Greetings!
The last letter I wrote in the newsletter had to do with a really bad marketing mistake made by a restaurant that sent out a fancy direct mailer with a coupon for a discount that had expired! This type of error is not only costly to the company, but it also doesn't build confidence in the recipient. Why would I want to eat at a restaurant that can't even get their marketing pieces right? How do I know the rest of the experience will be a good one? Maybe they'll forget my reservation or worse--(the menu items will run out --NO!!!)
Customer experience starts from the moment you make contact with your potential customer and includes every other contact you have with them. This includes the quality of your print and e-mailings, the way phone calls are handled, the environment, how the customer is greeted in person, the follow-up, etc. Don't underestimate the importance of making sure every decision you make regarding your brand is done in a planned and professional manner. And don't forget that customer experience pertains to potential AND current cusomters. Don't take anyone for granted. There is a lot of competition out there. You must constantly keep your customers happy, keep your eye on your marketing materials, and keep the quality of your service/product high. That's a lot to do to keep a business running. Let us help you with the marketing aspect. We will be your marketing brand police. It's what we do and have done for companies since 1982. Call anytime.
Warmest regards,
Jill
P.S. JTGD&A is a certified woman-owned small business and is on
the GSA schedule.
jill@jtdesign.com
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Branding Without a Strategy is a No-No
To begin any type of branding initiative without a strategy is like planning to come in last place. Master chefs use a recipe, teachers use a lesson plan, architects use blueprints, and football coaches have a game plan. Preparation is key in every profession so why would branding your product, service, or even yourself be any different?
Strategy should begin every branding initiative because it sets the tone for what your product or service will eventually represent. It is a roadmap. A roadmap for success to be more precise. And isn't success what you want?
If we know that strategy is so important then why is it often skipped or the process shortened? There are several myths about strategy:
1. "I don't need branding so I don't need a strategy"
Branding is not a 21st century phenom. In the Medieval Times manufactures would make cloth of a distinctive color or fabrics with an unmistakable weave to curb counterfeiting. A century later actual iron brands were used in products like soap. This is where brand recognition and logos began. The mark represented quality.
2. "Strategy is too long term and we need short-term results"
A good strategy is both short and long-term. The short-term execution plan will deliver immediate results to keep the brand moving. The long-term plan will allow for a determination of how the brand will grow and through which media over time.
3. "Strategic planning is expensive"
How much is your brand worth? Your brand carries worth on the balance sheet. Your brand is what attracts customers and consumers. Is that worth spending money on? If you do not agree then you are not playing to win.
4. "My execution team (agency or internal) can complete the strategy"
Although this works for some companies, the success rate is not universally satisfactory. Brand strategy should be done by strategists. It takes the bias out of execution recommendations (external) and allows marketing managers to focus on other parts of the business (internal). Strategy should be custom.
The key point is you cannot be successful without a strategy. Restating a goal is not strategy, execution is not strategy, and tactics are not strategy. A brand cannot function without a strategy and you cannot function without your brand.
Written by Thomas Houston, Strategic Adviser
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Should I print anymore?
This is an interesting question that I often get asked. Can you imagine going to the beach for a weekend, and not having a book or magazine to read? Or attending a trade show and not seeing brochures on a table? Or going to the theater and not being handed a Play Bill? Or a restaurant and not being given a menu? Or a doctors office and not seeing magazines to read in the waiting room?
A Magazine Publishers of America survey found that 24% of readers typically pass an article along to someone else, 23% save the article for future reference, and 13% visit a related website. Those are pretty impressive numbers.
Print is portable. It can be taken anywhere without worrying about the battery dying.
Print can be copied or sent via fax.
Print is persuasive as direct mail. Researchers found that
U.S. advertisers spend $167 per person in direct mail marketing to earn $2,095 worth of goods per person, scoring a return on investment of 13 to 1. A total of 38% of households surveyed by the U.S. Postal Service in 2006 found direct mail pieces interesting. That study also found that 85% of mail is either read or visually scanned by recipients. A study by the Rochester Institute of Technology Printing Industry Center found that 67% of respondents like getting mail about new products from companies they do business with.
Print enhances other media. Sure, the Internet is cool. What's cooler is using a printed direct mail or ad campaign to draw prospects to a personalized website, then following up with a printed thank-you card. Look at event marketing. It wouldn't be possible without print. Programs, posters, signage of all kinds, special commemorative publications - print is on the scene at ball games, motorsports venues, concerts, shows, fairs, museums, galleries and rallies. Wherever a crowd gathers, print can provide a platform for marketers and a fresh perspective for fans.
So the not so short answer is YES, you should print.
Print is believable and should certainly be part of your media mix.
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Complimentary
Coffee with Jill-she's buying!
Call 301 229-1135 X 301 or email jill@jtdesign.com TODAY!
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Website Launch
Please visit www.creativeglassdesign.com to view Jill's creative glass designs and order or purchase beautiful items for your home or office.
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301-229-1135 x 301
Click below for our website:
Jill Tanenbaum Graphic Design & Advertising
Our services include branding, graphic design, marketing, public relations, multi media and website design, advertising, direct mail, signage and trade show booth design, publication and collateral design.
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