It’s holiday time! Does that mean suspension of marketing initiatives?

Marketing in August? When it seems that everyone in the entire world is making sandcastles on Bognor Regis beach or sipping cocktails at sunset in Bali (apart from you)? You’d think not, wouldn’t you – unless your business involves buckets and spades, sarongs or sun tan lotion. Actually, there’s no need to stop at all, as long as we all use a little bit of common sense.

For a start…

Not everyone’s on holiday

The streets of Paris empty out in July and August when locals take their annual vacation. Shops and businesses close down for an entire month, sometimes longer – but that’s not quite the same in the UK. Most of us, if we take holidays at all, may only be away for a week or a fortnight. Even then, with the blessing (or is it a curse?) of internet technology, many business people aren’t completely out of the loop, still checking emails and responding to requests – so a carefully thought out campaign may not be the waste of time and resources you anticipated.

Know your audience. Maybe it would be better to wait until September – but maybe not. If you trade internationally, check out their holiday periods and work around them, or with them.

Use the time wisely

It’s true that the pace of business can slacken off in the summer months, so make the most of the lull in activity by planning, researching, working on marketing strategy, enhancing your SEO.

Try something new

You know you’ve always been meaning to make the time for using Twitter more, or Facebook, or LinkedIn. The summer months give you that opportunity to experiment, while there’s less to do in other areas.

Be ready for action

Like a good boy scout or girl guide, you can Be Prepared! When September comes around, (all too quickly, you’re probably thinking), you can be ready to launch a stunning campaign when your clients are all bright-eyed and bushy-tailed after a break and keen to get on with the next phase of the working year.

However…

Don’t you just dread coming back from a holiday and your in-box is overflowing with a huge volume of emails and your in-tray is stuffed full of post which needs your attention? Your clients won’t be any different, so best to judge your time carefully here and avoid the first few days of September – that’s unless your marketing is so brilliant that it will shine out like a star in the gloom of too much correspondence.

Be entertaining

Yes, that must always be your aim, but never more so than when you send out material in the summer months, when people’s thoughts may already be up in the air en route to Malaga or the Maldives, rather than focusing 100% on what’s on the desk in front of them. We’ve all been there!

We’re always here to help

We’re not saying that we never take holidays, just that we plan them so you’ll always have a Mailing Expert on hand to answer queries, offer guidance and fulfill your Direct Mailing requirements.

Why not contact us on 01825 983033 or send us an email on info@mailingexpert.co.uk

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Wish you weren’t here? We’ll start 2017 off for you with our ideas for postcard campaigns. That’ll make you feel better!

Happy New Year to all of you from all of us and we hope you had a great time over the holidays – that’s if you were lucky enough to have a few days off. Well, here at Mailing Expert, we’re raring to go and the first thing on our minds is the humble postcard.

No, not holiday postcards. No, not saucy seaside postcards. What we’re talking about is the use of postcards in a direct mailing campaign and there are many reasons why this is an all-round Good Idea.

Here’s our top ten:

1. Postcards are the most cost-effective form of direct mail

Think about it – one piece of card, little copy to create, no envelope to stuff and seal, keeping costs down for high-yield campaigns. Small yet powerful!

2. People like getting postcards

Perhaps a postcard  reminds everyone of holidays, but whatever the case, the message is instant, without the need to spend precious minutes opening an envelope. Just a little tip – a postage stamp rather than a franking means your cards are less likely to be categorised as junk mail.

3. There’s a great opportunity for creativity in design

There’s nothing nicer than a colourful imaginative postcard dropping on your front doormat. Simplicity, clear imagery and a succinct message are crucial so your card has immediate impact.

4. Thinking outside the (post)box!

Super-creativity can add a touch of unforgettable genius to your campaign. We’ve heard of cards with messages that only show up when exposed to sunlight or are printed on indestructible material with a challenge to the reader to try to tear it in half. How to get your recipients engaged and likely to show your card to other people, which spreads your message even further.

5. A chance to clarify your objectives

When you’re describing your product, service or a special offer, it’s all too easy to burble on and confuse your audience. Not with a postcard! It’ll take a bit of time to hone your words into very few but then you’ll be clear in your own mind exactly what you’re offering – and so will your recipients.

6. Less to go wrong

In long correspondence, there’s a higher chance of making a mistake whether it’s a typo or an incorrect detail. It only takes a few seconds to proofread a postcard – but beware, a mistake on a postcard will show up big time!

7. The possibility of a noticeable increase in sales and revenue

A simple, effective carefully-considered direct marketing campaign with postcards can see a high return on investment for much less effort than other means – research says 20% more

8. People are more likely to keep postcards than other marketing material

Once read, there’s little aesthetic incentive to keep a letter, emails are often deleted  – but an attractive postcard might be pinned to a notice board, stuck into a diary or propped up on a  windowsill.

9. Multifarious uses…

Apart from information that needs to be confidential, postcards can be used to encourage new customers, promote your company, increase brand awareness, send greetings, direct people to your website, announce events and promotions…the list is endless

10. It’s fun to do!

Admin jobs and office work, let’s face it, can be tedious. Postcard campaigns allow you to give rein to your creative and jolly side – and all for the worthy aim of helping your company to grow.

At Mailing Expert we say HOORAH FOR POSTCARDS! Contact us at once on 01825 983033 or info@mailingexpert.co.uk to discuss your next campaign.

Mailing Expert

Print is alive and well (and living in Uckfield!)

We’ve said this before and we’ll say it again, loud and clear. Using print to communicate with your customers or prospective clients is still relevant and significant for your company, even in the face of ever-increasing digitisation. It goes without saying that it’s not the only medium you should use – but to dispense with it altogether, well, you’re really missing a trick.

Scientific evidence

In Philadelphia, Temple University’s Center for Neural Decision- Making (yes, such a place exists!) conducted a neuro-marketing study for the US Post Office. It focused on the differing response to physical and digital media when consumers were thinking about buying something.

In short, people were asked to look at ads, both on paper and in digital format. Their responses, like eye-tracking and brain activity, were measured, and they filled in questionnaires. A week later they were re-evaluated to test the long term impact of the adverts.

Surprising results?

Actually, not that surprising. It was found that adverts on paper beat digital ads in the following areas:

  • The amount of time spent reading
  • The emotional reaction
  • Remembering the source and content
  • A subconscious desire for the product or service
  • The perceived value of the product or service

Putting it into scientific terms, physical adverts actually produced more activity in the part of the brain called the ventral stratium, associated (as proved in another study) with future purchasing behaviour.

Worth thinking about, eh?

So don’t ignore print…

Print establishes a tangible connection with potential customers – an effective way for them to acquaint themselves with your product or service. It’s becoming an overlooked secret weapon for marketers, who too often jump on the bandwagon of being up-to-the-minute trend-savvy.

But don’t ignore the digital medium either!

Harnessing the strengths of both digital and print media will give your company the best chance of being found and also the best chance of growing your customer base.

That’s a scientific fact and here at Mailing Expert we can help with both!!

Give us a call on 01825 983033 to speak to one of our experts about your next campaign.

 

Mailing Expert