T H E O F F I C I A L K E S S L E R C R E AT I V E N E W S L E T T E R
Wh e n is th e best ti m e for your adve rtisi ng? @kesslercreative
JUN E 2023
VOLUM E 19
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Busy Season Advertising
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Nail Your Independence Day Campaign with These Tips Customer Retention Strategies Meet the Team: Fatima Direct Mail Budgeting Tips
i n th is issue AN INSIDE SCOOP
by Dina Kessler
Welcome to the 19th edition of Hot of the Press! We are thrilled to bring you yet another newsletter filled with insights, updates, and industry news. As always, we are your go-to source for all things direct marketing!
A M essage from Th e Presi de nt PAGE 2
In this edition, you will find tips on amplifying your marketing strategy throughout the year, how to make the most of your budget, and much more. Enjoy!
HOT OFF TH E PRESS
Busy Season Adve rtisi ng As a business owner, you know that advertising is crucial for bringing in new customers and maintaining existing ones. However, figuring out when to advertise can be challenging. Should you promote your business during busy season when demand is high, or during slow times when you need to drum up more business? Let’s explore the pros and cons of advertising during busy season vs. slow times, and help you determine the best time to launch your advertising campaigns. During busy season, demand for your product or service is high, and you may not need to advertise as heavily to bring in customers. However, advertising during this time can still be beneficial for several reasons: Increased competition: If you have competitors, they may be ramping up their advertising efforts during busy season to capture a larger market share. By advertising during this time, you can ensure that your business stays top of mind with potential customers. Higher revenue: During busy season, customers are more willing to spend money on products and services. By advertising during this time, you can take advantage of this increased willingness to spend and boost your revenue. Brand awareness: By getting your name out there and reminding customers why they love your product or service, you can establish your brand as a leader in your industry.
Slow Ti m es Adve rtisi ng
During slow times, demand for your product or service may be lower, and you may need to work harder to bring in customers. Advertising during this time can still be a smart move for several reasons: Increased visibility: During slow times, there may be less competition for advertising space and time. This means that your message is more likely to be seen by potential customers, which can increase your visibility and attract new business. Cost savings: As demand for advertising space and time decreases during slow times, so do advertising costs. This means that you can potentially launch a more extensive advertising campaign for less money. Customer retention: During slow times, it's important to maintain your existing customer base. By advertising during this time, you can remind customers why they love your product or service and encourage them to return in the future. So, Wh e n Is th e Best Ti m e to Adve rtise?
By having a year-round marketing strategy, businesses can ensure that their brand is consistently visible and top of mind for customers. This can help build brand recognition, trust, and loyalty over time. If you've do these right, be prepared for a surge in interest and sales during your next peak season.
JUN E 2023
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Nai l Your I n de pe n de nce Day Cam paign with Th ese Ti ps!
The 4th of July is quickly approaching! Have you prepared your marketing campaign for Independence Day? Independence Day is celebrated with family activities, backyard barbecues, and spectacular fireworks, making it one of the largest celebrations in the United States. With the focus on fun and family, many people are willing to spend during this time, which is why businesses are eager to create exceptional campaigns to join in on the festivities. Here are a few Independence Day direct-marketing tips to keep in mind this year! Create a patriotic-themed design: Your direct mail piece should be visually appealing and communicate a patriotic theme. Use colors such as red, white, and blue, and incorporate patriotic symbols such as the American flag, bald eagle, or Statue of Liberty. Offer promotions or discounts: Offer exclusive promotions or discounts to customers who receive your direct mail piece. For example, you could offer a discount on all red, white, and blue items in your store or offer free shipping for orders placed before Independence Day. Highlight your products or services: Showcase your products or services in your direct mail piece and explain how they can enhance customers’ Independence Day celebrations. Encourage social media engagement: Encourage recipients of your direct mail piece to engage with your brand on social media by using a specific hashtag or tagging your brand in their posts related to Independence Day. Include a call to action: Your direct mail piece should include a clear call to action, such as visiting your website, calling your store, or placing an order by a specific date to take advantage of the promotion. Marketing leading up to the 4th of July is crucial for businesses looking to capitalize on the patriotic spirit and consumer spending during this holiday season. By creating compelling marketing campaigns that highlight your brand’s connection to Independence Day, offering special promotions and discounts, and utilizing various marketing channels such as social media and direct mail, you can increase brand awareness and drive sales during this festive time. Remember that Independence Day is a time for celebrating our country and the values it represents. So, make sure your marketing messages align with these values and focus on creating a positive and memorable experience for your customers. By doing so, you can not only increase your bottom line but also build a strong connection with your customers and community.
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HOT OFF TH E PRESS
Custom e r Rete ntion Strategi es In today’s digital age, it can be easy to overlook the power of direct mail when it comes to customer retention. However, direct mail can be a highly effective way to keep your clients engaged and loyal to your brand. Let’s discuss some direct mail customer retention strategies that you can use to keep your customers engaged and loyal to your brand. Pe rsonalize Your Di rect Mai l
Personalization is a powerful tool in direct mail. Use your customer data to create personalized content that resonates with your customers. For example, if you run a pet store, you could send personalized recommendations based on their previous purchases. Personalization makes customers feel valued and creates a positive experience that encourages them to continue doing business with you. Show Appreciation
Everyone likes to feel appreciated, and your customers are no exception. Use direct mail to show your customers that you value their business. A simple thank-you note or a special offer can go a long way in making your customers feel appreciated. This shows that you’re not just focused on making a sale, but that you care
Provi de Valuable Conte nt
Your direct mail doesn’t have to be all about sales and promotions. You can provide valuable content that your customers will find useful and interesting. For example, if you run a bookstore, you
about their satisfaction and loyalty.
could include book reviews or author interviews. Providing value
Offe r Exclusive Promotions
encourages them to continue doing business with you.
Exclusive promotions can help you stand out from your competitors and create a sense of exclusivity for your customers. For example, you could offer a discount or a special deal that is only available to your direct mail customers. This makes them feel like they’re part of a select group, and it can encourage them to continue doing business with you.
to your customers helps to create a positive experience that
Use H igh-Quality Design
Direct mail should be visually appealing and well-designed. Use high-quality images and a consistent design to create a professional and polished look. This creates a positive impression of your brand and makes customers more likely to engage with your direct mail.
Make It I nte ractive
Direct mail doesn’t have to be a one-way communication. You can make it interactive by including activities, games, or quizzes. For example, you could include a crossword puzzle or a scavenger hunt. This engages your customers and creates a positive experience that makes them more likely to remember your brand and continue doing business with you.
JUN E 2023
Follow Up
Direct mail is only effective if you follow up with your customers. Use your direct mail to encourage your customers to reach out to you with any questions or concerns. Be responsive and helpful when they do, and use their feedback to improve your customer retention strategies.
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M e et th e team: fati ma What does your day look li ke as an Account Executive? “As an account executive I have the joy of calling on all of our wonderful clients to learn more about how we can help their business, learn a little bit more about the projects they have, and how we can best create a plan for their marketing strategy.”
What types of proble ms do you h e lp solve for your cli e nts? “When clients come to us, a lot of the times, they have questions like how can I get more people in the door? How can I get the phones to start ringing? How can I drive more people to our website? So, a lot of our day-to-day operations goes towards solving their problems, helping them push awareness of the business. New businesses, even existing businesses and even promoting certain events they’re having and helping find marketing solutions through print media and digital advertising.
What do you e njoy doi ng outsi de of work? “When I’m not at work, I love spending time with my mutt, Kitch. He is a 10-year-old black lab mix. So, we like going to the dog park and I also, in my spare time, play in an adult soccer league. I like to do a lot of 5K’s and run. I’m a big proponent of trivia. I love random general knowledge. I’m also a beer fanatic, so I like to going to a bunch of the craft breweries around Jacksonville.”
I nte reste d? To Watch th e i nte rvi ew scan h e re
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HOT OFF TH E PRESS
Direct Mail Budgeting Tips Direct mail has become more prevalent in marketing strategies for many companies in recent years, especially with the saturation and low response rates digital channels see. It’s a powerful tool for reaching your target audience with proven ability to render higher response rates than digital channels such as social media, paid ads, and email marketing. Plus, it’s more memorable and it stays around households and businesses longer than digital channels. You’ve likely seen some mail from years ago sitting around somewhere because it meant that much to its recipient. Direct mail cost may come as a shocker to those new to the concept and those used to spending miniscule amounts on digital advertising, as large campaigns can become pricey compared to digital media. With that said, did you also know direct mail is known to be cost-effective for the returns it produces? It’s true, but how much should you be willing to spend to see returns worth investing in? Is Di rect Mai l Costly?
Don’t panic, direct mail isn’t over-the-top expensive, but it does cost more than the digital world per campaign. The main reason, it’s tangible, which is also the reason it yields great response rates. Unlike digital advertisements, mail needs to be physically printed and it’s not cheap to print and mail your postcards or letters out to your audience. That reality shouldn’t deter you, as when done correctly, direct mail could become the best investment your business has made recently.
Ti ps For Fi n di ng Your I deal Di rect Mai l Budget Direct mail cost may be seen as an initial barrier for some, but there are ways to keep your costs down and still receive great response rates. Ti p #1: Target Your Mai l
The main types of direct mail campaigns are Every Door Direct Mail (EDDM) and targeted mailings with mailing lists. EDDM sends your mailers across a full mailing route, meaning there is a high chance many recipients show no interest in your offering leading to wasted dollars. We recommend targeted campaigns to all our clients, as they yield the highest returns because the selected audience has characteristics that show they will be interested in what you offer. This allows you to print less and receive higher response rates. Ti p #2: E nsure Your Mai l is Re levant
Building on a targeted mailing, when you know the audience, you can tailor your messaging and design to connect better to the audience receiving your mailers. It’s important to include this relevant content to grab the attention of a reader and make them interested in what you have to offer from the get-go. Ti p #3: Se lect th e Right Fi n ish
It may come as a surprise, but there are many different types of finishes you can have your mailers printed with, each having their own strengths and weaknesses. The more immaculate the finish, the higher your costs will become. Even if it produces a higher quality print, you might be able to go lower depending on the scope of your campaign goals and objectives. It’s important to know how long you want your mailers to stand out in the mailbox, if you want a matte or laminate finish, and generally how you want them to be portrayed when in a potential customers hand. Go into the campaign with solidified goals and objectives so that you know your making the right finishing choice.
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E m ploye e spotlight Kessle r Core Value:
PA S S I O N
12276 San Jose Blvd, Ste 111 Jacksonville, FL 32223
Thank you for displaying energy and enthusiasm sparking excitement in yourself, your team, and the company! Much appreciation to:
Jen Hargraves
Kat Jones
Garrett Peaks
HAPPY FATH E Rs day Happy Father’s Day to all the great fathers and father figures out there! Your love is the greatest and most precious gift in the world. A special shout out to the wonderful fathers at Kessler Creative!