Why You Should Use Direct Response Advertising

When advertising your products and services, you have to write as if you are talking 1-to-1 with your prospect. You only have a few seconds to convince your passing reader that your message is for them, so you will want to make it worthwhile. Never produce advertising that is boring. Your goal should be to create advertising that works and that is it.

Could you imagine if you were advertising on TV and you only had a few moments to get your sales message across? Well guess what, you face the same pressure when you advertising online, in newspapers, and in magazines. It’s the job of your ad to convince a busy prospect that your ad is worth paying attention to – and this is not an easy thing to do.

You should know that the money that you invest in advertising could easily cost you a fortune. So you should try your best to make your advertising effective and work for you. Do yourself a favor and take a look at your ads, your headlines, your website, and even your direct mail pieces – does it look and sound like a lot of the other ads that you see?

Are you advertising your accolades instead of what’s in it for the prospect? Is your ads making the same promises as everyone else? If you answered “yes” to all of these questions, then you should revamp and re-evaluate your advertising pieces. Just because you see a lot of other business advertising their brand and company name, that doesn’t make it the best way of marketing your business.

A lot of businesses online and offline lose a lot of money simply because they advertise via traditional means. You don’t have to do the same and experience the same fate of these businesses. When you implement traditional ways of advertising, you set yourself up to lose tons of customers because of it. If you can find a way to try something different, then you will be one of the many people who can prosper in this economy.

If you do what you’ve always done when it comes to advertising, you will get the same results. It’s time to try something newer and better and that is more effective for your bottom line. This solution is direct response advertising. With direct response, your results are measurable and can be tracked. You’ll have an accountable measurement of how many sales you are getting and will be able to see how well your ads are performing.

With a predictable way of tracking your results you can lose. In all of your advertising, your goal should be to generate some sort of response. Don’t advertise just to get your name out there because this is an ineffective way of going about things. Instead, lead a prospect to your website or to a 1-800 number where they can call for more information.

With this way of advertising, you’ll know whether or not your advertising is working for you and if you need to change anything. Always use a testable and predictable means of advertising as it’s the best way to market your business. Good luck.

Green Marketing – Fundamentals of a Successful Direct Marketing Campaign

There are three elements to a successful green marketing campaign: being credibly green, addressing a need, and communicating in an environmentally friendly way. We will explore each in more detail.

First: Credibility. This requirement is somewhat unique in the realm of marketing. Consider the scenario where Harley-Davidson had to certify that all employees ride motorcycles or Whole Foods had to attest to the good eating habits of its employees. Neither do, of course.

If you are going to make green marketing claims, however, the first place your customers will look in assessing those claims is at you. Have you determined your environmental impact and are you taking steps to mitigate it. You need not have eliminated all environmentally unfriendly practices, but you should disclose them along with your plan to address them (sooner or later).

As part of establishing your green credibility, you should seek to obtain valid third-party certification and you should demonstrate executive level (ideally CEO) commitment to sustainable business practices. The third-party certification can come from any of array of private or non-governmental organizations with business practice evaluation programs. The executive level commitment should be on-going and incorporated into regular business oversight policies and procedures.

Second: Address a Need. This is the fundamental purpose of business overall, but often gets lost in the complexities and mythology inherent in green business. Products or services must solve for a need or leverage a trend in order to be successful. Green products and services do not get a pass just because they have environmentally friendly attributes.

Consumers, for the most part, are unwilling to pay more for environmentally friendly products, services, or green attributes added on to existing products and services. So address the need, just do it in a green way.

If you are incorporating green attributes into an existing product or service, be clear and specific with your claims. Set the green benefits in context and communicate in a straight-forward way. Any hype or promotional tonality is likely to ensure your audience views the message with a high degree of cynicism.

If you designing entirely new green products or services, then identify the need, and address it in an environmentally friendly way. Thus, you may reformulate a product using environmentally friends raw materials and manufacturing processes, but it still must perform as well as non-green competitors, and may only yield a modest price premium (if at all).

Third: Communicate using Eco-friendly Channels. One example of a recent perceptual shift is in financial services. Until recently, solicitations were viewed negatively primarily because of concern around the security of personal information and the potential for identity theft. Now those solicitations are a predominantly a bad thing because they kill trees. Imagine the reaction if a [paper] solicitation arrives in the mail offering a green product or service: instant credibility loss.

Be creative about how you promote the product or service. Investigate and leverage new channels, such as solar power billboards, or street advertising. Go beyond soy inks and recycled paper to leveraging virtual channels and viral marketing. Both are lower impact methods of getting the message out. Green is becoming very popular. Do it right by taking these fundamental steps and you will stand out; building a lasting, engaging relationship with your customers.

Using Pizza Postcard Direct Mail for Customer Retention Campaigns

One of the very best ways to become a habit with your customers is to keep the postcards coming. Sending eye-catching postcards with tantalizing offers will help you get that valuable repeat business. Don’t you want every customer to be a ‘regular?’

Build Your List

Collect addresses from customers when they request delivery or in a guestbook near the front door of your restaurant that they will see when they dine in. Ask your servers to request customer addresses offering future discount coupons as incentive. Or leave a bowl out to collect business cards in a drawing for a free pizza. Collect street addresses on your website too so you can alternate physical postcards with promotional emails over time.

Prepare the Ingredients

You will need some mouth watering photographs for your postcard. This is the number one way to get customers back in your door on a frequent basis. They should get hungry just looking at the postcard. You need a nice sharp logo image to associate the amazing pizza with your brand. Now for the offer – make it a good one. Market analysis shows that giving a specific number of ‘dollars off’ is the most attractive offer for your customers. By adding an expiration date, customers are motivated to act quickly on the special offers. Of course your contact info needs to be prominently displayed.

Then It’s Baking Time

Choose a simple postcard template online. You will find that good printing companies have a selection of customizable templates to choose from. Using one from your favorite printing company is ideal because the ordering process will be a breeze. Pay attention to card stock weight, size and gloss vs. matte finish cards. Vary these factors for more impactful mailings. They will get more attention if they don’t look exactly the same each time they hit the mailbox.

Membership Cards and Special Occasions

Modified membership cards are always a winner when it comes to direct mailing. Many pizza restaurants offer those cards that are stamped with each order so that after a specified number of purchases, they get a free pizza. It should be wallet size and very sturdy, with lines to make it easy to cut away from the rest of the postcard. A free pizza postcard design should go over well and help encourage repeat business. Send specially themed holiday postcards throughout the year as well as birthday postcards to repeat customers. You are establishing a relationship with your regular, customized mailings.

Of course you should keep a stack of postcards on your front counter (next to that guest book) and give some to local promotional partners in complimentary businesses that will co-promote with you. If you offer to split a postcard with another business, like the local dry cleaner, you can greatly expand your mailing list since you are reaching their repeat customers along with yours. Postcards are a versatile, eye-catching and cost-effective marketing and retention tool for your pizza business. Order some hot off the press today – and watch the customers come rolling in.