Welcome to the Talon Mailing & Marketing January 2010 Newsletter:
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Steps For Marketing Success in 2010.
By Scott Harris. San Fernando Valley Business Journal.
If you follow these 10 steps in 2010, you will
have a more successful year.
The New Year is typically a time for making New Year’s
resolutions. For all of us that are responsible for marketing, I have come
up with a list of 10 resolutions that can and should be kept. If you do
so, your 2010 marketing campaign will be a successful one. So, forget that
unused gym membership, here come some resolutions of value!
1. Forget 2009. Sure, analyze it and
learn from it – but move on. Today’s economy is our new reality and
blaming Wall Street is not an acceptable excuse for not doing well in
2010. We’re all dealing with the same economic environment, which means we
have the same opportunities and the same challenges that our competitors
George Santayana said, "Those who cannot remember the past are condemned
to repeat it." However, the lesser known, but equally important
counterpart to that is, “Those who wallow in the past will never escape
2. Grow success. If something you’ve
been doing is working, keep it going and consider expansion. Analyze why
it’s working and do more of it. While a successful marketing campaign does
require some level of diversity, leaning on those efforts that have been
working just makes good sense.
3. Try something new. Have you
embraced social marketing? Is your website a source of pride and a great
marketing tool, or something you’re a bit embarrassed to share? Are you
doing e-blasts, public and community relations? Have you considered
old-fashioned direct mail? Ignorance, fear and habit are not good reasons
4. Let it go. If something has not
been working, it’s time to re-evaluate. Tradition is for families and
holidays, not marketing. I see too many clients attending expensive trade
shows, “because we always have.” Are they really sales and marketing
opportunities, or paid vacations to catch up with old friends? Just
because you’ve “always” advertised with XYZ, does not mean you should
5. Competition. Follow what they are
doing. See where they invest, what they are focused on, what new markets
they’re exploring, as well as which old ones they are letting go of. It’s
very inexpensive market research, and it’s a mistake not to take advantage
6. Full budget. Many companies
reduced, or even eliminated, their marketing budget for 2009. Convince
yourself, or your boss, that good marketing is an investment, not an
expense, and that without it you are doomed to fail. Fight for a budget
that allows you to do your job – and do it well.
7. Plan. Now that you’ve pulled
together a budget, looked at what’s working, what isn’t and what the
competition is doing – plan! Make every dollar count and maximize your
Return on Investment (ROI). If you take your budget and your marketing
seriously, so will your boss, your board and, most importantly, your
customers, clients and prospects.
8. Stick to the plan. Most marketing
plans fail because they are not followed. It is so easy to fall back into
old habits and do the safe things that we’ve always done. Keep the plan on
your desk, not locked away in a filing cabinet. Evaluate each opportunity
against the plan. If things change, update the plan, but have one and work
9. Customers and clients first, prospects second.
While we all enjoy bringing in new business, and need to in order to be
successful, don’t lose sight of your existing customers and clients. It is
far more expensive to get new business than it is to keep existing
10. Be positive! Commiserate in
private. To your customers, clients and prospects – be positive. Ask
yourself whom you prefer to work with – someone who whines about the
economy or how poorly their business is doing, or someone who is upbeat,
looking forward and moving ahead? Your marketing should reflect that same
positive attitude and image.
There's my ten. You may or may not join the gym, read the book or
call Mom and Dad more often, but if you follow these 10 steps in 2010, you
will have a more successful year than if you don’t. Good luck and Happy
New Year – now get to work!
You Should Know Before Renting A List.
Whether it’s postal or email, the list you use
can make or break your success in Direct Marketing.
It's amazing how many professionals turn to the web to find a cheap list.
Why would you commit all your marketing dollars just to one list when
there are over 73,000 postal, email and telemarketing list on the market
Not all lists are created equally. How do you know you’re getting accurate
information? Your list choice accounts for 75-85 percent of your success
or failure. It is the one process that should not be rushed.
Six things you should know before renting a list online:
1) Don't Rent Lists Without Proper
Information & Guidance. Many new to direct marketing
flock to the Internet and sign up for one of those low monthly self serve
services or share your leads programs. Most, if not all are from compiled
sources. Why would you limit your marketing efforts to only one list
source when they’re so many to choose from? My advise is don’t rent lists
yourself unless you understand data intimately. Each list has strengths
and weaknesses. Do you know them? Does the list match your existing
customer base? One rule in direct marketing is that your next customer
will look a lot like your last.
2) More About Compiled Lists. Many
compilers set up wholesale arrangements with other list companies. The
revenue can be low and that means there is a tendency not to update the
list as often . Names and addresses can be more than a year old.
Imagine how your promotion can be negatively affected when you find that
30% or more of your intended recipients never received your mail piece.
Why? Because 20% of consumers change their address each year on average.
For B2B when you factor in openings, closings and moving the percentage is
even higher. None of your mail comes back undeliverable because it is 3rd
class and the post office will not send it back to you.
3) Can you really send out a million emails for
only $19.95? There are companies that claim they can reach
every audience with their email list. This is absolutely not true. They
are harvesting names on the Internet or setting up registration sites for
the sole purpose of collecting email addresses. A company that provides email
addresses directly to you is not CAN SPAM compliant. This means If you use
these lists you will be labeled a spammer and you will be black listed.
Worse you and/or your ISP can get shut down or fined.
Anyone who releases their e-mail list is basically giving away their bread
and butter without any way of policing the use of it. Would you give away
your client file to just anyone?
Tip: Ask for the source of the data. Remember, you want a file that
matches your best prospect from your customer database. Look for focused
publications and legitimate websites that offer valuable content to
subscribers and that offer an email opportunity. If you don’t have good
brand recognition within your target market, email may not be the right
fit for you.
4) Get to know your customer base.
Take a hard look at your existing customer base. This applies to both
consumer and B2B. Find out their age, income, title, industry, married,
single, children, geography etc. You will now have a profile of who your
best customers are and where they come from.
5) When marketing to only a few zip codes
compiled data is usually your only option. There is only a few
national compilers for consumer and B2B lists. Each has their strengths
and weaknesses so knowing when to use one over the other is important. Be
sure to hire a professional list broker to help you sort out opportunities
and pitfalls. This leads us to the final fact.
6) List Brokers are very important to your
success. A list broker guides you towards the best list(s)
for your offer based on their past client experiences and industry
knowledge. A broker will steer you away from non-performing lists and
selections. The list owner pays a list broker a standard commission only
when an order is placed. What that means is the list brokers service to
you is free and their primary goal is to make your direct marketing
experience as successful as possible.
As you can see there is more than meets the eye when selecting lists.
Knowing how data is gathered, updated, and strengths and weakness of data
sources is a full time job. This is not something you can learn on the
Internet quickly because it takes years of experience working with mailers
and many different list sources.
Tom Palmese, VP Mazzone Marketing Group,
specializes in list acquisition and marketing programs for B2B and
Consumer mailers in the USA and Canada. He can be reached at 516-665-1220
Testimonial Letters For More Effective Direct Marketing.
By: Jason Hanson, Real Estate Agent.
What others say
about you is 1,000 times more powerful than what you say about yourself.
Do you know the best type of direct mail you can send out?
Something that I can guarantee 99% of your competition never does. And the
reason that when I go into a house to close a deal I see a stack of direct
mail from my competitors… yet I’m the one walking out with a signed
Two words: Testimonial mailings.
A few years back I did a subject-to deal with an elderly woman and she
wrote me one of the best testimonials I’ve ever received. She was about to
lose her house and was so thankful that I saved her from financial ruin.
She mentioned that she would be happy to refer others to me and that
people could call her if I ever needed a referral.
Well, soon after this I read in a marketing book about how companies use
testimonial mailings to get higher response rates when using direct mail.
This I had to try. I received permission from the woman to include her
letter in an upcoming direct mail campaign. Next, I wrote a brand new
letter that explained how I was looking for more houses in Fredericksburg,
VA and that I had recently helped Jane Doe who lives in their area and
here’s the letter that Jane Doe sent me.
The testimonial mailing helped me raise my response rates tremendously.
If you include a testimonial letter in your next promotion I bet you will
see an increased response rate too. Make sure the testimonial you use is
detailed, interesting and specific. Do not use a boring testimonial
that says “John Doe is a nice guy who helped me out.” Instead the
testimonial should gush about how you’re a lifesaver and how you helped
If you don’t have testimonials, simply ask for them. If you
give people good customer service and a good product most of them will be
more than happy to write you a testimonial.
This is probably one of the easiest ways to boost response and make more
sales because what others say about you is 1,000 times more powerful than
what you say about yourself.
Talon has a VIP Package & great seats for you to win.
are giving away a pair of tickets to see the New York Islanders! The
game includes access to a private VIP area with complimentary dinner (plenty of food,
snacks and drinks)
and private restrooms. You may run into current & former players and other VIP's. To win, be the first telephone caller (please
don’t hit reply or email). Voice Mail messages count so it's fine to leave
a voice mail. Call Michael Borkan at 631-667-5500 x 11.
Islander tickets are center ice and offer the best view in the arena!
Thursday January 21, The
Islanders vs. The Florida Panthers.
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If you do not wish to receive the
Talon Mailing & Marketing Newsletter please
10 Steps For Marketing Success in 2010.
6 Things You Should Know Before Renting A List.
Using Testimonial Letters For More Effective Marketing.
Islander VIP Ticket Giveaway!
Mike Borkan's Links - Websites you probably
View Samples of our work.
Talon welcomes the following new clients this month to our growing
roster of customers:
Mike's Favorite Links:
Some interesting links...
Mashable.com - Social Media news
blog covering cool new websites and social networks: Facebook, Google,
Twitter, MySpace and YouTube.
Compete.com - helps you benefit
from click-sharing by providing free services that create a more trusted,
transparent, and valuable Internet.
Tech, Games, Comics,
Movies. We Promise Not to Tell.
Radaronline.com - One of the best
celebrity News & gossip sites. Thanks Tiger for recommending this
Bing.com/maps/ - Maps of the
world, street map search, route planner, directions and traffic, satellite
and aerial images, birds eye view, yellow pages, 3D cities.
Magcover.com - Really great site. Create your own magazine covers
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