Start Spreading the Word About Your Full Product Line

If your marketing focuses too sharply on just a few key products or services, your customers may be unaware of your additional offerings...and you may be missing out on a great deal of potential revenue. Here are a few ways to spread the word about your full product or service line:

• Create a monthly or quarterly product spotlight postcard campaign that highlights various products or services, including a tearaway coupon as an incentive to try.


• Distribute product and service overview flyers or brochures with every purchase, either by inserting them into the purchase bag or stapling them to the receipt.


• Include a Q&A section on your website that provides additional details about your various products and services.


• Give new customers a three-ring binder welcome packet, and periodically send them new product pages or updates that are three-hole drilled to update their binder.


• Publish a blog and offer regular tips and articles that help customers get the most out of your products.


• Offer a product catalog with in-depth product features and highlights.


• Highlight a different product or service in your email tagline every month, with a reminder to check your website for more details.


• Cross-sell or up-sell your products to increase revenue by bundling items together, suggesting complementary items, or including customer testimonials that recommend some of your lesser-known products along with your more common offerings.

Plant a Seed with Catalogs, and Watch Your Business Grow

While online ordering is a must-have for many businesses, a printed catalog can provide a great supplemental marketing tool for your website. Many people still prefer perusing catalogs at their leisure without being connected to a computer. For these customers, a printed catalog provides increased exposure to a wider variety of products. In addition, catalogs can be easily shared with others and offer staying power...with a message that can be seen again and again.

Here are a few tips for creating a printed catalog that will do the selling for you:

• Include a mix of customer testimonials that give readers a more consumer-centric look at your products.


• "Tell your story" by including background information about your business and the history of your products.


• Cross-sell complementary products through suggestions in the product copy, call-outs, or the placement of companion products together.


• Feature best-selling products in the upper right-hand corner, where the eye is naturally drawn when flipping through a catalog.


• Think small. If you have a frequently changing product line, consider a mini catalog booklet that offers a brief overview of your product line with colorful product photos to pique interest. Refer readers to your website for an extended product line or more in-depth information.


• Include an order form. While few customers mail in their order, many will use it to organize their orders before ordering online or calling.


• Include seasonal inserts that can be easily updated for relevant sales and offers.

Remember, the more information customers have about your products, the more confident and satisfied they'll feel with their purchasing decisions.

Tips to Wow Prospects at Trade Shows

Trade shows are a proven way to showcase your company's products and services, but it can be challenging to stand apart in what can seem like a never-ending sea of booths. Here are a few tips to ensure your company gets noticed before, during, and after the event:

• Send teaser pre-show mailers that encourage prospects to visit your booth. Include a raffle ticket for a giveaway, promote a prize drawing, or encourage recipients to stop by your booth for a free giveaway item.


• Consider a theme for your booth, such as a Hawaiian theme, coffee shop theme, or sports-related theme. If you don't want to go the theme route, simply wear attire that is appropriate for the products you're selling. For example, if you sell ski equipment, you could dress in ski apparel and offer visitors hot cocoa and free demos.


• Attract visitors with a delicious treat they can't resist, such as homemade cookies, cupcakes, ice cream bars, cinnamon rolls, or even full-size candy bars wrapped with your marketing message.


• In addition to having a widescreen display that offers engaging, informative content, videos, and product highlights, remember that print materials (including business cards, brochures, and flyers) are a must for ensuring visitors will remember you after they walk away.


• Use a spotlight to draw attention to a new item or promote a "show special" or "best seller" item. Consider offering a significant discount for placing an order during or within a few days of the event, and have promotional flyers ready to pass out detailing any exclusive offers you provide.


• Be on the ball when mailing follow-up information. If you're on the road, email someone at the office daily with requests to send info packets immediately.


• Consider sending a lumpy mailer shortly after the event that includes a thank you card or flyer featuring a photo of you and/or your booth (to spark memory), a small promotional item, and a sample or trial offer of your product. You may also wish to promote an extension to any exclusive offers you marketed at the event.

Let us know if we can help you create stunning marketing materials that will not only spread the word but also help turn prospects into customers!

Educated Customers Are Your Best Customers

One of the biggest marketing mistakes many businesses make is failing to educate buyers about the unique advantages of their products and services, as well as their industry in general. Educated customers are not only more satisfied with their purchasing choices, but they are also more likely to share their wealth of information and tips with other information-savvy buyers. Here are a few ways to increase sales by educating your audience:

• Educate about pricing. If you're offering a special discounted price because you purchased in volume, let your customers know, so they understand why your prices aren't always so low. The same is true if your prices are higher than the competition -- explain that your products are of a higher quality, that your warranty is longer, or whatever other reasons you might have.


• Offer information on industry trends, developments, and new products via newsletters, blogs, social media posts, and the like. Provide webcasts, seminars, and guest speaking engagements at area events. Recommend helpful industry resources, such as books, magazines, and blogs.


• Use your background or experience to become involved in industry forums, where you can share your enthusiasm and knowledge. Offer valuable contributions, such as useful answers or tips that demonstrate your expertise. Back up your information with trusted sources.


• Provide reasons why you do business with select manufacturers or vendors, such as if they provide unbeatable quality, industry-leading warranties, or have been a dependable partner for several years.


• Offer a comparative analysis of your products versus the competition. Define the differences between your company and the competition with factual, credible information. Back it up with customer testimonials and references.


• Consider using on-hold messaging to educate and inform callers while they wait on the phone. This brief time slot offers a perfect opportunity to tell your audience something they may not know.


• Include educational content on your website, such as a "tips" section, an archive of blogs, e-newsletters, a glossary of industry terms, or other types of industry resources.

The more you can teach someone something they don't already know, the more they will trust you and gravitate toward you as an expert in your field. If you'd like help creating marketing materials that will not only impress but also educate your audience, give us a call.

Break the Barrier

During the mid 20th century, the one-mile run was a centerpiece event in track and field. In its illustrious history, no one had ever broken the four-minute time barrier. For years, doctors, scientists, and the general public believed that it was physically impossible for humans to run that fast. Then in 1954, Roger Bannister came along and proved all the experts wrong by running the race in less than four minutes.

What's more amazing is that within one year of Bannister's record-breaking race, 16 more runners broke the four-minute mile as well.

How could it be that all of a sudden so many athletes were able to break a seemingly impossible record that had stood for so long? There hadn't been a new technological breakthrough, nor could it be explained in any outward way.

One possible explanation is that none of those athletes truly believed it was possible to run the mile in under four minutes. Roger Bannister not only broke the physical barrier of running a sub-four-minute mile. He also broke a mental barrier that had been holding runners back for years.

We all have these types of mental barriers in our lives. We all have reasons in our minds why something can't be done. Most are self-made inner doubts and excuses.

Isn't it time to break through your four-minute-mile barrier?

Appreciation Marketing

Everyone likes to feel appreciated. That's especially true when it comes to your customers. Appreciation marketing can help you develop lasting relationships and make customers think of you the next time they're ready to purchase. Here are a few ways to show customers your appreciation:

• Send a hand-written thank you card every time someone does business with you.


• Reward repeat customers with special deals, exclusive discounts, and coupons.


• Send holiday, birthday, or anniversary cards. These simple, pressure-free greetings will help increase top-of-mind awareness throughout the year.


• Offer useful information and helpful tips to educate customers and promote your expertise via blogs, newsletters, social media, and the like.


• Invite customers to an exclusive appreciation event designed for existing customers.


• Collaborate with non-competitive local businesses to create a coupon book or discount program across a range of industries.


• Create a customer loyalty program, such as a loyalty punch card, upgrade offers, or cash rewards after reaching a specific purchase level.


• Respond quickly to customer questions or requests, and follow-up to be sure all questions were thoroughly answered.


• Ask for customer feedback in the form of surveys and response cards.


• Send out a voucher or postcard for a free gift, redeemable at your business.


• Send discounts and coupons "just because" to thank customers for their business.


• Include statement stuffer coupons with bills not only as a thank you but also to encourage customers to make additional future purchases.

If you're interested in any of the above print marketing ideas or need help brainstorming the perfect promo to show customers your appreciation, our creative team is eager to help. Give us a call today!

Bounce 'Em Back to Your Site

After all your work hard and marketing efforts enticing prospects to visit your website, it can be frustrating to see high bounce rates. Bounce rate is an Internet marketing term that represents the percentage of visitors who enter your website and bounce -- or leave the site -- rather than continuing to view other pages within your site or complete a desired action.

Here are a few common website mistakes that are often responsible for driving away potential customers:

• The basics. An unattractive design, spelling errors, broken links, images that take forever to load, and other annoyances will quickly cause visitors to lose trust and confidence in your business.


• Poor navigation. If visitors can't tell where they are, where to click next, or how to get back to your homepage, they will likely just exit.


• Complicated, lengthy web pages. Instead, provide information that is brief and organized with headlines and sub-headings, bulleted lists, and short paragraphs.


• Too many distractions. Popup ads, flashing information, and similar devices can easily frustrate or lead visitors away from your site.


• Dated content. How will visitors know if anything is the latest and greatest information if you don't take the time to update key areas on your website?


• Music or sound effects. These are not only annoying, but also embarrassing for visitors viewing your site from a public place. Users will likely close out of your site as quickly as possible.


• No contact information. While a "contact us" form is helpful, your website should also include your telephone number and physical address. The more contact information you include, the more visitors will be reassured you are legit.


• Asking too many questions. Requiring too much information from visitors may scare some away. Make it easy for visitors to request additional information by simply asking for their name and basic contact information. Also provide quick turnaround in response to show you respect their time.

Our creative team would love to help you develop outstanding marketing materials to supplement your website. Give us a call today!