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The Eye/Comm Blog

Product Fulfillment Check List

Posted by Summer Gould on Thu, Aug 25, 2016 @ 02:48 PM

San Diego Fulfillment

Now that online ordering exceeds in store purchases, proper product fulfillment is essential. Yes, the web store front matters a lot to draw people in and get them to order, but to make sure the customer is satisfied, the product needs to be packaged and shipped properly and in a timely fashion in order to generate additional sales from them in the future. The world now runs at an extremely fast rate, so your prospects and customers expect quick delivery with the correct products. Here at Eye/Comm we have come up with a check list that works really well for us to be sure we package correctly and timely.

  1. Type of Product: Check to see what type of product is being ordered. This will determine if special wrapping or packaging is needed.
  2. Number of products ordered: The quantity will help determine the package size as well as how long it will take to fill the order.
  3. Ship To Location: Special processing needs to happen for foreign shipments. Separate them out from the US ones. Also identifying packages that are farthest away by being tagged to ship first.
  4. Shipment method: What type of ship method was selected at the time of order? Based on that, what date must the package ship by in order to meet the deadline?
  5. Pack: Pick and pack the order based on the information already reviewed above in 1-4.
  6. QC: A person other than the one who packed the shipment will review items 1-5 to make sure each step was done properly. If all is ok, the box ships. If there is a problem, the box is moved back to fulfillment to fix it and a QC will be repeated when it is complete.

Properly packaged products not only protect them from damage but also provide a good presentation to your customer when they open the package. Best practices are to include a packing slip as well as information on how to return the item if needed. In most cases it is also a good idea to include information on other products they might be interested in based on this purchase. These can be anything from accessories to an entirely new product. Adding these marketing materials to a package where the customer is happy is a great way to lead to additional sales.

Learn 5 Things a Good Fulfillment Center Must Provide

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

Topics: Marketing, Fulfillment

How To Add Mobile Technology To Your Next Marketing Campaign

Posted by Summer Gould on Mon, Aug 22, 2016 @ 08:31 AM

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Most of us avoid things that we do not understand, so it is not surprising that marketers have been slow to adopt mobile in their marketing. This does not have to be painful. You can add a few mobile touch points that really make it easy for your prospects or customers to get more information, make a purchase or anything else you are trying to get them to do.

4 Mobile Technology Options:

  1. QR Codes: One of the easiest ways to add mobile is with QR codes. Most people are familiar with them now and commonly scan them if they feel they are going to get something of value. Make sure to include good teaser copy to get them to scan.
  2. NFC: Near field communication is another way to reach people. The great thing about NFC is that it does not require people to download an app. The only real issue with it right now is that Apple has not made it available on the iPhones. So if your audience is using Android phones this would be a great way to reach them.
  3. Augmented Reality: This can be really great at creating an engaging experience for prospects and customers. Both Layer and Aurasma have great user interfaces to make creating this type of technology much easier. If you have not considered it in the past, check it out. Ikea uses this technology brilliantly by letting you see what furniture will look like in your home before you buy it.
  4. SMS/MMS: This does not have to start off where you send them messages, you can set it up for them to message you in order to get a coupon, join a drawing, get special information and so on. You can of course ask them to sign up for special deals that you message them as they come up. Many companies are doing this really well. When your audience gets value they participate. Just look at the way CVS uses this technology to notify people when their prescriptions are ready. How could you make life more convenient for your customers and prospects?

Think of all the ways people now use their mobile devices and how they could start using them in the future. When you make life easier for people they appreciate it and take part in it. Now more than ever time is the most valuable commodity for people. Can you give them back time? I bet you can think of several ways to do this. If you need help let us know we can help with brainstorming.

How To Create A  Multi-Channel Campaign

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

Topics: Mobile, Mobile Marketing

Political Direct Mail Can Win The Election

Posted by Summer Gould on Mon, Aug 15, 2016 @ 08:15 AM

San Diego Direct Mail

With the flood of television and radios adds many campaigns are finding that using direct mail gives them the best bang for their buck. The ability to target the right voters with a printed piece, gives direct mail an edge over other media channels. When your messages are relevant and personal, they’re powerful and drive response. Although some believe mail is past its prime, mail is proven and it is effective. Direct mail can drive the votes you need as well as raise funds for your campaign.

There are 3 challenges that face candidates:

  1. Standing out – How do you get voters to notice you?
  2. Connecting – Engaging with a wide audience can be a challenge.
  3. Reaching voters – How can you affordably reach the right voters?

Direct mail can help you with all 3. You can use modern technology to give your mail pieces an even greater impact by allowing you to prolong your connection with voters. You can link to videos so that they get to know you better, or use augmented reality that allows them to select issues that are important and then find out how you feel about them. You can use direct mail on a small budget as long as you target your list well.

Since direct mail can be used for both generating votes and raising campaign funds it can be tempting to use the same piece for both purposes. Don’t do it. In order for direct mail to work the messaging needs to be clear and concise. Creating a dual purpose mailer causes confusion for voters and donors. Use the power of direct mail to focus your message to the right audience.

The best direct mail pieces clearly define the benefits to recipients. As a candidate it can be tempting to talk about yourself too much. Make sure that there are more “you” statements than “I” statements in your copy. Show them the possibilities that are within their reach if they vote for you or if you are fund raising, the possibilities they can bring about if they donate.

How to Get Your Direct  Mail to Stand Out!

Are you ready to start your direct mail campaign? It’s time to start planning now. Call us today at 619-448-6111 or email info@eyecomm.org. We are ready to help!

Topics: Direct Mail

Direct Mail Inspiration Ideas

Posted by Summer Gould on Mon, Aug 01, 2016 @ 09:13 AM

San Diego Direct Mail

Many times customers are looking for a fresh direct mail design idea and are not sure where to start. Since the best direct mail pieces are ones that draw attention it is best to start with that in mind. There are a few questions you can ask yourself to get the process started:

  1. What has worked best in the past?
  2. Is there a fun design element you have seen before you would like to try?
  3. What are your prospect and customers most interested in?

Direct mail has many great features that no other marketing channel has. You can enhance it to draw attention. Here are some examples to get your creative juices flowing:

Getting creative can not only be a lot of fun, but really drive response. There are times when the ideas just don’t seem to come, but looking at what others have done can help you. We suggest that you create a mail sample box. Ask everyone in the office to bring in mail pieces they received at home that caught their attention and put them in the box. This will give you lots of samples over time. You can also do research online to see what others are doing.

Outside of the box ideas work really well. Here are a few ideas for direct mail that have worked well for others:

There are many other ideas out there waiting to help you drive your response rates higher. Take the time to research what will work best for your customers and prospects as well as what will be cost effective for you.

How to Avoid  Postcard Design Issues!

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org if you have questions or need help. We are glad to help!

Topics: Direct Mail

Common SEO Problems and How to Fix Them

Posted by Phil Frost on Tue, Jul 26, 2016 @ 08:08 AM

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Do you ever feel like the rules of SEO are somewhat arbitrary? It's natural for small business owners to build their websites with customers' needs in mind. If customers can understand your website, then why shouldn't Google's highly sophisticated algorithms be able to do the same? Why worry about SEO if your site is clear and functional?

The answer is that Google, Bing, and other search engines need your help! If we don’t provide search engines with the information they need, then it’s impossible for them to rank our websites high when prospective customers are searching for our products and services. Unfortunately, if you want to ensure your prospects.

Here we'll review several common problems that can hinder your SEO efforts. We've split our list into sections about indexing and relevance issues. As you'll soon learn, both types of problems are equally important when auditing your SEO strategy.

Problems with Getting Indexed

Having a great website that's not properly indexed is like having an awesome store without any signage or advertising. Why bother having all that relevant content if Google's bots just ignore it?

If your website isn't being properly indexed, then one of these problems is probably the culprit:

#1 - Content Locked Behind Forms

Does your website have content that can only be viewed after completing an online form? Placing content behind log-in pages, e-mail signups and other types of forms essentially locks out search engine bots that can't input passwords to proceed. Structure your site to have plenty of accessible content that anyone can view without needing to fill out a form.

#2 - Duplicate Pages

Search engines place a high value on original content, and indexing problems can arise if the content on your website isn't unique. Sometimes, duplicate content can be caused by blogging tools or content management systems. Webmasters might also attempt to cut corners by reusing the same content on different parts of their sites.

You might also find that your original content is being used without your permission on someone else's website. Unscrupulous webmasters often use scraping tools to copy people's websites all the way down to the coding. Also be wary of purchasing content from freelancers or content mills where plagiarism is a threat.

#3 - Uncrawlable Link Structures

Does your website have a logical site map with each page accessible by a link? If not, then don't expect the search engines to index your entire site. Scores of novice webmasters fail to confirm that all the pages on their sites are properly linked, which essentially renders webpages invisible to the search bots.

Making your site map overly complicated is just as bad. When put on paper, your site map should resemble a flow chart that starts with your home page and neatly branches out to menu items and their respective subcategories. Think of it like a family tree, with your great grandparents on the top and subsequent generations branching out below. Your website is much more likely to be properly indexed with a simple and purposeful site map.

#4 - Not Enough Text

Videos and images work wonders for retention and driving user engagement. But while humans see cool videos and catchy images with clear messages, all the search engines see is a video or image file. Make sure each page on your site has plenty of relevant text context to deliver the right cues to search engines. You can also complement your images and videos with relevant captions and alt tags.

#5 - Code is Blocking Google's Bots

Your website's coding could be to blame for your SEO woes. Certain bits of coding instruct search engines on how to crawl your site or whether to crawl it at all - and you definitely won't be indexed properly if parts of your site aren't being crawled. Talk to a Web developer if you suspect this is a problem.

Problems with Getting Seen

Making sure your site shows up in relevant search queries is the other half of the battle. Search engines won't understand when and where to rank your website if your content is confusing or if you're not using language that's common among your customers.

Check your website for the following problems if its search rankings aren't up to snuff.

#1 - Unclear Content Signals

The content on each page of your website should have a clear purpose. For example, your home page should give an overview of your business. Click on an item in your main navigation menu, and that page should be focused on that menu item.

Page content that's too broad can water down the potency of your webpages and ultimately hurt your search engine rankings. Make sure your site map is organized and that each page has a clearly defined purpose that's reflected in your content.

#2 - Not Using Common Keywords

It's not enough for your content to reflect what your customers want - you must also speak in common terms. For example, you wouldn't say "wood cutting tools" when you could say "saws," "chainsaws" or "saws and chainsaws." If you don't use keyword terms that people actually search for, then your site won't rank as high when people search for those terms.

#3 - Inconsistent Language Usage

Subtle inconsistencies of language can also impact your search engine rankings, especially when these inconsistencies appear in your primary keyword terms. A great example is the mixing and matching of British and American rules when spelling out various words (i.e. "flavor" vs. "flavour"). Make sure each page sticks with one language.

#4 - Mixed Location Targeting

Where do most of your website's visitors live? Writing your site for an American audience is fine in most cases, but what if a large portion of your viewers live in other countries? While this isn't a problem for most small business owners, this problem is becoming more common as entrepreneurs leverage the Internet to connect with customers around the world.

Conclusion

Fixing these common problems can work wonders for your SEO. Remember that getting indexed and clarifying your content won't guarantee loads of organic traffic; your SEO strategy must also include marketing efforts to get your website seen by the masses. As more people see your site, they'll share it on social media or link to it from their blogs, which builds your site's credibility and results in better search rankings. But none of that matters if the automated bots can't index or decipher your website!

Want more SEO Tips?  Click here to register for our upcoming webinar on Thursday, August 3: “The Death of ‘Old School’ SEO And The 5 New Rules To Follow”.

Phil Frost is Founder and COO of Main Street ROI.  Phil leads the company’s operations and is the primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets. For more SEO help, get your free copy of Phil’s Ultimate SEO Checklist.

Topics: Marketing

How to Automate Menial Social Media Tasks and Boost Productivity

Posted by Jennifer Bridgeman on Tue, Jul 19, 2016 @ 08:08 AM

There’s plenty of tasks for you to do each day to make sure your clients’ needs are met in a timely manner. That includes any social media they (and you) posts or interactions. Luckily, there’s an easier way to save time and boost efficiency: automation. Automation involves a number of different strategic actions, including notification and tracking customer information. But as you automate, you also need to think about what social media content is appropriate to post. That may be what’s beautiful as well as what’s informative; it need not be just short, either.  Finally, assembling the right information on your customers can help you better target those automated tasks. You’ll learn who they are and what they want from you and from your posts. Want to learn more about social media automation and your customers? Use this graphic.
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Topics: Social Media Marketing

Why Use Direct Mail?

Posted by Summer Gould on Mon, Jul 11, 2016 @ 12:20 PM

San Diego Direct Mail

Did you know that in a study done by MarketingSherpa, they found that 54% of respondents preferred direct mail for updates and promotions vs. 47% by email? In another study using a cross media marketing strategy which included direct mail, email, PURL’s and mobile messaging, the response rates were as high as 8.7% with a conversion rate of 19%. As you can see direct mail is still very effective in a marketing campaign.

By no means are we saying you should only use direct mail, what we are saying is that when direct mail is combined with other channels you increase your response rate. As a marketer, your main objective is to get your marketing messages delivered and get responses to them. Direct mail is effective. Let’s look at another study, this one conducted by InfoTrends.

According to InfoTrends’ survey results:

  • 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 are very powerful numbers. You cannot ignore the direct mail channel. Don’t forget with all the latest technology, direct mail can drive mobile engagement as well as sales. This is not your grandma’s mail piece. Use both personalization and technology to increase your response. Get creative and encourage recipients to engage with you across multiple channels starting with your direct mail piece.

How to Get Your Direct  Mail to Stand Out!

We would be remiss if we did not mention that you need to track your direct mail results. Direct mail makes this easy to do with coupon codes, dedicated phone numbers, personalized landing pages and even just bringing the piece to your sale/event. Don’t let the power of direct mail pass you by. Reach out to your prospects and customers with direct mail, you will reap the benefits.

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

Topics: Direct Mail, Direct Marketing

Email Marketing How To Avoid Being Spam

Posted by Summer Gould on Tue, Jul 05, 2016 @ 08:51 AM

San Diego Email Marketing

By now, we all know that the subject line in an email is extremely important. A well written subject line can keep you out of the spam box and get your email read. But we also need to keep in mind that our messaging within the email can count against us for spam scoring as well. In order to best avoid the spam filters avoid using the following words:

  • Act now
  • As seen on
  • Attention
  • Bargain
  • Best price
  • Increase
  • Dear friend
  • Join millions
  • Money
  • No purchase necessary
  • Hot
  • Free
  • Performance
  • rates
  • discount

There are of course many more but this gives you a good idea of what to stay away from. Now let’s look at how to make your subject line great:

  • Your subject line and preheader text should be aligned.
  • Do not leave the preheader blank!
  • Highlight the benefit
  • Give them a true representation of what to expect in your email
  • Keep your subject line under 50 characters
  • Use numerals instead of the words
  • Capitalize important words
  • Consider pairing unlikely subject lines with sender names
  • Tell them not to open it (people cannot resist)

In email marketing, the most important thing is to make sure to only send email offers to the right people. Not everyone is interested in what you are selling; if you send to the wrong people you will end up being marked as spam. Keep in mind that all the ideas we are giving you may vary. You should test with your own list to see what works best for you. Every list is different as well as the product or service you are selling. What works for you may not work for others. Get creative and have fun with it!

Get Better Email  Marketing Results

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

Topics: Email Marketing

Why Use Augmented Reality On Your Direct Mail?

Posted by Summer Gould on Tue, Jun 28, 2016 @ 08:04 AM

San Diego Direct Mail

Before we get into how cool and powerful direct mailcan be with augmented reality, we first need to consider it from the recipient’s perspective. When you create augmented reality that is done really well you create a one of a kind experience for recipients. That engagement experience will be shared with others very quickly. Empower your direct mail to go beyond anything you have ever dreamed of. The rewards can be amazing!

What can augmented reality do?

  • Tracking – AR provides an easy way to track when a link is used, who is using it and what type of device they are using. This knowledge can all be added to your database for future use.
  • Mobile – AR creates a way to link direct mail to mobile content. In order for the AR to work a mobile phone or tablet must be used.
  • Engagement – With AR each recipient is spending more time with your direct mail and enjoying themselves. This gives you more time to get your message across and develop a deeper relationship with each person.

Usually the first thing we hear is that sounds great how hard is it? What do I need to do? So let’s take a look at what needs to be done in order to create great augmented reality.

How to get started:

  1. Trigger – First you need to create a trigger on your direct mail pieces that will launch your augmented reality content. You can create your trigger in an image using software such as Aurasma or Layar.
  2. Content – Next you will need to create your content. This is usually the most complex part of augmented reality. This is where the creative comes in. What do you want to do? The more interactive you make it the better your response is going to be. Design with the recipient in mind. Enhance their experience.
  3. Reader – Lastly you need to offer a reader that will launch your content. The reader is a mobile app that recipients can download for free. The information on how to do this and how to read the image needs to be included on your direct mail piece.

Now before you jump in you need to plan out how augmented reality will help boost your direct mail response while providing an excellent experience for your recipients. These two things need to come together cohesively in order to work properly. You are marketing your product or service, just in a new interactive way. Try sitting down with some of your customers and bounce ideas off of them. Ask lots of questions about what they would like to see, interact with and share. You can then incorporate that information into your design and implementation. Steve Jobs said “ You’ve got to start with the customer experience and work back toward the technology – not the other way around.”

How to Get Your Direct  Mail to Stand Out!

Get creative, this can be really fun and exciting for you as well as your customers and prospects! We can help, call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

Mobile Marketing Examples to Energize Your 2016 Campaigns

Posted by Danny Wong on Wed, Jun 22, 2016 @ 09:31 AM

Mobile Marketing Examples to Energize Your 2016 Campaigns

Topics: Mobile Marketing