3 Reasons Why Your Direct Mail Marketing Isn't Working

Direct mail marketing is a tried and true method of getting information about goods and services to current and potential customers. When done well, it is an effective method of marketing. Unfortunately, there are a few strategies that companies often take that reduce the return on investment. Most often, the reason is poor planning and little effort put into the project. By taking a bit more time in the creation stages, the finished mail piece can have a much bigger impact and a better response rate.

1. The mailing list is not targeted

Many companies send their direct mail marketing to a huge list with little or no focus, other than a quick zip code sort. The idea is that if they send it to a million people, a certain percentage are likely to respond. The better way is to make the effort to create a highly targeted list, based on finding the company’s best customer, through customer modeling, profiles, and analytics. If the project is worth your company’s time, it is worth doing correctly.

2. The design of the piece doesn’t catch the recipient’s attention

Too often, a great idea is lost in a boring package. Rather than simply putting your information on a page of letterhead, tri-folded in a #10 envelope, try a creative and eye-catching option. The sky's the limit for a creative direct mail marketing piece. It can get as whimsical as you like. However, a budget-friendly, but still attractive and captivating, option can be easily created with the help of the right team.

3. The call to action wasn’t clear enough

Direct mail marketing isn’t done because businesses like to support the post office. Time and money are spent on them to build business and increase awareness. In order to do that, the piece needs a clear and compelling call to action. One good option is to provide an easy to find target webpage or phone number. This will not only allow the customer to move forward with the solution you can provide for them, but also provides a way to track the responses. However, it all starts with a clear direction of what they should do after opening the mailed piece.

If you would like to learn more about direct mail marketing in Austin, visit MindEcology.

5 Things to Know Before You Hire a Media Buyer

Traditional media is still an important part of any strategic and growth-centric marketing plan. However, executing this area isn't as easy as simply calling television and radio stations with what you want them to say about you. It takes a seasoned marketing strategist to craft the right message and pair it with the right outlet. In order to vet and hire the best media buyer, there are a few things to know.

1. The best media buyer should suggest a good mix

A strong marketing plan includes a good mix of channels. In order to get proper market saturation, there should be a good mix of relevant television and radio stations, newspapers, magazines, and other traditional media outlets. A good buyer will help find the best real estate in each area.

2. The best media buyer has plenty of experience

It may be worth your money to work with a marketing agency that already handles your business to be your media buyer. However, before you add that service to their list, be sure they have the experience it takes to be a successful buyer. Don't be afraid to ask for examples.

3. The best media buyer has industry knowledge

A qualified media buyer will have the industry knowledge to help you be creative in purchasing your traditional media. They can apply their wealth of experience to your plan and form a package with the biggest impact possible, and will be able to analyze past results to tweak future placement.

4. The best media buyer is an effective negotiator

Looking at their experience, you should be able to get a feel for the buyer's effectiveness as a negotiator. They should work to get the best price for your real estate, but it is sometimes even more important that they know how to get the best placement for you.

5. The best media buyer understand profitability

Traditional media can be an expensive investment. However, the best media buyers know how to help you formulate a plan to make the advertisements provide a return on that investment. Calculating the break even, profit margins, worth of a lifetime customer, sales cycles, sales seasons, and other important financial information help the buyer form an smart and profitable plan.

If you would like to learn more about traditional media in Dallas, click here.

5 Questions to Ask Before You Hire a Web Development Company

As with any decision, it is good to know what to ask before you hire a web development company in Dallas. The relationship can be one of the most fruitful and best investments you ever make, or it could be a financial drain that needs constant fixing. The results depend on educating yourself about what your business needs, being honest about the budget, and learning how to spot the best fit for you. It is critical to find the best match, because they will be the one responsible for creating your online presence. 

 

1. What is their experience?

The first thing to ask any web development company in Dallas is about their experience. They need to know how to create an effective and attractive web presence. They also need to understand the market, ideal customer, and industry. Ask for examples of sites they've created that are similar in size and structure to yours.

2. Are they up-to-date on the latest technology?

As with any area of technology, web development is constantly evolving and growing. What was cutting edge even a year ago can be run of the mill or obsolete today. Be sure that the company is dedicated to keeping staff knowledgeable and current with the latest technology.

3. Are they willing to be tested with a small project?

A great way to see if a web development company in Dallas is right for you is to ask for a working interview. Come up with a small job for them and see how well they do. This stage is not for everyone you vet, but rather for your final choice. While it is good to get the right fit, you don't want to waste your money or their time if there is no real attraction.

4. How do they communicate?

Communication is key to the success of any relationship. Ask how quickly they reply to questions, how often they provide updates, and how well they handle criticism. While they are the professionals hired for their skills, it is good if they are able to listen to you and get back with you in a timely manner.

5. How well do they understand your company vibe?

Your company has a certain personality. There is a particular brand image, office morale, and customer profile. The web development company in Dallas should be perceptive of these areas and able to help you translate that image to your web presence.

If you would like to learn more about a web development company in Dallas, visit Creative Options.

5 Key Differences Between Branding and Marketing

With so much recent buzz about branding and marketing, it is important to know the differences between the two. While there is some crossover between the areas, they each have distinct approaches and purposes. A healthy marketing plan gives consideration to the proper development of both.

1. Buyers vs. Customers

Marketing efforts are typically about bringing any and all buyers. While any kind of sale is welcome to a company, branding efforts take into account the company's best attributes and strengths in order to attract and bond with loyal, repeat customers.

2. Tactics vs. Strategy

Branding and marketing each need an overall plan, but marketing is essentially about the day-to-day tactics that make sales and increase business. Branding is related to marketing, but it is a broader view than any individual marketing effort. The idea is to create an overall feeling or quality that all marketing efforts can be tailored to reflect.

3. Cost Center vs. Income Generator

Marketing is a cost center. While modern analytics make it possible to create a smart plan that isn't wasteful and helps increase business, there will always remain a certain amount of publicity that must be paid for with little to no direct returns. While it might be said this is true for both branding and marketing, if the branding plan is solid and done well, the return in investment is customer loyalty, tracked through repeat, increased, and referred business, which can be estimated and calculated.

4. Sales vs. Image

Branding and marketing are different, but work together to promote each other. Marketing reinforces the brand image in the ads that are created to drive sales. Branding strengthens the effectiveness and focus of marketing, helping attract the right people through a strong image that stands on its own.

5. Push vs. Pull

Marketing is about pushing products or services out the door. The market research, advertisements, and sales team are all working together to get products moving out to customers. Branding is about attracting people. Carefully crafted branding images pull the company's ideal customer to the store to do business.

If you would like to learn more about branding and marketing in Dallas, visit Creative Options.

How to Hire a Web Development Company

You may know you need a web development company to outsource work on your website, but don't know how to go about finding one. Website projects can be involved and take time, so it is worth the time to research in order to find a good fit. If the right agency is selected, it could make all the difference in the ease and success of your new site launch.

Find someone that understands you

The right web development company will understand your market share, customers, and industry. Look at their client list and ask how much experience they have in your industry. In order to create the best website for you, they need to have knowledge of your business challenges and what your customers need. Experience also brings knowledge about current trends that could be used to leverage your brand on your site.

Good design is the key

While much of web design is highly technical, there are also artistic and strategic sides to the craft. Many people can get a degree to learn how to make a website. It takes a special combination of talents and people to create a great website. The latest trends in marketing should be utilized. For instance, content should be easily viewed and used on mobile devices and the site should be optimized for search engines. Good design is also about aesthetics. The content should be easy to read. The design should be attractive and reflect the values of the company and brand.

Communication is the basis of any relationship

No relationship can exist without communication. Initial visits with the web development company will give you an idea of how well they will interact later. If they are energetic and responsive, then things are on the right track. It is also imperative to be a good client and help them fully understand what you expect. Outline the current problems that you have, how you would like them to be fixed, and the time frame you need it done. Then be open to their professional opinion. With the right team, your site can be up and making a positive impact in your company's bottom line.

If you would like to learn more about a web development company in the Dallas area, click here.

How to Conduct a Brand Audit

Corporate branding is used by businesses to form an image for their customers. Creating a brand is part art and part science. A good brand evokes an emotional response that entices a connection and forms a memory. Periodically, companies perform a brand audit in order to see where their brand stands in the marketplace. It can be performed at any time, but is particularly helpful when a company is considering a new service line, brand adjustment or marketing plan. While it is possible for a company to do an audit in-house, sometimes a professional and objective eye is a better choice. 

 

Since a brand is how an entire company is portrayed, it affects both internal and external image. The process starts with scrutinizing that image. The brand values, culture, positioning, brand promises, essence, and voice are researched and analyzed. The results provide a picture of the brand as it is perceived by the general public, leads, and current customers. If a company knows they are starting an overhaul of their corporate branding, it is helpful to do an audit both before and after the launch, to see the difference the rebrand has made.

During the audit, every marketing channel is reviewed to see how effectively the brand is being promoted externally. Consistency is key on the website, social media accounts, community sponsorships, marketing collateral, public relations, events and trade shows, and any other methods used. All external promotions of the brand should be cohesive and play their individual part to promote the corporate branding as a whole.

The internal systems are also important to examine, in order to identify how the brand image is integrated into the working culture. The brand values should be in line with the company values. HR policies, customer service, and the sales process are areas in which the brand standards can be applied. Corporate branding is more than just outward appearance. The most effective companies apply that identity internally.

After a thorough and objective survey of the brand, the information is compiled into a report. It outlines areas of potential, areas of success, and how to best move forward. Before making major decisions to a company brand, it is important to know how effective the current brand is. Some brands have enduring strength and don't need help. Other times, they need to be adjusted to realign with the changing world, or business focus.

If you would like to learn more about corporate branding in the Dallas area, visit Creative Options.

5 Steps to eCommerce Website Greatness

If your business is ready to build an ecommerce website, then there are a few steps to take in order to achieve greatness. 

 

1. Have a plan to drive traffic

Just because you build it doesn't mean they will come. When you build an ecommerce website, you need a clear and strategic plan to drive traffic to it. This also means you will need a part of your budget dedicated to marketing. Whether you outsource or do your marketing internally, you need to have a cohesive plan to promote the site and business.

2. Listen to feedback

Listening to your customers is important. In order to drive heavy business to your website, you need to be sensitive and open to the thoughts and ideas of those that shop there. If they find something difficult, cumbersome, or excellent, learn from those comments and make changes accordingly when you build an ecommerce website.

3. Stay focused

If your site tries to do too much, then it looses the attention of customers. Stay focused on your original products or services. Don't try to be all things to your customer. There is always time to develop and grow your company in new areas, but when launching a website, stay true to your roots and promote what you are already good at doing.

4.Be customer-centric

Remember your audience when you build an ecommerce website. The point is to provide your target market with a tool that unites them with your products and services. If the site isn't created with them in mind, you will lose customers to those companies that are customer-centric. Be sure your site is clear, professional, easy to use, and can be viewed on various devices.

5. Run periodic audits

There is no way to know how you are doing, unless you build metrics into your system in order to measure success. Know what areas get clicks, how long viewers stayed there, what channels encouraged sharing of your site, and how much business is increasing through your website. By running periodic audits, you will know what works and what doesn't, so you don't waste your time and money on areas of poor performance.

If you would like to learn more about how to build an ecommerce website in the Dallas, Texas, area, click here!

5 Signs Your Website Isn't Working

A web development company can help if you've recently done an audit of your marketing department and realized that your website hasn't been getting you new business lately. It is time to take a look at what is causing the problem. Websites are necessary tools for any business today. They are the first place customers want to go to learn about you and your services or products. With a quick look into what you have and don't have, you can get your site back up and running, working hard for you.

1. There is not enough traffic

One of the first ways you know your website is failing you is if you see there is no traffic going to it. There could be a number of reasons, but a web development company can help you gain traffic, through inbound links, social media, content strategies, or other means. If your site isn't getting traffic, it isn't doing it's job.

2. The viewers don't purchase

If your site has traffic, but no one makes a purchase, there could be a problem with who you are attracting to your site. The content on your site should be geared towards those that are in your target market and ready to purchase. Otherwise, your efforts are wasted. There should also be a clear call to action to let those that are ready know exactly what to do for the next step.

3. There is too much content

Today's customer doesn't want their time wasted. They don't want to sift through sensational fluff or to have to drill down five clicks to find what they need. Your content should be clear, easy to read, and be focused on the customer. There should also be good-quality graphics, but not so many that they are distracting.

4. It's on the sixth page of a search

One of the most obvious ways to know that your website is not providing a return on your investment is if you do a search and your site is not listed on the first page of results. A web development company can work with you to optimize your site, so you have premium placement. Customers don't want to dig to find you. Help them by working on your SEO and improving your search result listing.

5. It can't be viewed on a mobile device

These days, many people look for a business or product while on their phone or tablet. If you your website isn't easily viewed on a device, then customers will become frustrated and simply go elsewhere for their needs. A web development company has experience creating a website design that can be viewed and used in any environment.

If you would like to learn more about a web development company in the Dallas, Texas, area, visit Creative Options.

5 Signs It's Time for A New Branding and Marketing Strategy

If you are considering creating a new branding and marketing strategy for your company, but aren't sure if it is necessary to spend time and money on such a venture, explore these five signs. Your current marketing plan just might be in need of a make over.

1. Your plan lacks integration

A well designed plan should be integrated in every aspect of your business. If your logo, colors, and tagline all change depending on the platform they are in, there needs to be a change to your plan. The brand should be clearly and consistently placed across all platforms. That is the key to growing your bottom line with branding and marketing.

2. Visitors and sales are lagging

If your image has grown dusty, or doesn't come to your customer's mind, then visitors to your storefronts and websites could be lagging. You have lost touch with your target audience. That affects sales. Reinvigorate your brand with a redesign and wow customers into coming back for services and products and remind them why they love to do business with you.

3. Your plan has been in place for over a decade

While many tried and true branding and marketing methods are still good ways to promote business, there are too many new options that are being missed if your plan hasn't been updated in a few years. Customers now shop from mobile devices and the social networks are always changing. Your website and plan should be updated to reflect these changes.

4. Website and collateral is overly promotional

The previous attempt to get the attention of shoppers by plastering ads, websites, and marketing collateral with neon-colored callout boxes featuring a number of sales items and closeouts is a thing of the past. Know what your customer wants, but simply make the site easy for them to find it. Try not to shove it in their face.

5. You plan to grow

If you plan to introduce a new product or service line, or open in new markets, then it is a great time to update your branding and marketing strategy. The right brand redesign can inform customers of the changes to look for and prove that you are ready for the increased business.

If you would like to learn more about branding and marketing in the Dallas, Texas, area, click here!

5 Mistakes to Avoid When Building an E-Commerce Site

There are many pitfalls to look out for when you build an e-commerce website. A site is a tool to make your goods known to customers and to encourage sales. If the site is poorly designed, doesn't work well, or hard to use, customers will go elsewhere with their business, even if you have better service, products, and prices. By avoiding a few mistakes in the design phase, you can be on your way to a harder working, and more profitable, site.

1. Awkward domain name

Some company names convert easily to a domain name. For those that don't, there are options. If your company is named Kalamazoo Outboard Motors, pass on the awkward www.kalamazoooutboardmotors.com option. Try a descriptive word about what business is performed there (www.motors.com) or use an acronym (www.kom.com).

2. Unprofessional appearance

For a company with a focus on Internet sales, the website is not the place to skimp on the budget. Do the research to find a good-fit agency to build an e-commerce website that is professional, attractive, and easy to use. The revenue received when the site is running will prove the worth of the expense.

3. Loading time that drags

For shoppers, Internet use is about ease. The site might be a work of art with rich graphics and video content, but if it takes too long to load, then it is no longer considered easy, and shoppers will go elsewhere. Remember that a growing number of shoppers search online from mobile devices, and your site should open and operate equally well for those formats.

4. Poor promotion

It may be true for baseball fields, but when you build an e-commerce website, just because you build it, doesn't mean they will come. Find where your customers go and create ads to draw them to your site, or better yet, utilize the help of a professional marketing agency that can help you create a solid marketing plan for your site.

5. No focus

Internet shoppers don't want to be bothered to sort through promotional pop-ups, myriads of drop-down lists, and general disorganization. Your site needs to be focused and user-friendly. With a clear plan of what you promote and where, your site can be a go-to tool for shoppers to find what they need.

If you would like to learn more about how to build an e-commerce website in the Dallas, Texas, area, click here!

What Does a Branding Agency Do?

A branding agency helps you create a cohesive image that is in step with your company's mission. They can then put that image, or brand identity, to work for you by applying it to all of your marketing initiatives.

A branding agency should first and foremost listen to you when creating your brand. Outline those characteristics that define your business. What is your industry? Your strengths? Who are your competitors? What values do you want to evoke? Do you want your look to be classic and formal, or edgy and modern? Branding isn't simply about a logo. It is who you are, summed up in a comprehensive image.

That image is then translated to your print and media in a branding campaign. Anything that leaves your company to be seen by a potential customer can be designed with your brand in mind. From your website, emails, ad layouts, letterhead, and business cards, to the boxes you use to ship products, everything is an opportunity.

The purpose of branding is recognition. When a customer is in need of your service, it is important that they are able to think of you first. A branding agency can help you create a look that can make you stand out against your competitors. Any business can benefit from a branding agency. From huge corporations, to local non-profits, a brand can make the difference of whether or not you come to mind when a potential customer is in need.

When you hire a branding agency, it's a good opportunity to review and asses the focus of your business. Define your market and your customer. Knowing those will help define your new branding image, as well as where and how to promote it. A well executed brand can be a powerful thing.

For more information about branding agencies, click here!

5 Tips for Working with Your Media Planning Agency

In order for a digital media planning agency to be effective, they not only need the right experience, but also need the right information from you. Here are a few things to keep in mind when trying to find an agency that meets your needs.

1. Express your goal

Is your reason for hiring a digital media planning agency specific or broad? Explain whether you want to increase general awareness about your business, or if there is a specific product or service you would like to promote. Especially let them know if need help navigating a sensitive industry.

2. Define your target

Take a moment to decide who your target audience is. It most likely isn't the general public, so make a description of the person or business that could benefit from your company. Decide where they are and what will get their attention.

3. They have negotiation power

Because digital media planning agencies represent multiple clients in various industries and often work with the same media outlets, they often have buying power. They can negotiate rates and value-added benefits better than you could on your own.

4. They know the latest technology

Not only will an agency know what new technology is available, but they will also know how to use it and how to measure the success rates. With an ever-expanding list of Internet outlet opportunities, it is easy to miss or misuse an option.

5. Choose your conduit wisely

When you hire a digital media planning agency, they become the link between you and your customer and between you and the media outlets. Be sure to hire someone you can trust, since the success of your marketing efforts and your customer's brand experience are in their hands.

For more information about digital media planning agencies, click here!