Marketing That is Working Right Now – Customer Research

What is working right now in this tough market as the best, reasonable cost mix for any organization is finding out who your customer types are (profile them), and then do the following:
- Events
- News Releases (not necessarily to the press)
- Web Promotion
- Radio Advertising
- E-blast Newsletters
- Direct Mail Advertising

All must be highly targeted at your top purchasing demographics and done as a campaign – not a series of unconnected media activity. It works right now!

The strategy starts by figuring out exactly who your buyers are and creating unique events for them, and people just like them. This article will cover customer research and future articles will cover the events and the media mix shown above.

Who are Your Customers? Once You Find Out, You Can Find More Just Like Them.
Find out the demographics and other information about your best customers. Check with your top sales people, look at customer records, hold focus groups with your customers, call them, poll them, find out as much as you can about the following:
- What is their household income?
- What is their age?
- Where do they live?
- Single, married, kids?
- Have they bought before?
- Why did they buy your product or service?
- Was there a particular benefit, feature, message that brought them to you?
- What media do they use: Which TV channels, radio stations, websites, magazines and newspapers, etc.?
- How did they hear about you? Careful! This is tenuous at best. Most won’t remember or won’t tell you accurately for a number of reasons but if most say the same thing it might be reliable.
- What are their favorite charities?

You’re looking for trends, not private or individual information.

After you figure out your best customer data, create customer profiles so you can use the information to:
- Create events to appeal directly to them
- Decide when is the best time to have an event and advertise
- Figure out where to have events
- Position your product or service vs. the competition
- Create a message to use to write news releases and other copy
- Target web sites you can use to use to promote (including social networking sites and groups)
- Promote on specific radio stations
- Get potential addresses to use for direct mail

Next article, Unique Events!

Affiliate Article Marketing – Created by the Internet

Affiliate article marketing was created on the internet that rewards a person for each visitor that has directed a web surfer to a specific web page. There are four different but equally important parts to affiliate article marketing. The four parts are the merchant, the network, the publisher and the consumer. Since the internet has become more and more complex there are even more participants that contribute to this style of marketing that include affiliate management agencies, super affiliates and even third party vendors or merchants.

The merchant is the person that has a product or a service for sale that they are willing to offer on their web site.

The network is the internet which is means by all the parties are connected.

The publisher is either the author of the articles that help direct the traffic to the designated sites or a web master that hires still another participant, the author, to write the articles.

The most important part of this circle is the consumer. This is the web surfer that is looking to make a purchase.

The other parts like the affiliate management agencies are a web site that sole purpose is to assist web site owners with marketing articles. Most have a large assortment of articles to choose from and they can be purchased for a price. The super affiliates are just as you might suspect. They run a website that does nothing but redirect the surfers to other sites for a price that is paid by the site owner to where the surfer is directed to. The last part is the third party vendor. This is a site that either has an accompanying product or service that compliments the primary merchant. A good example would be a site that sells caring cases for computers that is the third party vendor for a computer site.

Affiliated article marketing has developed into a multimillion dollar business on the internet. This is no longer an e-commerce toy as it was first seen as.

Why Direct Mail Marketing Should Be Professionally Printed

When you are ready to launch a direct mail marketing campaign, you will need to turn to a professional to create the mailers that you are sending to potential customers. While some people consider printing in-house or even going to a basic local print shop, this can often be a big mistake and even undermine the effectiveness of your direct mail marketing campaign.

Why You Need a Professional

There are many reasons why you should never try to do your own printing for a direct mail marketing campaign and why you should, instead, let the professionals take care of it for you. A few examples of some of those reasons are listed below:

* Cost. Companies that specialize in printing direct mail marketing material have a business structure in place that allows them to easily produce marketing material for different clients. In other words, they are set up to print direct mail pieces. Your office is not set up to do this, nor is your local print shop. Since it is more efficient and less expensive to do this type of printing on a larger scale than to just do a single job, it can actually be less expensive to turn to a company that specializes in mail printing than to try to do it yourself.

* Convenience. Just like cost, convenience is a big factor when it comes to choosing a professional company to produce your direct marketing material. It takes time to print and prepare a direct mail marketing campaign to be sent out. This is time that you or your employees will not be able to spend doing other things to grow your business. If you are not a specialist in direct marketing printing, then it is going to take you a lot longer than it would take a company to prepare your campaign, causing you a great deal of inconvenience. If you turn to the professionals, on the other hand, you won’t have to worry about any of the technical aspects of direct mail marketing at all.

* Appearance. The point of direct mail marketing is to get potential customers to reach out to you, or to let them know of your company’s existence and offerings. You need to make a good impression on these potential new customers if you want them to be interested in the products or services you are offering. Since you only get one chance to make a first impression, this means that your marketing material has to be really professional and top-notch. The only way to ensure that your material really looks professional is to take the professional approach and have experts in mail marketing produce the literature and materials being sent out to customers.

These are just a few examples of the reasons why it always makes sense to turn to the experts when you are getting ready for your direct mail marketing campaign. With expert help, you have a great chance of your mailers being the successful advertising material that you are hoping for.