In my last post we met the creative director for a large communications company who was discomfited with her existing printer and looking for a better match. I discussed the all-too-common causes of customer relationship issues that I see almost every day.

Today, I’ll dig more into the ways you can manage your relationships with your customers to keep them from being lured away by some opportunist, like me.

Be thoughtful, attentive and creative about your communications.  Some automated communication – postcards, email, letters, for example – is practical in getting the word out about your new store, special offer or that you’re still here, better than ever. However, while they might trigger a stampede to your sale, they won’t make your audience  feel like you were reaching out to shake hands with just them.

Personalizing your communications is really fairly easy, even on a large scale. Capture the easy milestones. Know their birthdays? Or, the date they became your customers? Hi Julie or Hello Bob on postcards gets Julie’s and Bob’s attention, and suggests your making an effort at a personal overture.

When customers reach the preferred ranks, your gestures need to reflect their status. They’re more than acquaintances now. These individuals are no longer customers. They buy products like yours only from you and never look at the price tag. You should welcome them by their first names and shake their hands with both of yours as a somewhat poorer local printer can attest. Handwritten notes on personal stationary should replace email. (No. Email marketing using the Zaphino font is not the same thing.) When gifts are appropriate, monogram them.

Or, how about this for a crazy idea – call them on the telephone. Seriously, many smartphones now come with this app.

Continue growing all of these relationships by being genuinely helpful. Assist with useful guidance, especially if there’s nothing in it for you. Don’t be a stranger. Drop by to ensure all is going well. Send them case studies, white papers, newsletters and articles that will have value to them. Refer prospects.

Yes, and sales promotions, which will be much more warmly received. Remind them you appreciate their business and your relationship with them.

Having said all this, I have to admit, my new communications company client came really cheap and easy. I want to extend my personal appreciation. I’m just not sure to whom.

We’ve all made mistakes in managing customer relationships. What are your biggest ones and how could you have avoided them? Don’t be afraid. Be honest and candid.  Feel free to use a pseudonym if you really blew it. Our mistakes are how we learn, right?

What other topics are of interest? Let us know and we’ll try hard to cover them, or get an expert to do it. Want to share your experience? Let us know. We’re eager to share this space.

Péllo Walker                                                    Scott E. Smith
Daily Digital Imaging                                       Guided Message Communications
pello@dailydigitalimaging.com                        scott@guidedmessage.com
925-935-3621                                                  925-566-4569

I recently met with the creative director of a large communications company. She was talking to potential replacements for her current printer and a colleague referred her to me.  I asked what the problem was with her existing printer.

Even though she spent between $125,000 to $175,000 annually – healthy revenue for any printer – she didn’t feel appreciated.

She wasn’t looking for fanfare or gratuitous gestures. Her printer’s lack of attention and recognition made her feel awkward whenever they met. The printer was so oblivious that the creative director had to track project milestones, schedule times to check proofs and other routine aspects of the commercial relationship.

We all know we’re supposed to thank customers and make them feel appreciated. However, we shouldn’t be store clerks reciting, “Thank you for allowing us to give you super-duper service and make you feel happy and loved, today.”

Appreciation is not feeling happy and loved. It’s being acknowledged and respected. Appreciation is the foundation for building good relationships that keep customers loyal. It’s far easier and cheaper to hang onto satisfied existing customers than to find new ones.

Many of your competitors offer similar products and services with prices and delivery standards that are on par with yours.  Knowing this, how can you continuously keep your current clients and customers from being lured away?

All things being equal, your clients will go where they’re well treated, appreciated and respected. Where they feel at home. In fact, such relationships will surmount some failings on your part.

We’ve all made errors in managing customer relationships. What are your biggest relationship mistakes? Don’t be afraid. Be honest and candid.  Feel free to use a pseudonym if you really blew it. Our mistakes are how we learn, right?

What other topics are of interest? Let us know and we’ll try hard to cover them, or get an expert to do it. Want to share your experience? Let us know. We’re eager to share this space.

Péllo Walker                                                          Scott E. Smith
Daily Digital Imaging                                             Guided Message Communications
pello@dailydigitalimaging.com                              scott@guidedmessage.com
925-935-3621                                                        925-566-4569

Direct mail isn’t that much different from a face-to-face sales pitch. It’s all about grabbing prospects’ attention first and only then selling them on your product. Without their interest piqued, it’s like talking to your teenager. In reality, direct mail isn’t that much different than selling your teenage son or daughter on cleaning their rooms.

First you have to dominate their visual arena. You step in front of the TV, right? For those of you who don’t have teenagers, that arouses both their visual and emotional senses. Then you must overwhelm their auditory receptors. What do you do? Make them remove their ear buds.

Do it quick though. Otherwise, they’ll scatter. Their cellphones ring. Dinner is called. The wind blows. If you haven’t grabbed their attention long enough for your key message – a few seconds tops – then the opportunity vanishes and recovering it is resource intensive.

The good news is that you may have one to two seconds longer with a prospect than a teenager, unless you sell skateboards or worn-out blue jeans.  If you do, pay really close attention. It’s the same with direct mail pieces, their design first grabs readers’ attention. Once you have it, you can then promote your brand, introduce a new collection, offer a seasonal special or whatever your objective.

The goal is to stand out, visually and conceptually, always keeping your goal in mind. A direct mail piece may be impactful, and have all the latest design and production tricks, but if the concept isn’t relevant or interesting to the recipient, it won’t yield results.

Coming up with the right direct mail design begins with format and then rolls into the message. With direct mail, our overall priority is to get the recipient to stop and see the post card, guidebook or fund raising package. Visualize it as a shop window, you want your targets to be compelled enough by what they see to step inside. Then you can make your pitch and call them into action.

Most people don’t think about all they have to work with. You don’t have sound, of course, and a direct mail piece itself can’t move in front of the TV. However, they do have weight and texture to impart importance. Color can flash like a spotlight or coax the reader into a relaxed attentive state. Photography makes it real. It’s the window showcasing your new offering. You can add action and bring your prospects further down the sales funnel with QR codes.

With so much to work with, a well designed direct mail piece could even get teenagers’ attention. What are your tricks for grabbing prospects attention? Let us know.

In fact, could it be good grist for a guest blog? If so, contact us. We’re eager to share this space with guest bloggers.

Péllo Walker                                                      Scott E. Smith
Daily Digital Imaging                                         Guided Message Communications
pello@dailydigitalimaging.com                          scott@guidedmessage.com
925-935-3621                                                    925-566-4569

In Part 1 of this series I admitted to my big-time gambling habit on high-stakes marketing games. I also shared some of the rules I stack the odds to make the contest not just favorable, but profitable.

In today’s post I’ll share three more. With these seven rules your well prepared to assess marketing strategies and decide if the odds will return you sufficient profit. Breaking even or walking away with chump change isn’t my goal. The payoff needs to be worth the trip to the bank to deposit.

Here are the remainder of Pello’s seven rules for winning big at high-stakes marketing:

5. Irrelevant communications or being “salesy” contribute to customer defections and alienation.  Great content is king. Anything else is just marketing noise that prospects and customers tune out.  Be smart with any bets on content.

6. In-bound or out-bound? Out-bound or in-bound? If you’re feeling lucky and not afraid of losing the mortgage payment, put your whole marketing budget into just one. If you want to still be in business when Christmas arrives, cover the spread. Bet on outbound marketing with investments in direct mail, telemarketing and e-mail. Do the same with inbound marketing. Lay it across e-commerce sites, promotional landing pages and social media (LinkedIn and Facebook).

7. It is my experience that a large number of companies & businesses purchase cheap mailing lists. Not me. Databases go bad at a rate of 2.5 percent per month, according to the Direct Marketing Association. So, can you score on a mailing list that was last updated in 2008? Sure you can! And put little Suzy’s college fund on the Cubbies while you’re at it.

So, what are you touting? Let us know where you’ve made some coin.

Want to bet on a sure thing? Become a guest blogger. The exposure is great and you’ll help a community full of great folks.  We wouldn’t steer you wrong. Just contact Scott or me.

Péllo Walker                                                          Scott E. Smith
Daily Digital Imaging                                             Guided Message Communications
pello@dailydigitalimaging.com                              scott@guidedmessage.com
925-935-3621                                                        925-566-4569

I’m a gambler. No, you won’t find me at a Las Vegas poker table. I don’t care what anyone says, horses are big, aggressive and bite. So, laying a wager at the Golden Gate Fields is out. I don’t even enter the office Super Bowl pool. When I gamble, I want the odds stacked in my favor and I never want to be bitten.

So, what do I wager on? Marketing strategies. Yeah, I think ‘em up. Plan ‘em. Then bet hundreds and thousands of dollars. The bigger the return the better. Publicity campaigns. High-stakes advertising. Door hangers. Facebook promotions. Direct mail postcards. E-commerce sites. Postcards promising free whatever.

There’s not a marketing game that doesn’t give me goose bumps. I study ‘em day in and day out until I find the sure winners. So, what’s my secret? The odds. Always the odds.

I have a system that I’m going to share with you – Péllo’s seven rules for winning big at high-stakes marketing.

1. The average American is capable retaining three, maybe four, brands tops. If I’ve got a product to throw into the ring, how do I leverage my money? Repetition. I keep repeating my message until my brand sticks in the grey matter and number four grabs a bus to try his luck in Reno.

2. We all know that poorly performing employees, customers or stocks hurt our odds. So, we make changes. We fix what isn’t working, right? So, why do so many people ride a poorly performing website?

3. I always cover my bets. Add some extra as insurance. Whether or not I am marketing to my customers, I know that my competitors surely are.

4. Buck for buck, investments in client retention are five times more profitable than new client acquisition.

 Sure, you need to put some skin into attracting new customers. When the pot is five times bigger and keeping customers has better odds than replacing them, that’s where I put the biggest chunk of my marketing budget.

In Part 2, I’ll show you three more ways to roll winners high-stakes marketing. Meanwhile, evaluate your system for marketing. Let us know if any of these methods can improve your odds, or if you have systems of your own.

Want to bet on a sure thing? Become a guest blogger. The exposure is great and you’ll help a community full of great folks.  We wouldn’t steer you wrong. Just contact Scott or me.

Péllo Walker                                                          Scott E. Smith
Daily Digital Imaging                                             Guided Message Communications
pello@dailydigitalimaging.com                              scott@guidedmessage.com
925-935-3621                                                        925-566-4569

In my last post, I discussed the value of claiming your business on review and business listing sites. Today, I’ll answer some of the most frequently asked questions.

Will such online directory listings really increase my web traffic?

Listing your company and its URL on online review sites and directories not only helps your promotional ROI, it can also help your website appear higher in search results for certain terms.

Using sites that list businesses or review can boost your score on PageRank, Google’s system for assigning a relative “importance” or “authority” to websites, increasing your chances of being ranked first or at least on the first page for certain search terms. The rank or authority assigned to websites that list or review your business is the “juice” that can enable your site to move higher in Google searches.

What does my company need to do now?

Don’t wait. Claim your listings, today!

It may take some time to find the right mix of directories in which to advertise your business. Implement some sort of analytics or tracking system to see which directories are giving you the best return, either in click-through rate to your site, in direct revenue or in call volume.

Tracking your traffic could include a dedicated tracking campaign links for online directories, unique phone numbers or URLs for print ads. Over time, cut the low-performing directories and re-invest those dollars in new ones until you find the mix of print and online directories that perform the best.

Finally, it’s important to keep in mind that listing your company in directories isn’t just a one-time project. It’s a process that needs to be maintained to adjust your marketing strategies based on what your competitors are doing and your changing business goals.

Studies prove that maintaining business directory listings as part of your marketing plan can be a profitable business strategy for your company. So, do it – today!

If you have questions or want to expand on something I’ve said, let’s hear from you below. Or, you can reach me at jerry@erepbuilder.com.

Why am I seeing so many online review listings for businesses that say, “Unclaimed?”   Reminds me of the ol’ days, back in ‘98, when the URLs for many company names hadn’t yet been claimed. Now, it’s those sites that review and list businesses.

I’ve seen what happens to your face when you find out your competitor has claimed your company’s listing. How do you defend against this increasingly popular tactic? Claim your listings, today. Seems like a no-brainier, right? However, based on our experience with companies that come to us for reputation management, I’m shocked at how many haven’t claimed their names in major business and review listings.

Don’t waste time with promotions that don’t benefit your bottom line, of course. Business listings, however, should play a role in your marketing plan because they’re great targeted advertising.

First thing to do is claim your Google Places listing. That’s where most business websites attract the highest number of visitors. When you use Google Analytics to track the origin of visitors to your website, you may be among those who find that Google Places is driving more calls and emails from prospective buyers than your website.

Here’s why I like Google Places:

1. It’s free.
2. Most people who search for a local business, call it.
3. Google Places listings show up for any local-based search terms, especially, those terms related to your business.
4. Your Google Places pages can provide valuable information – reviews, pictures, videos – to anyone searching for your product or service.

Here are some of Google Places best features:

• Service areas: If your company travels to serve customers, you can now show which geographic areas you serve.
• A new, simple way to advertise: Google offers Ad words Express, which enables businesses in some cities to sponsor links to make their listings stand out on Google.com and Google Maps.
• Business photo shoots: In addition to uploading their own photos, businesses in certain cities can request a free photo shoot of the interior of their businesses.
• Customized QR codes: From the dashboard page of Google Places, businesses in the U.S. can download QR codes for their businesses. QR codes can be placed on business cards and other marketing materials. Customers can scan the codes with “reader” apps on their smartphones to be taken to the mobile version of those businesses’ websites on the Places page.
• Videos and Pictures: Videos can be a major enhancement to your listing.

When a person searches for your product or service on a cell phone, they’ll see your Google Places page with your phone number.

In Part 2, I’ll answer the questions that most often puzzle new users of directory listings. Meanwhile, do some online research into potential business listing or review sites. Make a list and then whittle it down to a handful to begin testing.

Oh, don’t forget to claim your business wherever it appears. I happen to know your competitors are reading this post, too.

Last time, I began responding to questions that came in response to our three-part series on personalized digital printing (aka variable data printing or VDP). The frustration expressed by several was a seeming lack of personal facts to populate the database (It’s really just a simple spreadsheet) used to fill in the blanks in personalized direct mail pieces. I demonstrated that with a little deductive reasoning a database can be significantly expanded.

Today, let’s look at a couple of other questions that perplex many who are thinking about adding personalized direct and online tactics to their marketing mix.

How do I decide what information to collect and how do I collect it?

The first rule is collect only what you need. Customers have little tolerance for providing information that goes beyond what’s needed for the immediate transaction. Never require a customer to spend 20 minutes answering questions to get a simple price quote because you want to warehouse information for the future.

So, decide what information would help craft personalized materials that provide value to your customers. Customers will readily exchange relevant information for something of value – white papers, free trials, samples, coupons, poll results or demonstrations, just to name a few of the items commonly swapped for relevant information.

How do a Personal URL and a personal microsite interact?

A “PURL” and a personal microsite working in tandem take personalization into the amazing new territory. You begin by personalizing your direct mailer or email as usual. In addition, you also add a PURL, which would look something like http://firstname.lastname.yourdomain.com.

When the customer clicks the PURL she arrives at a microsite that’s – Holy Kreskin! – all about her and the content she’s been dreaming about. Tailoring both ends of the promotion has proven to skyrocket sales and speed prospects down the sales funnel faster – once they recover from the shock and accept that your microsite must be magic, of course.

We plan to have more on PURLs in the near future from one of experts in the field. If you have questions now, don’t wait, ask them below.

Your homework assignment for today was to create a simple spreadsheet with the hard facts you know about your customers (name, address, phone number, previous purchases, etc.) and then deduce other information to expand your database (gender, distance from your business, neighborhood, etc.).

Surprised at how much additional data you derived? Sherlock Holmes would be filled with envy.

The final step is to quit marveling at your ingenuity (It is considerable though, right?) and apply it to your next promotion. As I mentioned, don’t just pepper your content with data, but apply them to support your Action Message and call to action. Then stand back so you aren’t trampled in the rush of new business.

As a reminder, we’re always looking for guest bloggers to share their marketing and communications experience. If you’d like to share your experience and gain more exposure for your business, contact either of us.

Péllo Walker                                                          Scott E. Smith
Daily Digital Imaging                                             Guided Message Communications
pello@dailydigitalimaging.com                              scott@guidedmessage.com
925-935-3621                                                        925-566-4569

There has been a lot of interest to our three-part series on personalized digital printing, or variable data printing or just VDP as it’s commonly called. As a result, the series generated a number of questions. I thought you might have the same questions, so here are my responses for all of you.

What types of information can I personalize on, say, a postcard, calendar or other direct marketing piece?

Anything. Seriously, text, graphics, video, audio – whatever you want. Let’s start with the basics for the moment, the data you like have already. Let’s say your objective is to move existing customers up to higher quality socks. Using information you likely have, your pitch might look something like:

Hi <<First Name>>,

In <<Month>>, you purchased <<Number Purchased>> dozen of our <<Type of Sock>>. By now, they probably have gaping holes in the heels. We know a <<Job Title>> at <<Company Name>> must dress impeccably right down to his hosiery. We can help. If you order <<Number Proposed>> dozen our longwearing <<Next Higher Model of Sock>>, we’ll slash <<Determined by Product>>% off. You’ll love the admiring looks you get walking down <<Street Name>>.

 I constructively worked in a lot of information that’s readily at hand in most businesses. One important thing to notice, I didn’t drop in data willy-nilly. The entire sentence is aimed at getting the customer to envision the benefits of better socks. So, before you start contriving content that conforms to your data, establish a clear objective. What is it you want the customer to do? Then, as with any messaging, make every word support that objective.

It will take me quite some time to gather information beyond name and address. Should I wait to personalize my direct mail campaigns?

No, begin with what you have. Actually, most people find that they have more usable information than they realize. In the previous example, I used data that I know I can easily compile. Except for customers’ names, which are flags to grab customers’ attention, use everything else to further your objective.

Be creative. Addresses can become maps. A previous purchase can be a photo. Several purchases can suggest a package deal just for that customer.

In part 2, I’ll answer two more popular questions on how to collect data and, the area that sparked the most interest by far: personalized URLs and microsites.

Until then, take out a piece of paper and write your Action Message across the top. Underneath, make a list of the pieces of information you know about each of your customers – name, address, purchases, etc.

After you’ve listed all of the hard data, slip on your deerstalker and Inverness capecoat, and . . . really? I thought everyone did. Well, you’re going to do some deductive reasoning, so dress accordingly.

Continue your list with whatever categories of information you can infer. Gender should be easy in most cases. Industry or type of business? Don’t have addresses? Use phone number prefixes to determine proximity to your business or nearest outlet.

If you think that you’ve been exceptionally perceptive, let us know what you deduced and how. Let’s see how far we can go.

As a reminder, we’re always looking for guest bloggers to share their marketing and communications expertise. If you’d like to share your experience and gain more exposure for your business, contact either of us.

Péllo Walker                                                          Scott E. Smith
Daily Digital Imaging                                             Guided Message Communications
pello@dailydigitalimaging.com                              scott@guidedmessage.com
925-935-3621                                                        925-566-4569

In my previous post, I discussed how to achieve a more prominent perception of your business in your customers’ eyes. As an example of how easy this is, we looked at the steps for make-overs on two disparate communications vehicles – the website and the business card. Today, I come full circle with advice on designing a website that looks professional.

3. Build a website that communicates professionalism.

Creating the perfect website is important, but the costs of a truly professional site can be daunting for a startup or small business. However, having no website is worse. If money is limited, services like Go Daddy can provide templates for creating decent websites to tide you over until you can work with a professional company to build the perfect website.

Yes, a template website might not have the looks and functionality you might like, but you can dress it up with some photos, more information about your company, its mission and its value proposition.

There’s an underlying theme to the tips above.  If the message on two of your most important communications vehicles says that you refuse to spend your own money to make your business look sturdy, trustworthy and professional, then why should customers want to give you any of their money? After all, if you’re in business, you want to convince people to spend their hard-earned money with you. Make it an easy choice for them.

Modern technology provides inexpensive, easy tools to hit the ground running – don’t skimp on these essentials.