Dan Kennedy once said, "The difference between salad and garbage is timing." The same concept is true with marketing. No matter how ripe and delectable your ideas, they can quickly become unwanted garbage if they are proposed to someone who's not in the market for your products or services. Many businesses struggle to create a winning combination of the right customer, right offer, right channel, and right timing. While these are all important ingredients in the marketing mix, timing is often the most important factor. No matter how good your offer may be, if your customer isn't in the market for your product or service, you message may be ignored or pushed aside. The key to successful marketing is to create messaging that not only piques the interest of those ready to purchase today, but also builds top-of-mind awareness and curiosity for those who may be in the market tomorrow. Now think about your marketing messages. How can you create more salad and less garbage?
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.heritageprinting.com 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
In today's fast-paced business world full of instant technology, most people expect an answer to their email messages in one day or less. This can become challenging when you consider the volume of email many businesses receive. If checking your email throughout the day isn't ideal, consider blocking a chunk of time on your calendar each day to respond to email messages. Even if you don't know the answer or need to find additional information, you should acknowledge the email and let the sender know you are working on it. If you plan to be away from the office, remember to use an auto-responder. Include information such as how long you will be away and when you will return messages. Also provide your contact info or an alternate contact for those who need an immediate response. If you're looking for an even faster way for your customer support team to answer questions and interact with online shoppers, you may want to consider a live chat support service. Visitors who receive quick answers and responses are more likely to stay longer and buy more products. The personalized interaction will also help them develop more confidence in your business. The speed in which you respond can easily affect a potential buyer's perception of you and your business. Always remember that the sender emailed you for a reason and is expecting your prompt response. Don't give them time to find the answer, or a faster response, elsewhere.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
In marketing, perception is reality. In the mid-1970s, health concerns arose over the use of the dye amaranth, commonly known as FD&C Red #2. Studies linked the popular food coloring with cancer. Mars Inc., makers of M&M's, decided in 1976 to replace red M&M candies with orange ones. Did the candymaker eliminate red M&M's because they contained the dye in question? No. In fact, the candies contained a different (and safe) red dye. Instead, the company decided to remove the red candies to allay the fears of consumers who worried about anything with red dye in it.
Mars understood the power of perception. Although its product was perfectly safe, the company knew that consumers were concerned. Sure, it could have stuck with the red candies and focused its marketing on explaining that the red dye it used was safe. After all, that was the truth, and many people would surely have believed it. But Mars knew that not everyone would feel comfortable with that explanation. The brand might have been hurt by this negative perception. So, even though the truth was on its side, Mars decided to make a fairly significant change. In the process, it generated a lot of goodwill and got the added bonus (and buzz) of introducing a new color to the M&M's fold. How do people perceive your products, services, and brand? Are there any misconceptions that could be adversely affecting you? If so, what changes can you make to alleviate those concerns and improve your image? And what extra value can you get from making those changes? There's one final chapter to the red M&M's story worth noting. Eleven years after pulling red M&M's off the market, Mars reintroduced the color in 1987. It proved a popular addition at the time and remains so today.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
I've always wondered how fancy coffee shops could charge so much for a product that is worth pennies on the dollar. But I recently had an eye-opening experience that caused my opinion to sway. While feeling slightly impatient waiting for a cup of joe, my attitude was shockingly transformed by the laid-back atmosphere, the enchanting aroma, and the unique boutique-style tables and chairs at my favorite coffee shop. For a moment, I forgot why I was in such a hurry. Time stood still, as I was engrossed in a coffeehouse state of mind.
I now understand that the value of coffee, like many other products we buy, is contingent on how it makes us feel. Sometimes when I close my eyes and smell a fresh cup of coffee, I recall my coffeehouse state of mind... and smile. While other products might not offer the same memorable feeling as a good cup of joe, we should all strive to offer a memorable experience for the customers who walk through our front door. How can you make customers think of your business and smile?
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
While a lot of planning goes into the preparation for a tradeshow, few companies spend as much effort during the critical follow-up period after the show is over. It becomes easy to overlook follow-up activities after returning to work and finding a full inbox of e-mails, voicemails, and other deadlines to catch up on. Others assume that prospects will call them because they gave them their business card or brochure. Overall, tradeshow success requires immediate follow-up on leads generated from the show floor. Here are a few tips to improve your follow-up strategy:
Follow-up should begin before the show ends by taking detailed notes on each prospect you meet and rating them (such as hot, cold, etc.).
Prioritize your follow-up plan, starting with the most serious prospects.
While you should wait a day or so for attendees to get settled back into their offices, you want to follow-up quickly while your conversations are fresh in their memory.
In addition to calling, send prospects you visited with personally an old fashioned, hand-written note via snail mail that addresses specific interests or needs the customer mentioned while visiting your booth.
Send special gifts to qualified leads that will remind your prospect about your company, such as a flash drive, flashlight, or envelope opener. Avoid cheap token items such as pens which are given out in abundance at the show.
E-mail all other booth attendees who provided e-mail contact information (regardless if they were a cold prospect) and tell them you will be in contact in the next few weeks, unless they need to reach you sooner. Whether or not they are ready in the buying cycle, you can create top of mind awareness for your business.
Design and print follow-up postcards, as well as the bulk of a follow-up e-mail messaging prior to the trade show to save valuable time. When you return, you can easily personalize the message and send it out.
Don't assume prospects will contact you for more information, since they likely saw your competition as well and are waiting to see who can earn their business.
Let us know if you'd like help developing professional follow-up materials. Our creative experts can help you ensure you and your business will be remembered in a positive light!
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
If you want your business to get in the market quickly, there are two quick and easy ways you can go. You can use full-page or even two-page spreads in the yellow pages, or you can spend a bucket-load of money on pay-per-click.
Quick and easy is NOT always the most effective way to go. Sometimes it is, in fact, the least effective. The yellow pages have been destroyed by search engines, and pay-per-click is a great way to waste huge amounts of money if it isn't properly maintained. If you still think the yellow pages need to be a part of your marketing budget, then put a separate phone number in the ad, so at least you can track what your easy, expensive dollars are getting you. The fact is, having a good web presence, printing great looking marketing materials, and using a marketing calendar to get your message out there in a targeted way provide a far better plan. Yes, that plan isn't quick and easy, but it can be affordable and effective... two very desirable things in marketing.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
We all know the value of persistence in business. President Calvin Coolidge once wrote, "Nothing in the world can take the place of persistence. Talent will not; nothing is more common than the unsuccessful man with talent. Genius will not; unrewarded (genius) is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination are omnipotent."
But persistence isn't just important in business. It's equally important in all of life's pursuits. Michael Jordan was cut from his high school basketball team. Thomas Edison tried more than 1,000 different filaments for his light bulb before finding one that worked. And Dr. Seuss's first book -- And To Think That I Saw It On Mulberry Street -- was rejected by 27 publishers before he found one who would publish it. Imagine if any of these three men had given up. The NBA would have been left without arguably its best player ever. We'd all be writing by candlelight (okay, maybe not, but it sounds more dramatic that way). And generations of children around the world would have been left without such classic tales as The Cat in the Hat, Green Eggs and Ham, and How the Grinch Stole Christmas, to name just a few. Any endeavor worth pursuing involves struggle. Those who persist are those who succeed. So don't give up. Success may be one jump shot, filament, or publisher away.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
You've just released a great new product you're sure will be a hit with customers... if only they'd give it a chance. So how do you convince skeptical buyers who may not know you or your business that your product is worth a chance? Here are a couple of ideas to help you put their minds at ease.
If practical, provide a free trial period of 30 or 60 days. Let the customer try your product, risk free, before committing to purchasing it. This may not be practical for all products or services, but if it is, it might be worth a try.
Offer a full money-back guarantee -- no strings attached. If, for any reason, a customer is not completely satisfied with their purchase, they can return your product -- no questions asked -- for a full refund. An airtight guarantee like this lets your customers know you believe in what you're selling and are willing to put your money where your mouth is. Sure, a few people might take advantage of your offer, but most will only return the item if they have legitimate concerns.
If something does go wrong and a customer returns your product, let them choose whether they'd like a refund or to have the item replaced. If they opt for a replacement, give them something extra as a free bonus for their troubles, as well. Remember, a happy customer is worth far more than the cost of the free item you're giving away.
22725 Washington Street, Leonardtown, Maryland  20650 *     301-475-1700     * www.heritageprinting.com
Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Being first to market is no guarantee you'll succeed. The business annals are littered with tales of cutting-edge companies that eventually lost out to newcomers who built a better mousetrap that redefined the game.
Google is a great case in point. By 1998, when Google burst on the scene, search engines and directories such as Yahoo!, AltaVista, Excite, Lycos, and AskJeeves were already firmly entrenched. Many people wondered why a new search engine was even necessary.
Then they tried Google. Using a proprietary algorithm to generate its search results, Google quickly gained a foothold and the loyalty of users frustrated by the other brands. Word spread, Google's popularity grew, and the rest, as they say, is history.
Today, Google powers more than two-thirds of all U.S. searches, according to the latest data from Experian Hitwise (February 2011). Yahoo! Search accounts for just a 15% market share, and many of the other search providers in existence when Google began have gone the way of the dinosaur.
Sure, many factors went into the success of Google as a brand, and Internet search is now just a part of what the company does.
But, generally speaking, what are some basic lessons we can all learn from Google and other Johnny-come-latelies who now dominate their fields (Facebook vs. MySpace, anyone)? Lots of things, really, but three really stick out in my mind....
1. Don't underestimate the competition.
2. Don't rest on your laurels.
3. Don't ignore the ever-evolving needs of your customers.
That's pretty sage advice for any company, no matter how big or small you might be.
22725 Washington Street, Leonardtown, Maryland  20650 *     301-475-1700     * www.heritageprinting.com
Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Companies lose an average of 10 to 30 percent of their customers each year. Much of this loss can be attributed to poor service. Companies that focus on customer retention tend to see profits grow anywhere from 25 to 100 percent annually. Nonprofits that focus on customer retention often see reductions in turnover and better results. In business, we all strive to provide outstanding customer service. Unfortunately, we donâ??t always live up to those ideals. Here are four keys to unlocking richer, more meaningful relationships with your customers:
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Learn your customersâ?? names. Everybody appreciates being recognized when they walk into a place of business, particularly if they visit that company frequently. As the theme song to Cheers puts it, â??Sometimes, you want to go where everybody knows your name.â?? Make a concerted effort to learn the names of the people you come into contact with regularly, and greet them by name whenever possible.
But start with last names first. Of course, before you start addressing customers on a first-name basis, make sure theyâ??re comfortable with this practice. Some customers might find it disrespectful or â??tooâ?? personal to have you greet them by their first name. Follow the customerâ??s lead, if possible, or try starting with â??Mr. Johnson,â?? before calling your customer â??Bob,â?? particularly if they are not your peer.
Show genuine appreciation. Let your customers know youâ??re glad to see them every time they walk through the door. Make an effort to greet people with a warm smile and an enthusiastic hello. Then back it up with outstanding service and a â??can doâ?? attitude. Thank your customers when they buy from you, and keep in touch to let them know theyâ??re on your mind... and appreciated for everything they do.
Avoid judgments and negativity. Weâ??ve all heard the adage, â??You canâ??t judge a book by its cover.â?? The same is true of people. Strive to approach each new or prospective customer with an open mind and positive attitude. Donâ??t rush to judgment based on a first impression. Many times, those initial reactions and snap judgments donâ??t hold up to the test of time.
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Joe Gass @ Heritage Printing & Graphics
Heritage Printing & Graphics
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 *301-475-1700     * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Companies lose an average of 10 to 30 percent of their customers each year. Much of this loss can be attributed to poor service. Companies that focus on customer retention tend to see profits grow anywhere from 25 to 100 percent annually. Nonprofits that focus on customer retention often see reductions in turnover and better results. In business, we all strive to provide outstanding customer service. Unfortunately, we donâ??t always live up to those ideals. Here are four keys to unlocking richer, more meaningful relationships with your customers:
