Collecting Email Addresses: A Step-by-Step Guide

Whether you’re a bookstore, a non-profit arts organization, a wine consultant, or an accountant, you need a steady stream of business, referrals, or response from the people that keep your doors open.

That starts with staying in regular communication with your target market. When you build an ongoing dialogue with them, you increase the trust and comfort level they have with you. They look forward to hearing from you. It becomes second nature for them to think of you. You’ll stay top of mind with them and as a result, they’ll become more loyal to you, spend more with you, donate more frequently, and be more likely to refer you to their friends or colleagues.

Sounds great, right? One of the easiest, most effective ways to build that dialogue is with email marketing — by using email newsletters and promotions that you send regularly.

That’s why you should have a list of your customers’, clients’, or members’ email addresses: it’s a real asset to your business. And it’s so easy to quickly build it and at little cost.

Here’s How: Here are some things you can do to build a permission-based list, wherever you go, however your organization interacts with the public.

At your office or place of business:

• Ask every customer if they want to receive your email newsletter.
• Request customer email addresses on your POS, online ordering, or checkout system.
• Add space to your comment cards or surveys for people to sign up.
• Put tent cards, wall, or counter displays in your place of business. Use a teaser, if applicable, about getting the inside scoop or exclusive offers from you.
• Use a fishbowl on your counter to collect newsletter sign-up forms or business cards. Offer a weekly or monthly prize, like discounts or gifts from your establishment or other local vendors. Announce the winners in your newsletter, and add everyone in the bowl to your mailing list (be sure to include a disclaimer on the sign up sheet that says "winner will be notified by email" to ensure they provide you with the correct address.)

 
If you’re online and use social media:

• Add a “Join My Mailing List” app to your website and your Facebook Page so people can join your list.
• Ask your Facebook fans and Twitter followers to sign up for your list by providing a link to your sign-up form on your website.
• Share your latest issue on your favorite social network and let those not on your mailing list see the great content you’re sending on a regular basis.

When you’re at events, in the field, or networking:

• Bring a sign-up sheet

• to every public event you exhibit at or participate in: fairs, open houses, fundraising events, craft shows — any place where dozens of people will encounter you.
• Leave postage-paid sign-up cards behind when you visit clients or at networking events so people can mail it back to you. Just write your address on the back and stamp it — it won’t cost them a penny to join.

If you already use email marketing or other outgoing communications:

• Make it easy for recipients to tell their friends about your emails with a “forward to a friend” link

• Staple a sign-up card to customers’ receipts, or include it in the envelope if you mail them bills.

So, now you say, “I Have a List…Now What?” Here’s what to do!

• Ask your customers or members

• what they want to hear about from you — consider using an Online Survey to collect this information quickly and easily.
• Consider segmenting, which lets you subdivide your master mailing list into smaller lists that group people together by their interests. It allows you to create truly targeted communications that speak directly to them.
• Host an event like a class, seminar, demonstration, client/member appreciation party, or fundraiser to establish a bigger presence in your community, get publicity, and attract new people. Don’t forget to ask attendees if you can add them to your mailing list.
• Collect people’s birthday or anniversary dates. Every month, send a special discount or offer to those celebrating their big day. (See...even big brands do it!)

Email communications are a very low-cost, high-impact way to engage with and have a conversation with your customers (and prospects). There are several online companies that offer Email Communications and TRIO is now a Constant Contact Partner! If you have ever wanted to try it, or learn more about Constant Contact, sign up here: http://www.constantcontact.com/index.jsp?pn=trioagency Don’t want to do it yourself? I would be honored to help you increase your business with Email Marketing.

Merry Christmas, and we’ll talk next year!

Renee Schneider, PresidentTRIO Marketing|Branding|Advertising, L.L.C



515-259-0577 - office
316-644-7029 - cell
renee@trioagency.comwww.facebook.com/trioagency
www.trioagency.blogspot.com
www.trioagency.com



About TRIO Marketing|Branding|AdvertisingTRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

• Marketing, Branding, Public Relations and Advertising Consulting
• Strategic Annual Marketing Plan Development
• Integrated and Interactive Marketing Services including E-mail and SMS Marketing
• Promotional Products
• Media Negotiation, Placement & Spot Traffic Management
• Print Design & Production
• Web Development & Search Engine Optimization
• Direct Mail Services
• One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

Marketing Plan Writing 101

In the world of marketing, it is already 2013. If you haven’t started planning your marketing for next year, what are you waiting for?? Not sure where to begin? That's OK. Below is what should be included in your marketing plan! Now...get brainstorming (and if you need a brainstorming partner, give me a call!)

Begin by asking yourself 3 questions: 1.) Do you have a marketing plan from 2012? 2.) Did you follow the plan? 3.) If yes...did it work? Why or why not? Those three questions will help you a lot when planning for 2013.

OK. Let's begin.

Always start with a Situation Summary. A Situation Summary is a one-page summary of your current business landscape and your historical data. This is a place to tell your story (i.e., where you do great, where your opportunities are). What is your financial situation (profit or loss)? Be sure to include industry forecasts and trends so get a “big picture” view.

Next, include a Competitive Analysis. This should also be one or two pages that summarize your current competitors. Be sure to include obvious ones and not-so-obvious ones, like DIY for example. What are your competitors’ marketing tactics; where are they winning market share; what are their weaknesses? You want to keep a close eye on your competitors, but DON’T COPY their marketing strategies.

Who is your Target Market? Every demographic has a different buying behavior, so it is important to know how and when to talk to them! Include a one-page detailed summary, but expand into multiple target market segments if you need to. You may have more than one demographic you are marketing to! To make this easier, pick one of your PERFECT customers and paint a “picture” of that person. Tell their story and BOOM! You have your target market demographic and psychographic (behavior) profile!

Most marketing plans have 1-3 Objectives, which are usually revenue targets. What do you want to accomplish next year in your business? Are they S.M.A.R.T. Objectives (Specific, Measurable, Attainable, Relevant, Time-bound)? Here is an example: Increase revenue by 12% from our existing product lines before December 31, 2013, while maintaining current profit margins of 35%.” Do you have non-revenue objectives to include (i.e. improving your reputation)?

 

How will you accomplish your objective/s? Next, list Strategies to carry out through the year. Each objective should have 2-3 strategies to achieve it, i.e. using the previous sample objective of increasing revenue by 12%

• Increase average unit price
• Increase awareness among potential new customers
• Increase number of transactions per customer

Then, now comes the fun part! What specific mediums are you going to utilize to carry out your strategies? You can have an unlimited number of Tactics per strategy, however your budget needs to be considered! Remember to include timing (or a marketing calendar) in your plan so you can stay on track! Here are a list of my favorite tactics (in no particular order)!

• Newspaper
• Television
• Radio
• Magazines
• Sponsorships
• Public Relations (FREE!)
• Social Media (Kinda FREE!)
• Website
• Point-of-purchase
• Marketing Collateral
• Networking (Low-cost!)
• Memberships
• Cold-calling (FREE!)
• Strategic Alliances (FREE!)
• E-Newsletters (Low-cost!)
• Seminars and Events
• Trade Shows
• Referral Program
• Direct Mail
• Promotional Products

Before you start spending money with every sales person who calls on you, determine a REAL Budget! Every tactic has a price for execution and be considerate of what your company can AFFORD to invest, incase your marketing plan fails to give you an impressive ROI (sorry, Charlie…not all marketing works all the time!) Ask yourself this…Will the amount you set forth achieve your objective? Do you need to re-think your budget or objectives?

 

Last, but definitely MOST IMPORTANT! How will you know if your marketing plan (i.e. your MONEY!) is working if you don’t Test and Measure it! Determine what your expectations are for your plan? If you know where you are starting from (review your situation summary) then you can easily track improvements in sales from your bookkeeping software. Set up an easy to follow lead tracking system, conversion rate tracker, etc and test and measure all year! If you know what is working…do more of it. And, if you know what is NOT working, you can replace it with something that works better!
There you have it. Marketing Plan Writing 101. Congratulations! Your diploma will be arriving soon, and your sales are sure to increase because you have taken the time to THINK, PLAN and EXECUTE a marketing strategy for your business.
Don’t want to write your own plan? Call me at 515-259-0577 or email me at renee@trioagency.com and I will develop your plan for you!

Until next time,

Renee Schneider, OwnerTRIO Marketing | Branding | Advertising
15-259-0577 - office
316-644-7029 - cell
renee@trioagency.com
www.facebook.com/trioagency
www.trioagency.blogspot.com
www.trioagency.com



About TRIO Marketing|Branding|AdvertisingTRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

• Marketing, Branding, Public Relations and Advertising Consulting
• Strategic Annual Marketing Plan Development
• Integrated and Interactive Marketing Services including E-mail and SMS Marketing
• Promotional Products
• Media Negotiation, Placement & Spot Traffic Management
• Print Design & Production
• Web Development & Search Engine Optimization
• Direct Mail Services
• One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

All Good Things Must Come to an End. (Period.)

OK, I know we just started 4th quarter, but in the marketing world, it is time to start thinking 2013. For many of you 2012 was a good...no, GREAT year. For others, not so much...but yes, my friends ALL GOOD THINGS MUST COME TO AN END.

Who knows what lies in wait for us as 2013 actually rolls in? Well (this is me, getting on my soap box), as an organized, strategic business owner...you know what lies in wait for you because you have PLANNED IT! Now is the time to start thinking about your 2013 marketing objectives and strategies (kudos to you if you have started already!).

And, how can you do that? How can you start planning for next year, when there is still 1/4 left of the current one? SIMPLE! Take an afternoon and complete these few easy steps.

1.) Reflect back on what you did in 2012 that worked in your marketing.
2.) What didn't work?
3.) What was your overall ROI in regards to marketing?
4.) PLAN - in 2013, do more of what worked...and less of what didn't in 2012.

Genius, I know!

As much as I hate "looking in the rear view mirror" when planning for the next year, it is imparative that we know where we have come from. That way, we know where we are going, and at least for the next 12 months, we can (try to) look forward through the windshield. Your business is now at the crossroads from where you were, to what you want to become.

With a proper marketing plan in place which outlines where you want to GO in your business, steps in how to GET there and ways to MEASURE the success of your plan, you will (no doubt) be ready to tackle 2013 like a pro.

Need help reflecting, planning and executing your marketing in 2013? You know who to call!

12.5 Tips for Using Social Media - Part 2

OK, so you've waited long enough. Here are the rest of my Social Media tips!


Tip #7 - How often should you really post?

We all have friends and followers who post a hundred times a day, with little or nothing to say. Those people take the “if one post is good, 30 will be awesome” approach to posting. The truth is, your business is not the only reason they are on facebook, linked in or twitter. If you over promote, you run the risk of losing them and getting a dreaded “unlike.” But, make no mistake about it…frequency is key to keeping fan interest, so say something interesting a couple times a day at most and see what happens. If you need to bump up your frequency, then do it, but if your followers are telling you to “cool it” you’d better back off to once a day or every other day.

For now, test and measure to see what works best for your business and you will hit your stride. Again, like I have said before…only post 1 out of 10-15 posts about YOU…make the other posts added value or educational.

Tip #8 - It is ok to peek at the pros

When you were in kindergarten your teacher told you to never look at your neighbors paper, or it was cheating, right? Well, in the realworld, that is called market research and it is ok to peek at your competitors and other professionals to see what they are doing. When it comes to social media, everyone has a different strategy and it is best to take a look at the experts to gain some insights. Every industry is different, so check out the website wefollow to find influential twitter users within your niche.  I would not recommend reposting everything you find, but follow the strategy your industry uses. If original content is king…start there, but if posting links to articles or asking poll questions is your industries favorite strategy, do that. It all boils down to doing what works best for interacting with your target market and if the wheel has already been created, don’t reinvent it.

Tip #9 - Who should be the one posting?

Social media does not have to be a one person show, in fact I recommend that you enlist the help of many to keep your pages fresh and light. If you hire a professional agency to strategize and post regularly for you, add in some comments or posts yourself to give your page a different flavor and personality. If you decide to have several people in your office share the responsibility of social media management, it is a requirement that all members of the team be knowledgeable about your strategy behind your social media. For example, Suzy from accounting might think your followers would be interested to know she had a bagel for breakfast. Unless you have a bagel store as a client and she mentions the bagel store in her post, that is something your customers are not interested in. Whether you have 1 or 10 people managing your site, make sure everyone is aiming for the same target.



Tip #10 - How can social media be viral?

Viral is only a bad word when you are talking about the flu. In regards to social media, your goal is to make sure that all your posts and updates go viral. Meaning that your followers share, repost, send and retweet your valuable information to their network of friends. This is the equivalent of word of mouth advertising. If someone reposts something, chances are, it is pretty good. A simple tip is to somehow integrate the topic of facebook into your conversation because, believe it or not, facebook is the number one-most shared topic on facebook. Another sure-fire way to make your posts go viral is to host a contest giving away a prize from your company. People will do pretty much anything for a free prize and if you tell them to send the post to three friends, then they can register to win your prize, they will! So when you are planning your social media strategy, don’t forget to throw in ideas to make your message viral.

Tip #11 - Staying true to your brand identity

What works for one brand may not work for another in the social media space. For example, the strategy for a movie store is completely different than that of a tax preparer. Consistency is key when you brand a business, so don’t forget to brand your social media pages as well. Customize your twitter page or use a distinctive avatar on facebook. Branding is not all about the look of your business, but it is also about the tone of voice you use as well so make sure that you remain consistent with your messaging and tone as well as your vocabulary. For example, that movie store I mentioned earlier could use movie quotes and slang, where as the tax preparer would need to be more professional and informative. Needless to say, keep consistent with your brand and don’t confuse your followers with different looks and language than they are already used to.

Tip #12 - How to bring the fun back to social media

If you have been in charge of your companies social media management for a while, you may be telling yourself “this used to be fun, but now it is a chore” and you find that you may be lacking in the updates? That is ok. Everyone gets into a rut sometimes. Now is a good time to revisit your strategy to see if you need to make any tweeks to it. Chances are, if you are getting tired of posting, your followers are getting tired of reading it, or they are simply ignoring your updates all together. Ask yourself why you wanted to engage in social media in the first place. To have fun and interact with customers, right? So, your assignment for the next week is go to your followers’ pages and react to their posts and re-energize yourself as to how fun social media can be. You will gain some new ideas and perhaps a fresh perspective on how to manage your social media pages.

Tip #12.5 - Share the wealth

Now, it is time to share the wealth and reciprocate those good relationships. You have asked your followers to share your links and retweet your but are you doing the same for them? Take a look at the other side of the coin for a moment and see life from your followers’ perspective. Have you seen a lead or two from friends, but not given any back? Social media is a two-way street where you need to give back as much as you get. So don’t forget to reciprocate your good fortune with your followers, share leads, give testimonials, comment on their links and videos, and your ever-growing network of friends will stick around for a long time.

12.5 Tips for Using Social Media - Part 1

You've asked for it...now you get it. Here are my 12.5 tips for proper use of the Social Media space!

Tip #1 - Just get started                     

Many businesses are afraid of jumping into the social media space, and trying something new with their marketing. Take it from me, it is a little scary to take that leap of faith, but trust me, it’s worth it. All you have to do is just get started. It does not take a big budget to get started in social media marketing. In fact, much of social media marketing is human capital, or simply hiring an employee who is responsible for your social media maintenance. Start by listening. Look for conversations your customers are having online. Sign up for google alerts that mention your product or brand. Then, join in the conversation! Just remember to be honest, authentic and transparent and you will be fine. If you take the first steps to engage your customers in a conversation you will learn more about how your brand fits into the social media space and your learnings will help guide your future programs. Have fun and just get started!

Tip #2 -  Do you need to hire an expert?                        

Either you are just starting your social media campaigns (congratulations, by the way) or you are an old “pro” by now, but regardless of your tenure, I am sure you have asked yourself if a social media agency should be doing all this work for you? Keep in mind that there are hundreds of social media professionals out there who claim they are the experts in this ever-changing field. Many are great, but consider this. Is your agency walking the walk and talking the talk? Are the consultants you are looking to hire interacting with their consumers on facebook? Do they have a blog or a twitter feed? Judge the agency not solely on their pitch but on their actions. And most importantly, remember that the consumers want to connect with you and not your agency. So don’t just sit back and let the agency do all the talking! Engage with your customers and respond to their posts personally. That is what the “social” part is all about.

Tip #3 - Don’t fret about your follower numbers                         

How many “likers” do you have on facebook? Do you have 500+ connections on linked in? Don’t fret about the number of followers you have on your social media sites because it is not about the quantity, it is about the quality of your network. Sure, there are ways you can attract thousands of followers in a matter of days, actually, it is not that hard, but the types of followers you want are not computerized bots but rather those who will engage with your conversation and share your postings with their network of followers too! If your network is genuine fans of you and your business, 10 of them are worth more than a thousand bots. Yes, it takes a while to organically build up a great social profile, so focus on building great content while being helpful and educational. Like we say in iowa… “if you build it, they will come.”

Tip #4 - How to really listen to your customers

We spend a lot of time talking about customer outreach – using social media to send out your message and create a network. That’s the ‘talking’ part of social media. But it’s also very important to “listen,” here’s why:

• If someone says something nice about you or your product, you want to thank them
• If someone says something NOT nice about you or your product, you want to address or fix the problem
• If someone mentions you or your company or your industry in a blog, you want to respond and chime in

But how do you know if someone’s talking about you? Google alerts is one easy-to-use and free way to be notified when someone talks about you. To sign up for google alerts, you’ll need an account on google. Once you’re on the inside, go to ‘my account’ and scroll down until you see your products – you can add and delete these at will and there are many useful applications on the google platform. Click on alerts and it will walk you through the simple process. Pay attention to what notifications you receive because you may need to alter your alert parameters. This is a great place to start learning what your customers are truly saying about you and your company! It’s ok! Go be the fly on the wall! This is the one time it is socially acceptable to eavesdrop on the conversation.


Tip #5 - How to interact with your customers

Everyone knows that in order to make your social media work better you need to interact or engage with your customer. How do you do that? There are several methods to start conversations with your network. One simple way is to ask your followers to share your tweets, posts and status updates with their network so your message becomes viral. If people make comments on your links and updates, respond back to them in a relaxed, positive manner. This is a great way to react to feedback from your customers and create raving fans within your customers. Another tried and true method to making social media interactive is by adding photos and videos to your posts. Due to the size of the thumbnail image, your followers almost always will click through to view the link. Encourage them to make comments and share with their friends. Social media should be just that…social, so have fun chatting with your customers and you will sure to have a great following.

Tip #6 - 5 tips for better postings

Are you getting confused about what to post on your facebook, linked in or twitter pages? Here are five tips to making your posts better, in turn, making them more visible in the social media space.

1.) post a variety of content to attract interactions with your network of followers

2.) post regularly. Depending on your industry and your content you can post a couple times per day, but in general once per day is plenty. Too much will turn off your consumer. But remember, too many posts about YOU will cause people to UNLIKE you. That’s bad. So, rule of thumb, 1 out of 10-15 posts should be about YOU. Stick with added-value, educational or funny content that relates to your brand.

3.) post your content after working hours, like around 8pm. Studies show that more people are on facebook around 8pm, so the chances that your post will be seen are greater.

4.) post videos directly instead of links to the videos so people can view the video on facebook. And be sure to include links in video descriptions to encourage traffic back to your site.

5.) Ask questions and solicit feedback from your fans to encourage interaction. Make your social networking a social event.

Can the Clutter - Less is Best

“Out of clutter, find simplicity.” – Albert Einstein.

Have you ever noticed that businesses try to cram everything (including the kitchen sink) into their advertisements? Their radio ad is a laundry list of services, their newspaper ads are so full of words you can't even read them and their webites are so jam-packed with information and links it makes your head spin! Can the clutter. Our brains are so overwhelmed daily with the messages of the world, that there is NO WAY we can remember all of your products, services, awards and partnerships from one ad.



Imagine a white wall. If you put something on every inch of the wall, would you be able to look at it (all of it) in 10 seconds? 10 seconds (and most of the time, less) is all the time we have to capture the attention of our readers. Leave white (blank) space in your ad to give your readers' brains time to breathe and comprehend what you want them to learn!



If you must tell your entire business’ story all on the same day or same media flight, put a series of ads in the newspaper, or run sequels to your TV spots. Break up the message into tiny pieces so it is easy to remember.

It is a good idea, at some point, to tell your current and future customers everything that you do, but you don't have to do it all at once. That is where a marketing plan can help. A marketing plan will help you determine what, when and where you will advertise your products and services to your customers. Strategize, based on your business trends and seasonality when to advertise certain services you offer.

Can the clutter, and remember...less is best!

Need help with what to say in your ad, or when to say it? Contact me for a free consultation!

Renee Schneider
TRIO Marketing | Branding | Advertising



515-259-0577 - office
316-644-7029 - cell
renee@trioagency.com
www.facebook.com/trioagency
www.trioagency.blogspot.com
www.trioagency.com

Is Direct Mail Right for Your Business?

Many businesses consider direct mail in their marketing mix. But, because there are mixed reviews about the effectiveness of direct mail, many business owners are confused as to which mailing strategy they should rely on. I executed a campaign recently for a client where the results were so great that customers came flooding in the doors holding their postcard in their hands! What a response! Direct mail is very easy to track because it is a tangible item people can save for when they are ready to buy. I wish there was a “magic bullet” that would produce outstanding results for everyone, but unfortunately, there is not, and no matter which third-party research you reference (i.e. Direct Marketing Association, United States Postal Service, American Marketing Association, etc) there are many ways to analyze the research and findings. Advertising (ie. Direct Marketing) is an art…not a science; therefore, there are many interpretations of which mailing strategy is right for you and your business. Here are a few different ideas that you can consider when contemplating how to use direct mail:

1.) Purchase a database: Just as there are millions of promotional products out there to promote your business and marketing message (which is why I suggest letting a professional in that industry help you!) there are thousands of list brokers that are eager to sell you a database. These compiled lists could be gathered from a variety of places including a subscription list from a magazine, census data, trade show attendee lists and more. The lists can be VERY specific in narrowing down your target market in terms of geography, gender, age, marital status, household income, ethnic and cultural beliefs and even personal hobbies and interests. Unfortunately, some lists, while they can be very effective are cost prohibitive to purchase. You would utilize the bulk mail system (250 or more pieces) and while postage is still less than the cost of a stamp, can still ring up a hefty bill. Because you are paying higher postage rates, you are able to personalize the mail piece to each recipient, increasing your response rate.

2.) Every Door Direct Mail (EDDM): The EDDM program is a new initiative by the USPS. This low-cost option is perfect for someone who targets customers (business and/or residential) in a specific geographical area (ie. retail or service industry) because it is called Saturation Mail. The EDDM program delivers to everyone in your target carrier route and there are little limitations on what you can mail. The bad news is that you can not personalize your postcard with the recipients contact information, but the good news is that your mailer has to be larger than 7x9 and smaller than 12x15, meaning that your jumbo postcard will cut through the rest of the “junk mail” clutter in someone’s mailbox. I recommend EDDM for my clients because it is affordable. You can send a large postcard for only $.145 each, in comparison to $.27-.35 for bulk rate postage on a purchased database mailing. For more information on this program, you can contact me at renee@trioagency.com and I can walk you through it!

3.) Wave Mail Theory: You all know the “rule of thumb” when it comes to sales. In order for a prospect to make the decision to purchase from your business, you have to touch them a minimum of 3-8 separate times with your marketing message. Wave Mail Theory subscribes to that school of thought where you mail 3 times to your purchased database or EDDM carrier routes. Here is how the program works in terms of response: Of the people who will respond to your mailing (industry stats tell us 1% total response rate is good), 60 percent will respond after the 1^st time you mail. 30 percent will respond after the 2^nd mailing, and a mere 10 percent after the 3^rd. Don’t mail more than 3 times because you are wasting your money on people who won’t respond no matter how many times you mail to them. I would recommend switching your creative and/or message with each mailng.

There are so many more ideas I could give you, but to be honest, that would make an entire book! I would love to help educate you on the many direct mail options available for your business and keep you informed on the new programs that are introduced into the marketing world. Good luck with your programs and if you need help, you know who to call!

About TRIO Marketing|Branding|Advertising

TRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

• Marketing, Branding, Public Relations and Advertising Consulting
• Strategic Annual Marketing Plan Development
• Integrated and Interactive Marketing Services including E-mail and SMS Marketing
• Promotional Products
• Media Negotiation, Placement & Spot Traffic Management
• Print Design & Production
• Web Development & Search Engine Optimization
• Direct Mail Services
• One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

Renee Schneider, owner
515-259-0577 - office

316-644-7029 - cell

renee@trioagency.com

www.facebook.com/trioagency

www.trioagency.blogspot.com

www.trioagency.com

What's in a Logo?

Recently, I have designed or re-designed logos for several of my clients. Some of them need a logo because their business is brand new, while others are re-branding their already established business. Designing a logo can be a difficult and expensive undertaking, but it doesn't have to be. If you are thinking about developing a new logo for your business, consider this:
What do you want to say?A logo says a lot about you and your company and sets the tone for your brand. If you have traditional or classic taste, your webite, brochures, office space design, etc should reflect traditional or classic taste as well. Even the copy (the words) in your brochure should be 100% professional business-writing. On the other hand, if you have casual or informal taste, your logo should reflect that! Your company literature, office design and furniture and even dress code can be more relaxed and casual. The tone in which you speak to your prospective customers can be laid-back, conversational and informal, too. Make sure your logo reflects how you want your customers to see and interact with your company
What colors do you like?
Selecting colors can be a challenging endeavor. Choose something you like, of course, but remember, you don't want to be too trendy or contemporary when selecting your colors. Will the colors you select be out-dated 20 years from now? Black is always a safe color, but when choosing the accent color...be careful! Remember to consider printing expenses when you design your logo. The more colors you have in your logo, the more expensive it will be to print your corporate identification kits (business cards, letterhead, envelopes, etc.) In addition, your company apparel may be more expensive to embroider or screen print due to excessive detailing and color choices. In most cases, simple is better.

Does it leave a mark?
In ad industry terms, a "mark" is an icon that can, when properly branded, identify your company when it is all by iteself. Think Nike. You don't need to see Nike Sportswear Company under their famous orange "Swoosh." Think Apple computers. When you see their white/silver "Apple" icon, you instantly know you are in the presence of technological genius. Get the point? When you design your logo make sure that there is something, that if left alone, will leave it's mark on your target audience. Even the TRIO logo has a mark...someday, my "i" icon will be the mark of the largest agency in the world!

Make the commitment.Too many times I see companies change their logo too early, and for no good reason. Make a decision and stick with it. Own your brand, and ooze your mission with everything you do, and everywhere you are seen. Nike, McDonald's and Apple computers haven't changed their logos in ages. Perhaps they have changed their tagline, but not their logo. I recommend sticking with your logo for a GOOD 8-10 years, and even then...only make minor changes, if needed.
Consider what you want to pay.
Logo development can range from $75-$7,500 or even more. Just because you pay more, doesn't mean you get a better logo. Don't underestimate what your logo can bring you in terms of ROI. Although it is very difficult to measure, your logo is a very important part of your brand and must be considered a necessary investment in your business. Don't be cheap...and make sure that you do your homework with the company you are interviewing for your logo design. Ensure that the person you are working with, no matter the final cost, really "gets" you and your company, and the direction in which you want to take it. If the designer understands what you want you want your company to portray, then you will see many logo options that will be a good fit for your business.

After reading this, you are probably analyzing your current logo to see if it is what you want. If you want an objective opinion as to whether your logo needs a refresh, give me a shout! I would love to help you get your brand on the right track, and help you leave a mark with your customers!

Renee Schneider 

TRIO Marketing|Branding|Advertising
515-259-0577 - office
316-644-7029 - cell
renee@trioagency.com
www.facebook.com/trioagency
www.trioagency.blogspot.com
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Think Spending Money is the Only Way to Increase Profits? Think Again!

Some business owners believe the only way to increase their profit is by spending money on advertising, and increasing their lead generation efforts. Think again! There are many ways you can increase your bottom line, and not spend a dime!

• Improve your margin! The first step in increasing your profit margin is by analyzing your current sales and what you are spending your money on. If you change vendors, and buy local, could you save freight cost? Can you buy direct from the manufacturer instead of using a broker? Can you outsource services that you currently have in-house, or perhaps, you can hire someone to replace what you have been outsourcing? Negotiate your loan interest rates, office lease and your phone bill to save money! But, most importantly, don't discount your products and services. You are only cutting into your profit margin and training your customers to buy only when there is a sale.
• Improve your conversion rate! Already have leads coming in the door, but can't convert many to a paying customer? Develop a guarantee and define your uniqueness! Make it easy to buy from you by offering easy payment terms, free delivery or exclusive product lines. Or, maybe all you need is a little sales training to convert those leads in to a sale.
• Increase your average dollar sale! Up sell and cross sell! If a customers' wallet is open, it is easy to keep it open by educating them on all your products and services. Provide a shopping check list so customers don't forget something! Keep impulse buys near the register. Give a free gift with purchase over a pre-determined amount!
• Get customers to shop more often! Under promise and over deliver to make your customers feel special every time they shop with you. Always have their product in stock or offer free delivery and expedite the shipping. Offer frequent buyer programs to encourage loyalty. And, develop a referral program to bring more like-minded customers to the store!

There are hundreds of ideas in each of these categories that can add to your bottom line without spending a dime in marketing. If you need help, give me a call at 515-259-0577 or email at renee@trioagency.com

Don't be a Copycat!

In December, one of my clients gave away a 46" flat-screen HDTV. A couple weeks later, a competitor gave away a TV, and today another local competitor started running a contest to give away a free TV too! My first response is to get angry that our competitors have "copied" us, and that they are trying to ride on our coat tails...but then, after my "coulda had a V8 moment," I realize that we should be 100% flattered! Our competitors don't want to be overshadowed by us, so they tried to one-up us. HA!

This is a classic mistake in advertising! Avoid a knee-jerk reaction to competitor marketing strategies! This "me too" attitude only makes you look like a follower in your industry instead of a leader. Your customers don't care who was the last to give away a TV. All they care about is that you provide the products they need at the price they can afford and give them the customer service they deserve.

Here are 3 tips to avoid the knee-jerk "me too" response to competitve advertising.

• Be unique. You couldn't copy off someone's paper in highschool, and you can't in business either!
• Have a plan and stick with it. By the time your competitors have developed an identical promotion to yours, you have moved on to a bigger and better promotion!
• Anticipate your competitors' next move. Always have your competitors on your radar so you know what they are doing at all times.

Just remember, if you want to win in business, don't create a copycat company. Be the leader and stand up for what you believe in! You will find that customers will flock to your door because you have something everybody wants...guts!

Want to be an industry leader? Let me help you! TRIO Marketing Branding Advertising can help determine your uniqueness, develop a plan and squash your competitors! Contact me at triomarketing123@gmail.com

Top 5 Low-Cost Marketing Elements for 2012

This time of year, business owners take a deep breath, analyze numbers from last year and then jump into the new year running…many times, forgetting to plan for the 12 months ahead. Don’t you think your time would be well spent if you took 2-4 hours and actually planned on where you want your business to be at this time next year?  Let’s take just a few minutes to jump start the planning process! I am going to give you 5 must-have ideas to include in your marketing plan for 2012. Oh, yeah…they’re pretty much FREE. 

1.)    Social Media: Social media is a must for all businesses nowadays. You don’t have to go all crazy by getting an account on every social media and networking site out there. There are a few tried-and-true sites that you need to have a presence on so that you are able to be searched and found by all your current and future customers. You have all heard of Facebook, Linked In and Twitter. Start there. Post daily. Don’t sell to your customers on these sites because they will “unlike” you faster than you can blink. Talk to them and engage in a conversation with them. I know the social media space seems scary, but this is the new “phone book” advertising; the “necessary evil” of marketing. If your not here, your not anywhere (according to some theories!) And, don’t forget to link to your social media sites from your website and other printed marketing materials. One of my clients posts "Social Media Marketing Minutes" on their YouTube page. For more tidbits about the do's and don'ts about social media, check out their most recent post:

2.)    E-mail Marketing: What a great way to connect with your customer’s right in their inbox! If you don’t have your customers email addresses, start asking for them right away. Give a special offer in exchange for their information. If you already have this valuable data from your customers, you are off to a great start. Now remember, this list should consist of current, past and future customers, all of whom are at the different stages of the buying cycle. So, place tidbits in your eblast that will appeal to everyone. Be educational about your industry, give solutions about current issues (share samples!) and tell them why your business is the best at what you do!

3.)    Referral Program: By now you should already have a base of “raving fan” customers. Are they telling people about your business? Are you asking them to? These valuable people should be your #1 sales force, bringing prospects into your business everyday. If you haven’t already read the book Raving Fans by Sheldon Bowles, I suggest you buy it. Read it (it’s a fast read). Give it as a gift to all your employees. This is how I run my business everyday, and I have not had to spend $1 in marketing! Sometimes, even if you have raving fans, you still need to incentivize them to bring you business. A simple t-shirt, calendar or pen may do the trick, however, some businesses may need to offer a larger incentive. Test and measure to see what works for you!

4.)    Networking Groups: Some people say that chamber memberships and networking groups are a waste of time. Hooey. Take 3 hours a week (including travel time), go to an event and get to know people in your area. Become friends with your competitors and form business alliances with complimentary companies. A key to GETTING great referrals from this marketing avenue is by GIVING great referrals. The one key element to making this tactic work is by paying it forward. Then, most importantly…FOLLOW-UP on the leads that have been given to you, and treat them well. This is your chance to create a NEW raving fan! And, remember to thank the person who gave you the referral. Whether it is a hand written thank you card, or a referral gift, a thank you is very important. One thing you may consider is starting a “referral tree.” At the top, list the person who gave you a referral, and then, like a family tree or organizational chart, plot their referral under them. If the person they referred sends you another referral, put the referral in the appropriate place, but remember to thank EVERYONE above them on the tree. If it wasn’t for the person at the top of the tree, you would never have gotten to the additional referrals.

5.)    Public Relations: PR often goes overlooked in marketing plans. This tactic is a tricky one because you have to EARN your media mentions. You can’t just draft a press release about your business, send it around town and get the front page article in the paper. Your press release has to be newsworthy…and a non-sales pitch. We all have relevant, non-sales driven news happening in our businesses everyday. It might not be breaking news, but it is something to be proud of! Perhaps you hired a new employee, won an award, had a sales gain this year, got a new website, donated money to a non-profit or are giving a free seminar. All of these stories have the potential to earn press time.

By now you have 5 elements to include in your overall marketing plan for 2012. Don’t leave them out! They are (relatively) free and will prove to be beneficial to your bottom line. Need help creating that marketing plan? I can develop one for you based on your goals and objectives for your business. Feel free to contact me at anytime at 515-259-0577.

Good luck, and may you have a happy, healthy and prosperous 2012!