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January 2012

Marketing In real Life

Digital Marketing

Biz Tips

— QR Codes Provide Kick Start for Startup

— Enhance Customer Engagement with Better Email Marketing

— Writing an Effective Lead Generation Newsletter

TRENDS IN THE MARKETPLACE The Enduring Effectiveness of Promotional Products For more than 200 years, promotional products have integrated their way into daily life, serving not only as useful tools, but as powerful, long-lasting advertising. But how do recipients feel about receiving promotional products? What purpose do they think such items serve? What actions do they take? These are questions every advertiser should know and understand, as the answers can have a significant impact on their ROI. In an effort to answer some of these questions, the Promotional Products Association International (PPAI) conducted a study fielded by MarketTools Inc. When respondents were asked to think of a promotional product they’d received in the past two years and to recall the specific product, advertiser and message, a whopping 76.2% were able to remember all three key pieces of information.

Personally Speaking Today’s business world is a highly competitive marketplace, but with the right promotional product you can help your customers remember you over the competition. A study conducted by Promotional Products Association International (PPAI) revealed that 91% of people had at least one promotional product in their kitchen and 74% had at least one in their work area. At PIP Printing, we can help you integrate a promotional product into a complete direct marketing campaign. You might also consider using them for: • Customer goodwill and retention • Trade shows • Employee relations • Brand awareness • Public relations • New customer/account generation • Not-for-profit programs • Internal promotions • New product/service introductions Whatever your marketing goals, let us show you how you can generate new customers— and all the sales that go with them over the lifetime of their loyalty— just from the impression made with a promotional product.

Branded promotional items can be great tools to market your company and help it stand out. The study also found that, if free promotional products were being handed out by an advertiser at an event, mall or tradeshow, 23% of respondents would pick up the item no matter what it was, and 69% would pick it up only if they found it to be useful. Additionally, 48% of respondents reported that they would like to receive promotional products more often, and 38% felt that they do indeed serve as a constant reminder of the advertiser. Businesses are continually challenged to find new ways to cut through the clutter. According to this PPAI survey, promotional products are a great way to not only reach your target audiences, but more importantly, to resonate with them. Business 2 Business Update is a monthly newsletter published by PIP

John “Konrad” Owner

www.pippdx.com 633 SE Clay St.

E pippdx@pip.com

Portland, OR 97214

P 503.282.0913


MARKETING IN REAL LIFE QR Codes Provide Kick Start for Startup CHALLENGE Gardens for Grades is a startup company that sells garden kits through fundraising programs. They have two main sales channels: direct to school boards and at trade shows and state fairs. They came to us for help building awareness of their brand at schools across the nation. Knowing that their product and concept were best understood when demonstrated, they wanted to integrate a demonstration video into their marketing effort if possible.

SOLUTION After seeing the client’s product and learning more about their objectives, we knew that the use of QR codes, combined with printed collaterals and promotional products for trade shows, would be ideal for them. Their existing creative had a youthful, fun feel that they agreed would work well with hip, cutting edge mobile technology. We put QR codes on full color brochures, business cards, sales sheets and T-shirts. The QR codes took the viewer to either a YouTube video or a mobile version of the Gardens for Grades website, which we created for them in anticipation of the use of QR codes and mobile nature of their campaign. We also developed solutions for their sales, fulfillment and merchandising departments, printing 250,000 order forms for sales agents across the country.

RESULTS At their first trade show, Gardens for Grades more than tripled their anticipated sales, a trend that continued at their second and third major events, putting them on track to exceed their projected sales for the year. To their knowledge they are the only exhibitors currently using QR codes in this niche, which they feel puts them at an advantage over others. Gardens for Grades feels this is the ideal campaign for their brand-building, and plans to continue using the QR codes indefinitely.

Fictional names were used. Based on actual case study.


DIGITAL MARKETING

BIZ TIPS

Enhance Customer Engagement with Better Email Marketing

Writing an Effective Lead Generation Newsletter

Open your personal inbox any morning of the week, and it feels like everybody is using email as a marketing tool. The more emails your targets receive from other companies, the less likely they will have the desire to open yours. According to business writer Eric Krell, engaging customers and prospects in a way that makes them more likely to purchase requires email campaigns that create enough relevance to keep customers engaged. Such email campaigns incorporate personalization, timeliness, and appeal. Personalization: By taking into consideration past purchase behaviors and expressed preferences, marketers can improve customer engagement by creating more personalized, targeted offers that not only resonate, but inspire action—such as a transaction. Timeliness: When companies use email communication to be proactive, to respond to customer cues and/or to act on event-based opportunities, they demonstrate that they have the customer’s best interests at heart, are listening to them, and understand their needs or preferences. appeal: Customers love specials, discounts and sales. Emails containing free product or service offers, such as subscriptions to online services or access to useful content, are especially appealing. Not only can they improve customer engagement, they can be very effective in getting a person to try the product or service, adopt it, and remain a long-term customer. Engaging customers via email is not an easy endeavor. When too many companies abuse email marketing, customers stop trusting email marketing messages. Ensuring that your emails are targeted to customer needs can help your company rise above the competition.

1. use a newsletter template. You can find templates in Microsoft Word or Microsoft Publisher. You can also have the experts at PIP Printing custom design your newsletter for you. 2. Design the newsletter well. Include interesting graphics and use plenty of white space for a clean look. 3. use readable fonts like Arial and Times New Roman. 4. use headings to each block of information so readers can scan the page for the information they need. 5. Know your audience. Create an informative newsletter the clients will enjoy reading. 6. use industry-specific terminology. Talk the industry lingo and readers will trust your knowledge. 7. Offer something free like resources, coupons or instructional information. 8. Make the newsletter useful so the reader looks forward to the next one. 9. Include contact information like a website, a phone number, an email address or a business address. At PIP Printing we can help you maximize the effectiveness of your lead-generation newsletter. Call us for ideas!

PIP Quiz: D. Teddy Roosevelt visited the real-life Maxwell House hotel in New Orleans and commented that its coffee was “good to the last drop!”

A lead generation newsletter can be a highly effective marketing tool for your company. Not only can a newsletter provide interesting and useful information, it can encourage potential customers to try out your products and/or services. The following nine tips were excerpted from an article on the website eHow.com:


633 SE Clay St Portland, OR 97214 P 503.282.0913 E pippdx@pip.com pippdx.com

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PIP QUIZ

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See how savvy you are with our PIP Quiz.

It’s been a tough few years business-wise, but with the new year comes new opportunities for success. The question is, how enthusiastic are your employees about the year ahead? Steve Arneson, founder of Arneson Leadership Consulting, offers these five powerful questions for starting a provocative dialog with your employees to help re-energize them for the best year ever. 1. What are you currently accountable for? This question establishes a baseline for the discussion. 2. What’s your vision for your role this coming year? This question gets them thinking beyond their basic job function. 3. Where will you innovate? This question uncovers how motivated they are to change the status quo. 4. How will you wow your customers? This question encourages employees to get creative. 5. How will you get others involved? This question inspires them to collaborate with others for even greater results.

Which American president gave us the Maxwell House coffee slogan? A. Abraham Lincoln B. Grover Cleveland C. Woodrow Wilson D. Theodore Roosevelt

Answer inside!


B2B Update January 2012