Better Marketing Results

Better Marketing Results with Integrated Multimedia Direct Mail

Patrick Zuluaga - Tuesday, April 26, 2011
What makes direct mail campaigns successful? 
  • Addresses a specific group of people or targeted audience
  • Uses creative to cut-thru the clatter of the mail box
  • Offers a personalised message that communicates a compelling benefit
  • Creates a sense of urgency and excitement with the mail piece
  • Provides a your clear and visible ‘call to action’
Using this structure approach will achieve superior response rates from direct mail campaigns.

How can we  use integrated multimedia to dramatically improve the results from direct mail campaigns? Consider the following factors:
  • Personalise all communications with the recipient across the different media
  • Using several multimedia channels in the promotional campaign
    • Letter, postcard or mailing piece
    • Mobile phones and other smart mobile devices
    • Web landing pages with personalised URL (PURL – define)
    • Email marketing and auto-responders
  • Using a QR image (QR Code define) image to support the ‘call to action’
Essentially, an integrated multimedia direct mail campaign allows a one to one personalised engagement with the recipient.  It has the ability for the recipient to immediately accept the offer or secure additional information with readily available technology such as their mobile phone or access to the Internet.

What is your own experience with integrated multimedia direct mail campaigns? Let's hear from you.

Group discussion on marketing challenges and solutions

Patrick Zuluaga - Sunday, April 17, 2011
At a recent small networking business group (SBNG) breakfast meeting, we discussed the challenges in marketing and what were their successful experiences in reach out to their target markets.  Here is the list complied from the meeting:
  • Face to Face meetings (Personal Networking & Selling)
  • Understanding exactly who is your target market/customer (targeting potential customers)
  • Using a system to generate a prospecting funnel and manage the conversion process
  • Testing marketing first before bulk roll-out of the campaign
  • Having the right attitude toward communications with your prospective customers - helping instead of selling
  • Target your own customer database using RFM segmentation (define)
  • Market & sell your benefits not features (how) or use an Objectives-Benefits-Features (define) chart
  • Use marketing mediums that your customers use not what you are comfortable with.
What did you think? What is your own experiences with successful marketing?

How to Make your Customer Database your Best Friend

Patrick Zuluaga - Monday, October 25, 2010
Many businesses neglect this very valuable asset - your own in-house database. Why? Most think it is too time-consuming to keep updated or simple fail to realize the potential goldmine from using and maintaining their database.

You may have heard of the marketing phrase “Content is King”, however, you may not have heard that the “Database is Queen”!

Your database must be viewed as a valuable resource asset. It is a potent source for marketing intelligence and a powerful tool for building relevance while nurturing relationships.

To make the most from your database you must be able to answer these five questions:
  1. What is your database objective?
  2. What information is available?
  3. How can the information be captured?
  4. How can you use the information?
  5. What is the best way to segment your database?
What do you think? Have any of you taken the time to segment your database to achieve better marketing results?

View my presentation titled "Why your database should be your best friend" at the recent Email Marketing Summit Australia EMSA 2010 held at the Art Gallery of NSW in Sydney.

7 Business Development Marketing Tips for Social Media

Patrick Zuluaga - Monday, June 28, 2010
You would have heard so many marketing experts telling everyone to use social media as part of their promotional marketing mix. The Internet is flooded with information on using FaceBook, Twitter and other social media sites.  Numerous articles have been written on how using social media can help promote your brand image and how it can generate web traffic for your main business website.

Keep in mind that that social media is a marketing tool and it is only effective when used properly to promote your business. The key question for a business is “How is social media harnessed to generate real revenue and customers?

Here are the 7 Business Development Marketing Tips for using Social Media: [Read complete article]
  1. Go where your customers are and not where you are comfortable
  2. Engage and interact
  3. Research your competitors’ activities
  4. Release offers and programs that are exclusive to your social media channels
  5. Social media participation requires authenticity and transparency
  6. Look for value opportunities in selling through social media
  7. Always test and refine based on results generated
Social media programs as a marketing channel are not exempt from testing and refining your messages and offers. You must make the effort to test, gather results and analyse how it can be improved before launching the program to the entire channel.

Apply these 7 Marketing Tips for using Social Media to give you the foundation for success building and growing your business using these communication channels.

I am sure many others can add to this list, share with us your own successes using social media!

Use your Customer List for Better Marketing Results

Patrick Zuluaga - Monday, May 24, 2010
Many businesses focus all their marketing efforts in generating new customer leads while at the same time neglecting the potential gold mine that exist with their current customers! Your promotional marketing plan should always include targeting your most desirable customers with relevant and timely offers.

To identify your most desirable customers I recommend you utilise the Recency-Frequency-Monetary (RFM) segmentation method.

The RFM segmentation analysis method will identify your most desirable customers from your current customers using three different lists, namely;
  1. Recency – to determine the time frame of orders from the date of your analysis. Your generated list must sort by the most recent orders first as your priority target.
  2. Frequency – to determine the number of orders that customers placed with your business. Your generated list must sort by the most number of individual order transactions in descending order.
  3. Monetary – to determine the total monetary value of orders placed on your business by your customers. Your generated list must sort from the highest total value to the lowest total order value.
Next, from these three lists select the top 20% in each of these lists.  These will represent your most desirable customers who are potentially most inclined to act on a relevant and compelling offer from your business.

Let us know what results you have achieved!

Small Business Challenges – “Fails to plan, plans to fail”

Patrick Zuluaga - Wednesday, April 28, 2010
You most likely will have heard this before “businesses that fails to plan, plans to fail”.

It is a simple truth – you need to know where you are going to get there!

Small business owners must recognise that marketing planning is essential to achieving their company’s full potential for success. I am not talking about a huge document that sits in the desk drawer never to be taken out again once it has been prepared.

In small business, you need a practical and concise document that you can refer to regularly.  It should not be more than two to three pages long because you need to post it in front of your work space where you can see it and refer to it frequently.

How can you put together such a marketing plan?


Here’s how to build your small business marketing plan:
  1. Define and list your top three marketing objectives
  2. Formulate your marketing strategies for your target markets
  3. Identify the marketing programs needed to implement your strategies
  4. Outline how you will track and measure your marketing results
  5. Create a marketing calendar
The question is - as a small business owner what support would you need to be able to prepare such a plan? or from your experience as a small business owner can you do it yourself? or perhaps you feel you can do without a plan?

What do you think? Let us know your views and comments!

Targeting Potential Customers for Better Marketing Results

Patrick Zuluaga - Tuesday, March 30, 2010
As a business owner or manager you are always on the lookout for ways to improve your business performance. We recognise that achieving Better Marketing Results is working smarter and making your marketing work harder for you and not the other way around.

What are your experiences with?
  1. Marketing above the prospecting funnel to generated qualified sales opportunities and new orders for the business.
  2. Marketing below the prospecting funnel to generate repeat business opportunities and additional orders for your business.

What works  and what has not worked?

What can you do to Conquer the Top 6 Small Business Marketing Challenges

Patrick Zuluaga - Sunday, January 17, 2010
Whatever industry you are in you are likely to encounter the top 6 marketing challenges for small businesses.   As a small business what can you do?   We will have a limited war chest of marketing dollars or even marketing staff at our disposal to tame these challenges. How can we conquer the top 6 small business marketing challenges?
  1. Defining Target Markets
  2. Increasing Repeat Business
  3. Getting Consistent Referrals
  4. Increasing Sales Conversions
  5. Finding Time & Resources for Marketing
  6. Developing a Marketing Plan

Please share with us your own experiences in handling these top 6 small business marketing challenges.


Read the complete article titled "Conquer the Top 6 Small Business Marketing Challenges".


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