5 Things to Consider Halfway Through 2017

Here are 5 things to consider halfway through 2017. Summer is a great time to plan for growth!

• Millennials love direct mail, as do others. Are you using it as part of your marketing communications?

• Existing customers cost less (retention vs. acquisition) and spend more. A 5% increase in retention can lead to a 75% increase in profitability. Communicate often and effectively.

• When customers leave, so does your reputation. Think about referred business. How many come from existing customers compared to former ones?

• Promotional materials need to be replaced with problem-solving, goal oriented, and trust building communications. It’s how you stand out from other service providers.

• Website content matters! Thank you, Deborah Corn, for sharing the following statistic: 81% of B2B decision makers use online communities and blogs to help make purchasing decisions. (Source: 2016 Marketing Think).

We offer turn-key, exclusive marketing communications programs for printers and direct mail companies. Contact me if you would like some info and samples of how we can help you grow.

Patrick Whelan

The Summer Slowdown Opportunity

Summertime often divides us into two categories: Those who slow down as the weather warms up and those who move full speed ahead. Which category do you fall into?

With many people choosing to slow down, this represents a fantastic opportunity to get noticed (less marketing chatter to compete with), evaluate and plan your marketing priorities and position your company for strong fall sales. Evaluate your successes and failures. What needs to stay the same and what needs to change.

Streamline your priorities. The more detailed and complex your marketing plans are, the more prone to procrastination they become.

Delegate. Accountability is critical to marketing execution. Assign tasks to people who have the skills and time.

Brainstorm. The summer slowdown gives you more time to think out of the box, solicit more input, etc.

Execution. This is where most print companies fail, thereby making it easier for competitors that do execute. Refer back to #3. Make it an absolute priority. Be patient and be consistent.

Having an effective marketing strategy isn’t hard or expensive. It just takes a little planning and a commitment to execution. Summer is a great time to plant the seeds for the fall selling season.