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The Eye/Comm Blog

The Bathtub Theory of Social Media Marketing

Posted by Summer Gould on Tue, Feb 21, 2017 @ 08:07 AM

San Diego Social Media

This is a great marketing theory to apply to social media marketing. The reason it works is that it focuses not only on acquiring new customers but in keeping the ones you already have. Many times we forget about our current customers/followers while searching for new ones.

To start let’s make sure we are all on the same page about how the theory works. Your social media channels are the bathtub. The tub has cracks and leaks (customers/followers leave). Your acquisition programs are the faucets that help to fill the tub with water (new customers/followers). Some customers stay put and engaged with you, some just don't pay attention to you very often, and then some leak out and move on. Some people may like other tubs (competitors) better or felt like they were mistreated or they could not afford to stay in your tub anymore. The trick to keep the bathtub filled is to spend your marketing money in the most efficient way. When you can plug the leaks (remember, you can't plug them all) then you are succeeding.

So what methods will help you keep filling the tub? Social media is very efficient at all points from prospecting thru follow-up after a purchase. Don’t forget to use social media for customer service. When you are open with your social communication people can see how great it is to do business with you. You need a constant flow of marketing to keep filling your tub. Whether you are a B2B company or a B2C you need to continue to market yourselves effectively. Combining your efforts across multiple social media channels, helps to increase awareness in the recipient's brain about your product or service and therefore increases the chances of them buying from you.

Why Use  Multi-Channel Marketing

Now you can't fill your tub with just anyone. You need to find the right people who need your business to help them. The right people are the ones who need what you offer, can afford what you offer and have a history of using businesses such as yours. Social media ads are targetable. You can direct your message to the right people. The more right people you have, the less leak out.

If you need help filling your tub, call us 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media Marketing

Why Use Direct Mail in 2017?

Posted by Summer Gould on Mon, Feb 13, 2017 @ 07:30 AM

San Diego Direct Mail

People have been predicting the demise of direct mail for a long time now. It has yet to happen and I truly believe that it won’t.  Why you ask? Because when done correctly direct mail has a great return on investment. Marketers can trust that direct mail will lead to sales. Let’s start with some statistics that will most likely surprise you.

2016 Direct Mail Statistics as reported by InfoTrends in January 2016. Click here for the study.

  • 66% of direct mail is opened.
  • 82% of direct mail is read for a minute or more.
  • 56% of consumers who responded to direct mail went online or visited the physical store.
  • 62% of consumers who responded to direct mail in the past three months made a purchase.

These numbers show that direct mail is a very important part of marketing communications for businesses. I am not saying that direct mail is the be all end all marketing channel, what I am saying is that direct mail needs to be a part of your channel mix.

Now the next question becomes what about millennials, they don’t want direct mail? Guess what? You are wrong. Millennials like getting direct mail. Quad released a study about millennials, click here to get a copy, that shows what they like. You will be surprised again that your perception is wrong.  Here are the types of direct mail they are reading according to the study:

  • Retail/Department stores 82%
  • Grocery stores 79%
  • Clothing/Shoe/Accessory stores 69%
  • Restaurants 53%
  • Electronic stores 52%

One thing to note here is that when they get the direct mail piece they prefer to respond to it by going to your website. 84% prefer it, so make sure you have proper landing pages in place for both desktop and mobile users. So as you can see millennials are using direct mail too. Since they are the largest population even greater than baby boomers marketers need to make sure they are including them now and well into the future. As you can see direct mail is still a very powerful tool for marketers.

5 Reasons People  Don't Trust Your Mail

Not all direct mail is the same, but a well thought out and executed campaign can bring you great results. Start with who you are targeting, build your copy and design around them. Create a clear call to action so that your targets know how to respond. Finally include other channels to increase your reach. The more touch points you have with your prospects the more likely they are to buy from you.

If you need help in this process we are here for you. Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

5 Fulfillment Essentials for 2017

Posted by Summer Gould on Mon, Feb 06, 2017 @ 07:57 AM

San Diego Fulfillment

When searching for a good fulfillment center, look for these 5 key features:


  1. Inventory control. In real estate it’s “location, location, location.” In fulfillment it’s “inventory, inventory, inventory.” The most common complaint against fulfillment companies is incorrect inventory counts. You need to be confident when your fulfillment partner says you have 500 widgets left, there are indeed 500 there.
  • Ask if they have an automated warehouse management system.
  • Does it automatically deduct inventory at the time of shipment?
  • Do you have 24/7 access to real-time inventory reports?
  • How often do they perform cycle counts and how comprehensive are those counts?


  1. Easy to use storefront. Whether you place orders for your team or your customers order directly, the ordering process must be seamless and simple to navigate. Many orders are dropped simply because the user finds the experience too cumbersome or confusing.
  • Ask your prospective fulfillment partner to demonstrate their system.
  • Can products be categorized into easy to understand groups?
  • Can you place limits on the number of certain items people can order?
  • Can the offers displayed be varied by who is viewing them?
  • Will administrators have access to back end order reports?
  • Can items be assigned to appropriate budgets?
  1. An organized warehouse. If your prospective fulfillment center has trouble finding a product, they will have trouble shipping it. A fulfillment center should be well organized, free of clutter and look efficient.
  • Ask how they organize and assign pallet spaces for your material.
  • Do they barcode pallet spaces so they can instantly see what’s on the pallet?
  • Do they barcode individual cartons so warehouse personnel can use scanners to verify order accuracy?
  • Do they have a separate pick area where smaller, more manageable amounts of product can be staged for easier order packing?


  1. Accurate order fulfillment in appropriate packaging. All the inventory control, web ordering and warehouse organization are meaningless if the order is filled incorrectly. Nothing upsets a customer more than to receive an item that is wrong, poorly packaged or damaged.
  • Ask the fulfillment manager how an order is processed.
  • Is the shipping function automated?
  • What quality control procedures are in place throughout the process from order entry, to printing a pick/pack slip, pulling items from inventory, packing the order, and shipping the order?
  • How do they determine what packaging will be used for each shipment?
  • How do they fill void spaces?
  • Do they shrink wrap literature to prevent dog ears and wrinkles?
  • How do they seal cartons?



  1. Good Customer service. All the first four essentials may be met by your fulfillment center, but if you don’t like the people you interface with or they don’t meet your needs, your experience will not be satisfactory. No matter how competent the fulfillment center is mistakes will occur. How the center’s management handles those situations can make all the difference in both your customer’s impression and yours.
  • Ask how the fulfillment team is structured.
  • Will you have a dedicated customer service representative?
  • Who will that person be?
  • What function will the customer service representative serve on your behalf?
  • Do you have a good feeling about the entire staff?

Why Use  Multi-Channel Marketing

Ready to talk about your fulfillment needs? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Fulfillment

Improve Your Mobile Commerce Strategy in 10 Must Do Steps

Posted by Colin Cieloha on Tue, Jan 31, 2017 @ 08:00 AM

The number of smartphone users is increasing daily, and people are becoming comfortable with using their mobile devices to shop online. For a business to keep up to date and to profit from the smartphone trend, it is important to develop a comprehensive mobile commerce strategy. Young people aged between 18 and 34 are the most avid smartphone users. Analyzing the mobile commerce habits of this demographic can be an effective method in developing a robust strategy for mobile commerce.

The article below and the adjoining infographic illustrate ten easy-to-follow mobile commerce strategy steps. These actions are based on the results of the 2016 Smartphone User Behaviour Report conducted among 2000 US millennials.

Know Your Audience

No strategy can be successful if the target audience is unknown.  For a mobile commerce strategy to reach a millennial audience, it is important to become acquainted with millennials preferences. According to the 2016 report, flowers are what 40% of millennials are buying with their mobile phones. Millennials were also choosing to use their phone to order taxi’s and booking services.

Use Sharing Features

There is a new phenomenon called “fear of missing out” where people become anxious that they are missing out on moments in other people's lives and constantly check social media. The survey reported that 1 out of 4 millennials suffer from this phenomenon. The best way to tap into this unusual type of anxiety is to encourage them to share certain content on social media. Millennials consider sharing life moments with friends and family to be one of the key advantages to owning a smartphone.

Make Security a Priority

Given that nearly half of millennials who took part in the 2016 Smartphone User Behavior survey report feeling unsafe when paying with their smartphones, it is necessary that mobile commerce strategy includes a well-developed security plan.

To discover the rest of the tips to a successful mobile commerce strategy, take a look at the infographic below. FINAL_Improve-Your-Mobile-commerce-strategy.png

Why Use  Multi-Channel Marketing

Topics: Mobile Marketing

Direct Mail Prospect List Ideas

Posted by Summer Gould on Mon, Jan 30, 2017 @ 07:00 AM

San Diego Direct Mail

One key factor in the success of your direct mail campaign is who you are sending to. Your mail list needs to be targeted to the right people for your offer. Many times marketers need to augment their customer list with a list of potential customers. In order to accurately find the right ones you need to select the right parameters. Here are 3 things you need to know about your customers before you order your potential customer list.

  1. Who: You need to learn about your customers. Analyze all the information you have in your database to find this information out. Some key things to consider are age, income, and marital status.
  2. Where: The locations of your customers are important. Analyze your list to see where people live. This can give you insight into areas where you have a large customer base and areas you need to build up.
  3. What: Purchase history is extremely important. Keep track of everything your customers are buying. This helps you build a plan for what they like to propose future products or services to them. This also helps build your customer profile when you are going to purchase a list.

Still not sure you have all the details you want? Here are a few questions to prompt you.

  • What is the amount of the average transaction for each customer?
  • When do my customers purchase?
  • Where do my customers purchase?
  • How many times a year do they purchase my product or service?
  • Are my customers typically the same age?
  • Do they have children, and, if so, what are their ages?
  • How do they spend their free time?
  • What is their estimated current home value, and how long have they lived there?

Now you have your customer profile, you need to choose selects from it to build your prospect list. The more detailed you are in your selection process the better targeted your list is going to be. Yes the upfront cost will be more, but since you are sending to more qualified people you will get a better response rate. Keep in mind that by sending less mail you save on postage too.

How To Choose  A Direct Mail List

You also have the option of running a profile on your current customers to gather more information about them than you have in your data. Profiling combines demographic, consumer behavior, and geographic data to help you identify, understand and reach prospects that are most like your customers. If you are interested in this feature call is in San Diego at 619-448-6111. We are glad to help!

Topics: Direct Mail, Direct mail marketing

Integrate PPC And SEO Together To Achieve Higher Online Marketing ROI

Posted by Ron Dod on Tue, Jan 24, 2017 @ 08:26 AM

SEO and PPC are very different customer acquisition strategies which can be very powerful in boosting conversions. However, the philosophies and strategies are very different even though they are part of the search engine marketing family (SEM). But combining strategies together, and utilizing data from both parts of SEM, can make the other side perform better in searche engines and help take SEM campaigns to a new level of ROI. See the original article.

Why Use  Multi-Channel Marketing

Topics: SEO

Social Media Marketing for 2017

Posted by Summer Gould on Mon, Jan 23, 2017 @ 07:48 AM

San Diego Social Media Marketing

Social media marketing will not be going away in 2017. Really it is just becoming more integrated into the overall company brand and is a must for all companies. With that in mind how are you planning your social media strategy? Do you even have a strategy? Let’s look at 5 things you need to know for your social media this year.

  1. Live Video – I am sure by now you are aware of how quickly this has taken off. There are several platforms that are using this so do not limit yourself to just Facebook. This is a great way to get people to notice you and get to know your company. Humanize your brand and make it fun.
  2. Employee Social Media Use – Get your employees to use social media to engage with your customers. Customers are more likely to connect with people within an organization than to the organization itself. Allow your employees to become your social media worker bees.
  3. Social Media Ads – The use of these ads are increasing. Keep in mind the better targeted the ad the better your results are going to be. Use all the tools at your disposal to target the right people for your product or service.
  4. Customer Service – Problems that are brought up on social sites about your company need to be addressed immediately. Be as transparent about the process as you can so that others see how you are able to fix problems quickly. Do not ignore or answer glibly to problems they will only get worse!
  5. Measurement – Have you put into place tools to help you measure what you are doing on social media beyond likes? This can really help you to create social media posts that are effective.

Please take the time to plan out your social media marketing strategy. The better prepared you are, the more effective you will be. These 5 areas are good places to focus your attention to get the most bang for your buck. Don’t let 2017 pass you by without concentrating some real effort on your social media marketing.

How to Build Relationships  With Social Media Marketing

Need help? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media Marketing

Direct Mail: USPS Emerging and Advanced Technology Promotion For 2017

Posted by Summer Gould on Mon, Jan 16, 2017 @ 07:40 AM

San Diego Direct Mail

The use of technology is a proven force in the marketing landscape for today’s marketing professionals. This USPS promotion will encourage mailers to integrate direct mail with advances in technology. This can be a really fun direct mail piece for your customer and prospects to receive.

To participate in the promotion, the mail piece must incorporate any of the following technologies: NFC technology, Video in Print (ViP), Beacon technology, an “enhanced’ augmented reality, virtual reality and Digital to Direct Mail. These technologies will allow the recipient to engage in an interactive experience using the mail piece with mobile devices. The mail piece must use at least one form of the approved emerging or advanced technologies referenced above in order to receive the promotion discount.

Promotion dates: March 1 – August 31, 2017. During this time, if you participate in the promotion you will get a 2% postage discount at the time of mailing. The classes of mail eligible for the promotion are Presorted First class, Standard and Nonprofit, letters, cards and flats.

Pre-Approval Process: The Program Office requires that ALL mail pieces using any of the technologies listed should be sent for review via email to emergingtechpromo@usps.gov no later than one week prior to the mailing. Prototypes, mock-ups, previously used mail pieces can be submitted as the representation of the final mail piece to see if the proposed concept would meet the requirements.

Mail piece Content Requirements: The mail piece must contain text near the logo, icon, or image, that provides instructions to the consumer to use the technology. The location of the directional copy must be prominently displayed to ensure the customer sees it. This copy must be present on any page where the technology is. Some examples are (but are not limited to): Scan here to play an interactive game/experience, Scan the logo, image, icon, etc., for an interactive experience, Download our app & scan this page to see your mail piece come to life, Tap here with your NFC enabled phone. If the directional copy does not meet the requirements listed above for legibility and proper placement, it will not qualify.

Website Requirements: The destination page(s) must contain information relevant to the content of the marketing message included in the mail piece. A mobile optimized experience must be specifically designed for optimum performance when viewed on mobile devices. Activating the technology, must lead to a complete mobile optimized experience regardless of the platform being used. There are several commonly used techniques in developing mobile experiences to bridge the differences between a full sized monitor and a mobile display. Participants must use these or similar techniques to qualify for the promotion. Such as screen size and resolution is adjusted so that users do not have to scroll horizontally, compressed by pinching or swiping the screen, page sizes are compressed to enable faster downloading, outbound links take users only to mobile optimized pages, device detection directs mobile users to appropriately formatted content, use menu options as opposed to free-text entry whenever possible.

Top 10 Direct Mail  Components

Want to know more? Check out all the requirements and information at: https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2017EmergingandAdvancedTechnologyPromotionProgReq.pdf

The USPS has another really cool promotion this year. Check out the information, click here.

These options are a really cool way to enhance your next direct mail project and save money on the postage. Need help? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

The Email Design Best Practices You Need to Know

Posted by Megan Wilson on Thu, Jan 12, 2017 @ 08:56 AM

Let’s face it: The email practice that works for the business across the hall from you may not work for you. There’s no one-size-fits-all writing style or image selection that guarantees an out-of-this-world open or click-through rate.

What there are, though, are certain practices that can help you build a more robust, more responsive email program as a whole. For starters, there’s the subject line: Too many words, too few words, or a message that misses its mark are all guarantees for readers to dump your email in the trash.

Want more tips to improve your email design practices? Check out this graphic for ideas.

The Email Design Best Practices You Need to Know

Topics: Email Marketing

Email Marketing for 2017

Posted by Summer Gould on Mon, Jan 09, 2017 @ 03:00 PM

San Diego Email Marketing

Email marketing is changing, so to be effective this year we need to change with it. Here are the top 5 changes to make for 2017.

  1. Stop Sending E-Newsletters – People no longer feel that they contain valued information. They would much rather get timely emails personalized to what they like.
  2. Build Your List By Offering Content – Require people to give you their email address in order to download your content. This gives you a way to reach out at a later date with information based on what they have already shown an interest in.
  3. Less Is More – Be concise and to the point. You do not need to go through every detail or provide more than one offer. Make it easy to understand and respond.
  4. Focus on mobile – Design all your email communication with a mobile mindset. Mobile devices provide an easy way to access email on the go, so consumers are overwhelmingly using them to do so. So make sure your emails look good on them.
  5. Video – People like to watch videos. So add them to your email. In one click they should be able to launch your content. Keep the video’s short and to the point. Feel free to add some humor.

Make 2017 the year your email marketing gives you the best response rates ever! Personalize your email content so that you only send relevant emails out. As always make sure to us A/B testing to see what offers are working. Also test your subject lines, it may now be 2017 but your subject line is still the most important part of your email. If your email is no opened it will not get you the results you need.

Why Use  Multi-Channel Marketing

Need help? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing