Archives for March 2010

Yes! You Can Care About “Green” Again

I hope you’ll indulge me and let me get on my soap box for a minute. I recently released a new report in my Marketer’s Primer Series, “Greening Print Marketing: A Practical Guide.” One of the most surprising pieces of feedback I’ve gotten is, “My clients don’t care anymore.”

With all the media discussion about green these days, my first question was, “Are you sure?”

People do care about the environment. In fact, studies show that consumers are committed to green products even in a down economy. In addition, they are often willing to pay more for them. It’s a hot topic in the news media and B2B world. How can clients not care? Of course they care.

So what’s going on?

In the raging debate about what’s greener than what, it’s become confusing. There are real solutions, but it’s just too hard to know who’s telling the truth. One company says this. Another says that. They all contradict one another. So why even try? It’s easier to throw your hands up in the air and forget about it. If green evangelists on every side are going to make it this difficult, we’ll just tune it out completely.

Does this sound familiar? Most likely, it does. But rather than suggesting that clients don’t care, it suggests they are simply paralyzed into inertia.

What if you could offer them a way to green their print marketing that nobody can argue with? What if it actually cost them less money and made their marketing more effective? Now you’re talking, right?

Here it is, and it’s not rocket science.

Targeted marketing and personalization are green printing. How? By their very nature, they reduce unnecessary print volumes. (Key word here is “unnecessary.”) Why send a 64-page booklet filled with irrelevant information when you can send a 16-page brochure with targeted, relevant material? You make your marketing program more effective while saving the planet at the same time. Or how about this? Cleanse your database on a regular basis. Run it through NCOA. Why mail to people who don’t live there anymore?

Is this the be-all and end-all for greening? Of course not. But greening and personalization go hand in hand. If you’ve been looking for a way to move your clients into targeting and personalization, this is another reason to get them to do it.

For more information on “Greening Print Marketing: A Practical Guide,” visit www.digitalprintingreports.com/marketer_primers_green.htm

Some Musings on Marketing

  • The cost of implementing an effective marketing program is trivial compared to the cost of not implementing one.
  • Taking a committee approach to marketing often ends in failure. A group of people agreeing to disagree combined with diluted accountability rarely produces a positive result.
  • “My many years in the printing industry have taught me that the pursuit of trying to craft the perfect marketing piece often ends up being the reason for doing nothing.” – G. Jacobs
  • The average person is only capable of retaining 3-5 brands per category in their memory. If you want to introduce your company into someone’s consideration, you need to push another company out of consideration. Repetition is fundamental to success.
  • The abandon rate for social media is very high. Beware of creating marketing graveyards.
  • Whether or not you’re marketing to your customers, you can be assured that your competitors are.
  • Don’t discount “little things” like birthday cards and notes of appreciation. Sales relationships are more influenced by emotions than pricing.
  • People will give business to companies they want to give it to and after awarding the job, find ways to justify the decision. Price is often the excuse rather than the reason.
  • Well perceived brands command a price premium of nearly 9% over brands perceived as just average.
  • The most popular way to lose a customer is to lose touch with him or
    her. Industry-specific data indicates that 60% of customer loss is due
    to lack of communication.
  • Irrelevant communications contribute to customer defection and alienation.

If you’re interested in utilizing a highly effective marketing program to help grow your sales, I’m happy to email you some samples and info. It’s easier and less expensive than you probably think.

Patrick T. Whelan
pat@greatreachinc.com



Great Reach at DSCOOP 5!

DSCOOP 5 was in Dallas, TX this year, and we were there. It was great to see some new faces and meet many of our clients. Thanks to HP for putting on another great show!