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Add You - Direct Mail Marketing - Increase Efficiency & Sales
Developing Your School Brand
A school brand can start off as an intangible positive image that attracts the public to enrol their children there. An example is the perceived high teaching standards or an impressive list of sporting achievements. Many school administrators do not take a structured approach in developing the school brand and assume that through word of mouth, the school brand will prevail.This view is erroneous and arrogant. This article will provide relevant tips about developing a school brand.Alumni FeedbackThe best way to start is to conduct a feedback session with the Alumni who are presumed to have experienced the unique culture of the school for a number of years. They can be asked about what they perceived are the strengths of their alma mater.Teachers’ ExpertiseMany school administrators are ignorant that their school’s unique teaching materials and techniques can be legally protected as intellectual property of the school. This is to prevent competitor schools from using these as their own. However, it is also important to develop a culture of exchange and mutual research with other schools.School Websit
ng for your sales or marketing campaign (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results. A school brand can start off as an intangible positive image that attracts the public to enrol their children there. An example is the perceived high teaching standards or an impressive list of sporting achievements. Many school administrators do not take a structured approach in developing the school brand and assume that through word of mouth, the school brand will prevail.This view is erroneous and arrogant. This article will provide relevant tips about developing a school brand.Alumni FeedbackThe best way to start is to conduct a feedback session with the Alumni who are presumed to have experienced the unique culture of the school for a number of years. They can be asked about what they perceived are the strengths of their alma mater.Teachers’ ExpertiseMany school administrators are ignorant that their school’s unique teaching materials and techniques can be legally protected as intellectual property of the school. This is to prevent competitor schools from using these as their own. However, it is also important to develop a culture of exchange and mutual research with other schools.School Websit
IT Expenditure - Why Businesses Spend Huge Amounts on Ineffective IT Investments
Another IT White Elephant!It seems that almost every day we read in the newspapers about another hideously over budget IT project that doesn't achieve its expected benefits. The ones we read about are usually major multi-million pound projects in the public sector, however this is only the tip of the iceberg.Many more projects achieve similar results in the private sector, in organisations large and small. These may be anything from the purchase of a new off-the-shelf accounting package for an SME, or a large-scale fully-integrated ERP implementation across multiple sites and countries. These do not usually make the headlines due to the commercially sensitive nature of this information.Does this mean that the technology is over-rated or that we cannot manage IT implementations or is there something fundamentally wrong with the approach?Where are we going wrong? "Computers make it easier to do a lot of things, but most of the things they make it easier to do don't need to be done." Andy Rooney, US news commentator (1919 - )I wouldn't go as far as the above comment, h
Direct mail marketing executed in a professional manner can make wonder for your business in terms of awareness, sales, brand building and customer interest. Here are 8 important factors for a successful direct mail marketing campaign.Another IT White Elephant!It seems that almost every day we read in the newspapers about another hideously over budget IT project that doesn't achieve its expected benefits. The ones we read about are usually major multi-million pound projects in the public sector, however this is only the tip of the iceberg.Many more projects achieve similar results in the private sector, in organisations large and small. These may be anything from the purchase of a new off-the-shelf accounting package for an SME, or a large-scale fully-integrated ERP implementation across multiple sites and countries. These do not usually make the headlines due to the commercially sensitive nature of this information.Does this mean that the technology is over-rated or that we cannot manage IT implementations or is there something fundamentally wrong with the approach?Where are we going wrong? "Computers make it easier to do a lot of things, but most of the things they make it easier to do don't need to be done." Andy Rooney, US news commentator (1919 - )I wouldn't go as far as the above comment, h
Marketing Alternatives:
- Marketing in Local or national radio stations
- Advertisement in local or national newspaper
- Commercials on local or national TV
- Advertisement on billboards and posters
- Direct Mail marketing via local flyers, postcards, brochures etc
- Direct sales marketing through telemarketing
- Business to Consumer communication via SMS & mobile communication
- Target Advertising - most important benefit is the targeting a specific group of customers.
- Personalization of Marketing Message - tailored to your customers specific needs based on previous transactions and gathered data.
- Optimization of Marketing Message - Because of its direct accountability, direct mail marketing can be tested to find the best address list or customer target group; the best product offer; the best timing for your sales or marketing campaign (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results.
- Secific data collection on customers - Responses (and non-responses) can be added to the database, allowing future mailings to be better targeted.
Why Entrepreneurs Must Slow Down to Speed Up
I know you are probably thinking that slowing down to speed up is an oxy-moron. But it’s true. You have to slow down to speed up your results. Let me explain.When I started my business, I had a brilliant coach named Michael Stratford who had a saying…Slower + Smoother = FasterAt that time, I was running like a bull in a china shop. I was determined to make my life and my business a success. But the problem was…I was breaking things along my fast-paced journey to the top.And when you break things, you have to slow down even more to fix them. It’s almost like you have to do double the work. The truth is I hated him when he would remind me that slowing down would get me there faster. I didn’t want to slow down. I wanted it faster. (Maybe you can relate?)It reminds me of how a friend of mine goes about house projects. He will go to Home Depot with 17 projects that have to get done now. He gets his mind set on accomplishing all this stuff in one day. Weeks later he will realize that he didn’t measure everything properly (because he was in a hurry), didn’t think through everything he needed for the projects (multiple t
i>Marketing in Local or national radio stationsI know you are probably thinking that slowing down to speed up is an oxy-moron. But it’s true. You have to slow down to speed up your results. Let me explain.When I started my business, I had a brilliant coach named Michael Stratford who had a saying…Slower + Smoother = FasterAt that time, I was running like a bull in a china shop. I was determined to make my life and my business a success. But the problem was…I was breaking things along my fast-paced journey to the top.And when you break things, you have to slow down even more to fix them. It’s almost like you have to do double the work. The truth is I hated him when he would remind me that slowing down would get me there faster. I didn’t want to slow down. I wanted it faster. (Maybe you can relate?)It reminds me of how a friend of mine goes about house projects. He will go to Home Depot with 17 projects that have to get done now. He gets his mind set on accomplishing all this stuff in one day. Weeks later he will realize that he didn’t measure everything properly (because he was in a hurry), didn’t think through everything he needed for the projects (multiple t
- Target Advertising - most important benefit is the targeting a specific group of customers.
- Personalization of Marketing Message - tailored to your customers specific needs based on previous transactions and gathered data.
- Optimization of Marketing Message - Because of its direct accountability, direct mail marketing can be tested to find the best address list or customer target group; the best product offer; the best timing for your sales or marketing campaign (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results.
- Secific data collection on customers - Responses (and non-responses) can be added to the database, allowing future mailings to be better targeted.
On The Tip Of Your Tongue: Verbal Ergonomics
As a society, we invest millions into speech pathology for our nations’ young people. Speech therapists are available in every major school corporation in our country. It is clear that the verbal skills are considered a high priority for children facing speech challenges. A great deal of time is devoted to correcting or mitigating these problems but should our commitment to speech hygiene lessen as we grow older?Meaning and understanding are the foundation of communication. It is why newcomers to our country are helped and encouraged to learn the English language so that they can share in the comfort of understanding and meaning of the world around them. I emphasize these concepts because while our business community invests in safer office spaces, better work cell design, and color palettes to sooth, energize, and motivate workers, they often forget about verbal ergonomics—the care and development of the voice.Our ability to speak is one of the most basic senses and it is one that we can endanger by poor working conditions, equipment, and lack of vocal conditioning. We train our employees in how to use a new software pac
ing through telemarketing As a society, we invest millions into speech pathology for our nations’ young people. Speech therapists are available in every major school corporation in our country. It is clear that the verbal skills are considered a high priority for children facing speech challenges. A great deal of time is devoted to correcting or mitigating these problems but should our commitment to speech hygiene lessen as we grow older?Meaning and understanding are the foundation of communication. It is why newcomers to our country are helped and encouraged to learn the English language so that they can share in the comfort of understanding and meaning of the world around them. I emphasize these concepts because while our business community invests in safer office spaces, better work cell design, and color palettes to sooth, energize, and motivate workers, they often forget about verbal ergonomics—the care and development of the voice.Our ability to speak is one of the most basic senses and it is one that we can endanger by poor working conditions, equipment, and lack of vocal conditioning. We train our employees in how to use a new software pac
- Target Advertising - most important benefit is the targeting a specific group of customers.
- Personalization of Marketing Message - tailored to your customers specific needs based on previous transactions and gathered data.
- Optimization of Marketing Message - Because of its direct accountability, direct mail marketing can be tested to find the best address list or customer target group; the best product offer; the best timing for your sales or marketing campaign (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results.
- Secific data collection on customers - Responses (and non-responses) can be added to the database, allowing future mailings to be better targeted.
Eight Skills of Highly Successful Consultants
With deference to Dr. Covey and his very popular Seven Habits of Highly Effective People (all habits that will make us better consultants!), here are eight skills that all of us as consultants can work on to improve. This article will start with three overarching skills, then describe five more specific skills to consider in your ongoing development. One way to look at your total skill set as a consultant (internal or external), is to consider your relative strengths in the three major portions of our work: designing “it”, delivering “it”, and selling “it”. These three skills represent the complete package for a consultant, regardless of what your expertise (your “it”) is. The Complete Package: Designing “It”This is our technical expertise. This is the “stuff” we learn in classes and through experience and practice. It is the front end of our work in most cases. While we cannot underestimate the importance of these skills (and the need to continue to upgrade them), we also can’t be content if these skills are top-notch. They are not enough. Delivering “It”ting Message - tailored to your customers specific needs based on previous transactions and gathered data.Optimization of Marketing Message - Because of its direct accountability, direct mail marketing can be tested to find the best address list or customer target group; the best product offer; the best timing for your sales or marketing campaign (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results. Secific data collection on customers - Responses (and non-responses) can be added to the database, allowing future mailings to be better targeted.
Succ
With deference to Dr. Covey and his very popular Seven Habits of Highly Effective People (all habits that will make us better consultants!), here are eight skills that all of us as consultants can work on to improve. This article will start with three overarching skills, then describe five more specific skills to consider in your ongoing development. One way to look at your total skill set as a consultant (internal or external), is to consider your relative strengths in the three major portions of our work: designing “it”, delivering “it”, and selling “it”. These three skills represent the complete package for a consultant, regardless of what your expertise (your “it”) is. The Complete Package: Designing “It”This is our technical expertise. This is the “stuff” we learn in classes and through experience and practice. It is the front end of our work in most cases. While we cannot underestimate the importance of these skills (and the need to continue to upgrade them), we also can’t be content if these skills are top-notch. They are not enough. Delivering “It”ting Message - tailored to your customers specific needs based on previous transactions and gathered data.
Look Out Overhead - Watching Your Expenses Can Lead To Continued Profitability
Not too long ago, my partner at the time, Drew and I were asked to go to the office of a prospect who inquired about our firm helping them promote their computer business.The company was located in the Philadelphia suburbs in a large building that had been an elementary school. Drew and I figured that our prospect probably occupied a portion of the building and that other companies were housed there as well. As we entered we were shocked at what we saw. A huge banner hung from the ceiling, just beyond the entrance, that welcomed all to XYZ Computer’s grand new offices! I looked at Drew and he at me, both of us expressing bewilderment. After all, this was a start-up and I may add, much before the windfall of the .com 90’s.We were directed into the CEO/President’s office. He was a big man who enjoyed the grandeur and status of his digs. He had the largest desk I have ever seen to go along with a huge office with a full-sized fountain (not one of those tabletop versions that mellow out the frantic business beast) surrounded by a rock garden that one would see on someone’s suburban landscape. Leather couches and chairs abounded.ng for your sales or marketing campaign (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results.Secific data collection on customers - Responses (and non-responses) can be added to the database, allowing future mailings to be better targeted.
Successful Direct Mailing Campaign in 8 steps:
Not too long ago, my partner at the time, Drew and I were asked to go to the office of a prospect who inquired about our firm helping them promote their computer business.The company was located in the Philadelphia suburbs in a large building that had been an elementary school. Drew and I figured that our prospect probably occupied a portion of the building and that other companies were housed there as well. As we entered we were shocked at what we saw. A huge banner hung from the ceiling, just beyond the entrance, that welcomed all to XYZ Computer’s grand new offices! I looked at Drew and he at me, both of us expressing bewilderment. After all, this was a start-up and I may add, much before the windfall of the .com 90’s.We were directed into the CEO/President’s office. He was a big man who enjoyed the grandeur and status of his digs. He had the largest desk I have ever seen to go along with a huge office with a full-sized fountain (not one of those tabletop versions that mellow out the frantic business beast) surrounded by a rock garden that one would see on someone’s suburban landscape. Leather couches and chairs abounded.ng for your sales or marketing campaign (and many other factors). Then the winning tests can be rolled out to a wider audience for optimal results.
1. Define PRIMARY PURPOSE of your Direct Mail Marketing Campaign
- Information regarding launch of your newly established company
- Increase sales and customer contacts
- Decrease customer churn
- Increase profitability from existing consumers
- Counter on competitor activities and product offerings
- Advertise your company’s new products / services
- Advertise a promotion and limited sales campaign
- Brand building for your existing product line or company
- Others marketing purposes not covered in this article
- Marketing Message – What and when do you want to communicate and to whom?
- Total cost for the campaign; e.g. marketing material, advertisement costs, purchase of address information, distribution costs, and follow up costs such as telemarketing.
- Sales targets – What is the total number of shipments, the number of responses, and the average order value
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