Things to Consider When Planning For 2010

  • Sales force effectiveness increases by as much as 40% when supported by an effective marketing campaign.
  • 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.
  • Every client and prospect should hear from your company at least once every 90 days. Successful marketers shorten this to every 30 days.
  • On average, it now takes nine touch points of communication to build a sales relationship. Most salespeople give up after three.
  • Dollar for dollar, investments in customer retention are five times more profitable than investments in customer acquisition.
  • Direct mail as part of an ongoing customer relationship campaign can reinforce your brand values again and again. Mail builds brands.
  • Readers find newsletters to be more credible than promotional materials. In addition to helping build relationships, they also promote your brand and set your company apart from the competition. Useful, educational, non-sales-focused content is key.
  • Good communications, not pricing, is often the key determinant of a sale.

On behalf of myself and everyone here at Great Reach Communications, I’d like to take this moment to wish all of our clients and our readers a Merry Christmas, Happy Holidays and a Prosperous 2010!

Easy Ways to Help Grow Your Sales in 2010

You’ve heard the saying, “You can never get too much of a good thing”? Here is a consolidated list of great marketing points that I’ve covered in past that bear repeating.

  • Have an effective and easy to execute way to touch every company in your database six to twelve times per year with meaningful communications. A paddle wheel approach will generate top of mind awareness while building and strengthening relationships.
  • Keep your website updated with valuable customer resources. It will help with inbound marketing and it has a powerful impact on how your brand is perceived.
  • Have your website set up to collect data. Newsletter signups, free white papers, and similar resources are great resources for collecting email addresses. Take it from there.
  • Make sure that your automated phone routing system is smart phone/QWERTY compliant. If you use a live person to answer your phones, promote that.
  • Many printers have cut back, and even subtle cutbacks are perceived as business instability. This creates a tremendous opportunity for companies that take a proactive approach to customer engagement and brand exposure. Position your company to benefit from the market share redistribution now underway.
  • Social media can help printers with their sales and marketing effectiveness. It’s easy to implement and it should be part of your client engagement strategy.
  • Lead by example. Be proactive with your marketing activities and build your brand as that of a trusted source for marketing services. Top of mind awareness is critical to your clients’ marketing strategies — and yours.

I’m happy to discuss any of these thoughts as well as provide information regarding the latest additions and improvements to our turnkey marketing programs for printers, including our new social media marketing program.

Random Thoughts for Success

When I sat down to write this week’s Marketing Briefs, I began thinking about some of the really great quotes I’ve read recently. I’d like to pass them along to you with some of my thoughts about them.

“Irrelevant, impersonal communication, be it email or traditional mail, is a waste as it does not engage a receptive recipient. It is no surprise that consumers are opting out of irrelevant emails.”
– Liz Miller, vice president, programs and operations, CMO Council

My take? Sending something isn’t better than sending nothing. It’s waste of money that could be spent on effective marketing initiatives.

QR codes. They are simple to explain, easy to implement, and highly effective. If you’re not talking to your customers about QR codes, you should be. Better yet, lead by example and integrate them into your own marketing efforts. Don’t let your competitors be the first to discuss or showcase this technology with your clients.

We all want immediate response to advertising. For many products, however, this isn’t feasible. People who just bought an iPod, a car, or a new TV aren’t very likely to buy a new one soon, no matter how much they might like it. That’s why maintaining brand equity over a long product cycle is a major concern for many marketers. (

Direct response and easy to measure ROI are all the buzz these days, but in reality, direct response is highly dependent on brand equity. Educating your clients on branding issues is a great way to create sales opportunities.

Best wishes for a safe and happy Thanksgiving!