What better way to share an insight than to tell a story; or in marketing lingo – a case study.
Brown Ledge Camp is a girl’s summer camp in Colchester which has been around since 1927. Their Foundation reaches out to alumni each year to raise funds to maintain and sustain the physical property and programs for current and future campers. However, the traditional appeal letter and remittance envelope was no longer providing the same result it once had, and with fundraising levels declining, they asked for our help. 
We went to work. We designed a self-mailer with a classic camp look consistent with their persona and then integrated their data; photographs saved since the camp opened along with each alums’ name. This produced a variable data direct mail campaign unique and personal to each recipient. The really special and powerful part of this appeal, though, was that the photographs on each mailer were linked to the decade when that alum attended the camp, and focused “giving” towards a tangible item. In this case, to replace the worn out and popular ski boat. We segmented their list into 8 different decades using the images and available data they had and produced a campaign that not only met their objective, but created some wonderful community relations.
How does this story end?
- Donations nearly doubled from the previous year
- Their customers (alumni) became reengaged around the Foundation’s mission due to the relevance and personalization of the content
- Along with the donation checks were notes of appreciation and fond remembrances that strengthened their community
- They had measureable results
This is a perfect example of how powerful and meaningful data-driven direct mail, or variable data printing can be. Maybe you have a story to share too?
I know, I know... I'm starting to sound like a broken record about the importance and need for businesses to mobile-optimize their websites. I'm not doing so to toot my own horn, but to crack the impervious shell of resistance and plain ol' indifference I experience far too often when talking with many a small business owner.
It's amazing that for years, restaurateurs (for one) readily spent, and many still spend, upwards of $1500 per month or more for an add in the Yellow Pages; typically displaying their menu so customers can easily read what they offer and call to place an order. You have to sell a lot of egg rolls, burgers, or pizza in a year to break even when spending $18,000 or more for a medium that has become virtually obsolete! Today's consumer, particularly casual dining and take-out customers, are searching for restaurants from their smartphones; particularly in high tourist markets. Doesn't it make sense to give them an on-line menu that can easily be read on a phone screen, along with a convenient "call button" to easily place an order from the same phone? You bet! Having just spend a few days traveling earlier this week, I used my iPhone for everything from a GPS in my rental car, to a restaurant locator, to a travel advisor, and a weather station. If I came across a restaurant that didn't have a mobile-optimized website, where I had to deal with microscopic type and a menu that didn't fit neatly on the screen, I moved on until I found a restaurant site that was mobile-friendly. And that's where I spent my money.
And consider this... a print ad like the Yellow Pages is set in stone for 12 months. Kinda makes pricing the menu items challenging as food costs change throughout the year. Whereas menus on a website or mobile site can be edited on-demand.
Finally, for only about $35 per month, a business (restaurant, beauty salon, etc) can have a mobile-optimized version of their website that will be found, viewed, and read more often as more of us use our smartphones for virtually all communications. All of a sudden that break even number just got exponentially smaller! That spells PROFIT!
One small business owner/restaurateur who gets it and is now reaping the benefits is the owner of The Bagel Market in Essex Junction, VT. Click on the phone image above to see and try for yourself the pleasant difference having a mobile-optimized website can make.
Don't ignore the opportunities this presents. Mobile-optimizing your existing website for smartphone use is quick, easy, affordable, and simply... smart!
The numbers don't lie, yet most businesses are still ignoring mobile users...
To learn about Catamount Marketing's quick, easy, and affordable website optimization services, contact Tom@catamountmarketing.com.
Small businesses owners really want to take notice of the influence and importance of having a "mobile-optimized" version of their website. See if your industry is listed below...
Feb 16, 2012 at 9:42am ET by Greg Sterling
Local-mobile ad network xAd released a treasure-trove of data from Q4 2011 this morning. The US-based information is drawn from mobile sites and apps that run its ads and the related user behaviors that xAd observes. These data are interesting in part because xAd has what is probably the largest network offering local search and display advertising outside of Google (AT&T might dispute that claim).
The following were the most frequently searched local content categories in Q4:
Ad performance reported by xAd exceeds comparable online CTRs for both search and display. The network said that average CTRs in Q4 for local search ads were 7 percent, while locally targeted display ads yielded 0.6 CTRs.
Beyond the initial click xAd captures “secondary actions” (i.e., calls, map lookups). The company said that among those who clicked on ads, 37 percent of search clicks and 5 percent of display CTRs delivered these secondary actions.
The secondary actions were further broken down by xAd. Calling a business was the most frequent secondary action taken by local searchers, while maps/directions lookups was the most common action among those clicking on display ads.
Another interesting observation is how display responders (above right) sought more information or reviews but local searchers did not as frequently. This likely indicates the more “directed intent” of search-ad responders vs. display clickers who were being exposed to new information or businesses.
One of the most interesting findings in the xAd report shows how search and display ads reach people at different times of day. While the complementary nature of search and display advertising online is well established, xAd shows by daypart how the two can work together in mobile.
Local search peaks during the middle of the day and declines in the evening. However display exposure peaks “after hours” when people are in leisure mode.
Finally, xAd said that among all mobile subscribers, “mobile browsers are still the primary access method for local-search information.” However for iPhone and Android owners, “in-app access is preferred by a large margin over in-browser access.”
Others have reported similar data, confirming the preference and trend toward apps among smartphone users. “We expect that trend to continue as more users of feature phones switch to smart devices,” explains xAd.
While Google “owns” 95 or more percent of mobile-browser based search the same is not true in the app world, which is more verticalized.
Catamount Marketing can quickly and affordably build a mobile-optimized version of your website. For more information, pricing, or a demonstration, contact Tom@catamountmarketing.com.
Nearly a year ago, the owners a local small retail business contacted me to discuss their marketing and what to do about it. I assessed the situation, made some recommendations and submitted a proposal to develop a modest ecommerce site and implement some direct marketing work. No decision. Eight months pass when they reach back around to me but this time with a heightened level of urgency to proceed due to a decline in customer traffic and revenue. I experience this all the time and completely understand why. First, running a business is all-consuming. Secondly, no one wants to buy a website, or direct mail, or TV ads, etc; we’d much prefer to spend our hard-earned income on a new car, travel, or dining out. What we DO want are the benefits derived from successful marketing – more sales!
What’s your pain point? Marketing is often the first thing to trim when sales dip and cash tightens. I know the drill. But marketing creates the best means to pull the nose up!
Here’s my profe
ssional prescription to relieve the pain:
- To begin, understand the essence of marketing. John Jantsch, author of the book Duct Tape Marketing, defines small business marketing as getting someone, who has a need, to know, like and trust you. It’s really that simple.
- If your product or service makes me happier/healthier/wealthier/wiser, tell me about it
- If you have a particular sellable talent or expertise… inform me but be real
- If you bring tangible and measureable value, I can make a decision… I like that
- Change is difficult and time consuming – give it to me straight
- If you help me with my business then you’ll earn mine
- If your message is relevant to me I’ll listen – that proves you know my needs
- You gotta be friendly – life’s too short to be anything else but
- Levity goes a long way :-)
I attended an event today conducted by a local radio station/group interested in generating ad sales from local businesses. They mailed a mere 256 fairly basic postcard invitations and returned a whopping response rate of approximately 60%! Astounding! They rented a meeting room at a local hotel and easily filled the 50 seats for all three one-hour sessions. The focus of the presentation was intentionally radio but in the context of marketing in today’s multi-channel marketing world.
Why did this event draw so well? Because business owners everywhere are really struggling about what marketing tactics to spend their precious resources on to generate leads for their business. Print, radio, social media, direct mail, SEO, email, TV, mobile, pay-per-click… what’s a business owner to do? What contemporary marketers already know… implement a multi-channel marketing approach to reach customers in the ways each of us consumes information to expand reach, brand, and awareness.
OK, but more easily said than done? Of course! But that’s no reason to become paralyzed, avoid taking action, and watch business go elsewhere. Instead, seek out a marketing services provider, schedule an initial assessment and discussion around your objectives, budget, and style, and create a plan that works for you. Then… TAKE ACTION!
Marketing is part art and part science. The ability to communicate digitally and measure results with analytics is pure science. The ability to communicate content that evokes emotion and response is art. Sometimes marketing works, sometimes it doesn’t; but it’s the trying that counts. The only guarantee you can count on is nothing ventured, nothing gained.
Readers of this blog will know that I’ve been expounding the virtues of mobile-optimized websites for businesses. Having just vacationed in Florida, I experienced these virtues firsthand while searching for restaurants, food & beverage stores, golf courses, retail stores, a marina, tidal charts, weather reports, maps/directions, celestial sky charts (for star gazing), and more. My smartphone worked overtime the entire week and proved to be a worthy travel companion and tour guide. These experiences reinforced what I already knew and have been discussing recently:
- Mobile technology is incredible and has only scratched the surface
- As a traveler/tourist/consumer, I appreciate and use this technology… a lot!
- Any business that doesn’t have a website virtually doesn’t exist
- Mobile-optimized websites are vastly preferred – easier to read and navigate on my smartphone
- Mobile “apps”, while often fun and functional, are not what most businesses need… a simple mobile-friendly version of their website will do
- Businesses that have a mobile-optimized site are “in the know” and are more likely to attract new business than those that aren’t
My take-away from this (in addition to a great vacation with my wife) is that many businesses, especially B2C businesses, stand to gain by mobile-optimizing their desktop sites. Consumers (and that’s all of us) are mobile and reliant on the Internet for information that leads to a buying decision. Smartphones are a lifestyle and more businesses would do well to attract more customers by making their website mobile-friendly. Think of this as a customer service initiative by giving your customers a good experience they'll remember, revisit, and tell others about. Now THAT'S good business!
STOP and think about this for a second. Current statistics show 1.08 billion smartphones worldwide and that people are using them to search, research, and shop for virtually EVERYTHING from restaurants, dry cleaners, salons, and tourist destinations, to real estate, automobiles, dentistry, banking, and everything in between.
During my 21 years in business, I’ve seen new ways of doing business generally met with skepticism, indifference, or reluctance. Human nature I suppose; it’s not always evident early-on the relevance or benefit of a new process or service. But make no mistake… MOBILE is here and should be a part of virtually every business's marketing plan. The statistics are too compelling to ignore.
If you’re a smartphone user yourself, chances are:
- You LOVE using your iPhone or Android and find yourself using it more and more.
- You appreciate it when the information or website you’re browsing fits neatly on the tiny screen in the palm of your hand without having to enlarge it, slide it around, or squint to read it.
- You’ll spend more time on mobile-friendly sites and visit them repeatedly (i.e. restaurant menus, news, spa salon services, show times, etc) than on non-mobile-optimized sites.
Wouldn’t you want people looking at YOUR website from their smartphones to have the same positive experience??? Of course you would. Our customers are mobile which represents a lifestyle that will impact our business – positively or negatively – depending on how and when we choose to accept it.
Here’s the good news… with our inexpensive mobile service, your current desktop site can literally be up-and-mobile in minutes. If you know the basics of Microsoft Word, you’re good to go. And, at only $35/mo, it costs much less than a simple Yellow Page listing (who uses that anymore?). It’s true… a mobile-friendly version of your current website that’s easy to build, maintain, and is exceptionally affordable.
My goal has always been to share my insights and provide useful information to help advance your business. This one is a no-brainer to me. Whether Catamount Marketing provides the service or you buy from someone else, every business should seriously consider being mobile-friendly!
To learn more or to get started, visit www.catamountmarketing.com or email: tom@catamountmarketing.com.
See you on my smartphone
You don't have to look very hard to see that smartphone usage has become a lifestyle. By 2014 it's predicted that more people will perform more personal computing on smartphones than on PC's. Think about that! More people browsing the web to shop, search, and visit websites from a tiny screen that fits in the palm of the hand.
Your customers are mobile... is your business website?
What does this mean? It means having a website that's optimized for ease of viewing, navigating, and transacting on a smaller smartphone screen. Most websites today are currently not mobile-friendly, and those that are, are more readily preferred, visited, and used. That's good for business!
What’s in it for your customers?
Perceived customer service and added-value by providing a good web experience for visitors.
What’s in it for you?
More site traffic, longer visits, more lead generation, more revenue potential, better ROI on your marketing budget.
Sounds like a major project… what’s involved?
My firm recently built a mobile site for a local bagel shop The Bagel Market. You can view their new mobile site at http://thebagelmarket.eone.mobi. We built the site using content from the existing desktop site so the entire process was completely painless for the owner who didn’t have to lift a finger and who had his mobile site launched within a day! Their customers can now easily read their menus, locate them with Google map, and find their daily specials on Facebook! We printed table tents that include QR codes for their mobile site, Facebook, and Twitter pages. Patrons can now easily access their site from anywhere and share the love with their family, friends and coworkers. For just over a buck-a-day, they're extending their reach and brand and are attracting more people to their restaurant!
Today, effective marketing is grounded in differentiation… doing what you do differently and better than your competitors. Though mobile usage is deeply established, mobile marketing is not… yet. Businesses that recognize the potential and act early on will be better established when everyone else finally wakes up to sniff the coffee.
You’re Invited!
Click here learn about our
FREE MOBILE WEBSITE OFFER through our production division at
www.EveryBizMobile.com.
In my previous blog I wrote about the supportive role direct mail plays in a multi-channel marketing strategy. In this article I’ve outlined how direct mail can work and deliver ROI.
How can you generate leads using direct mail within a multi-channel inbound marketing strategy?
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Tap into available data. What do you know about your customers, prospects, or target audience? What are their interests and what’s their hot button that’ll get them to respond? With today’s digital printing technology, personalizing each mail piece to the recipients’ preferences is what makes direct mail today so much more powerful than conventional direct mail of yesterday.
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Collect email addresses. Multi-channel means just that… marketing to people in the various ways we all consume information. Effective marketing today means reaching people repeatedly and with engaging dialogue. Having someone’s email address and at least their first name is very powerful to enabling an ongoing dialogue with your customers and prospects. Direct mail is an excellent medium for collecting this information for leveraging in other inbound marketing tactics like email.
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Follow up direct mail with an email. My firm has had great success with campaigns that start with a personalized direct mail piece then followed up with an email a couple of days later. Invariably the mail piece gains initial interest but it’s often laid aside to act on later. When the email arrives, the resulting second touch serve as a reminder while the immediacy and convenience of clicking on a link in the email increases response rates and results!
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Drive people to your website – offer them something good! It's not enough to ask people to visit your website. You need to give them a powerful reason to do so with a compelling and valuable offer, such as a free trial, seminar, white paper, eBook, coupons, or case studies. It must be something they want, not just something you’d like them to want because you’re putting it out there.
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Include a landing page URL on the mail piece. Make it clear and easy for someone to respond to respond and act! Include an easy-to-type URL on your mail piece named consistently with the campaign you’re running. Avoid sending people to your general website as they will get distracted and instead to a specific landing page with the campaign message and offer you’re promoting.
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Grab attention and increase response rate with a pURL. A pURL (personal URL) gets extra attention and creates curiosity. For example, a pURL on a postcard in my mailbox might read: www.TomBrassard.specialoffer.com. This makes for integration of the direct mail piece and landing page for tracking.
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Include a compelling call-to-action (CTA). This is marketing 101 and must be part of virtually any direct mail marketing approach to encourage responses, generate leads, and provide a valuable measurement tool. Make the CTA relevant and tell the recipient exactly what to do.
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Try A/B testing. By segmenting your mail list with 2-3 variations of content and offers, you’ll be able to measure which pulls better that’ll help make for more informed marketing decisions.
Direct mail is making a comeback as our email inboxes become fuller with more competing messages , spam filters working overtime, and the oh-easy-to-use delete button at our fingertips. Direct mail works for those who are smart about it and should be given serious consideration as part of a multi-channel inbound marketing strategy.