Contractor Marketing: The Power of Photos And Direct Mail

It can be very easy and effective to sell your products and services with direct mail advertising. This marketing strategy is perfect for both well-established and newly-launched contractor businesses. However, the success of your business widely depends on how you present your services to your consumers. Luckily, maximizing your ROI on direct mail advertisements can be as simple as using “Before & After” photos of your previous jobs.Why Should Contractors Use Direct Mail?A well-planned direct mail campaign is the most consistent and predictable way of generating leads for your business
It provides great flexibility in presenting your message to consumers
It allows for targeting of specific demographics or locations
It allows you to precise number of households and easily manage your budget
It facilitates easy sampling and allows you to compare the returns in one area with the returns of the other areas
It’s easy to track your ROI (return on investment)
You can test a small-scale mailing before sending out a large-scale promotion
It lends credibility to your business and fights off competitors
It provides consumers with a great way to “see” your workIf you are a general contractor specializing in home remodeling or even landscaping, the best way of conveying your services is through powerful “before and after” photos of the services that you offer. Beautiful photos of homes or projects attract more customers as they always want to have the “nicest home” on the block. As a result, you will experience an increase in the number of leads and customers.Keep it simple when you move forward with your contractor marketing campaign. All it takes are great photos, great customer service, and one or two excellent offers to boost sales fast!

B2B Email Marketing

Successful B2B Email Marketing

Email marketing is an extremely effective marketing medium in B2B business scenarios. Unlike consumer marketing where customers are innumerable, customers are easily identified and limited in any B2B. Since the number of people to be addressed is limited, and contact details obtained relatively easily, Email marketing can be leveraged with potent benefits to the organization.

In B2B Email marketing the fundamental principles of marketing continue to be relevant. It definitely pays to spend some time thinking,formulating and documenting an Email marketing strategy prior to initiating any customer communication.

Who is the customer?

The first step is to map the customer purchase process. Mapping reveals the user, influencers, opinion leaders, decision makers and likely decision breakers too. They are likely to come from different departments of the organization: Users department, Procurement, Finance, Senior management (depending on deal size). Each of them has a role to play in making the purchase, and each of them needs to be marketed to.

Email Marketing campaigns sometime need to be customized for each of the participants of the purchase process. Not every person in the decision making process would be a potential recipient for the same email marketing campaign. For example, while the CEO of an organization could be one making the final sign-off on a high value sale, it’s unlikely that the CEO would like to receive periodical product catalogues from you (indispensable for procurement). However the CEO needs to be aware of your business. Depending on the nature of your business and the size of the customer organization, you could definitely get the attention of the CEO with a specially addressed email annually or semi-annually.

Messaging Senior Management:

Launch of a new product/service

Invites to special events that you could be hosting Seasonal greetings

Any Industry news that you possess and could be of business interest to the CEO/Top management

Messaging Users, Procurement, and Technical evaluators:

You must look at addressing Procurement, Users and technical personnel at frequent time intervals. These people initiate the purchase, are present through all the critical decision points of the purchase process, and quite often have veto power to negative a supplier. They are very important people and Email marketing needs to ensure that your business is top of mind and viewed favorably in their minds.

Regular communications addressing details of new products or services added to your business, technical features, special promotions, discounts could be your subjects – staying top of mind, and at the same time educating.

Subjects for addressing procurement professionals could be:

Your product/Services catalogue (at the same frequency that you update it)

Deals and promotions that you may be offering

Advance information about price hikes that you anticipate

Technical information about your products or services (If you are a dealer/distributor, this may not be of much interest since this information may be funneled directly by the manufacturer)

Invitations to any special events (Seminars/Product launches) that you are organizing

Information about any training programs on your products

New products or services launches

Intimation of price changes (advance and/or post increase)

Season greetings

Birthday/Anniversary greetings

Designing the communication

Much has been written about the structure and design of email communications – so much that it looks a science by itself and a highly complex subject. I however would like to take a simple approach. Lets consider a few pertinent points

You must have a communication message that is of interest and relevance to your customer. Do not generate content at random without first considering whether your customer would be interested in the content. If interest is in doubt – do not send the email. Always keep the interest of the customer in mind.

Keep the message short and simple. If there is a lot that you need to communicate, redirect them to a webpage with additional content

Call for Action

Let your message always have a call for action. Possible action triggers could be:

Meeting with a sales rep – or asking for a telephone call from your business

Request for additional information

Place an order with you

Request of a demonstration (in person or on the web)

Subscribe to a newsletter

Confirm participation in an event or seminar

Or one of many actions depending on the nature of your email communication

Evaluate your campaign

At the end of each email campaign measure the effectiveness of the campaign. Important parameters could be:

Value of sales made

Number of leads generated

No. Seminar participation confirmed/Sales appointments generated etc

Email opened stats

Calculate cost per lead/sale generated – and any other ROI calculations you would like to make

You must calculate direct and indirect sales/brand building on account of the campaign (not every email campaign can be translated into direct sales. Some of the communications could be just a brand-building exercise, while others could be with the specific purpose of building sales). There could be many who didn’t respond to you by email – but called you up instead, or just landed up at your business to purchase. An email promo-code could build a better measurement of the direct benefits of your campaign.

Clean-up your contact database:

Remove all email id’s that bounced on account of wrong email id

Remove all email id’s that have unsubscribe requests

Remove all email id’s that have been blocked by spam filters

Database maintenance is an ongoing exercise and ensures a clean email database. Maintenance is often skipped if it is not an assigned responsibility. Set up update schedules and mechanisms. Assign responsibility for List creation, updating and management.

Avoid being labeled as SPAM

There are some simple steps you can take to prevent being labeled as spam and stay within the anti-spam law. In all your email marketing communications:

Provide your business address and telephone numbers

Offer an unsubscribe option that actually works

When an unsubscribe request is received – remove the contact from your mailing database and also acknowledge that you have received the unsubscribe request and acted upon it

Email marketing is not very complex if you develop sharp objectives and clear expectations of what the medium can do for you, and more importantly what it can’t. In the hands of experienced marketers, Email marketing can be a very potent weapon in building brands, generating leads and supporting conventional media marketing campaigns. There is no magic bullet or campaign style that works for everyone. Each business will need to work and set up their own objectives, Email marketing strategies and execute their campaigns. What works for one business may not work for another.

If You’ve Got a Round Face, These Are The Best Sunglasses To Pick

If you have a round face, then it’s important to find sunglasses in Sri Lanka that will create an illusion of length. This can be done by choosing frames that are wider than they are tall and/or those with angular lines rather than rounded ones.

If you want to get sunglasses online in Sri Lanka that will minimize your face’s width, then choose a pair with wider lenses and frames that have a dramatic shape. Look for aviator or teardrop-shaped frames, as these tend to be slimmer than other options. A great style is cat eye sunglasses because they’re very angular and narrow at the top while gradually getting wider toward the bottom which makes them look less rounded on your face. Another popular option is wayfarer glasses, although if they aren’t made slim enough it can make your face seem even more circular so this isn’t necessarily ideal unless you seek out vintage models from brands like Ray Ban who crafted their designs in such a way as to suit any shaped face.

If you have a round face, stay away from women’s and men’s sunglasses in Sri Lanka that are very large or heavy. Frames should be narrow with sharp angles to make your face look slimmer and more angular while still complementing your features. Try on different pairs of sunglasses until you find one that looks great on you. A good rule of thumb is that if the lenses are larger than your eyes, they will look too big for your face so test out smaller frames first before moving onto bigger ones. If the frame rests above the top line of your cheekbones it’s also going to add unnecessary weight which can amplify how circular they appear making them not ideal for anyone with this facial shape either.