B2B Update January 2012
4
2 BUSINESS BUSINESS UPDATE JANUARY 2012 INSIDE THIS ISSUE Marketing In Real Life — QR Codes Provide Kick Start for Startup Digital Marketing — Enhance Customer Engagement with Better Email Marketing Biz Tips — Writing an Effective Lead Generation Newsletter Business 2 Business Update is a monthly newsletter published by PIP Today’s business world is a highly competitive marketplace, but with the right promotional product you can help your customers remember you over the competition. A study conducted by Promotional Products Association International (PPAI) revealed that 91% of people had at least one promotional product in their kitchen and 74% had at least one in their work area. At PIP Printing, we can help you integrate a promotional product into a complete direct marketing campaign. You might also consider using them for: • Customer goodwill and retention • Trade shows • Employee relations • Brand awareness • Public relations • New customer/account generation • Not-for-profit programs • Internal promotions • New product/service introductions Whatever your marketing goals, let us show you how you can generate new customers— and all the sales that go with them over the lifetime of their loyalty— just from the impression made with a promotional product. Personally Speaking TRENDS IN THE MARKETPLACE E [email protected] P 503.282.0913 633 SE Clay St. Portland, OR 97214 John “Konrad” Owner www.pippdx.com The Enduring Effectiveness of Promotional Products For more than 200 years, promotional products have integrated their way into daily life, serving not only as useful tools, but as powerful, long-lasting advertising. But how do recipients feel about receiving promotional products? What purpose do they think such items serve? What actions do they take? These are questions every advertiser should know and understand, as the answers can have a significant impact on their ROI. In an effort to answer some of these questions, the Promotional Products Association International (PPAI) conducted a study fielded by MarketTools Inc. When respondents were asked to think of a promotional product they’d received in the past two years and to recall the specific product, advertiser and message, a whopping 76.2% were able to remember all three key pieces of information. The study also found that, if free promotional products were being handed out by an advertiser at an event, mall or tradeshow, 23% of respondents would pick up the item no matter what it was, and 69% would pick it up only if they found it to be useful. Additionally, 48% of respondents reported that they would like to receive promotional products more often, and 38% felt that they do indeed serve as a constant reminder of the advertiser. Businesses are continually challenged to find new ways to cut through the clutter. According to this PPAI survey, promotional products are a great way to not only reach your target audiences, but more importantly, to resonate with them. Branded promotional items can be great tools to market your company and help it stand out.
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In this issue: promotional products, QR codes, email marketing, and more
Transcript of B2B Update January 2012
2BUSINESS BUSINESS
UPDATEJanuary 2012
InSIDE THIS ISSuE Marketing In real Life— QR Codes Provide Kick Start for Startup
Digital Marketing— Enhance Customer Engagement with Better Email Marketing
Biz Tips— Writing an Effective Lead Generation Newsletter
Business 2 Business Update is a monthly newsletter published by PIP
Today’s business world is a highly competitive marketplace, but with the right promotional product you can help your customers remember you over the competition. A study conducted by Promotional Products Association International (PPAI) revealed that 91% of people had at least one promotional product in their kitchen and 74% had at least one in their work area.
At PIP Printing, we can help you integrate a promotional product into a complete direct marketing campaign. You might also consider using them for:
•Customergoodwillandretention
•Tradeshows
•Employeerelations
•Brandawareness
•Publicrelations
•Newcustomer/accountgeneration
•Not-for-profitprograms
•Internalpromotions
•Newproduct/serviceintroductions
Whatever your marketing goals, let us show you how you can generate new customers—and all the sales that go with them over the lifetime of their loyalty— just from the impression made with a promotional product.
Personally SpeakingTRENDS IN THE MARKETPLACE
PIPQUIZHOW TO...
See how savvy you are with our PIP Quiz.Which American president gave us the Maxwell House coffee slogan?
A. Abraham Lincoln
B. Grover Cleveland
C. Woodrow Wilson
D. Theodore Roosevelt
Answer inside!
Engage Direct ReportsIt’sbeenatoughfewyearsbusiness-wise,butwiththenewyearcomesnewopportunities for success. The question is, how enthusiastic are your employees about the year ahead?
SteveArneson,founderofArnesonLeadershipConsulting,offersthesefivepowerfulquestionsforstartingaprovocativedialogwithyouremployeestohelpre-energizethem for the best year ever.
1. What are you currently accountable for? This question establishes a baseline for the discussion.
2. What’s your vision for your role this coming year? This question gets them thinking beyond their basic job function.
3. Where will you innovate? This question uncovers how motivated they are to change the status quo.
4. How will you wow your customers? This question encourages employees to get creative.
5. How will you get others involved? This question inspires them to collaborate with others for even greater results.
633 SE Clay St
Portland, OR 97214
P 503.282.0913
pippdx.com
E [email protected] 503.282.0913
633 SE Clay St.Portland, OR 97214
John “Konrad”Owner
www.pippdx.com
The Enduring Effectiveness of Promotional ProductsFor more than 200 years, promotional products have integrated their way into daily life, servingnotonlyasusefultools,butaspowerful,long-lastingadvertising.Buthowdorecipients feel about receiving promotional products? What purpose do they think such items serve? What actions do they take? These are questions every advertiser should know andunderstand,astheanswerscanhaveasignificantimpactontheirROI.
In an effort to answer some of these questions, the Promotional Products Association International(PPAI)conductedastudyfieldedbyMarketToolsInc.Whenrespondentswereasked to think of a promotional product they’d received in the past two years and to recall thespecificproduct,advertiserandmessage,awhopping76.2%wereabletorememberall three key pieces of information.
The study also found that, if free promotional products were being handed out by an advertiser at an event, mall or tradeshow, 23% of respondents would pick up the item no matter what it was, and 69% would pick it up only if they found it to be useful. Additionally, 48% of respondents reported that they would like to receive promotional products more often, and 38% felt that they do indeed serve as a constant reminder of the advertiser.
Businessesarecontinuallychallengedtofindnewwaystocutthroughtheclutter.Accordingto this PPAI survey, promotional products are a great way to not only reach your target audiences, but more importantly, to resonate with them.
Branded promotional items can be great tools to market your company and help it stand out.
MARKETING IN REAL LIFE DIGITAL MARKETING
Open your personal inbox any morning of the week, and it feels like everybody is using email as a marketing tool. The more emails your targets receive from other companies, the less likely they will have the desire to open yours. According to business writer Eric Krell, engaging customers and prospects in a way that makes them more likely to purchase requires email campaigns that create enough relevance to keep customers engaged. Such email campaigns incorporate personalization, timeliness, and appeal.
Personalization: By taking into consideration past purchase behaviors and expressed preferences, marketers can improve customer engagement by creating more personalized, targeted offers that not only resonate, but inspire action—such as a transaction.
Timeliness: When companies use email communication to be proactive, to respond to customercuesand/ortoactonevent-basedopportunities,theydemonstratethattheyhave the customer’s best interests at heart, are listening to them, and understand their needs or preferences.
appeal: Customers love specials, discounts and sales. Emails containing free product or service offers, such as subscriptions to online services or access to useful content, are especially appealing. Not only can they improve customer engagement, they can be very effective in getting a person to try the product or service, adopt it, and remainalong-termcustomer.
Engaging customers via email is not an easy endeavor. When too many companies abuse email marketing, customers stop trusting email marketing messages. Ensuring that your emails are targeted to customer needs can help your company rise above the competition.
Enhance Customer Engagement with Better Email Marketing
BIZ TIPS
Fictional names were used. Based on actual case study.
PIPQuiz:D
.Ted
dyRoo
seveltvisited
thereal-lifeM
axwellH
ousehotelin
New
Orle
ansan
dco
mmen
tedthatitsco
ffeewas“go
odto
thelastdrop
!”
Writing an Effective Lead Generation Newsletter
A lead generation newsletter can be a highly effective marketing tool for your company. Not only can a newsletter provide interesting and useful information, it can encourage potential customers to tryoutyourproductsand/orservices.Thefollowingnine tips were excerpted from an article on the website eHow.com:
1. use a newsletter template. Youcanfindtemplates in Microsoft Word or Microsoft Publisher. You can also have the experts at PIP Printing custom design your newsletter for you.
2. Design the newsletter well. Include interesting graphics and use plenty of white space for a clean look.
3. use readable fonts like Arial and Times New Roman.
4. use headings to each block of information so readers can scan the page for the information they need.
5. Know your audience. Create an informative newsletter the clients will enjoy reading.
6. use industry-specific terminology. Talk the industry lingo and readers will trust your knowledge.
7. Offer something free like resources, coupons or instructional information.
8. Make the newsletter useful so the reader looks forward to the next one.
9. Include contact information like a website, a phone number, an email address or a business address.
At PIP Printing we can help you maximize the effectivenessofyourlead-generationnewsletter.Call us for ideas!
QR Codes Provide Kick Start for StartupCHALLENGE Gardens for Grades is a startup company that sells garden kits through fundraising programs. They have two main sales channels: direct to school boards and at trade shows and state fairs. They came to us for help building awareness of their brand at schools across the nation. Knowing that their product and concept were best understood when demonstrated, they wanted to integrate a demonstration video into their marketing effort if possible. SOLUTION After seeing the client’s product and learning more about their objectives, we knew that the use of QR codes, combined with printed collaterals and promotional products for trade shows, would be ideal for them. Their existing creative had a youthful, fun feel that they agreed would work well with hip, cutting edge mobile technology. We put QR codesonfullcolorbrochures,businesscards,salessheetsandT-shirts.TheQRcodestook the viewer to either a YouTube video or a mobile version of the Gardens for Grades website, which we created for them in anticipation of the use of QR codes and mobile natureoftheircampaign.Wealsodevelopedsolutionsfortheirsales,fulfillmentandmerchandising departments, printing 250,000 order forms for sales agents across the country. RESULTS Attheirfirsttradeshow,GardensforGradesmorethantripledtheiranticipatedsales,a trend that continued at their second and third major events, putting them on track to exceed their projected sales for the year. To their knowledge they are the only exhibitors currently using QR codes in this niche, which they feel puts them at an advantage over others.GardensforGradesfeelsthisistheidealcampaignfortheirbrand-building,andplanstocontinueusingtheQRcodesindefinitely.
MARKETING IN REAL LIFE DIGITAL MARKETING
Open your personal inbox any morning of the week, and it feels like everybody is using email as a marketing tool. The more emails your targets receive from other companies, the less likely they will have the desire to open yours. According to business writer Eric Krell, engaging customers and prospects in a way that makes them more likely to purchase requires email campaigns that create enough relevance to keep customers engaged. Such email campaigns incorporate personalization, timeliness, and appeal.
Personalization: By taking into consideration past purchase behaviors and expressed preferences, marketers can improve customer engagement by creating more personalized, targeted offers that not only resonate, but inspire action—such as a transaction.
Timeliness: When companies use email communication to be proactive, to respond to customercuesand/ortoactonevent-basedopportunities,theydemonstratethattheyhave the customer’s best interests at heart, are listening to them, and understand their needs or preferences.
appeal: Customers love specials, discounts and sales. Emails containing free product or service offers, such as subscriptions to online services or access to useful content, are especially appealing. Not only can they improve customer engagement, they can be very effective in getting a person to try the product or service, adopt it, and remainalong-termcustomer.
Engaging customers via email is not an easy endeavor. When too many companies abuse email marketing, customers stop trusting email marketing messages. Ensuring that your emails are targeted to customer needs can help your company rise above the competition.
Enhance Customer Engagement with Better Email Marketing
BIZ TIPS
Fictional names were used. Based on actual case study.
PIPQuiz:D
.Ted
dyRoo
seveltvisited
thereal-lifeM
axwellH
ousehotelin
New
Orle
ansan
dco
mmen
tedthatitsco
ffeewas“go
odto
thelastdrop
!”
Writing an Effective Lead Generation Newsletter
A lead generation newsletter can be a highly effective marketing tool for your company. Not only can a newsletter provide interesting and useful information, it can encourage potential customers to tryoutyourproductsand/orservices.Thefollowingnine tips were excerpted from an article on the website eHow.com:
1. use a newsletter template. Youcanfindtemplates in Microsoft Word or Microsoft Publisher. You can also have the experts at PIP Printing custom design your newsletter for you.
2. Design the newsletter well. Include interesting graphics and use plenty of white space for a clean look.
3. use readable fonts like Arial and Times New Roman.
4. use headings to each block of information so readers can scan the page for the information they need.
5. Know your audience. Create an informative newsletter the clients will enjoy reading.
6. use industry-specific terminology. Talk the industry lingo and readers will trust your knowledge.
7. Offer something free like resources, coupons or instructional information.
8. Make the newsletter useful so the reader looks forward to the next one.
9. Include contact information like a website, a phone number, an email address or a business address.
At PIP Printing we can help you maximize the effectivenessofyourlead-generationnewsletter.Call us for ideas!
QR Codes Provide Kick Start for StartupCHALLENGE Gardens for Grades is a startup company that sells garden kits through fundraising programs. They have two main sales channels: direct to school boards and at trade shows and state fairs. They came to us for help building awareness of their brand at schools across the nation. Knowing that their product and concept were best understood when demonstrated, they wanted to integrate a demonstration video into their marketing effort if possible. SOLUTION After seeing the client’s product and learning more about their objectives, we knew that the use of QR codes, combined with printed collaterals and promotional products for trade shows, would be ideal for them. Their existing creative had a youthful, fun feel that they agreed would work well with hip, cutting edge mobile technology. We put QR codesonfullcolorbrochures,businesscards,salessheetsandT-shirts.TheQRcodestook the viewer to either a YouTube video or a mobile version of the Gardens for Grades website, which we created for them in anticipation of the use of QR codes and mobile natureoftheircampaign.Wealsodevelopedsolutionsfortheirsales,fulfillmentandmerchandising departments, printing 250,000 order forms for sales agents across the country. RESULTS Attheirfirsttradeshow,GardensforGradesmorethantripledtheiranticipatedsales,a trend that continued at their second and third major events, putting them on track to exceed their projected sales for the year. To their knowledge they are the only exhibitors currently using QR codes in this niche, which they feel puts them at an advantage over others.GardensforGradesfeelsthisistheidealcampaignfortheirbrand-building,andplanstocontinueusingtheQRcodesindefinitely.
2BUSINESS BUSINESS
UPDATEJanuary 2012
InSIDE THIS ISSuE Marketing In real Life— QR Codes Provide Kick Start for Startup
Digital Marketing— Enhance Customer Engagement with Better Email Marketing
Biz Tips— Writing an Effective Lead Generation Newsletter
Business 2 Business Update is a monthly newsletter published by PIP
Today’s business world is a highly competitive marketplace, but with the right promotional product you can help your customers remember you over the competition. A study conducted by Promotional Products Association International (PPAI) revealed that 91% of people had at least one promotional product in their kitchen and 74% had at least one in their work area.
At PIP Printing, we can help you integrate a promotional product into a complete direct marketing campaign. You might also consider using them for:
•Customergoodwillandretention
•Tradeshows
•Employeerelations
•Brandawareness
•Publicrelations
•Newcustomer/accountgeneration
•Not-for-profitprograms
•Internalpromotions
•Newproduct/serviceintroductions
Whatever your marketing goals, let us show you how you can generate new customers—and all the sales that go with them over the lifetime of their loyalty— just from the impression made with a promotional product.
Personally SpeakingTRENDS IN THE MARKETPLACE
PIPQUIZHOW TO...
See how savvy you are with our PIP Quiz.Which American president gave us the Maxwell House coffee slogan?
A. Abraham Lincoln
B. Grover Cleveland
C. Woodrow Wilson
D. Theodore Roosevelt
Answer inside!
Engage Direct ReportsIt’sbeenatoughfewyearsbusiness-wise,butwiththenewyearcomesnewopportunities for success. The question is, how enthusiastic are your employees about the year ahead?
SteveArneson,founderofArnesonLeadershipConsulting,offersthesefivepowerfulquestionsforstartingaprovocativedialogwithyouremployeestohelpre-energizethem for the best year ever.
1. What are you currently accountable for? This question establishes a baseline for the discussion.
2. What’s your vision for your role this coming year? This question gets them thinking beyond their basic job function.
3. Where will you innovate? This question uncovers how motivated they are to change the status quo.
4. How will you wow your customers? This question encourages employees to get creative.
5. How will you get others involved? This question inspires them to collaborate with others for even greater results.
633 SE Clay St
Portland, OR 97214
P 503.282.0913
pippdx.com
E [email protected] 503.282.0913
633 SE Clay St.Portland, OR 97214
John “Konrad”Owner
www.pippdx.com
The Enduring Effectiveness of Promotional ProductsFor more than 200 years, promotional products have integrated their way into daily life, servingnotonlyasusefultools,butaspowerful,long-lastingadvertising.Buthowdorecipients feel about receiving promotional products? What purpose do they think such items serve? What actions do they take? These are questions every advertiser should know andunderstand,astheanswerscanhaveasignificantimpactontheirROI.
In an effort to answer some of these questions, the Promotional Products Association International(PPAI)conductedastudyfieldedbyMarketToolsInc.Whenrespondentswereasked to think of a promotional product they’d received in the past two years and to recall thespecificproduct,advertiserandmessage,awhopping76.2%wereabletorememberall three key pieces of information.
The study also found that, if free promotional products were being handed out by an advertiser at an event, mall or tradeshow, 23% of respondents would pick up the item no matter what it was, and 69% would pick it up only if they found it to be useful. Additionally, 48% of respondents reported that they would like to receive promotional products more often, and 38% felt that they do indeed serve as a constant reminder of the advertiser.
Businessesarecontinuallychallengedtofindnewwaystocutthroughtheclutter.Accordingto this PPAI survey, promotional products are a great way to not only reach your target audiences, but more importantly, to resonate with them.
Branded promotional items can be great tools to market your company and help it stand out.
