We are getting close to the Super Bowl which means I will be sharing my analysis of the spots: all that is bright, boring, and blog-worthy! In celebration of this annual tradition, where national advertisers are just as important as the game itself, I thought I would give kudos to some local marketing efforts that have recently grabbed my attention….
First of all, in a small city like Santa Barbara, we may not have as much a need (yet) for groupon.com BUT we do have sbaxxess.com. We all know about the annual savings book that gives back to local schools but one of my favorite perks of being an Axxess member is the Axxess Daily Deals email. Friday’s email? A mani AND pedi for only $27! I’ll take that. No matter what deal they offer, there is always a savings that I can review quickly. It is an effective marketing tactic because it offers an immediate benefit and saves me time!
Email marketing can be effective if you do it right. Like Axxess, use your current customers and offer them a benefit right up front. Don’t forget about loyalty. It is more expensive to get new customers than to retain your current ones so give them reason to stay with you. People are busy and don’t have a lot of time to spend sorting through emails. Make the email professional, graphically pleasing, and clarify the benefit immediately. You’re sure to see your click through and open rates rise by following these very simple rules.
How about your mailbox? Think that print marketing and direct mail are a thing of the past? Think again….Ablitt’s is our dry cleaner and every month when I get a bill, the first thing I do is read that little insert that’s promoted everything from new management announcements to word definitions to non-profits. This month I learned how Ablitt’s is modifying its biodegradable plastic process to be a bit greener. These notes of humor and information make opening a bill a little more enjoyable.
When mailing to clients or potential clients, it doesn’t always have to be a blatant sales pitch. Remember, your brand isn’t just what you offer but who you are. I look for the Ablitt’s insert every month and have come to expect it. When trying a clever mailing, be consistent. By creating a message, you are developing your brand. I recently read a statement “Your brand is how you communicate the essence of your business.” By mailing something consistently, that offers humor, information, or some other BENEFIT, you are creating the essence of your brand, your business. Create an idea of who you are in your consumer’s mind by not only offering services or products and putting your logo everywhere, but by expressing your brand through nontraditional pieces. If you are a yoga instructor, send a health tip each month, if you are a restaurant owner, highlight seasonal recipes in a recipe card.
I always love hearing about creative and interesting marketing pieces and will happily highlight your favorites, too. The next time something inspires you, share it with me at inspiration@decomarketinggroup.com!
