Avoid Random Acts of Marketing
Avoiding Random Acts of Marketing is a key recommendation of the latest “State of Marketing” report from the Chief Marketing Officer Council, a 6,000 member global association. CMO's participating in the latest edition of the annual survey found that a majority of businesses have budgeted modest increases in marketing for 2011. The report goes into excrutiating detail by breaking down marketing into the various components of online advertising, mobile, print media, and so forth. Like many such reports, the sheer number of statistics can me mind-numbing.
The main thrust of the report brings to mind the familiar quote from marketer John Wanamaker, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” With all the new options out there for advertising, it's tempting to try a bit of this and a bit of that. CMO Council executive director Donovan Neale-May summarizes, “Today's successful marketing organization is unifying its extended ecosystem, aligning more effectively with business and sales groups and integrating campaign components to drive efficiency and more measurable outcomes.”
In other words, how about trying some advertising that has measurable results? At APTCO, we help companies of all sizes with promotional marketing. Since promotional products have one of the lowest costs-per-impression of all advertising, we get a lot of requests for imprinted items. It's surprising how often the thinking hasn't gone any farther than that. “We need some pens (mugs, caps, tote bags, flash drives) with our logo on them.” Really? We can do that. But how about making this something more? How will you distribute them? To whom? What would you like them to do after receiving the item? Wouldn't you like a way to know if they actually do that?
Don't be guilty of commiting “Random Acts of Marketing.” Let APTCO tie your efforts together into a targeted campaign with measureable results.
Seven Ways To Keep Calendar Promotions From Being Boring
Not really. Even if appointment reminders are finding their way onto our electronic friends, there's plenty of functionality and value in printed calendars. Here are a few tips to getting the most from these popular promotions.
- You don't have to start with January (or even December). Catch your target off guard by sending your calendar some other time of the year. Tie it to a key event, and you have built-in reminders for the rest of the year.
- Add value. Coupons are a great way to make a calendar worth keeping around month after month.
- Tell a story. Charities and non-profits love this method of telling their message with a chapter a month, but it can work just as well for any kind of business.
- Make use of the multiple imprint spaces. From empty date blocks to the inside covers to the margins for each month, there is a lot of space on a calendar that can be decorated. Find a different message for each of them, or tie them all together to tell your story. (Burma Shave?)
- Use QR codes. These two-dimensional bar codes that are read by the camera on a smart phone can take your target wherever you want to take them. They're a perfect fit for those idle spaces on your calendar.
- Use as a yearly incentive. Instead of mailing the calendar, mail a notice or postcard to your targets, inviting them into your place of business to pick up the calendar. This works especially well for insurance agents in obtaining annual reviews, or auto dealers who might otherwise only see prospects every few years.
- Employ beautiful photography. Cell phones will never compete with the images you can present on a calendar. Just one more reason that people glance at a calendar several times every day.
Did You Know?
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