Businesses Return to a Start-up Mentality

Start Up Mentality

Direct Mail Results Have Been “Insane”!

Start Up Mentality

Return To What You Know Or Start Over From The Beginning?

More and more business owners and managers are discovering that their activities for restarting their business, or scaling back up post-shutdown, are looking more like a start-up plan than just turning the lights back on. They’ve adopted a “start-up mentality” – being highly passionate about your entrepreneurial vision and energizing employees to believe in the business’s mission as well as being ready to take risks, change and adapt on the fly.
In a typical economic slowdown, when things got better, businesses simply returned to what they had always done before. Now, the current challenge is forcing executives to completely reevaluate almost every aspect of their companies including product & services offerings, safety measures, staffing, marketing channels and the messaging they’re putting out to the market. Along with the likelihood of budget constraints and increased competition its feeling a lot like a return to the founding stage of the business.
But, the start-up mentality is more than just passion. It’s about staying competitive and being able (and willing) to take additional business risks. It’s about trial and error, making changes and adapting to the changing business climate. It’s about sharing your passion with your colleagues and employees so that they take up the charge and embrace change together.
So, how does an established business adopt a “start-up mentality”? Here are a few tried and true ways that businesses have thought like a start-up and reinvigorated their business with passion and excitement:
rocket icon

Clarify Your Business’s Mission & Vision

Over time, and particularly during the COVID-19 pandemic, your mission and vision for your business have likely taken a hit. You’re probably not approaching each day with the same passion and conquering attitude that you had before the coronavirus changed your business’s day to day operations. That’s understandable. It’s time now, though, to take a look at your mission and vision and remind yourself – your employees – of why you’re in business.
Clarifying your business’s mission and vision should be focused on helping to reinvigorate yourself and your employees with the concepts behind them so they can positively impact your customers and others around them. You know what your business stands for, why it provides what it does for customers and how it delivers products and services, so it should be no big surprise to anyone in your organization when it comes to clearly understanding the purpose of your business. In a post COVID-19 world, it’s most likely that while your mission and vision haven’t changed, how you fulfill them has.

Re-Energize Your Employees

Keeping your employees dedicated to your business’s mission is challenging even without a pandemic. When operating in a start-up, mentality though, keeping your employees engaged with your business’s mission and vision is easier, especially if they know they are making a difference. Instead of watching the clock, waiting for the end of the workday, they’ll focus less on the clock and more on your business’s purpose because they believe in the vision of the business.
It’s important to rekindle that passion among your staff. One way to re-energize your employees is to reward creativity or increase recognition for unique solutions and include them in the implementation. For instance, if you’re looking for ways to make your business more inviting for customers to return after the coronavirus pandemic, solicit your employees input into how they feel changes could best be made and reward solutions that get implemented. It’s always important to acknowledge the work that’s being done and the effort behind it, perhaps now more than ever.
Reinvigorate your employees

Look At Your Business Through Your Client’s Eyes

With your focus on your mission/vision and your employees bring passionate about making a difference, it’s time to look at your business as your customers would. Your customers are your business’s lifeblood. The things about your business that are not necessarily important to you could be to them. Using a start-up mentality, every customer is priority number one. You can’t afford to not look at your business like your customer would and make the necessary changes.
This includes accommodating their health and safety concerns, product and service needs and meeting their consumer expectations. It’s the type of thing that start-ups, even in their infancy, strive for. It’s about paying attention to every customer as though they are your first and your last. For instance, will your customers see your business the same post-COVID-19? What changes will you have to make to accommodate their needs, concerns and expectations? Remember, it’s not about your perception of health risks, its about theirs.
Seeing through the eyes of your customers can help reveal truths about your business that you’ve been casting a blind eye to – that new customers would see immediately. For instance, if you’re not putting up signage that advocates social distancing or other precautions, that might be a deterrent for some of your customers. Be upfront about your efforts and the expectations of your customers when they enter your establishment. Make sure you’re critically looking at your business and fixing problem areas.

Stretch Your Marketing Budget

It is always important to maximize or “stretch” your marketing budget and get the most out of your marketing dollars – that’s just good business planning. But how do you make your existing marketing budget go further? Some common strategies that our customers have used include starting with your existing customers, further segmenting lists, cleaning up poor data and excluding addresses outside of your immediate market when creating marketing outreaches.
By starting with your existing customers, you’re already working with people who have purchased from you before – and likely will again, post-coronavirus. By segmenting the lists, you can change up your message so that it is more relevant for your audience. For example, if it’s been 6 months or more since they’ve purchased from you, the message might be different from someone making a purchase last week. Data within your customer transaction history can also be applied to additional tactics on prioritizing those you reach out to. For retailers and other categories that may still have a state mandated level of operation, segmenting your customers by past spending levels and creating special invitation events for those VIPs can help maximize the level of customers your business is allowed to serve at a given time.
Stretch your marketing budget
These strategies help get your business back up to speed as fast as possible and are largely focused on existing customers, then as the business returns additional resources can be allocated towards acquisition campaigns and increasing customer count. When combined with strategies like Spectrum Mail Plus, the power of omnichannel marketing maximizes your marketing budget even more!
Need help developing a “start-up mentality” marketing strategy? Spectrum can help!

No. 1 Priority – Win Your Customers Back

Make Customers Your Priority featured image

#1 Priority – Win Your Customers Back

Make Customers Your Priority featured image

Putting Your Customers First Has Always Been Important, But Now It Has To Be Your #1 Priority.

Marketing to your existing customers has always been important and they are your greatest asset. It’s much easier to reach existing customers through your marketing than it is to gain a new customer. COVID-19 will certainly test the loyalty of your existing customer base as it affects traditional business-to-customer relationships. Therefore, as businesses look to recover and re-open or increase the level of existing operations, re-engaging with current customers should be your #1 priority.
Unlike in the past, many customers may be hesitant to return to your place of business. They may be concerned over safety issues, be suffering financial hardships, simply don’t know if or when your business will be re-opening or providing the services they previously purchased. Now is the time to re-engage with your existing customers and let them know how you’re taking their safety concerns seriously and remind them that your business is open and ready to meet their needs.

So, how do you get the attention of your existing customers while reassuring them that you’re paying attention to their needs and concerns?

Create A Special Offer For Your Customers To Show Your Appreciation

Nothing says “we appreciate your business” more than a special offer for loyal patronage. That’s why it’s important to show your customers that you are grateful for their business by giving them an incentive to return after restrictions are lifted. Some customers may need that extra incentive to return to normal consumer behavior. Others may simply be looking for deals from businesses they’ve purchased from previously. Whatever the case, make sure you come up with a special offer to get your customers off the couch and into your business.
It’s important to keep your special offer “valuable” and a deal not to be missed. The idea is that the special offer provides enough incentive to get your customers out of the comfort and safety of their own homes and into yourbusiness. By providing something special – a discount off of a high-cost item, a buy one, get one scenario, or even free product (perhaps a discontinued or a previous model of a product). The key here is to incentivize customers with an offer that is something exciting and is perceived as high-value.
Depending on your business, and whether you closed during the initial COVID-19 quarantine, or simply scaled back your operations, you may want to choose your offer carefully. For instance, if you sell “non-essential” items that consumers have been reluctant to purchase during the pandemic, use a more aggressive offer to ensure that customers will take advantage of it.
Consider using a phrase that is specific to your situation to appeal to your customers. For example, if you have been closed since the beginning of the coronavirus restrictions, you might want to use something like “We’re Back! Come back this week and get 20% off your purchase!” Some other phrases that you could consider using (based on your situation) are:
Win back your customers mailers

“Win Back” Phrases To Use

Once you’ve created the special offer with an appropriate phrase to get your customer’s attention, you’ll need to deliver it to your customers. Direct mail still yields the greatest response rate. Combine your direct mailer with Spectrum Mail Plus, our omni-channel marketing program, and you can reach your entire customer base in their homes with that special offer, both in their mailbox and online.

Hold A Special Customer Preview Day Before The Main Sales Event Starts

Everyone loves the thought of being first to preview a new product or being the first to try out a new service. Consider holding a special customer preview day where you invite only your customers to come and preview a big sale (a big reopening sale, perhaps) before the general public.
What is the benefit of doing this? First, it gets your customers – the folks who have bought from you before – in your establishment. If they’ve bought from you before, chances are, they will again. Second, those consumers that were previous customers are likely to spread the word or even bring a potential customer with them to your “preview”, thereby increasing your exposure beyond your list.
Last, holding a preview before the main sale begins can give you insight into what the response will be to your direct mail marketing campaign. Knowing which offers were redeemed will help you prepare your inventory appropriately. Do you have enough product on hand for your most popular sale items?
Your customers are likely to be honest with you and will give you candid and pertinent feedback that might help your main sale be more successful. Make sure you solicit their feedback when they attend your preview event because you may learn some invaluable insight.

Use Promotional Periods Longer Than What You May Have In The Past

Doing business post-COVID-19 is most definitely going to be different and you’ll need to adapt to the new “normal”. Previously, you’ve probably held weekend or 2-day sales to get people to come in during a specific promotional period. After restrictions are loosened from the coronavirus, you may have to lengthen your promotional period to accommodate for fewer consumers in your business at a time and to give your customers more time to respond to your sale.
It is important to take into consideration the restrictions that your state and community have imposed on businesses in the process of reopening. Some restrictions call for a staggered reopening with different businesses and industries opening days apart with specific instructions as to how many customers can be in the store at a time, how far apart tables need to be for dining, etc. Know what those restrictions are and consider them when planning the length of your sale to enable all of your customers to visit your store during the promotional period.
Clearance Sale HD

Extend Your Event’s Draw With Spectrum Mail Plus

Pool and Spa omni channel marketing image for spectrum mail plus
As mentioned previously, using our omni-channel direct marketing program, Spectrum Mail Plus, to increase your business’s message frequency and reach is highly recommended. Your customers are currently searching for products and services from the comfort of their home. If you use traditional marketing methods like direct mail, combining that with social media and online ads, you can increase your response rate 23-46%. What better way to entice your customers to get off the couch and visit your business!
Response rates for direct mail are already better than all other mediums combined at 5.1%. Combining that with digital ads on social networks like Facebook and Instagram increases the likelihood that your customers will see your ads multiple times before setting foot in your establishment. That repetition is critical to generating response!
Omni-channel marketing has already proven to be the best approach to direct marketing with Spectrum Mail Plus having consistently demonstrated the ability of the method to significantly impact performance. Try Spectrum Mail Plus with your next direct mail marketing campaign and experience the difference in response to your marketing!

Let Spectrum help you make sure your greatest asset, your customers, will come back ready to buy and continue to return.

Marketing Planning for Your Big Comeback During Covid-19

Marketing Comeback

Marketing Planning for Your Big Comeback During Covid-19

Marketing Comeback

Time to Start Putting Together Your Business’s Plan for Your “Grand Re-Opening Event”

Could you reopen much earlier than expected? While we all recognize that the timing of businesses reopening during the coronavirus pandemic will be based on a variety of factors, most believe that it will start to happen earlier than anticipated. So without a crystal ball on the exact date for your; industry, state or local market, our first recommendation is, “be prepared”.
If you’ve closed temporarily or reduced your staff and hours significantly, you’re probably already trying to figure out when you can return to normal business operations. But how do you know when you’ll be allowed to reopen and more importantly, how will you go about your business’s “big comeback”?

You’ve probably scaled back your advertising efforts, which is understandable, however, you shouldn’t have stopped marketing completely. Why? There are a variety of reasons to not stop direct marketing, the biggest of them being that consumers are spending even more time at home online surfing, on social media and checking their mailboxes – it’s the perfect time to market to them and let them know that your business is still serving your customers. With more decision makers at home, reaching out with a direct mail campaign can deliver more impressions and generate higher response.

To position your business effectively for when the time is right, we’ve developed the following planning guide. We can help you address these critical steps:

Top 3 Planning Priorities

Pull Your Existing Customer List

While your business may have slowed and there’s a few calm moments, take some time and review your existing customer list. Inevitably, there’s some list work that can be done to help ensure that you’re using the most up-to-date data on your existing customers. When restrictions lift and business resumes, they’ll be the ones coming through your doors first and those you should reach out to first when your business reopens. So, clean, update and get an understanding of list counts for one-to-one marketing outreach so that you can hit the ground running.

Get Your Messaging Right

Next, consider this: a lot has changed in our country, states and local communities in the last few months and it’s affected how business is operated. As a business owner, you’ll need to take this into consideration when you’re communicating your message – what are you customers’ needs? What are their concerns relative to social distancing? How will you deliver your product and/or service to meet their expectations of safety?
You’ll need to address topics like, safety, trust, operating adjustments, product/service offerings and more in your messaging. You’ll need to assure them that you’re practicing the best safety methods and that you’re putting their needs and concerns first.
Drive Thru pickup sign
For instance, by continuing to include a curbside pick-up or delivery option to address concerns about shopping or being amongst large groups of people is a great way to instill confidence and loyalty for customers as they begin to resume normal shopping behavior.
Have you lost market share since COVID-19 began? It’s possible you may have to re-establish your position in the market. What may have been an easy sell before may be more challenging now with consumer spending having decreased. You may be in the unique position to GAIN market share if you are quick to adjust your business or you offer products and services that withstand the current challenges. If that’s the case, your marketing efforts could pay dividends as business returns.

Prepare Your Marketing Materials

Once you’ve cleaned your customer lists and have determined what messaging you’ll use for marketing, it’s time to identify an appropriate theme, format and design for any direct mail campaign and have it designed and ready to go so that you can either start marketing or react quickly to changes.
You’ll need to determine what formats and designs will have the most impact on consumers. Ensure your direction provides enough physical space to effectively reflect; your products and services, safety measures being taken to build trust, present strong offers and stand out in the mailbox.
We also recommend using a combination of traditional direct mail and coordinated digital marketing targeted to the same recipients to reintroduce your business. Combine direct mail and digital with Spectrum Mail Plus?
Craving a comeback restaurant mailer
With Spectrum Mail Plus, you can reach your customers in their mailboxes and online, through both Facebook and Instagram (where they are spending the majority of their time these days). The digital ads will reach them before, during and after they receive your mail campaign. Because many consumers and their families are housebound, the digital aspect of Spectrum Mail Plus has helped lift the response of traditional direct mail campaigns substantially. Typically, we see a 23-46% increase in overall response.

Planning Is Key To Your Marketing Success

As with any campaign, planning is key. Just as much thought should be put into how you’ll deploy your post-COVID-19 campaign as the campaign itself so that you can optimize its impact.
Once businesses begin to reopen and our communities returning to a “new normal”, you’ll need to be prepared for increased consumer demand. Many businesses have suffered from quarantines and lockdowns both government and self-imposed and as a result, production has decreased for many businesses as they cut back due to declining revenue. The key is to not cut back so far that bouncing back is impossible. Judging by the effects of COVID-19 from China and Europe, business recovery post-COVID-19 is coming along at a rate much higher than predicted.
This said, it’s important that businesses prepare for the increased demand once economic recovery has begun and businesses begin to bounce back. The future is still uncertain, however, it is essential to prepare rather than be caught short.

Spectrum Can Help

The important thing to remember is that we’re all in this together. When you’re ready to talk about marketing planning for your big post-Coronavirus comeback, let us know. Spectrum is here to help.

Top 6 Priorities Marketers Need to Keep in Mind During COVID-19 Pandemic

Direct Marketing is More Important than Ever

Priorities Marketers Need To Keep In Mind During Covid-19

Direct Marketing is More Important than Ever

Top 6 Priorities Marketers Need To Keep In Mind During The COVID-19 Pandemic

Great! The whole world has gone seemingly crazy because of the coronavirus and you don’t know what to do. Do I pause my marketing? Information is changing hour by hour and even minute by minute. It’s difficult to know what to do, what kind of effect this will have on your business, how to anticipate, prepare for and mitigate the losses that are inevitably coming your way. It is indisputable that every single action that you take (or don’t take) will affect your business for weeks, months and even years to come. That is really heavy huh? Well, don’t panic. What goes down must come up. You will very likely make it through this. Many of us have been through similar times before (2008 was not that long ago and we’re still here).
Whether this is your first time through an economic downturn or you’ve been here before, here are some things that you need to keep in mind as you are putting together your actions steps.
The following analysis demonstrates how this position is costing businesses huge lost opportunity and increased exposure to competition.
If you implement these 6 actions then you will be more prepared and better off than most businesses who will cut their marketing completely on a knee jerk reaction to the current situation. Over 400,000 small businesses went bankrupt or permanently closed in the last recession. Let’s take the lessons from the past and apply the successful actions today.
Don't Stop Marketing

#1. Don’t Stop Marketing

When economic downturn strikes the last thing that you want to do is halt all of your marketing efforts. Promotion is the bloodline of your business, cutting the supply will severely damage or kill your overall business especially during a time of crisis. Building and maintaining your brand is the way your customers and potential customers will be able to maintain their recognition and trust in you as an organization. They need to know that you are here and you are weathering the storm. You can also utilize this time to capitalize on exposure. Most business’s first action will be to cut marketing budgets and promotional outflow. This allows you the space, time and audience to make a maximum impact and impression on your target audience.

#2. Niche Market Analysis

Take a deep dive analysis of your target audience and specifically their buying behaviors during an economic downturn. There is an article put out by the Harvard Business Review that goes into the psychology of consumer behavior and purchasing habits during arecession. “It’s critical to track how customers reassess priorities, reallocate funds, switch brands and redefine value”. From groups that will “slam on the brakes” and not buy anything to people who “live for today” and continue purchases without missing a beat. Assess what this means for your organization to build the most effective marketing plan to the segments within your niche market. You have the raw data and there are resources available to assist you in analyzing that data to build your effective pandemic marketing strategy.

Niche Market Analysis
Customer First

#3. Your Customers First

The old statistic that points out that 80% of your sales come from 20% of your customers is so important during this time. Hang onto those customers for dear life, they will be your largest asset during this time. You cannot effectively retain their business and loyalty if you aren’t communicating with them. And let’s face it – every organization in the country is sending emails on how they are handling COVID-19 including your florist, so let’s not pretend that just email is going to cut the mustard. Focus the bulk of your marketing efforts on your existing clients.

#4. Direct Marketing

This may be the most important rule of all. With today’s cutting-edge technology, we are all in a much better position than we were during the Great Recession. In addition to focusing on your customer base, you can pin-point target market exactly who is interested in your products or services right now. You can eliminate the prospecting guessing game focus only on people who are visiting your website. Identify the anonymous visitors through modern technology like LEADMatch and send them a direct mail piece (heck everyone is going to be home anyway). You can also retarget those visitors digitally through the Google Display Network and social media platforms such as Facebook and Instagram. Focusing on only the people who are browsing your products and services right now will allow for more effective use of your marketing dollars and overall higher conversion rates. Utilize direct marketing in a very targeted manner to ensure you are staying in front of the appropriate base and creating the serendipitous moment of being in the right place at the right time – when they’re ready to buy!
Direct Market
Customer First


You need to track everything that you do, period. Tracking will give you full visualization into market penetration, exposure, engagement, conversions and overall marketing impact. It will also provide you with the visual transparency that you need in order to test and tweak messages, call to actions, market segments, etc. Gather the data and analyze constantly. Once you know what is working strengthen those actions and knock off any waste. The ultimate goal is to refine your marketing strategy and enhancing best practices continuously to ensure overall success and sustainability. Be willing to adapt and pivot quickly as data and trends become more and more clear. Trust the process. Spectrum’s direct mail plus program delivers complete campaign attribution. Learn more >

#6. Be In It For The Long Haul

This situation may have seemingly exploded overnight and the impacts are hard and fast. This will not be the same story for the rebuild. Much like a natural disaster, it takes a short period of time for catastrophic damage but a lot of time, patience and hard work for the repairs and overall reconstruct to take place. Buckle up and be ready to ride this thing through. There is no “quick fix” here. Marketing is a long game anyway, now it will be even longer. Have patience and know that every effort that you make right now will pay off in the long run. Do everything in your power to keep up the consistent outflow. It will not only keep your business alive during this time but it will almost certainly ensure future growth.
Lon Haul Plan

Spectrum Is Here To Help

Need marketing help during the coronavirus pandemic? Spectrum Marketing Companies can help! Our expert marketing strategists are standing by to help you through this health and economic crisis. We have the marketing solutions, tools and guidance that you need in order to make it through these challenging times.
People are in their homes and have more time to read and spend time surfing online. If at all possible, now is a great time to market to them! Reach your target audience with one of Spectrum’s direct mail marketing solutions. Spectrum Mail Plus, our direct to digital solution is a cost-effective omni-channel direct mail centric marketing program that integrates your mailing list with online ads for increased response. Contact us and we’ll help you determine the ideal marketing solution for your business.
There have been a number of studies going back nearly a century that point out the advantages of maintaining or even increasing advertising budgets during a slow economy. The companies that maintained or increased their ad spend also grew more business and carved out more market share during the recession and in the future.

“When times are good you should advertise. When times are bad you must advertise.”

It’s All About the Numbers

It's all about the numbers

It’s All About The Numbers

It's all about the numbers

Low Cost Does Not Equal Higher Returns

There’s very little debate that email continues to be used at a high level for one primary reason, its cheap. The argument tends to be based around the significantly lower campaign costs of email vs direct mail.
The following analysis demonstrates how this position is costing businesses huge lost opportunity and increased exposure to competition.

$600 Average Transaction Value

Direct Mail Average transaction value

Direct mail generates a 4.4% response rate compared to email’s average of .12%

“Which is more effective at getting you to take action?”

30% of millennials said direct mail, while 24% said email.

Why Marketing to Your Existing Customer is Priority Number 1

Direct Mail versus Email

Why Marketing to Your Existing Customers is Priority Number 1

Direct Mail versus Email

1.6 Trillion a Year is Lost by Businesses When Customers Switch

For any business that’s progressed beyond its initial start-up phase, your customers are one of your most critical assets. In most cases, these relationships have been earned over years and resulted from previous advertising and marketing efforts conducted to build the business to its current level.
Business owners and marketers have come to realize that retaining these customers and building loyalty in a competitive market is a top priority and essential to a successful business.

9 Reasons Why Customer Retention Should Be a Priority

Chances of selling to a new customer is 5-20% compared to


with existing customers.

$1.6 Trillion

a year is lost by businesses when their customers switch.
Bringing in new customers can cost as much as

16X More

than retaining your current clients.
80% of your future profits will come from

Just 20%

of existing customers.

A typical business

Will Lose 15%

of its customers each year.


of first time customers

Don’t Return.

A 2% Increase

in customer retention can lower costs by as much as 10 percent.
Repeat customers spend

33% More

than new customers.
A 5% increase in customer retention can lead to


increase in profits.
Spectrum Mail Box

Customer List Mailing Applications

Customer Retention

Retention is a measure of whether an existing customer continues to do business with you.

Customer Loyalty

Loyalty measures a customer’s predisposition to prefer a business, and indicate a certain resistance to competitors.

Recover Customers

Recover customers who you lost or their service agreement has lapsed or expired.

Direct Mail vs Email

Direct Mail versus Email missing the boat spectrum marketing

Direct Mail vs Email for Retention Marketing

Direct Mail versus Email missing the boat spectrum marketing

Here’s why you may be missing the boat if your customer retention, loyalty programs and loss recovery efforts are overly reliant on email.

Direct Mail versus Email Spam

Over-reliance on email

The same technological evolution that made email an attractive tool is now working again and those that have it come to overly-rely on it. Email’s low cost of execution has introduced tremendous volumes of activity that the average consumer is forced to sift through on a daily basis.

Low trust level with email

A growing portion of this activity is from questionable sources including; SPAM attacks, phishing schemes and those committing outright fraud by impersonating companies that a recipient might have an existing relationship with. This has caused the trust level within the email marketing category to fall dramatically.

Mobile’s effect on email

Technology further impacted email’s effectiveness with the rapid shift to mobile communications and the reduced utilization of the desktop computer as the primary device. Email messages went from having a high level of impact on the desktop to being presented by short summary text on a mobile device that in most cases doesn’t display any images unless expressly opened.
Direct Mail versus Email icon

Direct mail generates a 4.4% response rate compared to email’s average of .12%

“Which is more effective at getting you to take action?”

30% of millennials said direct mail, while 24% said email.

The Power of Social Match

Social Match

The Power of Social Match

Social Match

We take your direct mailing list and MATCH leads with their Facebook and Instagram user accounts. Resulting in increased conversion rates.

Match your mailing list with your Facebook and Instagram user accounts. Your target market will not only receive the mailing, but will be delivered the SAME message on their social feeds, even before they visit your client’s website online. This means a higher conversion rate for your campaign! SocialMatch is a component of Spectrum Mail Plus, and omni-channel direct marketing solution. Learn more >

Social Match Allows You To

80% of sales are made between the 8th and 12th contact. Social Match allows you to reach interested prospects at yet another activation point.

Get On the Same Page!

get on the same page

Get On the Same Page!

Coordinate Your Marketing Message.

get on the same page

These Simple Steps Can Ensure There Aren’t Any Weak Links In Your Marketing Efforts.

Have you ever received an advertisement for a sale only to find that while the marketing collateral says one thing, the business advertising the sale says another? Too often, much time and effort is spent creating a strong marketing message, a cohesive advertising campaign yet very little consideration is given to the actual customer’s experience: in-store advertising, staff and customer service knowledge and assistance, product availability, etc.
Here’s some ways to avoid some of the biggest failure points of many otherwise well-executed marketing campaigns.

Start by getting everyone on the same page.

The first part of any marketing initiative, is to make sure that everyone is on the same page. Omni-channel marketing is a perfect example of ensuring that everyone – on every channel – is on the same page and delivering the same message to your customers.

For instance, if you’re marketing a four-day sale, ensure that your staff is aware and educated about the sale, what products are being advertised, and who the target customer is. Additionally, making sure that you have enough staff for the projected influx of customers during the same is also part of everyone being on the same page.

Adopting an omni-channel marketing strategy for your business goes deeper than a four day sale, though. For an omni-channel marketing strategy to work, there must be a deep understanding of the customer – their needs, preferences and buying habits. While your entire staff may not have extensive knowledge of your customers’ detailed needs and preferences, they should be delivering a consistent unified message to them that caters to their needs and preferences. Ultimately, your staff should know who your target customer is and deliver your business’s relevant, unified message to them.

Don’t always assume that your staff knows what you’re thinking and what the company’s message is. Engage them frequently – either by weekly updates or larger monthly “town hall” style meetings – and allow them to be heard. Some of the best ideas for your business may not come from your company’s leadership. Once they’re on the same page, empower them with the right tools to deliver your unified message to your customers.

Looking for more ways to get your staff on the same page? Consider this list to ensure everyone in your organization is spreading the same message.

Adopt a customer-centric marketing plan.

Overlooking the “little things” in your business is like not paying attention to detail – and your customers will notice. It’s important that your customer experience is considered first and foremost in your marketing efforts. By being customer-centric in your marketing, you’re not only thinking about the products that your customers want from you, but how they want to shop – whether they research online and then come into your store or doing all their researching and shopping online – the buying experience should be the same: straightforward, ample information to make a buying decision, ensuring it’s easy to contact your business with questions and following up after the purchase to build product loyalty.

Everyone in your business – from managers to cashiers – need to be on the same page regarding the customer experience and making sure the customer is priority number one.

Create simple, consistent processes for customer purchasing.

Having a similar process in redeeming your offers, whether online or in-store, can make a huge difference to your customers. The clearer you can make any processes or activities that they have to do to lead them to a sale can only help your sales efforts. Make sure your staff is aware of the process to redeem coupons and deals so that it doesn’t seem like a hassle to the customer just to get a discount on your product.

In general, the simpler that you can make a process that a customer has to do before they can make a purchase, the more likely that the customer will complete the process and make the sale. This is especially true of purchases made online. 23% of online shopping cart abandonments are because of complicated processes and checking out taking too long. Bottom line: Create (and maintain) simple, quick processes that move the customer toward a hassle-free checkout experience.

Don’t stop the customer service after the sale.

With so much focus on customer service and marketing to make a sale with a customer, it’s easy to forget that the customer relationship goes on beyond the purchase, especially if the customer has questions or issues after they’ve bought from you. How your business handles “after-the-sale” service can really determine the length of the customer relationship and their loyalty to your business.

It’s important to note that customer retention and acquisition are two entirely different activities; while they both involve engaging your customers and potential customers, one is infinitely more challenging than the other. Acquiring a new customer is five times more expensive than retaining an existing customer. It makes sense, then, that focusing on retaining your existing customers is more cost effective, and in a great measure, easier than acquiring a new customer.

That said, it’s even more important to improve your customer retention efforts by considering your after-the-sale customer service to help drive customer loyalty. Making sure your entire staff is consistent with customer service and views the life of the customer relationship with the importance it deserves, strengthens the loyalty of that customer.
By implementing these tips into your marketing plan, you can make sure that everyone in your organization is on the same page, delivering the same message to your customers and that there are no weak links in your marketing efforts.

What is Omni-Channel Marketing?

Omni-Channel Marketing

What is Omni-Channel Marketing?

Omni-Channel Marketing
Omni-Channel marketing, simply stated, is a marketing method that uses multiple marketing channels to communicate a customer-focused integrated marketing experience across multiple marketing channels. The goal is to connect with the consumer, whether they receive a direct mailer, are online, or visit a brick and mortar retail store location with a consistent message or promotion.  Everything should compliment each other.
However, it goes even deeper – to your products and services, your staff, and how you present your business to the market. A true omni-channel marketing campaign has the consumer’s entire experience in consideration, delivering a cohesive journey from initial search to post-purchase.
An example of a omni-channel campaign would be launching an promotional event or a sale that features a consistent message on a direct mail piece, signage, online advertising channels and even other media. You would then staff your event appropriately to prepare for the influx of additional traffic and train them appropriately. You’ll want to ensure everyone in the organization that deals with the customer’s buying journey is on the same page. That’s omni-channel marketing.

Getting started with omni-channel marketing

How do customers find your products and services? Do you they purchase online or go to your store? If they purchase online, do they purchase on mobile or desktop? These are just some of the factors to be considered when putting together an omni-channel marketing campaign. Organization-wide, everyone should be on the same page regarding the consumer’s buying experience.  An omni-channel marketing experience comes by putting the consumer first and examining the entire journey of the customer.
However, the key to successful omni-channel marketing is using good data and understanding your custom audience- their wants, their needs and how they want to do business.  The deeper you can understand your customer and prospects, the more likely they are to interact with your brand. Collecting data about your customers is only one small part of omni-channel marketing – you must also analyze the data and use it to connect with your customers in a meaningful and effective way. Using the data you’ve collected, you can reach them across multiple devices and platforms with a cohesive message that they will almost certain respond to.
Additionally, as omni-channel marketing uses multiple marketing channels, you’ll want to make sure that all of them are integrated and that the customer experience is seamless when the user switches devices or platforms. According to Instapage, 90% of multiple device owners switch between an average of three per day to complete a task. Consistency in the messaging improves awareness and engagement. Landing pages and websites must be responsive and load quickly to accommodate the growing mobile device trend, especially when users leave their desktop.

What’s the difference between omni-channel marketing and multi-channel marketing?

Multi-channel marketing is the ability to market toward consumers through multiple marketing channels: printed media, digital and social media, word-of-mouth and more. The biggest difference between the multi-channel and omni-channel is that omni-channel marketing provides a seamless, integrated experience throughout multiple channels while multi-channel marketing distributes to as many channels as possible, usually with a message specific to that marketing channel.
Multi-channel marketing, which most businesses currently use, is not as effective as omni-channel marketing, largely due to the fact that the customer isn’t the focus, the channel is. With consumers spanning multiple devices when making purchases these days, it pays to be customer focused with an integrated shopping experience.
Finally, it takes more effort and is more time consuming to manage multi-channel marketing as opposed to omni-channel marketing. Why? Think about it – with multi-channel marketing, you’re actually managing the campaigns on all the different channels your business utilizes – print, web, social, brick-and-mortar – that’s a lot. With omni-channel, you’re managing one campaign over the different channels your business uses, ultimately occupying less of your time and communicating a unified message.
multichannel marketing vs omnichannel marketing

How can an omni-channel marketing strategy benefit your business?

The answer is increased campaign control, personalization, impressions, and ROI!

It’s actually pretty clear – omni-channel marketing offers a more personalized marketing experience for your customers with less effort, less waste and more ROI. This is particularly powerful when launching a time-sensitive promotion, sale, or weekend event.  You’re able to boost the marketing effort while specifically targeting your audience across multiple channels without interfering with your typical marketing programs.
If you’re currently using a multi-channel approach, however, don’t feel bad. You’re not alone. In fact, utilizing all of your marketing channels is better than shorting yourself and your business by only using some of them. It takes an average of seven touches before a consumer will make a purchase or try a new product. Hitting them with the same marketing message, multiple times can only increase the likelihood that that consumer will purchase your product or service.
So now you know that there’s a better, smarter way to market across all of your marketing channels and it all begins with a deep understanding of your customers.

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