a force-of-nature coordinator, and none of that makes up for the fact that it could rain buckets that day. You can increase your odds by considering timing, location, and site protection, but those are not control, just contingency planning – it’s still raining, you just made it tolerable for the guests by ordering a tent.

    That’s not to say that such events don’t have a cause somewhere that can be eliminated, deferred or altered – the Butterfly Effect is a theoretical conceptual diagram designed to show the rippling and far-reaching impact of actions in a closed system that highlights this – but at the end of the chain it is simply a set of unalterable circumstances.

    Lack of control can cause us to make errors – lack of recognition of loss of control can lead to disaster. Take a direct marketing test grid. We can’t control those buyers, but we can test that group of uncontrollable people’s preferences as a group, and control for wide differences within the group. When we read the test results, there may be a set of data that appears inconsistent with what we know in history, with what we feel, with what we “think” we know. That data may be discounted as an anomaly, an aberration, some irrelevant variable that isn’t affecting the overall program. But what if that piece of data, when expanded upon and tested further by itself, is critical to a strong response – that the audience needs that portion of the mailing needs to be there as a catalyst to response, and by ignoring it, we negatively affect response to a great degree going forward? Our own sense of control has effectively overwhelmed the data in front of us and reduced our effectiveness and our impact on profits with that mailing mistake.

    We can’t control everything, but we can control how we react to things. If your first reaction when faced with an uncontrolled situation is to hide or ignore it, or worse, try to control the uncontrollable, failure is a likely outcome. As marketers we would be better served by our flexibility, our ability to “roll with it” in our reaction to the situation, to make the best of what might be a less than desirable outcome. Plan for the worst, hope for the best, be ready for anything.

    Did you find this valuable? You can have more like this delivered right to your inbox weekly, for FREE! Subscribe above. Also, Don’t forget to pick up your copy of “The Marketing Doctor’s Survival Notes” 

     

  • Engagement Means Understanding

    Engagement Means Understanding

    We’ve been working with several B2B clients recently on outreach programs to help them find and engage new customers, and one of the tactics we’ve had success with is the use of dimensional mail. The main reason is that while overall mail volume is down in the last two years, the amount of mail reaching top executives is up slightly, as gatekeepers have been removed through attrition or layoffs as company’s pare staff, and we were finding that we needed to break through the clutter in the C-suite to get noticed and to actually engage these busy executives with our message.

    While the list is still king, the package is gaining in importance. We’re not talking about a simple A-B test between red and blue carrier envelopes, we mean a full blown package – a box of some type – that contains illustrative media, video, audio, print collateral or other physical, three dimensional object that requires time and thought to understand. It takes a few moments to open, to pick through the parts, to see the story unfold as you peel away layers and get to the meat, the point, the main message. Once you get there, it’s got to make sense to the recipient, to be relevant, to be personal in a way that says “hey, these people know my business and are here to help me run it better!”

    Personalization plays a large part in these packages. Good use of personalization has been shown to boost response significantly, and the combination of personalization and 3D engagement means your target spends a good deal of time with your message, enough to thoughtfully consider your offer and put it in the “investigate further” pile. Now, it’s time for the follow-up!

    The dimensional package is a great way to bait the hook, it’s intriguing, interesting and gets people thinking about your message. It may not be enough to close the sale by itself, few DM packages are when there’s a service or high-ticket item in the mix. But by pushing personalized, strategically-timed follow-up messages through different media, your product is now what we call “Self-vetted” – it appears to come from a variety of directions, and sources, so that it appears to be very safe, legitimate and reasonable. Since top executives are generally a conservative bunch, financially and emotionally, this plays on their natural caution and lowers their defenses, usually enough to make them receptive to a phone call, which is the knock-out punch of the campaign.

    So far this scheme is working for clients, and we have several variations in the works, tweaking timing, packaging, levels of personalization and frequency. The key to effective execution of these campaigns is the homework you do on the list of recipients – each of these packages represents a significant investment by direct mail standards, and you want to keep your waste level low and your responsive recipients ratio as high as possible. Better to send out 5 and have 2 hit with real sales, than to send out 20 and have that same 2 hit.

    A good list, an intriguing, personalized package, heavy follow-up and a persuasive phone call may seem like a lot to go through to reach a handful of individuals – but if they’re the right individuals and the sale is worth thousands or tens of thousands or more, the discipline and forethought is certainly worth it.

    Did you find this interesting and valuable? You can have more like this delivered right to your inbox – FREE! Just subscribe to this blog above. Also, don’t forget to pick up your copy of “The Marketing Doctor’s Survival Notes” 

     

  • Converting Prospects to Members (or Customers)

    Converting Prospects to Members (or Customers)

    One of the biggest challenges non-profits and other small to mid-size businesses face is converting leads to sales, or for non-profits, a common challenge is to convert prospects to members. There are many different ways to approach this issue but they usually have a few things in common.

    If you have a good list of well-qualified prospects, compiled recently, with a high-deliverability quotient, and fresh information, you’re already halfway there. If not, but wish to start compiling one, there are several good ways to do that, including referrals from current members, industry indexes and directories, publication lists, and prospecting campaigns at tradeshows.

    If you have e-mail addresses, this might be the least expensive place to start. If not, you’re left with mail or phone campaigns to reach out to prospective members. If you have a really solid profile of your members, based on research, and can categorize them accurately into industry segments, title profiles and other segmentation to make your communications more specific. One factor to consider when making your selection is based on that profile, how do your current members like to be communicated with? Are they tech savvy, do they stay at their desks all day and have constant access to e-mail or social media? Do they only read e-mail at home? Do they get their mail at the office or did they give you a home address? The method deserves almost as much consideration as the message, in these highly overloaded, busy times. It’s to easy to delete, discard or filter out messages delivered in inconvenient ways.

    Once you’ve decided on the best medium, now you have to craft a message that resonates with this group or groups. Your research profile will be of great use here, as it tells you what they are likely to be concerned about, what issues hit home for them, what keeps them up at night. Once you’ve discovered that key issue, now you can formulate a message to deliver that shows how their membership will take care of that pesky problem, solve that challenge, meet that need and make joining a solid investment. Solve a problem, and you’ll get them to join up just for that – show them the unique value of your organization in solving that problem, they’ll stay members for years.

    Now you just have to mate the message with the right medium at the right time and deliver it cleanly, accurately and in timely fashion. But before you hit that “send” button or pull the trigger on the mail drop, make sure your customer response, receipt, fulfillment and registration infrastructure is in place, and ready to accept the new influx of calls/e-mails/hits/members – there’s nothing more frustrating than receiving inquiries or orders and not being able to activate them or monetize them – it’s a woeful tale of opportunity lost. It’s not overly optimistic to expect good response to your offer after taking the time to craft it so thoroughly and specifically. The better your homework and more thorough your preparation, the more likely you are to generate significant response and you have to have the structure in place to accept them.

    Find your best list, do your homework, know your prospect, find out what they need, show how your organization can solve their problems and make life easier, get them the message in a form they’re receptive to, and make sure you can accommodate all the requests quickly and efficiently. If you can pull those elements together, your chances of success soar, and so will your organization!

    If you found this article valuable, you can have more like it delivered right to your inbox, free every week. Subscribe to this blog above. Don’t forget to pick up your copy of “The Marketing Doctor’s Survival Notes” 

     

  • The Devil’s In The Details

    The Devil’s In The Details

    Sometimes it’s the little things that make a difference in the effectiveness of your marketing campaign. I’m not talking about typos, color shifts, production problems etc. Those can be controlled and at some point there are enough eyes on the material that they will likely be found and corrected before too much damage is done, at least in the old days, before instant campaigns online became possible.

    Today it’s a little different, in that with speed comes a greater margin for error, often born of impatience. Get it out there, get it out there, no matter what the cost in accuracy or efficacy. The number of eyes on the materials has been greatly reduced, as the influence and assistance of outside vendors, editors, production artists, printers, mail shop workers, shippers, packagers, truck drivers, etc have been greatly reduced or eliminated. You can now “do it all yourself” and when the mistakes surface, you have only yourself to blame.

    The little things I’m talking about are those small details in the offer, those small production details like proportion and size relationships, and typography, and color selection, and all the other little elements that make up a successful mail campaign. Promo codes that work, addresses that are postal validated or permit numbers that are correct, phone numbers and web addresses that are accurate and that function correctly. And more importantly, concepts that actually sell the right product! You might think I’m exaggerating or embellishing for effect, but I kid you not, I’ve seen marketing pieces that appear to sell the wrong product. I mean wrong compared to the intent of the sponsoring organization. If you are a large manufacturer, and your product contains a licensed product or another branded ingredient under an specific arrangement, (like Laundry detergent with Fabreeze), you can stop reading here. That’s not what I mean.

    I’m talking about when the marketing team gets so involved in the details required to produce the piece, nobody has taken a step back and asked the critical question “What are we selling here?” Those little elements I mentioned above can indeed have a huge impact on the outcome of the campaign (think what could happen if you’ve got 4-5 sponsors or tests and each has a different promo code, and somehow the codes get shifted mid-way or they all lead the same place and don’t differentiate – your metrics are shot, you have no idea how to assign revenue, and your test is inconclusive and invalid – not a good day to be working in the marketing department). But if your focus of the campaign is off, you’ve fundamentally misdirected the audience’s attention, diluted the impact of your campaign, and wasted potentially a lot of money. When reading the copy, those first clues that the focus has shifted will likely emerge. If you get to the end of reading the raw copy, no images, no production, just words on paper, and you don’t feel motivated to find out how to get ahold of that product, start over.

    Laser-like focus is required for maximum results. Each word, phrase, image, element or choice should be selected and added because it enhances the power of the message, clarifies the intent of the piece, or aids functionality for the end-user to facilitate a sale. Editing is a subtractive technology. Good editors take the mass of information presented in the first or second draft, and selectively remove anything that doesn’t force the sale forward. What’s left should be crystal clear, high-impact, high-return marketing madness that drives sales through the roof.

    Once that’s achieved, test it, and mail, mail, mail!If you’ve thought it all through thoroughly, tracked all the leads, attended to every detail, checked every phone number, web address, promo code and list parameter, success is inevitable.

    The Devil’s in the details, so bold marketers, go forth and dance with the devil, knowing that solid preparation, pin-point focus, and data-driven logic are the weapons that help you control the dance!

    Write in your biggest snafu due to missing a small detail, we’d all love to hear about it and commiserate with you – hopefully it was long enough ago that you can now share a good laugh with all of us.

    If you found this valuable and would like to read more, pick up a copy of “The Marketing Doctor’s Survival Notes“