Marketing

How to Plan Your Direct Mail Campaign

Small businesses have a variety of options to promote their products and services, and many are re-discovering the affordability and effectiveness of reaching markets through direct mail marketing.

According to a study, 85% of consumers will open a piece of mail if it looks interesting. Compared to industry benchmarks for e-mail engagement of 27.1%, it’s easy to see why marketers are returning to the mailbox. While it’s proven that direct mail engages customers, you’ll want to ensure your message is targeted to achieve the best use of your marketing budget. To do this, you must first define your target audience and location.

Here are some simple steps on how to plan an effective and well-targeted campaign:

Take into consideration the 40/40/20 rule

Follow this rule which is spending  40% of your time finding the right customers — the ones who are most likely to respond to an offer; 40% on developing a strong offer; and 20% on making a connection through creative design and messaging.

Stay on target

Identify the right audience for direct marketing efforts, including the demographics, geographics, psychographics, and behaviourists and buying patterns of customers.Statistics Canada, for example, offers a database of high-quality information online for all marketers.

Develop a strong offer

Don’t just say you’re the best. You need to offer your customers something that’ll give them a reason retain your message. Are you offering: something new; a limited time offer; a coupon; a sale; a sample; or a free trial? Deliver a successful and relevant call to action that sets an offer apart from those of competitors.

Create an impactful design

Design. Design. Design. Create a look that grabs attention but isn’t overwhelming. A great design considers brand messaging and colours that truly portray the brand in an impactful way. Graphic designers can use templates and assist with creative direction to produce a direct mail piece that will stand out from the competition.

Measure your success with DRMG

The success of a direct mail marketing effort can be calculated in terms of costs against increased sales. But there are more underlying factors and goals to consider in your direct mail campaign: are marketing efforts helping to push brand awareness, nudge a customer along the sales funnel, or convert casual customers into lifelong clients? Decide which results are most valuable to you and set a target.

At Direct Response Media Group, they can design, mail and analyse your direct mail campaign success and how close you came to your goals. Furthermore, they can also use unique coupon codes and URL’s so you can attribute leads and sales to the direct mail piece that you mailed. Contact them today for your small to medium business marketing needs!

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4 Most Effective Marketing Tactics for Small Businesses

There’s so much written about marketing that it’s hard to know where to start. It’s especially true if you are a small business owner without a marketing department or a lot of digital experience. It can be intimidating to try to learn new trends and tactics in such a fast-paced environment.

However, there is no need to worry. Digital has made it easier for customers to find the information they need online, making purchase decisions before they make a single phone call or fill out a contact form. To make it even easier, we’ve put together a short list of the most effective digital marketing tactics for small businesses. Use them to generate new marketing ideas for your small business:

Company Website

A website gives you a place to send customers for more information, grab free traffic via search engines, drive people from social media, write helpful content that paints you as a professional. Also use your website to upload ebooks and digital brochures, capture and collect email addresses.

SEO & Local Search

Local search optimization is an added layer for those targeting smaller geographic areas (e.g., Toronto plumbers). It’s recommended to do all the SEO activities that national companies do, but with added steps of claiming and optimizing your listings (e.g., Google My Business, Yelp, Yellow Pages, etc.). Local optimization also means paying attention to online reviews.

Build Reputation & Keywords

Once you have your brand identity and website in place, it’s time to generate content that portrays you as an expert, problem solver for your target customers – this builds trust with your audience. Great content means credibility for you and added value for potential customers. It can also be leveraged on social networks and in advertising.

Complement with Paid Advertising

Once you have an established website and social account, it’s time to take it up a notch and add a paid advertising layer. Paid media is exactly what it sounds like. You pay for someone else to serve your information/ad up to their audience for you, usually effective in search and display advertising. You’ll often discover that certain sources of traffic already work better than others, and then you can invest your additional budget in those specific channels.

If you’re looking to improve your marketing to gain more new customers and brand awareness, contact Direct Response Media Group. At DRMG, they sync your digital marketing with your complete advertising campaign. Contact them for a FREE quote for your business’ direct and digital solutions.

4 ways to improve your direct mail.

4 Ways to Improve Your Direct Mail

Many marketers dismiss direct mail as an old-fashioned or obsolete method of getting your company’s message in front of the right audience. This idea could not be further from the truth. Over $45 billion was spent on direct marketing in 2016 and the number continues to grow. Social media, mobile ads, and SEO are all great but when one of the biggest online companies in the world, Google, uses postal direct mail for its campaigns, it makes sense to pay attention.

Are you convinced? Get started with these 4 tips that can help you improve your direct mail marketing and get you a better response to every mailer you send.

Send it to the Right People

One of the most effective ways to improve marketing happens before any marketing takes place. A message on a direct mail piece will ever be only as effective as the list or database it is sent to them. A well-targeted list means a better response overall. Identify an ideal audience based on demographics and geographics. A great tool is DRMG’s Precision Targeter where companies can reach audiences in specific cities and target different ages, education, family structure or income.

Send Something New and Unique 

Not only should the information you share about your business and offer be unique, but sending out an creative mailer grabs more attention than a plain card. If your design looks like everyone else, your mailer won’t get the same consideration.  Think about over-sized postcards, bulky envelopes, or interesting colors and shapes.

Capture Attention Fast 

Whether your mail piece has neon yellow starbursts or a pithy slogan printed in bold lettering across the front, you need to catch the recipient’s attention. Besides unique mailers as mentioned above, use words and phrases that clearly demonstrate you deliver exactly what they want. 

Follow Up & Give Direction 

First contact with direct mail pieces may introduce the company, product, or service, but may not convince people to pick up the phone or open a web browser to learn more. To get an overall better response from a campaign, plan out a series of mailers with follow up methods that keep what you have to offer in the forefront of their minds in a positive way. For example, include a store coupon redeemable in store or a website URL where customers can sign up for a promotion.

Companies who use direct mail for their marketing efforts, effectively report a higher return on their investment than those that only use electronic means. Contact Direct Response Media Group, if you want to improve your marketing efforts with direct mail. DRMG can organize and execute creative campaigns to get your audience engaged and your business more sales.

Direct mail marketing trends 2018.

Direct Mail Trends to Use in 2018

There is no denying that we are heading into a more digital age but that does not mean that direct mail is becoming irrelevant. Direct mail offers a secure and intimate form of communication. It is also less noisy than the internet, meaning it’s read-through-rate is higher than an email blast. This means the return on investment (ROI) is high. Ensuring your business sticks to direct mail in 2018 will be crucial.

Take a look at these direct mail trends predicted to be popular in 2018:

Personalized Engagement

Personalizing your mail is a great way to create a bond to your audience. Gone are the days of sending out mass amounts of the same direct mail. Smaller amounts of a personalized mailing will give you better results you want to see. Researching your audience before sending out a mailer is growing in importance. Get to know the people you send direct mail to and then design your mailing to appeal to their interests and what is important to them.

Integrate Offline & Online

Whether it is interactive media, landing pages or an email address, integrating your online and offline media is super simple and easy for your audience to follow. Instead of  return forms which have somewhat become obsolete, offer an email or landing page URL to direct your audience to for correspondence. Making it easier for your audience to find out more information will contribute to the success rate of your direct mail. Take a look at DRMG’s Power Ranker that works perfectly at promoting your business service and product and directing them to an online landing page to track conversions.

Get Creative

Think of the design of your direct mail piece. Your physical piece of mail can say more to your audience than the actual message. Make your direct mail exciting and intriguing. Check out the color trends and typography trends for 2018. Consider incorporating these into your print so you stay up to date with your audience. Post cards or direct mail flyers are the most read through form of direct mail.

Ready to start your next direct mail campaign? Contact Direct Response Media Group for all your business’ marketing and direct mail needs!

Direct mail marketing in the Greater Toronto Area.

Top 3 Reasons Your Business Needs Direct Mail

When it comes to marketing in today’s digital era: social media, email marketing, and content are often the go-to. While these methods are certainly effective in different ways, these digital methods often ignore a massive segment of potential customers. Strategies like direct mail and marketing offers have a long history of success with steady conversion rates, but they are often overlooked in favour of the newer, flashier campaigns. Direct mail in the Greater Toronto Area can reach a massive audience for a fraction of the cost of most digital marketing tactics. Here are the top three reasons why your business needs direct mail:

Physical and Tangible

Studies have proven that physical collateral is much more memorable than its counterpart. Direct mail flyers deliver physical coupons, menus, and other marketing offers directly to potential customers. They provide customers with a tangible offer to look through, as opposed to a simple online ad that will likely be closed or ignored.

Demographic Analysis

Direct mail marketing also can help your business reach certain demographics that have a smaller online presence. Many older homeowners spend less time on the internet, so online ads have less of an effect on them compared to an envelope of relevant marketing offers.

Localized Targeting

Digital marketing for local businesses can be tricky since it’s hard to ensure that your ads only reach your intended audience. If your ads are mostly appearing to an audience outside of your region, chances are they won’t be interested. With direct mail in the GTA, you can ensure that all of your recipients are potential customers, maximizing your conversion rates.

Direct mail advertising in Greater Toronto Area mailboxes.

How to Use Direct Mail to Target Customers in the GTA

If you are looking to grow your business, direct mail advertising is a highly effective way to target customers in the GTA. Unlike digital marketing which employs a mass-mailing approach, direct mail is much more curated and personalized, thus giving it an advantage in a world where consumers are constantly being targeted by email ads and other forms of digital advertising.

Find out how direct mail advertising uses a strategic approach to target customers and why it generates a higher response rate than conventional digital advertising.

Understand your target market

It’s important to understand your target market before devising a direct mail campaign. This means familiarizing yourself with the demographic that is relevant to your good or service. For instance, a company that offers residential interior decorating services may wish to target homeowners between the ages of thirty and sixty who have a certain level of disposable income. Furthermore, understanding the shopping behaviours, attitudes towards trends, and lifestyle habits of your target customers can help you determine the best way to communicate your message.

Determine a targeted mailing list

Your direct mail service provider can help you use the leads you have acquired through market research to target customers who will likely be interested in your product or service. As well, they can work with you to determine which particular direct mail medium, such as a flyer, brochure, or magazine, is most likely to resonate with your audience. Targeted mailing lists may be more research intensive than a mass-market approach, but they often generate a better response rate and foster a sense of brand loyalty. Most importantly, they enable you to pinpoint your best leads so there is less waste and a higher response rate.

To expand your business’ reach in the GTA, find out how to launch an effective direct mail campaign today!

3 Benefits of Direct Mail Advertising

When it comes to advertising, many people are quick to overlook the immense benefit of direct mail. In our digital age, people are constantly being bombarded with digital advertisements, whereas, print ads offer a unique and more curated approach. If you are contemplating using a direct mail campaign for your business, but are unsure of the specific advantages, read on to find out the 3 major benefits.

Targeted Audience

Direct mail advertising enables companies to target a particular demographic or audience that is likely to be interested in their good or service. This enables businesses to send out flyers to people in a certain demographic such as those within a particular age range, income, or family structure. Alternatively, they can purchase mailing lists which are even more precise based on buying habits or behavioural patterns to optimize the effectiveness of their ad.

Highly Measurable

Unlike some other forms of advertising, direct mail is highly measurable. Companies can use a particular coupon code on the flyer to track the amount of new customers they are generating as a result of their campaign. Plus, the information can be used to improve future advertising strategies.

Customizable

Direct mail advertising is extremely customizable and is written with the consumer in mind. Digital ads often sound generic and tend to follow a particular formulaic structure, whereas print ads can be addressed directly to the consumer. Also, they are ideally written by professional copywriters who ensure the information is communicated effectively.

If you are a Canada-based company looking to learn more about how direct mail can reach your target consumers, contact Direct Response Media Group for more information.  

custom apparel toronto

Using Custom Apparel to Enhance Customer Experience

Summer is a great time to plan an event that will attract more customers to your business. Whether it’s a special event like a day of free refreshments, face painting for kids, or if you’re attending a trade show event outside your place of business, it would be a great idea to use custom apparel to promote your business.

It’s been said that time and time again, smart marketing material is essential to boosting sales and brand awareness. The first thing that most people turn to when deciding how to market their small business is designing new flyers and brochures, or ordering more business cards. Although these types of marketing material is extremely useful for relaying information and providing specific offers, you should also consider other methods not only to market your business, but also to enhance the customer experience. Have you ever thought of using custom apparel and branded products?   

There’s something about custom apparel that creates a closer and more organic connection between the brand and the consumer. Give your customers a way of further connecting with your brand by offering high quality and well designed apparel that they can actually wear. When someone is wearing your brand on a t-shirt, they become a walking advertisement for your business. It’s great advertising, the kind that’s direct without coming across as annoying, or like the ones that pop up before a video you’re trying to stream. People will see it, remember it, or comment on it. When they do, it’s a fashion statement like no other.

Get the best quality custom apparel and promotional products created for your business at Apex Image Marketing. Take a look at their huge selection of products like stationery, mugs, t-shirts, and more!

 

team building with branded t-shirts

Summer Team Building Ideas For The Workplace

Summer is a great time to plan your next team building event because you have the opportunity to stretch your legs, get outside, and enjoy the sunny weather during work hours. So, if you’ve been giving the task of planning the next team building event for your workplace this summer and are looking for some great ideas. Here are a few that have been proven to be fun, effective, and fit the budget. Some of these ideas won’t take more than 20 minutes out of the day, so a great idea would be to host team building week and do one of these a day, or one activity a week, whatever works best for your workplace!

Take an employee to work day

We’ve all heard about ‘take your kids to work day’ but how about employees can visit other departments and experience what it would be like to work in their role. This is great because it is the employees are learning more about each other and gaining exposure into other parts of the business and how they work.

Provide a lounge with couches, entertainment, snacks, and beverage

Combine different groups of people and give them a topic to break out and discuss together.  It doesn’t have to be work related, this will work even if the topic is about the hottest new movie or the best restaurant to eat nearby. The employees have a chance to get to know each other.

Lunch outside the office

It’s not uncommon for the boss to treat employees to a lunch from time to time, but how inviting staff to a lunch outside of their office at a restaurant or patio nearby. There’s something about sharing a meal together that put people more at ease to join in on good conversation and getting to know each other outside the office.

Custom branded apparel giveaways

While you’re planning these activities, have you thought of what kind of employee appreciation gift would be suitable for the event? Many companies give their employees company branded stationary, water bottles, keychains, mugs, custom t-shirts, umbrellas, and more. It would be a great idea for you to plan something like this for your next team building event as it is an easy and affordable way to treat employees with a gift.  

For more information,  you can take a look at the full catalogue of promotional products you can have created and designed by Apex Image Marketing online.

 

custom apparel

Best Tips for Creating Custom Apparel Designs

When designing custom apparel, you want your product to stand out, clearly share the message intended, and be versatile for all ages and genders. With these qualities, and more, your custom apparel will be an effective marketing tool for your business. Custom apparel can demonstrate your company’s artistic vision and brand image, depending on the text and graphics used.

One common technique is to create t-shirts! Take a look at these popular tips on design:

Theme

Ensure that the theme chosen, whether it is bubbly or rustic, matches your brand. Then, when people see the t-shirt, they will immediately think of your brand. Ensure that the typography, colour scheme, and logos are consistent.

Layout

With the actual design, there are many appealing options for your custom apparel depending on the graphics you want to use. You could place a large image in the front center, place the logo on the left side of the chest, add text on the back, or do a combination of them all.

Fabric

Nothing is worst than an uncomfortable t-shirt! Make sure your audience will actually want to wear your custom apparel for it’s nice fabric, cool design, and perfect fit.

When you’re ready to start designing, contact the experts at Apex Image Marketing for some help and more tips to help your business.