DM 101: A Small Business Primer
In the B-to-C world, you need to be much more analytical. Go back to the profile of your best customers. What do they have in common? In what context would your product/service appeal to them? Instead of trying to "interrupt" their behavior by placing an ad where they're not even thinking about your solution, try to place your ad in an appropriate context. For example, if you're a nonprofit trying to reach high net-worth prospects for charitable giving, use your PR skills to try and get a story placed about your efforts. Then, purchase banner ads on the publication's site so they run next to the article about you—or place an ad within their publication when the article runs. Use Google Analytics and AdWords to understand the most popular search terms for products/services like yours. See what your competitors are doing and figure out how you can differentiate yourself with your message.
5. Format Matters
I'm often asked if postcards work. Or is a #10 package better than a self mailer. And what about Three-Dimensional packages—are they worth it? The answer is yes, yes and yes ... but here are a few things to consider:
- Postcards work best when you have a single, simple message to convey. Keep it short, sharp and to the point.
- Self-mailers work better if you need a little more real estate to tell your story. Plus, they can be quite "promotional" in nature, so they're not taken as serious communication.
- Envelope packages work best if you have a more complex message. A letter (with subheads, please, as we're all scanners of content), order form, brochure and business reply envelope (yes, they still work like a charm), can all work if your audience is older. (Here's a hint: Not everybody wants to go to your web site, fill out a form and give you a credit card number if they can check a box on your form, add a check and mail it back to you on your dime.)
- 3D packages can work like gangbusters if the item inside is engaging and makes sense as it relates to your brand/message. Inexpensive tchotchkes don't usually work very well—they don't garner attention and they don't make your brand look smart.
Net-net, marketing is a skill. And, considering you will invest to get financial gain for your business, you really shouldn't try to do it without professional help.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.