Welcome to the Talon Mailing & Marketing January 2018 Newsletter.
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To Do B2B Direct Mail Effectively
Direct mail remains a force to be reckoned with in sales leads. Any
company that’s trying to find new customers and sell more should be
thinking about their next direct mail campaign.
Direct mail can be a success for a company of any size, but larger
companies have an easier time of it. Direct mail is 137% more effective
for larger companies than small – and there are a few reasons behind it.
Better brand awareness, more resources to craft a great message, and more
staff to follow up mean they can leverage direct mail more effectively.
Larger companies have better brand awareness, so when their direct mail
lands, it only takes a glance for potential customers to recognize. Direct
mail has a 75% brand recall, so large companies stick with decision makers
when they make a postcard campaign. Think about your mailbox – when a
major telecommunications company sends you a postcard advertising an
Internet + TV + phone bundle, you’re going to remember who sent it, even
if it heads straight for the recycling.
Creative Campaigns Value Propositions
Large companies have a lot of marketing resources to put into a compelling
value proposition and creative campaigns designed to get attention. They
have more resources to craft a simple message that delivers their
proposition right away, increasing the odds that the target will read it.
Bulky mail has a better chance of being opened – in fact, 85% of consumers
will open a piece of mail if there’s something about it that catches their
attention. By comparison, email engagement stands at a mere 27.1% and
inboxes have gotten more sophisticated at screening direct marketing.
Bulky mail takes an investment, as it means you’re sending swag and other
large objects to deliver your message or your brand, but it works.
Turn Outbound Marketing into Inbound Leads
A truly creative direct mail campaign can change the direction of the
campaign from outbound marketing to inbound leads. One story from B2B lead
company 360 is their T-shirt campaign; they were targeting architectural
firms for their client, and sent each firm T-shirts screen printed with
drawings of buildings the firm had designed. It took time ad creativity,
but their client quickly had more leads than they knew what to do with.
For more examples of direct marketing campaigns that got great results,
visit the 360 Leads Blog and start learning about lead generation success.
Knock ‘Em Down With Telesales
Direct mail lines them up, telesales knocks them down. Of course, if
generating a lead were that simple, everyone would be doing it, but it’s a
system that works. Compelling direct mail with a simple message gets a
prospect ready, but follow up with a phone call is what gives 360 Leads
direct mail campaigns double digit response rates.
How SMBs Can Catch Up
At most SMBs, your direct marketers are also your sales team and they’re
always stretched for time. There are never enough hours in the day to
follow up on leads or find key decision makers at target companies. A
sales lead company can take a tight budget and turn it into results by
supporting your sales team with direct marketing. They can find new
markets to target with direct mail campaigns that will grow your sales.
Any company can use direct mail to their advantage with the right
messaging, direct copy, and a reason for recipients to read. Work with a
lead generation company on your direct mail campaign and start turning
postcards into sales.
These Top Five Marketing Mistakes
By Laura Lake,
Avoid these five mistakes and your marketing campaign will take off.
A marketing campaign can not only connect you with the
right prospects, but it will also get everyone talking about your company,
your product or your service – at least if it's properly developed and
done right. Marketing mistakes can do the opposite and perhaps result in
disaster, costing your business thousands of dollars in lost revenues and
Here's a checklist of five mistakes commonly made in marketing and how you
can avoid them.
1. Lack of Research and Testing
Market research and testing are critical because they can determine the
performance of each of your marketing efforts. They take the guesswork out
of what your potential customer or client wants from you. Always make sure
you've done your due diligence when it comes to testing different
offers, prices, and packages, then get the input of your customers to see
how they react to each.
2. Improper Focus and Positioning
Don't market just to build up the company, neglecting brand awareness in
the process. Create marketing that will demand an immediate response from
the recipient. Improper focus and market positioning can be avoided by
following the proper solution positioning of marketing.
3. Marketing Without a USP
Your USP is your unique selling proposition. It's the one single statement
that will single you out from among the competition. It should be used in
every piece of marketing material. Think of your USP as the philosophical
foundation of your business. Don't market without it!
4. Failing to Capture Repeat Customers
Keep in mind that 80 percent of your business comes from existing
customers and 20 percent is the result of new customers you've attracted.
Failing to resell to your current customer base could have a detrimental
effect on your profits. It will cost you five times the expense to sell to
a new customer than to sell to an existing customer.
5. Lack of Focus on Potential Customers'
Do you really know what your potential customers need and want? You're way
ahead in the ballgame if you do, but the truth is that very few businesses
have a good grasp of what it is that their customers need and want from
them. The secret to avoiding this common error is to find a need that you
can fill, then fill that need better than anyone else.
Marketing Mistakes Happen
Unfortunately, it happens. You plan, you research, you launch – and your
campaign fails. What could you have missed? What do you do now? The first
thing you should do is step back and breathe deeply. Yes, breathe. The
worst thing you can do at this point is think you're the only one who has
ever experienced this. You're not. The following questions will help you
zero in on where you've made mistakes. Did your marketing message reach
your target? Could they have perceived your marketing message wrong or
misunderstood the message? Did you miss the pain questions? Did you do
adequate research? Lack of research is the reason most campaigns fail.
Could your marketing copy or design be at fault for the lack of response?
Did you follow the tried-and-true rules of marketing execution when it
came to the presentation? Honestly asses your answers and go back to the
drawing board. Don't give up. You can get this right.
into the Millennial Market with Direct Mail
Sarah Haston, Lebanondemocrat.com
Studies have shown that
Millennials like receiving physical mail.
It’s commonly accepted that millennials are never without their phones,
laptops and iPads and that direct mail is an ineffective way to reach out
to them. It turns out, nothing could be further from the truth. Studies
have shown these digital natives like getting old-fashioned, physical
There are currently 80 million millennials in the U.S. who will have a
cumulative $1.4 trillion in spending power by 2020, so it is imperative
marketers pay attention to this group of potential customers. Successfully
understanding what drives and delights this instrumental group is key to
an effective campaign, so, how can you use direct mail to appeal to
• Be genuine: All the messaging and imagery on your direct mail collateral
needs to be authentic and in tune with your brand. Show that you are
responsible, transparent and consistent. Include links to access
additional information about your company. Show your passion for what you
do as well for the people in your organization that help you do it.
• Approachability: How difficult is it for someone to reach you? How many
options to respond to your direct mail are there? If they call you will
they reach a human or an auto attendant? The easier and more accessible
your contact channels are, the more responses you’re going to get.
Human touch: Create a bond with each individual, not only with
personalization but through emotion, as well. Highlight real people in
your company or business who are doing good things and include an image.
Humanize your brand, and you’ll have a greater appeal with millennials.
• Social mindfulness: Highlight all the good things your organization is
doing for social causes. Not just donating money, which millennials see as
a token gesture. How are your employees giving back? How are you and your
company involved in your local community? Give support to a nonprofit that
is in line with your business and beliefs and that you or your employees
feel deeply about. Then tell everyone about the great things you are
• Content empowers them: Millennials crave content-driven media and they
love to share, like pin, tweet, snap, forward and comment on all of it.
Offer millennials content they would proudly share with others and you’ll
successfully build a real brand-consumer relationship.
• Technology: Millennials are the most digital savvy group out there so
you need to make sure that you are including technology in your direct
mail. Not just QR codes, but personalized URLs, as well. Direct mail
should be used as a gateway to online content and mobile devices. This
group likes interactive experiences, so you want to give them that
experience through your direct mail pieces. And don’t forget, millennials
love to share all of their experiences with friends.
As a group, millennials are not impossible to crack from a marketing
perspective. Targeting them using direct mail is not as big of a challenge
as you might think. Using the points above will help you effectively
communicate with and sell to millennials. Your direct mail should be
inclusive and informative, not pushy… Millennials get turned off by the
hard sell. They view direct mail as more trustworthy than electronic
communication, so capitalize on that.
Providing an excellent user experience across all channels is important
with this target group. Embrace that and create fun, engaging direct mail
that moves recipients online to landing pages, social media or whatever
content you want. Make sure to track your responses so that you know what
is working and what is not. Keep in mind all millennials are not the same;
they are individuals and have different wants and needs. Capturing their
response information, and adding that to your database is immensely
valuable. It will allow you to provide better, more targeted offers to
them in the future.
Also, using direct mail with your existing customer database is valuable.
They love to hear from you and they trust you – you can even mail thank
you notes with “special offers” to your most active social followers.
Win Brooklyn Nets Tickets!
Enjoy a great day of Basketball!
We are giving away two tickets to see the Brooklyn Nets.
All you have to do to win is be the first telephone caller (please don’t
hit reply or send an email). Voice mail messages count so it's fine to
leave a message. Call Michael Borkan at (631) 667-5500 x 11.
Wednesday January 17, 2018.
Nets vs. San Antonio 7:30 PM.
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
How To Do B2B Direct Mail Effectively
Avoid These Top Five Marketing Mistakes
Tapping into the Millennial Market with Direct Mail
Mike Borkan's Apps & Links - Apps & Web sites you probably
View Samples of Our Work
Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
Mike's Favorite Apps & Links:
Some interesting things to check out...
Usepastel.com - Make your clients happier and your team more
productive by letting Pastel guide your feedback sessions. Add sticky
notes to any web page in 10 seconds.
Color Scheme Generator - This tool allows you to
pick a color and see six color schemes based on the color. Great for print
or digital design.
Google Allo - Google Allo is
a smart messaging app that helps you say more and do more. Express
yourself better with stickers, doodles, and HUGE emojis & text. Allo also
brings you the Google Assistant.
Egghead.io - For web developers:
concise screencast video tutorials that cover the best tools, libraries,
effectively and stay current.
Rescam.org - Meet the bot that stops
scammers by wasting their time.
Nextdraft.com - The day's most fascinating
news from Dave Pell.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
Click on image below to enlarge.
Do you need help marketing to your clients? Talon can
help! Call Michael Borkan at 631-667-5500 x 11 to learn how to
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