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• WELL-DESIGNED WORK, marketing

  Best Business Tips for Budget-Friendly Marketing

  04.05.10 | This post was written by: Haley Montgomery | Permalink | Comment?

  Well, Spring is here now! There are a bunch of women on the Dux team, and for Spring, that usually means a significant shift in wardrobe. (Stay with me here, boys!) I don’t know about you, but when my personal budget is tight, I start my wardrobe shift by taking a look at what I already have in the closet. How can I use what I have in different ways? How can I change the details of old-standbys to give them new life? How can I freshen up pieces I haven’t used in a while?

  Maximizing your business’ marketing budget and freshening your marketing approaches is no different. Budget-friendly marketing options are at the top of every business owner’s list during the challenging economic trends we’ve been facing. The first step to making your marketing dollar go further is to make sure you are maximizing what you already have in place.

  One relatively easy “tweak” is to make marketing an essential part of how you conduct your business on a daily basis. It’s about upping the marketing quotient in how you deal with daily business practices like employee management, customer communication and the day-to-day workings of your company.

  We so often think of the nuts and bolts of running a business as separate from marketing a brand, products or services. But, that robs us of constant opportunities to extend our marketing message with systems we already have in place — changes that don’t require a new budget line item.

  Consider these simple business practices that can enhance your company’s marketing efforts.

  EMPLOYEE MANAGEMENT
  1. Initiate staff meetings. Even if you have a staff of only 2 or 3, regular staff meetings can keep your entire team on the same page with project statuses, deadlines, customer service approaches, upcoming events and more. They can also make it easier for you to address questions and concerns that arise. By involving your staff in discussions, you will help them to “buy-in” to the company vision and brand.

  2. Offer team gear.- Whether it’s a polo with your logo embroidered on it or a branded journal book used to take notes with clients, providing your team with logo-wear and logo-ware will put your image front and center as they go about their jobs. Not only does this approach present a consistent look to your customers, but it plays a huge role in creating a team mindset–and essential element in getting your entire staff to sell your brand.

  CUSTOMER COMMUNICATION
  1. Send client-specific reminders. Keep track of when various customers utilize your services, especially repeat customers. If you maintain a calendar of past client projects or purchases, you can often be proactive in encouraging repeat business. Sending out reminders ahead of time for annual events, birthdays, holidays that need gifting, etc will let customers know you are considering their needs.

  2. Write thank you notes. Nothing impresses like saying “thank you.” Put the writing of thank you notes into your normal sales protocol. A personal note at the end of a project or after a purchase will serve as a last impression for a client’s experience with your company. It’s an impression that your customers won’t soon forget.

  DAY TO DAY BUSINESS
  1. Include your logo on all your customer & vendor correspondence — sales receipts, invoices, quote forms, information sheets, contracts, letterhead, envelopes… anything your customer will see should be branded with your logo.

  2. Take advantage of email correspondence. Use a standard “signature” with every email that includes all your contact information as well as your web address and links to your social media accounts. In addition, consider including a brand or positioning statement that offers a quick glimpse at your services. You use email to communicate every day. Don’t miss the opportunity to tell your story.

  3. Build a customer database. It’s easy to obtain customer email addresses, mainly because you use them every day to correspond. Begin a database of email addresses (and physical mailing addresses). Email reminders and alerts can be a very effective and non-threatening way to stay in touch with your customer base.

• WELL-DESIGNED WORK, marketing

  Business Etiquette Tips for Sending Holiday Cards

  11.16.09 | This post was written by: admin | Permalink | Comment?

  There’s no question that using appropriate business etiquette in your company communications can produce a great marketing advantage. Beyond the common courtesies of “please” and “thank you,” exercising good manners in your marketing efforts gives your message a better chance of being heard. During the hectic holiday season, those etiquette skills can be seen most vividly in how you approach sending holiday cards. Whether you’re making a first impression or offering a seasoned thank you for continued business, consider these tips for minding your holiday manners.

  Acknowledge the season. With the plethora of card options out there and the crazy lines at the post office, it’s tempting to simply opt out of the holiday card-sending game. Don’t do it! In this day and age, acknowledging the holiday season is a staunch expectation even in the business world. Even if you’ve chosen to shift your mailing to Thanksgiving or New Years to avoid the rush, it is still important to send a December holiday message of some kind–even if it is a simple emailing.

  Fine-tune your message. Much debate exists around whether to use the phrases “Merry Christmas,” “Happy Hannukah,” or “Happy Holidays.” Only you can decide which is most appropriate for your business and clientele. Err on the side of caution when writing your specific holiday verbiage. Reflect your own company’s “culture,” but avoid terminology that may be offensive to your broader audience. Also, be sure to communicate gratitude for continued business where appropriate and well-wishes for the coming year. Overselling in your holiday cards can be off-putting. Avoid overt marketing terminology and opt for a subtle presentation of your logo with a tag line of services.

  Make sure your mailing list is up to date. It can be an arduous task, but be sure your names and addresses are correct. Sending holiday wishes to a contact who’s moved on from your business client simply highlights your lack of attention and undermines your efforts at “personal” service. It’s easiest to maintain your mailing list throughout the year, but at the least, devote staff time to verifying information before holiday cards are mailed.

  Add titles to your recipient names. The added formality of a “Mr.” or “Ms.” in your address block creates a festive appeal during the holiday season.These titles offer a show of respect to your individual client contacts that won’t be missed. Be safe with your women clients and use the “Ms.” prefix rather than risk offense with a “Miss” or “Mrs.” used incorrectly.

  Personalize. Personal details always carry more power than “form” communications. Address your cards to actual people in addition to whole businesses or organizations. Write a personal note on your cards, if possible, making reference to individual relationships. Acknowledge specific projects on which you’ve worked, recognize specific accomplishments or extend greetings to family members. One sentence will suffice, but make it a personal one. Oh, and use your best penmanship!

  Consider your envelope. Don’t forget that the envelope is the first thing your card recipient sees. You can make your holiday cards more special simply by printing the return address on the flap rather than the front of the envelope. Also, actual stamps make a more personal impression than printed bulk mail insignia and offer extra holiday cheer. In addition, hand-written addresses are another way to add personal detail to your cards–even if it’s not your own handwriting. Many direct mail vendors offer hand-addressing services.

  Sending corporate or organizational Christmas cards can be an overwhelming task. Make sure you get the most marketing return from the process by using these mild-mannered tips.

  Need help getting your “dux” in a row? Give us a call! We’ll help you craft your message, design a unique card presentation and handle your mailing–all in plenty of time for Santa’s milk and cookies!

  There’s no question that using appropriate business etiquette in your company communications can produce a great marketing advantage. Beyond the common courtesies of “please” and “thank you,” exercising good manners in your marketing efforts gives your message a better chance of being heard. During the hectic holiday season, those etiquette skills can be seen most vividly in how you approach sending holiday cards. Whether you’re making a first impression or offering a seasoned thank you for continued business, consider these tips for minding your holiday manners.

  Acknowledge the season. With the plethora of card options out there and the crazy lines at the post office, it’s tempting to simply opt out of the holiday card-sending game. Don’t do it! In this day and age, acknowledging the holiday season is a staunch expectation even in the business world. Even if you’ve chosen to shift your mailing to Thanksgiving or New Years to avoid the rush, it is still important to send a December holiday message of some kind–even if it is a simple emailing.

  Fine-tune your message. Much debate exists around whether to use the phrases “Merry Christmas,” “Happy Hannukah,” or “Happy Holidays.” Only you can decide which is most appropriate for your business and clientele. Err on the side of caution when writing your specific holiday verbiage. Reflect your own company’s “culture,” but avoid terminology that may be offensive to your broader audience. Also, be sure to communicate gratitude for continued business where appropriate and well-wishes for the coming year. Overselling in your holiday cards can be off-putting. Avoid overt marketing terminology and opt for a subtle presentation of your logo with a tag line of services.

  Make sure your mailing list is up to date. It can be an arduous task, but be sure your names and addresses are correct. Sending holiday wishes to a contact who’s moved on from your business client simply highlights your lack of attention and undermines your efforts at “personal” service. It’s easiest to maintain your mailing list throughout the year, but at the least, devote staff time to verifying information before holiday cards are mailed.

  Add titles to your recipient names. The added formality of a “Mr.” or “Ms.” in your address block creates a festive appeal during the holiday season.These titles offer a show of respect to your individual client contacts that won’t be missed. Be safe with your women clients and use the “Ms.” prefix rather than risk offense with a “Miss” or “Mrs.” used incorrectly.

  Personalize. Personal details always carry more power than “form” communications. Address your cards to actual people in addition to whole businesses or organizations. Write a personal note on your cards, if possible, making reference to individual relationships. Acknowledge specific projects on which you’ve worked, recognize specific accomplishments or extend greetings to family members. One sentence will suffice, but make it a personal one. Oh, and use your best penmanship!

  Consider your envelope. Don’t forget that the envelope is the first thing your card recipient sees. You can make your holiday cards more special simply by printing the return address on the flap rather than the front of the envelope. Also, actual stamps make a more personal impression than printed bulk mail insignia and offer extra holiday cheer. In addition, hand-written addresses are another way to add personal detail to your cards–even if it’s not your own handwriting. Many direct mail vendors offer hand-addressing services.

  Sending corporate or organizational Christmas cards can be an overwhelming task. Make sure you get the most marketing return from the process by using these mild-mannered tips.

  Need help getting your “dux” in a row? Give us a call! We’ll help you craft your message, design a unique card presentation and handle your mailing–all in plenty of time for Santa’s milk and cookies!

• marketing, website design

  The Move Toward Custom Content: Being the Media

  10.26.09 | This post was written by: Haley Montgomery | Permalink | Comment?

  Are you the best media outlet for your customers?

  I’ve been pondering that question over the last few weeks. I recently read (http://www.emarketer.com/Article.aspx?R=1007343) the results of the “2009 Survey on Marketing, Media and Measurement” conducted by King Fish Media. It offers some great insights into how marketing managers across the country are approaching their jobs in today’s high-tech, social-media fluent market.

  One of the most interesting thoughts that emerged from the survey responses was the concept of “custom content.” Rather than relying on traditional advertising outlets for engaging customers, 86% of marketing managers said their companies were currently creating or planned to create original content to educate their clients about their products, services and events. Eight out of ten respondents felt companies and brands could produce content just as engaging and informative as traditional media companies.

  It’s easy to see how the trend toward custom content is growing. It’s most easily seen in the online arena. An increasing number of businesses and organizations are creating social media profiles and using outlets like Facebook and Twitter to expand their reach. Many are starting company blogs like this one, designed offer information to clients in a more interactive format. Many are loading their websites with more customer-friendly features to foster easier communication. Whether through more content-rich organizational websites, corporate blogs or 140-character Twitter posts, more and more companies are determined to BE the media for their clients rather than rely on others to disseminate their stories through news coverage or paid advertisements.

  Great. But, how do you go about “being” the media? I think it starts with seeing your website and other communication outlets as more than expanded business cards or sales flyers. Communications in today’s marketplace is a complete buyer’s market. With the plethora of media options available, your customers are holding all the cards. They decide who, when and where they get their information, and how often. If you want your message to be heard, you must make your communications a valuable and beneficial resource–not just a continual announcement of your latest sale.  Here are a few tips on how you can transform your internet presence into a media resource your clients won’t work without.

  Start with knowing your audience. Who is your client base? The old-school adage of first marketing to your current customers holds true–even in this new age of digital communication. Customers who are already using your products and services are your best source for what your clients are looking for–not to mention your best source for repeat business. Pay attention. Look at who your customers are and how they typically contact you. What are the common questions they ask about your products and services? How do they like to place their orders? What motivates them to use your company? Let your answers to these questions impact the content you choose to communicate.

  Focus on adding value. Make your website, emailings or profile posts more than just digital coupons. Granted, an online freebie every now and then is a great attraction for followers, but if that’s all you ever have to offer, customers will quickly tire of your message. Give your audience a reason to listen, whether through insider information, easy-to-follow tips or just plain good ideas.

  Move beyond strict self-promotion to building relationships. Focus on engaging your audience and building relationships of trust.  Internet user “hits” and profile follower and fan counts are all comprised of people. Speak when spoken to. Be just as committed to learning about those folks as you are about communicating your message. Pose questions. Listen to the responses from clients and have conversations. Adjust your approach to the “message” based on your person-to-person communications.

  Establish yourself as an expert in your industry. You know your business and your industry. Let that knowledge come through in your communications. Offer clients the unselfish benefit of your experience, and they will see you as a trusted first resource when a specific need arises.

  Give it time and attention. Don’t apply the “squeaky wheel” approach to maintaining your website or online media profiles. A void in your online communication efforts will rarely present itself. Your customers will simply move on to another website or profile that offers a more engaging message.  Commit your team to daily time and creativity spent on building your online presence and communicating with your internet audience.

  Are you the best media outlet for your customers?

  I’ve been pondering that question over the last few weeks. I recently read the results of the “2009 Survey on Marketing, Media and Measurement” conducted by King Fish Media. It offers some great insights into how marketing managers across the country are approaching their jobs in today’s high-tech, social-media fluent market.

  One of the most interesting thoughts that emerged from the survey responses was the concept of “custom content.” Rather than relying on traditional advertising outlets for engaging customers, 86% of marketing managers said their companies were currently creating or planned to create original content to educate their clients about their products, services and events. Eight out of ten respondents felt companies and brands could produce content just as engaging and informative as traditional media companies.

  It’s easy to see how the trend toward custom content is growing. It’s most easily seen in the online arena. An increasing number of businesses and organizations are creating social media profiles and using outlets like Facebook and Twitter to expand their reach. Many are starting company blogs like this one, designed offer information to clients in a more interactive format. Many are loading their websites with more customer-friendly features to foster easier communication. Whether through more content-rich organizational websites, corporate blogs or 140-character Twitter posts, more and more companies are determined to BE the media for their clients rather than rely on others to disseminate their stories through news coverage or paid advertisements.

  Great. But, how do you go about “being” the media? I think it starts with seeing your website and other communication outlets as more than expanded business cards or sales flyers. Communications in today’s marketplace is a complete buyer’s market. With the plethora of media options available, your customers are holding all the cards. They decide who, when and where they get their information, and how often. If you want your message to be heard, you must make your communications a valuable and beneficial resource–not just a continual announcement of your latest sale.  Here are a few tips on how you can transform your internet presence into a media resource your clients won’t work without.

  Start with knowing your audience. Who is your client base? The old-school adage of first marketing to your current customers holds true–even in this new age of digital communication. Customers who are already using your products and services are your best source for what your clients are looking for–not to mention your best source for repeat business. Pay attention. Look at who your customers are and how they typically contact you. What are the common questions they ask about your products and services? How do they like to place their orders? What motivates them to use your company? Let your answers to these questions impact the content you choose to communicate.

  Focus on adding value. Make your website, emailings or profile posts more than just digital coupons. Granted, an online freebie every now and then is a great attraction for followers, but if that’s all you ever have to offer, customers will quickly tire of your message. Give your audience a reason to listen, whether through insider information, easy-to-follow tips or just plain good ideas.

  Move beyond strict self-promotion to building relationships. Focus on engaging your audience and building relationships of trust.  Internet user “hits” and profile follower and fan counts are all comprised of people. Speak when spoken to. Be just as committed to learning about those folks as you are about communicating your message. Pose questions. Listen to the responses from clients and have conversations. Adjust your approach to the “message” based on your person-to-person communications.

  Establish yourself as an expert in your industry. You know your business and your industry. Let that knowledge come through in your communications. Offer clients the unselfish benefit of your experience, and they will see you as a trusted first resource when a specific need arises.

  Give it time and attention. Don’t apply the “squeaky wheel” approach to maintaining your website or online media profiles. A void in your online communication efforts will rarely present itself. Your customers will simply move on to another website or profile that offers a more engaging message.  Commit your team to daily time and creativity spent on building your online presence and communicating with your internet audience.

• marketing

  7 Tips for More Effective Press Releases

  08.13.09 | This post was written by: Jennifer Nelson | Permalink | Comment?

  Press releases are important to both companies and the media.  While a company can advertise and build up great customer relations, they should also build up working relations with the media of the town.  Media is supposed to be the voice of the people.  Also, the media needs press releases because they cannot be aware of everything, as much as they would like to be.

  While I worked in print news, I got to read through some great press releases, and then some pretty terrible ones.  With this experience, I’ve come to notice a few things that incline a journalist to give a press release a second look.

  1. Read more news!  Whether it is print or online, it helps to know what is actually making it into the news.  When you read more, your writing starts to mimic a news story.

  2. The 5 W’s and H!  Reporters are taught to write about the who, what, when, where, why and how.  If you include several of these in your release, then a writer can more easily use it for their own story.

  3.  Proof read!!  There is nothing worse than sending out a release with misspellings, bad grammar and having their, there and they’re messed up.  Not only with they not look at this release, but they are not likely to want to look at future writing from you.

  4.  Interview someone – Articles have sources.  If you include a couple of quotes from someone in your company, then the media has the first source for a story about your wonderful company!

  5.  Add the company mantra!  The last line or two should reflect the great things your company has to offer.  Sadly if you do not take an interest in the programs you have to offer, no one else will either.  You never know what a journalist might take to use.

  6.  Avoid needless releases!  If you have nothing to report, don’t send out a press release.  Just trying to get the media to remember your name with a release a week gets tiring for the journalist sifting through the releases.  If you send a press release only when you have something important to say then the media is more likely to notice.

  7.  Cut the fluff!!  Format your press release so that it is clear and to the point.  Journalists write for a 6th grade reading level.  Don’t write above that.  You might like to sound intelligent, but they don’t want to read that.  All the fluff ends up cut anyway.  The easier you make the information on the reporter, the more likely it will end up being reported.

  Now that I’ve said those, just know – this is just a recipe for a better press release.  Just like a chocolate chip cookie recipe, there are many out there.  The real trick is to find something that works for you in your area.

  I hope this helps your press release get that second look we all hope for!!

  Press releases are important to both companies and the media.  While a business can advertise and build up great customer relations, it should also build up working relations with the local media.  Media is supposed to be the voice of the people–which means you and your company.  Also, the media needs press releases because they cannot be aware of everything, as much as they would like to be.

  While I worked in print news, I got to read through some great press releases, and then some pretty terrible ones.  With this experience, I’ve come to notice a few things that incline a journalist to give a press release a second look.

  1. Read more news! Whether it is print or online, it helps to know what is actually making it into the news.  When you read more, your writing starts to mimic a news story.

  2. The 5 W’s and H! Reporters are taught to write about the who, what, when, where, why and how.  If you include several of these in your release, then a writer can more easily use it for their own story.

  3.  Proof read!! There is nothing worse than sending out a release with misspellings, bad grammar and having their, there and they’re messed up.  Not only with they not look at this release, but they are not likely to want to look at future writing from you.

  4.  Interview someone. Articles have sources.  If you include a couple of quotes from someone in your business, then the media has the first source for a story about your wonderful company!

  5.  Add the company mantra! The last line or two should reflect the great things your company has to offer.  Sadly if you do not take an interest in the programs you have to offer, no one else will either.  You never know what a journalist might take to use.

  6.  Avoid needless releases! If you have nothing to report, don’t send out a press release.  Just trying to get the media to remember your name with a release every week gets tiring for the journalist sifting through the releases.  If you send a press release only when you have something important to say then the media is more likely to notice.

  7.  Cut the fluff!! Format your press release so that it is clear and to the point.  Journalists write for a 6th grade reading level.  Don’t write above that.  You might like to sound intelligent, but they don’t want to read that.  All the fluff ends up cut anyway.  The easier you make the information on the reporter, the more likely it will end up being reported.

  Now that I’ve said those, just know – this is just a recipe for a better press release.  Just like a chocolate chip cookie recipe, there are many out there.  The real trick is to find something that works for you in your area.

  I hope this helps your press release get that second look we all hope for!!