The Eye/Comm Blog

Build Trust In Direct Mail Marketing With The 5 C’s

Posted by Summer Gould on Fri, Jan 23, 2015 @ 09:00 AM

Direct Mail San Diego

The most important thing that your marketing needs to do is to create in order to get a response is trust in your brand as well as your company. If you cannot create trust, you will not get the results you are looking for.  The power of direct mail marketing is that it is viewed by recipients as trustworthy, much more so than email and online. Making sure to include direct mail in your marketing mix will make it easier for your marketing to convey trust.

How can you convey trust in your direct mail? Here are the 5 C’s:

  1. Clear: State your message in a clear and concise way. The more muddled your message the less people will trust it, let alone understand it.
  2. Character: Show what your company’s character is by design as well as messaging. What are your company values? Include the top two so that it is understood what your company stands for. This does not need to be done with words you can convey this with images and color.
  3. Competence: Provide examples or testimonials to show that your company knows what they are doing and can help your prospects/customers.
  4. Commitment: You can do this by stating how long you have been in business or how you have solved complicated problems for your customers. You can also use images and color to create this as well as character.
  5. Consistent: Make sure that you are providing information in a way that is not only consistent with your brand but also with your messaging.

Remember that the structure of your messaging is going to be all about the recipient. What their pain points are and ways that they can be helped by you. There should be no “I, me, we” wording. It should all be “you” statements. Creating a design and messaging that reflect the 5 elements above and are “you” statements can be difficult, but you will get a better response when you are able to do that. Make sure to involve people who are outside of your organization to review your design and wording. They can provide real feedback without the influence of company norms or culture. One final note, remember to have your design reviewed for postal regulations before you print.

How To Effectively Use QR Codes

If you have any questions, call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Direct Mail, Direct Marketing

You Need Social Media Marketing

Posted by Devon O'Donnell on Tue, Jan 13, 2015 @ 12:47 PM

Social Media Marketing San Diego

What is Social Media Marketing?

Social media marketing is a term that describes the use of social networks, online communities, blogs or any other online collaborative media for marketing, sales, public relations and customer service. With the help of Eye/Comm, you’ll reach new markets and expand your business through the power of Social Media Marketing.

The Why and How of Social Media Marketing

Consider these 4 useful points when integrating social media into marketing plans:

  • PROVIDE real-time information

  • THINK carefully about the audience, the message that will be conveyed, and the results expected.

  • CREATE a topical conversation about the brand, then "listen" to the responses.

  • ENGAGE the audience in an honest discussion about what they need and how the brand fulfills that need.

 Can My B2B Business Use Social Media?

Yes, through Social Media Strategy, Blog Setup & Management, Twitter, Facebook, YouTube and Integrated Campaigns, now you can control the conversation about your brand. This is because B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation. With the help of Eye/Comm, you’ll reach new markets and expand your business through the power of social media marketing.

Learn 5 Tips for better Social Media Marketing!

 Social Media Marketing Facts

  • In general, Social Media Marketing referrals are awesome as 90% of Internet users know at least one social network. When people find a site from Facebook or Twitter, they tend to hang around for longer than the visitors who come from search engines.  Facebook users average 23 minutes and with Twitter it’s around 13 minutes. That extra time with the customer gives your website a few more seconds to sell your product or services.

  • Twitter is starting to catch on… there are currently 110 million users of Twitter’s services. Remember when people were scoffing at the thought of sending messages that were limited to 140 characters or less? In 2008, only 5% of the population had heard of Twitter (much less using Twitter for marketing)…now, it’s up to 87%.

  • The baby boomers are being taken over. For a while there, the fastest-growing demographic on Facebook was women over 55-years-old. Now, it’s the under 18 crowd. The important news for companies looking to get into marketing with Facebook is that there are more than 150 million people engaging with Facebook every month.

Don’t be afraid of social media as it can really help your business grow. Remember, it is OK to be funny and create a humanized brand for your company. But make sure to keep it in line with your corporate culture as well as you goals. Make sure you are testing and measuring to see what is working and what is not. If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Social Media, Social Media Marketing

Direct Mail Marketing: Number 1 Mistake

Posted by Summer Gould on Thu, Jan 08, 2015 @ 09:10 AM

San Diego Direct Mail

Over the years we have seen a lot of direct mail, from bad to worse. When we get asked what the number one direct mail marketing mistake is, we have had the same answer every time. There can be a wide variety of mistakes that not only give you a low response rate but can cost you a lot of money. Rather than highlight a bunch of different issues and provide a short solution, we are going to go in depth on the number one issue we see over and over again.

Mistake: Creating a direct mail piece that does not have a clear message.

Without a clear message, your direct mail is just junk. You can avoid this mistake by creating your direct mail messaging with the recipient in mind.

What to do:

  • Focus on what benefits the recipient. Why they have to have what you are offering and how they can easily get it from you.

  • Don’t tell them how great and shiny it is, tell them that they will never experience anything else like it and with real relevant examples.

  • Use bullet points to highlight key takeaways. Do not get too wordy.

  • Don’t try to sell them everything you offer, focus on one thing per mailing.

  • Use testimonials from happy customers.

  • Find images that help you convey your message, but do not over take your mailing.

  • Create a simple call to action and state exactly what you want them to do to respond to your offer.

  • Provide multiple ways to respond such as by phone, email, website, PURL, QR code and so on.

If you have a clear and focused message sent to the correct targeted group of people, your direct mail will be successful. Direct mail can be a very powerful marketing tool when used correctly. Be creative, buy focused and your next direct mail campaign will benefit from it.

How To Effectively Use QR Codes

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Direct Mail, Direct Marketing

5 Email Marketing Design Tips for 2015

Posted by Summer Gould on Mon, Dec 15, 2014 @ 03:37 PM

San Diego Email Marketing

As we quickly approach the end of 2014 we need to consider what email marketing should look like for 2015. We have put together a list of 5 things you should do with your design. Email marketing can be very effective when done correctly. Target your list to the correct people, create a strong call to action and then a well thought out design will round out good email marketing.

5 Design Tips:

  1. Mobile: Design with mobile in mind. Use a format that is easily read and acted upon with a mobile device. This means buttons for links and short to the point text.

  2. Images: Keep in mind that most email software does not show the images unless the user chooses to see them. Therefore keep images to a minimum and always include alt text when you use them.

  3. Colors: Do not use a dark color background with reversed out white text. This is very hard to read. Your message will be lost or worse just deleted.

  4. Fonts: Use standard fonts. You want the email to look the way you designed it. When fonts are substituted because the system does not have the font installed, your design may turn out strange looking.

  5. Scan: Create your format for easy scanning. People will not read everything in the email. Using bold, bullets and highlights can make it easy for them to understand without having to read it all.

When someone opens your emails, what they see is going to determine what they do next. This is where a beautiful, professional-looking email designed to drive action is crucial. An email marketing plan might sound complicated, intimidating, and time-consuming to put together, but it's not as hard as you might think. Use these tips to create a recognizable brand experience with every message you send. It’s the best way to ensure that the great information you share doesn’t end up in spam or the deleted items folder.

Learn 15 Tips for better Email Marketing!

If you have any questions call us in San Diego at 619-448-6111 or email infor@eyecomm.org. We are glad to help!

Topics: Marketing, Email, Email Marketing

Top 3 Direct Mail Marketing Tips for 2015

Posted by Summer Gould on Wed, Dec 10, 2014 @ 09:35 AM

San Diego Direct Mail

As the end of the year approaches we reflect upon 2014 and realize what a great year it has been for marketing. There have been so many changes in the way consumers get information and the ways in which companies have responded to those changes. This means even greater things for 2015. Direct mail has had its challenges. The most common one of late is that direct mail is dead. This myth has been proven wrong over and over this year. With the growth in technology and personalization, direct mail has become and even more powerful player for your ROI.

With that in mind, how can you continue to grow your direct mail marketing ROI in 2015? We have a few ideas for you.

  1. Enhance your database: Constantly adding information into your database is important. The more you know about each customer the better able to you are to market to them. If you are just starting out and need a little help you can profile your customer database to find out more information about them. Ask us how.

  2. Multiple response devices: The more options you have for people to respond to your offer, the better response you are going to get. So for 2015 add in a new response method. That can be a wide range from QR Codes to texting. Find what you think your customers/prospects are most interested in and try it out.

  3. Integration: By integrating other channels with direct mail you create more engaging content and leave a better impression on customers and prospects. The longer you can keep their attention the greater chance you have to capture the sale. There are many ways you can integrate from mobile and email to online content. There are many cost effective options for you to try. Ask us how.

Direct mail can be a very creative way to reach people who are interested in your product or service. Think of all the fun ways you can go beyond imagery to engage people. Having fun with your creativity can be a real boost to your ROI. Make sure you consult with us about design to make sure that you are not creating a postal problem which will cost you a lot of money. Let’s make 2015 the best year ever for marketing!

How To Effectively Use QR Codes

If you have any questions, call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Direct Mail, Direct Marketing

Mobile Marketing for 2015

Posted by Summer Gould on Tue, Dec 02, 2014 @ 07:49 AM

mobile_marketing

 

As we look ahead to 2015 and start mapping out our marketing plans, we need to take a long hard look at mobile. The trends over the past few years have shown rapid year over year growth in mobile device use, as tablets and smart phones have taken over laptop and PC use. This means that every aspect of our marketing needs to include a mobile component. This can seem like a costly concept, but in practice you can integrate mobile very cost effectively.

  1. Website:  Create your website with responsive design so that no matter what device size prospects and customers are using your website is not only functional but easy to navigate.

  2. Signage: Incorporate mobile into your signage with QR Codes or NFC (Near Field Communication). Make sure to spell out why they should scan, are they getting coupons, free music or what? Keep in mind that the offer should be useful and stay with the theme of the signage.

  3. Digital Ads: Whether you are using Google Ad words or Banner ads, you need to design them to be mobile friendly. Make sure that the content they link to looks ok on mobile devices and is easy to use.

  4. Email: More people check email on their cell phones now than on PC’s. When you design your marketing emails, make sure that you are using responsive design. You will need to preview the emails in multiple platforms on multiple devices in order to be sure that the end result is satisfactory for all.

  5. Social Media: This one is pretty obvious. Most people use social media on their phones, however, keep in mind that the links you are posting on your social accounts need to be mobile ready. Provide easy ways for interaction with your followers so that they can intern share that information with others. Remember to offer things that people will be interested in and are in line with your branding.

  6. Direct mail: I saved this one for last since you can create powerful direct mail to drive online engagement. Making sure that you are offering ways for people to respond to you on their mobile devices is key. Yes, QR codes are useful and so is NFC, but don’t forget about Augmented Reality (AR). This can add a creative flare and a fun way to engage recipients. When using AR, it is important to provide instructions on how to download the app as well as how to use it. Stress that it may take a minute for the content to scan and load. Provide a clear benefit for trying AR and highlight that more than once.

Starting off your 2015 marketing plan by adding mobile to your existing channels will be the most cost effective way to implement it. Once you have enhanced all the channels above with mobile, then it is time to think about mobile messaging, not before. Your marketing should create a great experience for the user no matter how they are accessing your content. Go out and create it!

  How To Effectively Use QR Codes

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Mobile, Mobile Marketing

5 Ways to Increase Social Media Marketing Engagement

Posted by Summer Gould on Mon, Nov 24, 2014 @ 03:33 PM

San Diego Social Media Marketing

Has your social media marketing been stagnate? You know you should be doing it and therefore have been posting, but not really getting anything out of it? The great thing about social media is that you can quickly change what you are doing to drive up engagement.  So how can you do that effectively?

Here are 5 changes you can make to your social media marketing today to increase your engagement:

  1. Listen: Really listen to what your customers are saying in the social media realm. Create a discussion about things they are interested in.

  2. Look: Find what social media platforms your customers use most and use them. You don’t have to be everywhere. Be where they are.

  3. Frequency: How often are you posting? Increasing your frequency can help drive engagement.

  4. Hash tags: By now you should be familiar with hash tags. Use them to make it easier for people to find your content or search for information they are interested in.  Gain followers by providing content they are looking for.

  5. Question: The best way to get people engaged is to ask questions. Find out how they feel about your current products and services or get ideas and feedback for future products and services. You can also create a topical conversation about the brand, then "listen" to the responses.

Check out some facts about using Social Media in your marketing:

  • In general, Social Media Marketing referrals are increasing as 90% of Internet users use or know about at least one social network. When people find a site from a social network, they tend to hang around for longer than the visitors who come from search engines.  Facebook users average 23 minutes and with Twitter it’s around 13 minutes. That extra time with the customer gives your website a few more seconds to sell your product or services.

  • Currently there are over 110 million consumers who use Twitter. Remember when people were scoffing at the thought of sending messages that were limited to 140 characters or less? In 2008, only 5% of the population had heard of Twitter (much less using Twitter for marketing)…now, it’s over 85%.

  • The baby boomers are being taken over. For a while, the fastest-growing demographic on Facebook was women over 55-years-old. Now, it’s the under 18 crowd. The important news for companies looking to get into marketing with Facebook is that there are more than 150 million people engaging with Facebook every month.

Learn 5 Tips for better Social Media Marketing!

Social media marketing is a great place to humanize your brand. Really get to know customers and have fun with them. Post photos of real people in your office doing fun things. Don’t take things too seriously, add some humor, people love to laugh! Don’t be afraid to try new things, but make sure to keep it in line with your corporate culture as you don’t want to confuse your audience.  As long as you are tracking your results, you will know what is working and what is not.

If you have any questions call us ion San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Social Media, Social Media Marketing

Direct Mail Marketing Fast Facts

Posted by Summer Gould on Wed, Nov 19, 2014 @ 10:58 AM

San Diego Direct Mail

Lately direct mail has gotten a bad rap, people are saying it is dead or dying when in fact that is very far from the truth. Sometimes marketers need facts to support our knowledge that direct mail is not only relevant to recipients, but also wanted. It may not be the cool/hip marketing channel, but direct mail is just as relevant, if not more so today.

Here are a few facts we have collected about consumers and direct mail.

  • 79% of consumers will act on direct mail immediately compared to only 45% who say they deal with email straightaway. – Direct Marketing Association (DMA)

  • Direct mail is the preferred channel for receiving marketing from local shops (51%) and banks (48%), while email is preferred for events and competitions (50%). – fast.MAP

  • 2012 benchmarks say that direct mail still reigns supreme, offering response rates of 1.1 to 1.4% versus 0.03% for email, 0.04% for Internet display ads, and 0.22% for paid search. – Direct Marketing Association (DMA)

  • In the Direct Mail Information Service report, it highlights that over ¾ of direct mail is opened by the recipients and 63% read the contents.

In 2014 and beyond direct mail will continue to play a vital marketing role for companies. While people are inundated daily with electronic messaging it gets easier and easier for them to block it all. When this happens your marketing message is not getting through. Direct mail can change that by offering a refreshing form of communication that is not intrusive and can drive them to online information, registration and ordering. Direct mail should not be looked at as a dinosaur but as a true leader in marketing. When combined with other channels, direct mail is a real driver of response.

How Print Fits Into A Digital World

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Direct Mail, Direct Marketing

6 Email Marketing Tips To Refresh Your Results

Posted by Summer Gould on Thu, Nov 13, 2014 @ 12:57 PM

San Diego Email Marketing

Are you having troubles with your email marketing lately? Sometimes the best way to improve your email marketing is to take a step back and get a real feel for what you are sending out. Here are some tips and tricks that have worked for others. Why not give them a try.

  1. Design your emails to be scanned not read. Use images, large headers so that people can quickly see what you have sent them.

  2. Use the Pre-header text to draw people into your email. This is the information that shows after the subject line.

  3. Design for your emails to be read on mobile devices. This means larger call to action buttons, to the point messaging and testing your layout on Android and iPhone models.

  4. Mix up your design and add a video to your email. Just remember to keep the video in line with the focus of the email and have it be interesting to the recipient.

  5. Decide on a goal before you design the email. Designing with the goal in mind will focus you to what is really important.

  6. Have you added social sharing buttons to your emails? Make sure that you do so that they can be shared with others to increase your response rate.

Remember to check your campaign beyond the preview screen. Your emails will look differently between each of the major email programs, so test them all. Be sure to check the links from each of the inboxes. Having someone outside your organization check your email's content and formatting will help you to spot typos and formatting issues. One last thing to consider is a split test of different copy for your subject lines. It’s one way to see which subject line is the most powerful.

Learn 15 Tips for better Email Marketing!

 

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Email Marketing

Transform Direct Mail with Augmented Reality

Posted by Summer Gould on Thu, Nov 06, 2014 @ 08:19 AM

San Diego Direct Mail

Does your direct mail need a facelift? Are you not getting the return on investment you need? The tangible power of direct mail can be built upon with new technology. One way to freshen up your direct mail is with augmented reality (AR). By using AR you engage the reader through their mobile device. You create an alternate reality that you can manipulate in whatever way works best for your marketing. Soon readers will be able to use other devices like Google Glass to activate your AR, so this technology is only going to grow.

Transform your direct mail piece into an experience that will captivate and motivate your recipients. Unleash your imagination and create powerful direct mail with the help of AR. Not only can AR impact your recipient but you can track who interacts with your mail piece and how often. This can provide you with valuable information to use in future marketing pieces. Beware, if done incorrectly augmented reality can be very costly. Here are a few tips to keep in mind:

  1. Planning: Before you decide to use AR, you need to plan how your direct mail will work and how AR fits into that plan. Just adding AR without a plan is not going to be effective.

  2. Design: You need to create a unique experience for the recipient. Design not only your piece but your AR with that in mind. Test your ideas with people outside of your organization to see what is working and what you need to fix.

  3. Call to action: Don’t forget your call to action. Yes, you need to get your design right and your AR working great, but if you forget why you are sending the direct mail you lose. The call to action must be compelling, give recipients a great reason to respond.

  4. Results: This is the key to future campaigns. You need to be tracking and reporting who, when, with what and why each person responded. The more information you gather with each mailing the better you will be able to target them with future offers.

Augmented reality can help you deliver a better message to your recipients which will result in better ROI for you. Engagement is the glue that sticks recipients to you. Use powerful marketing to drive the response you need.

Check out this YouTube video with some fun samples of how to use augmented reality: https://www.youtube.com/watch?v=wEWCxMdwES4

Not ready for AR yet? Try QR codes! Click here to learn more.

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Mobile Marketing, Direct Mail