Strategic Marketing Laurie Woodward Garcia Kaylin Printing and Promotional Products 954‐392‐8135 | www.kaylinprinting.com
No one cares what you do!
• People only want to know what can you do for them • This presentation is about your strategic marketing efforts (digital and traditional)
Marketing is not advertising • Marketing is how you promote your business • Why do people buy your product or service? • Who is your target audience/those that you serve? • Why is your company better?
Visibility & Accountability • When you promote (market) your business how is your visibility? • Are you consistent with your digital and traditional marketing? • Are you a friendly and approachable company? • Are you at the fingertips of your prospects or current customers? • How is your accountability?
Strategic Success • 30% of success is based on your data and targeting methodologies. Nothing kills a program performance more than sending your message to the wrong audience.
Strategic Success (continued)
• 30% of success is based on your offer. Give someone a good reason why they should stop what they are doing and respond right now.
Strategic Success (continued)
• 20% of success is based on the messaging, creative concept, copy, and packaging.
Strategic Success (continued)
20% of success is based on getting costs down.
Getting costs down
• The lower your cost per piece, the more you have for a given budget and the greater your absolute gross response. Increased sales!
Every Door Direct Mailing • • • • •
$0.27 vs. $0.143 500 minimum vs. 200 minimum Labeling, stamping, bundling vs. no effort Buying a permit vs. no permit needed Going to main post office vs. local post office
Back in the day • • • • •
One color Full color Labeling Stamps Every 3 months
Targeted market
Lets crunch those numbers (postage) • • • •
466 homes 4 times a year Postage $820 vs. $266 Other costs (permit, labor for labels and stamps, gas)
Lets crunch those numbers (print) • • • •
466 homes 4 times a year Print $808 vs. $360 Other costs (creative engagement, toner)
Vista Print • Total product cost of #10 Envelopes: $287.99 + $6.98 • Total product cost of letterheads: $499.99 + $13.96 • • • • •
Shipping and Processing Costs: Rush $91.93 (3 Business Days) Priority $40.91 (7 Days) Standard $39.68 (14 Days) Slow $35.78 (21 Days)
Total $808.92
Show me the money! • Back in the day ($820 + $808) = $1628 • Strategic marketing today ($266 + $360) = $626
• $1002 Savings
Promotional Products • 83% in the U.S. indicated they could identify the advertiser on a promotional item they owned • In the U.S., the cost per impression of a promotional product stayed virtually the same from 2008 to 2010, at .005 cents.
Promotional Products (Con’t) •
69% generally keep the promotional product if they have a use for it.
•
More than half (58%) of respondents keep a promotional product anywhere from one year to more than four years. Even if the recipient uses the item only once per week, that’s a minimum of 52 impressions made over the course of a year with the possibility of more than 208 during a five‐year window.
Annoyance (44.3%)
Strategic Marketing • Marketing is how you promote your business • How are you promoting you?