A Strata YouTube Channel Original
New mover marketing is all the rage right now, and for good reason – but getting started can be a bit confusing if you’re new to the game. That’s why in this blog, along with in our most recent YouTube video, we’ll help you achieve a clear understanding of what New Mover Marketing is, and how it could be used for your business. First, we’ll go over how new mover marketing is defined, what a new mover is, and how this marketing technique can be utilized to reach and acquire new customers.
What’s a “New Mover”?
In general, a new mover is someone who’s recently moved to your area, and since they’re new, is looking for a new doctor, dentist, grocery, vet, and more, to establish trust in – and hopefully frequent.
Is New Mover Marketing the Same as Regular Marketing?
In short, no! New mover marketing is a specified, niche tactic that helps you reach new residents in your area while they’re actively establishing new routines and purchasing habits. It’s all about making a strong, quality impression at the same time someone is looking for your services. Different than regular marketing – where you’re mostly informing current customers about new products, services, or promotions, new mover marketing tactics focus solely on bringing in new customers that have just entered your target market.
The Importance of New Mover Marketing
New mover marketing is one of the best ways to gain and retain more customers. If you really think about it, new movers have no customer loyalty to any specific business – yet. They tend to be more receptive and open-minded to marketing campaigns from any business in their new area. They’re also more likely to listen, and are easily attracted to the first business that reaches out to them (so you need to act fast)! Yet, don’t act too fast, because it’s also important to market yourself correctly and effectively. Remember, you typically only get one shot at a first impression, so make sure you present your business the right way.
Let’s quickly go through an example of how exactly a new mover marketing campaign helps you attract new customers. Suppose a new family moves into your town. They’re unfamiliar with what services/businesses are available. Soon after move in, they see a mail campaign for your grocery store in their mailbox. Because they’ll (sooner rather than later) need to go get some groceries, they may be more inclined to visit your store instead of another because you reached out and introduced your store and its services, first. As long as you market yourself correctly, you now have a new, and potentially loyal, customer!
With new mover marketing, the opportunities are endless! Be sure to watch the video, below, to dive a bit deeper. You’ll hear from Strata’s Director of Marketing, Caitlin, as she goes through more specifics. Or, if you’d like to get started on your next new mover marketing campaign and discuss this concept with one of our experts, contact us today.
Laying Out the Pros and Cons
We know it can be a long process to research, find, and decide on a marketing solutions company that achieves your objectives. We also know that the full package – good data, quality design, excellent messaging, great customer service, mailing and fulfillment, and quantifiable results – is the goal, but not always the outcome. Since we get asked about it from time to time, in this blog, we’re going to cover why you may want to choose to work with a marketing company over a CRM services company who also happens to strategize and launch campaigns. Before you make your decision, give this a quick read.
Not Always the “Path of Least Resistance”
First and foremost, although it may appear “easier” to partner with a CRM service to launch your campaigns (because they have access to CRM) – they don’t always have immediate access to other capabilities. For example, they likely don’t have in-house creative design, printing, fulfillment, and mailing, and if they do have some of them – they likely don’t have all of them to execute a turnkey campaign. The main focus of a CRM company is usually just that – customer relationship management. Their key offering is their ability to compile and supply lists – which they may be excellent at doing, but what will they provide in terms of other areas of expertise?
Because of the outsourced services they use (such as those listed above), CRM companies can’t always make campaign changes on the fly. They’re usually unable to print on-demand, have their artist make quick modifications, make last-minute changes to the mailing process, or most importantly, optimize the campaign based on results, midstream.
The Marketing Differentiators
So, what’s the alternative? Partnering with a marketing solutions company that offers expertise in everything from implementation to optimization. Marketing companies are often also connected directly to the list compiler, and even more than that, they’re usually more closely if not directly connected to everything else you’ll need and use during the campaign production process – from strategy to printing. Since many if not all of their services are in-house (including design, print production, fulfillment, and mailing), you can always make changes and improvements mid-stream and at rapid speed. They can simply call on their marketing team of strategists, artists, print production associates, and others to change gears, swiftly improving the efficiency of the program while it’s in progress and effectively increasing campaign ROI.
Additionally, marketing companies focus solely on marketing strategy and production, and the more years of experience under their belts of doing so – the better. Marketing execution is not an add-on to marketing companies. It’s what they do, day in and day out. And the right marketing company will be able to simultaneously execute concurrent campaigns, whether single-touch or many, with corresponding digital to (targeted, specified) customers and prospects. If you’re lucky or do your research, you’ll find a marketing company that also incorporates backend fulfillment, seamless management, granular personalization, and attribution, and will be a team of dedicated experts, creators, innovators, and most importantly, marketers. You get the picture we’re painting. It’s important for a marketer or marketing team to also value and provide quality execution and customer care to every client, and ensure you have the reporting, understanding, and peace of mind you need, with 1:1 attribution, automated data exchange, and a detailed dashboard.
Next time you’re debating, think through this blog first. Do you just need a simple marketing campaign with CRM first, or do you need a multi-touch, well-focused marketing campaign with accurate, up-to-date lists and quality attribution?
That Will Interest Your Audience
In a few of our recent blogs, Buzzword Alert: Every Door Direct Mail (EDDM) and The Pros and Cons of EDDM, we gave you insight into what EDDM is, as well as its pros, cons, and alternatives. In this blog, we’re going over the top 5 best EDDM campaign ideas – in the case that you do choose to go the EDDM route as a part of your marketing strategy.
An EDDM Refresh
USPS’ Every Door Direct Mail service is a blanketed mailing approach sent to all of the potential customers near your business (depending on the routes you choose). Utilizing the provided mapping tool, that provides demographic data information based on census reports, you can choose the routes you’d like your mail piece delivered. Additionally, you can schedule this delivery for whenever it makes sense for your business. The mail you send can be self-designed, or you can work with a company like Strata to design it effectively and professionally. Learn more about what EDDM is at this blog, or explore its pros and cons, here.
Now that we’ve given you a refresh on what EDDM is – let’s dive into some effective campaigns to get you the most ROI.
Campaign Idea 1: Generosity
One of the best ways to entice customers is to provide a generous discount or offer. Or, simply giving them a small something that’s free – whether it’s small and attached to your mailer or provided through a sign-up or scheduled meeting – goes a long way.
Nothing gets customers in the door more than coupons, price deductions, and rewards. Give them something to entice them to at least come in and give your business a chance – even if that’s just to get a discount or redeem an offer. It’s quite likely that once they’re in (as long as you provide good products and/or services), they’ll return.
Introducing free giveaways can pique customer interest, making them feel like you care and are willing to give them something for their attention and possible business. Plus, if the giveaway is received via an exchange, once they “sign up” or schedule a meeting, you’ll then have their information for future communication.
Campaign Idea 2: Urgency
Whether we like it or not, humans like to know what’s going on. You know the phrase – curiosity killed the cat. We get “FOMO” – the fear of missing out – more often than we’d like to admit. That’s why using a term like “save-the-date” is so effective. The potential customer will likely read the rest of the card, because they’ll want to know what’s going on in their area. When you create urgency, people feel that they need to be in-the-know and on-the-go. Obviously, you’ll need some sort of “event” to accompany this type of mailer, but it could be something as small and simple as a limited time discount week, days or day, or a grand opening or reopening.
Campaign Idea 3: Playfulness
Entertaining and playful campaigns do really well when it comes to EDDM. This could mean including a scratch off game, or poll to make the mailer interactive and exciting. Interactivity can get the customer’s attention, and maybe even cause them to feel somewhat invested in getting the answers, winning the prizes, or otherwise finding an end result.
Another way to energize your mailer? Maybe it includes some sort of pop-up upon unfolding. Or, try invisible ink, dye cuts, and other unique folds. Any of these options can help you stand out from the pack and bring out energetic playfulness in your potential customers.
Campaign Idea 4: Proximity
A great way to get customers through your doors is to emphasize how easy it is for them to do so. Focus your mailer around the idea of proximity and the ease of locating and entering your business. Be sure to include an easy-to-read map of your location(s), and add in words such as “close by”, “just an order away”, or, “just a few blocks away” if that’s possible and applicable. With this type of campaign, you can also include a limited time offer to compliment the proximity with urgency. For example, “Stop in for $10 off your order of $50, we’re right down the road”.
Campaign Idea 5: Simplicity
We’ve all heard the acronym KISS. A great campaign tactic is to keep it very simple. Most viewers don’t have the time to digest a whole mailer and all of its contents, so limited text and bold blocks of imagery and/or color can go a long way. Simply providing your store name, address, website, and some great photos and blocks of color can create mystery that speaks just as much as content. Maybe limit it to just one good coupon. This kind of mailer can create recognition and brand awareness without overloading the customer with information.
Like we’ve said before, EDDM is not for every company and its marketing strategy – but if you do choose EDDM for your next campaign, make sure you do it strategically and effectively by using one or two of the campaign ideas above. In general, don’t forget that every mailer should at the very least include contact information, a compelling call-to-action, and memorable branding.
Looking for some more in-depth help to get started? Give us a call or shoot us an email.
Is it the Right Option for You?
In a recent blog, we went over what Every Door Direct Mail (EDDM) is, some of its positives and negatives, as well as some alternatives. Today, we’re diving a bit deeper into EDDM’s pros and cons so that, when you’re ready to launch your next direct mail campaign, you’re able to choose wisely.
What is EDDM Again?
Every Door Direct Mail, (better known as “EDDM”) is a blanketed mailing approach sent through USPS to potential customers near your business (aka – all of your “neighbors” nearby). You can use USPS’ provided mapping tool to select a geographic area, while viewing some demographic data based on census reports such as age-range, household size, and income. With this data in mind, you can choose what mail routes you’d like your piece delivered to – and, you guessed it, your mail gets delivered to every door. You can schedule this delivery whenever you’d like, within the parameters of the postal office.
With EDDM, you have the option of either creating the mailer design yourself, or working with a company (like Strata) to create a design that’s effective and professional. And – when using EDDM, you have two options, EDDM Retail and EDDM BMEU.
What’s EDDM Retail?
EDDM Retail is a good option for small businesses, restaurants, realtors, and local political campaigns. With this choice, you can create an account, send 200-5,000 pieces per day, per zip code, and simply drop your mailings off to the post office. You don’t need a permit with this option, and you can easily pay online or at the post office. The cost is currently $0.20 per piece.
What’s EDDM BMEU?
EDDM BMEU, on the other hand, is a good option for larger volume mailings, as there’s no volume limit and you may send to several different zip codes. As you can imagine, it’s slightly more involved than retail. You’ll need to make a Business Customer Gateway account, acquire a bulk mailing permit, and drop off your mailers to a BMEU – a large USPS mail processing center. The current cost for EDDM BMEU can be “as low as $0.168 per piece.”
The Pros of EDDM
Now that you know your EDDM options, we’ll go over the pros and cons. First – the pros. If your marketing budget is low and you’re looking for something that won’t put much of a dent in it, EDDM mailing can be a worthwhile choice. You can avoid high postage rates, generally, and postage discounts are available for most. Additionally, if your mailing is small and you’re not too concerned about a wide geographic area, you can again save on postage by opting for EDDM.
EDDM can work well for general awareness campaigns – such as showcasing a small business’ grand opening, letting people know you’re running for office, hosting a special event at a restaurant, introducing yourself as a realtor…the list goes on. If you want the general public to know about you, EDDM can help you do just that. Just make sure your business and/or brand is apparent by using quality branding and imagery, your logo(s), memorable colors and fonts, and other elements that people will take note of and will recognize if they see them again. If you’re not sure how to do this or what to include, give us a call.
The Cons of EDDM
Although EDDM is a good service that works for a lot of use-cases, it has its downfalls. With EDDM, you’re unable to really target a specified audience based on significant data, such as interests and hobbies, life changes, environment, age, income, and so on. Yes – you can find an area where many of the people meet some of these criteria, but with Every Door Direct Mail – it’s sent to exactly what it sounds like – every door. You don’t have the option to add people in or take people out if they’re in the selected demographic area and on the chosen mail routes. Therefore, you’re likely wasting paper, production, and money on people who have zero interest in your product, service, or event. You could be reaching out to people who fail to check their mail regularly, see your mailer and throw it out immediately, read it over and have no need or interest, or worse, are offended by your offering or service. What do we mean? Here are a few examples of what we liked to call “fail mail”:
- A BBQ restaurant flyer sent to a house of vegans
- A retirement home postcard sent to a couple in their twenties
- A daycare service mailer sent to someone single with no children
- A car dealership flyer sent to an eco-friendly bicyclist
Whether the “potential customer” doesn’t see it, throws it out, doesn’t want it, or is offended by it, the mailer was a waste of time, printing, and money.
On the other hand – maybe your mailer will actually interest most of your audience and you’re sending it to a large target area. Awesome! But – if your EDDM campaign is too large, you risk offsetting postage cost savings with extra production processing. Plus, paper costs right now are higher than normal due to the shortage, which could mean that printing and mailing to every door could cost you more than the response is worth.
Finally, EDDM does not provide the option to truly personalize your mailers. And, if you’ve read any of our other blogs, you know that personalization is a large part of direct mail success. In fact, a personalized CTA has been found to increase conversions by 78.5%. Without including a name, interest, favorite product, specialized offer, or personalized URL and QR code, your response rate is likely to suffer. If the mailer isn’t linked to anything else and doesn’t lead them anywhere personally specific, it’s not nearly as enticing or effective.
Next time you’re looking to send a mailer out to potential customers, fans, voters, guests, and so on, you may want to use EDDM (depending on your budget and needs), but as experts in the industry, we can say that there is often a more targeted strategy, like new mover marketing or multichannel marketing, that may work better. If you’re ready to get started on your next direct mail campaign, we’re here to help. Simply get in touch.
What You Need to Know
In today’s world of marketing, we’re constantly surrounded by buzzwords – both old and new. As we evolve and keep up with the newest technology and trends, these buzzwords evolve as well. Yet, some buzzwords – like “Every Door Direct Mail”, otherwise known as EDDM, have stood the test of time for quite a while. In this blog, we’re breaking down this buzzword, walking you through its positives and negatives, and explaining when your company should or shouldn’t use it.
What is EDDM?
Every Door Direct Mail (better known as EDDM) from USPS is a blanketed mailing approach sent to potential customers near your business. USPS utilizes a mapping tool that holds demographic data based on census reports, such as age-range, household size, and income. Factors like these can help your company choose the routes you’d like to deliver your mail piece(s) to. Additionally, you can schedule that delivery for any time mail gets delivered.
You may create the mailer yourself, but it’s recommended you work with a company (like Strata) to help you design both professionally and effectively. The USPS website states, “Based on your unique business needs, either create an EDDM mailing yourself or get help with any part of the mail design, printing, preparation, and drop-off process using USPS affiliate vendors or find a local printer in the USPS Printer Directory.”
What Does it Cost?
The cost of EDDM varies, but it’s usually a lower cost option for marketing mail (which we’ll go over later on in this blog). You first have to choose between two options, EDDM Retail and EDDM BMEU, which you can read more in-depth about, here. The costs associated with these options are as follows:
- EDDM Retail® USPS Marketing Flats – $0.20 per piece
- EDDM BMEU USPS Marketing Mail Flats – as low as $0.168 per piece
What’s Good About EDDM?
EDDM is a good option to have if your marketing budget is low. It’s also possible to use it as a marketing test-run to see what audience members are most likely to respond to your communication (especially if you don’t have the budget for reporting).
It’s most often used for generalized, non-specific marketing awareness or brand campaigns. If you simply want to get the word out there – to anyone and everyone about your business, EDDM is an option to consider. Using EDDM can help you to avoid high postage rates, as long as you have a smaller print job in one geographic area.
Why Should I Consider Not Using EDDM?
EDDM definitely comes with its trade-offs. With it, you’ll lose the ability to target individuals based on very specified credentials, and won’t have as much leeway when it comes to time-to-market. Additionally, if your EDDM campaign is too large the cost savings you’d get with postage would be practically meaningless due to the increase in production processing. Lastly, EDDM doesn’t give you any options in terms of personalization – which, if you’ve read some of our blogs, you know is important in direct mail campaign effectiveness and ROI.
What are the Alternatives?
Before using EDDM, think through other ways you can get your message across, and who you’re trying to get that message to. Instead of using a blanketed geographic approach, you may want to try a more specified campaign like our SmartMove services (personalized, multi-touch mail that’s sent specifically to new movers). This way, you can better pin-point your audience, and provide a better experience to those who receive your mail.
Or, maybe the best marketing strategy for your company isn’t even mail at all, or is mail that includes a digital touchpoint. A more multichannel campaign could be your answer.
EDDM isn’t for every company and its marketing strategy – but as experts in the industry, we can say that it works for some companies. Yet, there are many times a more targeted strategy, like our new mover marketing options, will work better. Wondering how you can get started on your next direct mail or multichannel campaign? We’re here to help. Simply contact us whenever you’re ready.
A Strata YouTube Channel Original
Figuring out your multichannel campaign workflow can be difficult (at first). At its core, a workflow should be a living, breathing thing, and you most likely won’t come up with the optimal flow right from the get-go, and that’s alright, you’re not really supposed to. When building a workflow, your goal should be getting to a point where you’re tweaking it throughout the campaign, not reengineering it. That said, in our most recent YouTube video of our Multichannel Marketing series, we go over best practices for creating this flow, and the ways in which you can make it work well for you and your company.
Are All Workflows the Same?
The answer’s no. Look at the construction of your workflow as an iterative process. Something you sit down with, leave, come back to, leave for another cup of coffee, come back to and test out, make calculations for, leave, come back to, leave for more coffee, etc. Go in with the expectation of optimizing it a handful of times. Remember, it’s personalized to you and your company’s goals.
Having the most effective campaign from the get-go is one thing, but building a workflow and truly thinking through a theory for that workflow is another. It allows you to better test and evaluate your campaign’s goals. If you begin to see a disconnect between your campaign goals and what you currently have after constructing a workflow and calculating your multichannel KPIs, you have a problem. But, the good news is that you can work to solve it before spending money, and possibly disrupting your reputation. This is one of the main reasons workflows are important to have – so you can catch any kinks before launching your campaign.
When starting to create your workflow, there are a lot of framework options you can build upon. The video that we’re referring to in this blog is for building a ‘base’ workflow, but, for information on how to tweak your ‘final’ workflow, check out this video when you find some time.
A commonly used workflow strategy formulation starts with defining the highest and lowest levels of the marketing funnel that you want to address. You can have as many ‘funnel buckets’ as you want, and they’ll vary based on your industry and business model. Here are some basic ones that can be used:
We recommend laying these out as lanes in a flowchart. It helps to visualize the different stages of engagement for your campaign members.
To see next steps for building your multichannel workflow, click on the video below. You’ll hear our Director of R&D, Harrison, go through best practices and tips and tricks for getting yours set up. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today.
A Strata YouTube Channel Original
Creating a personally relevant multichannel campaign can be difficult without proper preparation and guidance. Luckily, in this blog, featuring our most recent YouTube video of our Multichannel Marketing series, we go over some marketing personalization statistics, how to create a personalized, cohesive, and seamlessly relevant journey across multiple channels, and ways to better know who your buyers are.
The key to starting is to understand who your audience is and their specific buyer journey. Once you collect this data, it’s time to personalize and make sure the content you’re putting in front of them is relevant.
Map Out Your Customer Journey
When creating the perfect multichannel campaign for your audience, take a look at who your buyers really are and then work backwards to figure out how they became a customer. What high-value acquisition channels did these customers use? Which customers have strong LTV (lifetime value)? Talk to your customer service team and your customers. Once you organize and map that out, you’ll have a much easier time figuring out where the problems are, and where objections are coming from. And finally, discover where customers dropped off in the funnel. Put all of this together, and you’ll have a clear look at the journey your customers take and how you can improve your connections with them.
Establish Your Data
When we say establish your data, we’re talking way more than first names and company names. While those are important – that’s not the personalization customers are looking for these days. You’ll want to start partnering with a company (or using software) that can help you gather info like real-time, on-site behavior, online and offline conversion history, geographic location, product affinities, and device activity. All of this will help you develop a strategy that’s consistent and relevant from one channel to the next.
Ultimately, there’s no one-size-fits-all personalized experience – that’s why customers crave it so much. To see what steps are next in establishing your personalized approach, click on the video below. You’ll hear our Marketing and Social Media Coordinator, Bridget, go through best practices. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe even your first) multichannel campaign started.
To Keep an Eye on
As a marketing solutions company with lots of interest in innovation and change – we’re big on knowing what’s trending and what’s to come. 2021 was filled with a ton of new trends, some – because of changing times and innovation – others, because of big events and worldly occurrences. To stay ahead and prepare for the new year, we’ve looked into the top marketing trends – within design, print, and digital, to keep an eye out for in 2022.
2022 Design Trends
Recent movements around the nation, and even the world, have sparked a broader portrayal of diversity and inclusion in visuals. When crafting your marketing, think about how you can show diverse people in a variety of ways – in your photography, graphics, and iconography. And, even more, think about including imagery of people that your target audience(s) can relate to.“The default for people icons and images are no longer white, male, and able-bodied. There is more representation from marginalized groups in marketing visuals.” The more open, inclusive, and inviting your marketing is, the more likely you’ll bring in a diverse range of interested (and trusting) customers.
Bold and bright backgrounds and backgrounds with patterns are on the rise. These types of backgrounds attract attention and stand out from the pack, among otherwise modern – and primarily dull, gray, or white – busy feeds and mailboxes. Try using a brighter, bolder background to stand out among other marketing materials. This tactic can be “quite stunning when paired with more simple typography or other design elements,”but, to make this trend work for you and your brand, “ensure that everything has a place and there’s good eye flow between elements.”
Unique & Fun Typography
The year 2022 will be all about typography that “breaks standards”, such as “one single letter…upside down, bigger or smaller, in a different font, or completely missing.” Forecasters expect “lettering that pushes the bounds of easy legibility, creating forms that are expressive in and of themselves.” This unique and rising design tactic can also make for more internationally understandable text and imagery that can be read from culture to culture.
Authentic, realistic imagery that your audience can connect with is always important – but will be increasingly popular in 2022. People don’t want to see fake stock families and disingenuous product photos. They want to see real. “Even commercial photography is shifting to look more like snapshots for these projects” instead of planned, posed imagery. This tactic may be a little less polished and intentional, but it works, because it’s relatable. “More authentic imagery is not amateurish; it’s just a different style.” Yet, this doesn’t mean taking blurry or “thrown together” photos. It means shooting high-quality photography that’s just a bit more casual and realistic to real, day-to-day life.
2022 Digital Marketing Trends
This will be a big one for 2022, as it’s already been on the rise for quite a few years. Why? People want to connect with, and relate to, real people. And, they want fairly immediate responses from those real people. Customers feel more connected with and trusting of companies that tell their story, as well as the stories of their products. They want to hear and see real life examples of what the product has and does, and what sets it apart.
A recent study found that 41.3% of consumers use conversational marketing tools before making purchases. “Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best.”
Read more about customer communication and relatability, here.
This trend isn’t new, and is likely to continue in popularity for the next 5-10 years. It’s no surprise to us (and likely not a surprise to you) that 61% of marketers see video as a “very important or extremely important” part of their marketing strategy. It’s a useful tactic not only because of its visual appeal and high rate of easily digestible content, but because it can be republished on several platforms, and cut and manipulated for repurposing. A recent study recorded that “84% of consumers have been convinced to purchase a product after watching a video.”
To read more on video marketing, click here.
This year, there will be a noticeable marketing shift from “traditional text-based content toward dynamic, engaging content” like quizzes, augmented reality, polls, 360-degree videos, and more. These tools give customers a more memorable connection with both the product and the company, and get them involved with the brand – not just get them to see it. In fact, 91% of customers are interested in seeing more content they can interact with.
First-Party and Zero-Party Data
We’ve talked a bit about this topic before in a fairly recent blog post, and this trend is sure to skyrocket into 2022. This year, “first-party cookies will force marketers to be mindful of the data they collect and how they use it,” primarily because companies can now only use their own collected data. This also means that companies will need to be much more authentic and transparent with their customers. Along with first-party data, zero-party data – data given to a brand or company directly from the consumer, will also be a key focus. Some examples of ways to acquire this data are through surveys, forms, or email.
2022 Print Marketing Trends
Combining Print & Digital
This particular trend – we’re very well-versed in. Combining print and digital can do wonders for your campaigns, meeting your customers with mulitple touches on and offline. A great example of this combination is using a personalized URL and QR code on a printed piece. QR codes on print marketing not only give customers an easy way to get to know your company better, but can be vehicles to get customers to purchase or sign up for a program – immediately. These types of combination tactics are flexible, dynamic, and cater to many differing age groups.
Creative Customer Personalization
Also, a great online or offline tool? Personalization. When your company caters to a specific type of audience, or even specific customers rather than a blanketed group, you’re more likely to meet customer’s needs and turn them into loyal ones. Additionally, personalization can be cost effective. Why’s this? In order to personalize, you can’t target everyone – just the right ones.
Lastly, not a new or surprising trend to us, direct mail will continue to grow in popularity in 2022. “With the content marketing boom and remote working becoming the new normal, many consumers have become ‘numb’ to digital marketing campaigns.” So, if you haven’t, why not give direct mail marketing a go? Trying out this re-emerging marketing trend could bring a ton of new customers to your site, as 70% of people engage with a brand online after receiving their direct mail.
Read more on why direct mail is so impactful, here.
Interested in ramping up your marketing in 2022 using one or more of these solutions? We can help! Contact the experts at Strata, today.
How to Fight it & Flourish
As spooky season approaches and Halloween is around the corner, we’re thinking a lot about our biggest fears. But today we’re not talking about ghosts or goblins or even Michael Myers. We’re talking about one of the scariest things of all to any workplace…complacency.
“Complacency is man’s biggest weakness. It creeps up on us when we least expect it.” – Jay Mullings
Even if you think your company isn’t anywhere near complacency, there’s still always room to evaluate and grow. And, you may be surprised by what’s lurking behind the door of contentment. Complacency is not only bad for your company, but good for your competition, which we’d assume will give you a bit of a fright. If employees aren’t challenged to improve, things are the way they are because it’s the “way they’ve always been”, and the company isn’t growing, it’s definitely affecting your revenue. But don’t worry – it’s never too late to change. In this blog, we’ll take a look at the best ways to avoid company complacency and ensure you’re periodically updating and enhancing your culture, practices, and marketing.
Complacency can sneak up on any company without warning, shielding it from growth and stifling creativity and innovation. Why? Because if companies are seemingly doing “fine” and meeting their goals on paper, they feel no “need” or urgency to change. That’s where the biggest mistake is made, because companies should always be looking to evolve and thinking about their vision for the future. If not, ideas become stale, talent becomes bored, and eventually, the company comes to a jarring halt without any clue of how they got there.
When everything seems to be going well, it can be difficult to disrupt successes. And it may feel like the right decision to let processes and practices take their course rather than think about next steps and development, but often “the riskiest thing we can do is just maintain the status quo.” Without urgency and consistency for change, employee performance shifts and can even decline. Statistics show that only 30% of employees in America are actually engaged in their work, and only 13% of employees worldwide are engaged in their office environment. With such low numbers already, it’s so important to keep employees excited, energized, and motivated for what they’re doing and what’s to come.
With complacency being a bigger, scarier possibility than you may have assumed, it’s important to keep it top of mind and to make sure you’re doing your best to combat it. Start with communication of your company’s mission, vision, and values. Make sure they’re clear, known, and maybe most importantly – accurate and true. Know who you are. If you do – your employees will too, and in turn they’ll feel more connected with and motivated by your workplace. Allow employees to see their contributions to the bigger mission, and their worth as an asset to the overarching vision.
After all, having a good (and growing) company culture is key to combatting complacency and ensuring workplace satisfaction. How do you improve your culture? Many ways, but the most effective tools are company newsletters, employee highlights, group meetings, and employee appreciation. Again – make your employees feel valued, and they’ll more likely provide value.
Additionally, make sure team members feel important and part of the greater whole. Encourage managers and team members to communicate within their individual teams, and make sure responsibilities are delegated and well distributed. Employees are more likely to become bored when they’re doing the same tasks over and over, so give them room to be creative and explore new opportunities. You never know who may have the next best idea.
Lastly, be prepared for whatever may come your company’s way, and never be too afraid to challenge the status quo. If we’ve learned anything these past two years, it’s that anything can happen, and that the saying “it won’t happen to us” is just not realistic. It’s important to listen to the ideas of your employees and always be prepared for what’s to come with an open communication structure. Make sure you have multiple decision makers, not just one, and that employees feel comfortable enough to make some decisions without “permission” from a leader. Training your employees to make decisions on their own will be a key factor in combatting complacency.
Refreshing Without Fear
Almost as important as your workplace and its people is your brand and marketing. Without change and evolution, your marketing can quickly become out-of-date right under your nose (causing your employees to lack company pride and your audience to lose interest). But how do you know when it’s the right time to update your brand and marketing?
A sure sign (these days) of lack luster marketing is an absence of social platforms. Some would even say if you’re not online, you might as well not exist. And although we think that sounds a little spooky, we’ll admit that it holds some truth. If you’re hard to find and not posting relevant content and imagery, target customers may be choosing your competitors (who are more accessible and approachable) over you.
Also important to your brand and its relevance is your website. In this day and age, it’s very easy to tell when a website has been left alone so long that it’s developing cob-webs. If you’re finding that your website traffic is down and your customers aren’t interacting with it, it’s time for an upgrade. But, before any big changes, compile data and make purposeful decisions. What is your audience looking for? What do they respond well too? How can you quickly and easily get them to have interest in your company and purchase goods?
Additionally, make sure you keep your advertising and customer communication – whether digital or physical – energized and creative. Combine direct and digital marketing to reach specific audiences and keep your brand top of mind. Don’t settle for just one medium that “seems to be working” if multiple channels of communication could bring you more success.
Lastly, avoid complacency by focusing on helping the customer rather than selling to them. While the overall goal of most companies is to generate sales, it’s essential you show your customers that you care about their pain points and needs. To see all of these tactics in action, check out our recent blog on how to create successful marketing campaigns.
Company complacency can sneak up on you like a ghost in the night and lead to missed opportunities, poor customer service, and disengaged employees. Stay aware of the possibility of contentment and make sure you’re always exploring, evolving, and rising above the rest. Change is inevitable, but complacency doesn’t have to be.
For more information on what we do at Strata and how we can help you fight complacency with one of our marketing solutions, contact us today.