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2 UPDATE BUSINESS BUSINESS

INSIDE THIS ISSUE

DECEMBER 2012

Marketing In Real Life

Content Marketing

Biz Tips

— Fresh Branding Rejuvenates 75 Year-Old Conference

— “Thicken” Your Content

— Procedures That Jog, Not Clog

TRENDS IN THE MARKETPLACE Are the 4 Ps of Marketing Dead? If you’ve ever taken a marketing class, you undoubtedly learned about the “4 Ps” of marketing: Product, Place, Price and Promotion. Marcus Starke, national vice president of North America marketing at SAP, believes that, as marketing channels continue to evolve and social media increases in importance, a fresh perspective is needed for each of the 4 Ps. The Product (or service) is still paramount, but its value is now measured by what people think and say about it. If your product is poor, the blogosphere will explode with negative feedback before you know it. Price always matters; however, it is more often being measured in the context of who is behind the product and what people think and say about them. For instance, when evaluating price, consumers might consider whether or not that brand/company deserves their trust, or whether the company is environmentally, socially or ethically responsible.

Personally Speaking Too many small businesses shy away from data management practices, usually because they don’t think they are big enough and/ or they don’t know how to get started. The truth is, small companies can benefit greatly from keeping their customer data clean and implementing some simple controls to ensure ongoing data quality. At PIP Printing, our list hygiene services ensure the data you are working with is as clean as possible. Not only can we append your mailing list with any missing data, we can save you money by improving deliverability and maximizing postal discounts. Typical data services for postal optimization include de-duping, merge/purge, CASS certification and checking against the National Change of Address database (NCOA). To accurately track and measure your marketing performance, our data services also include the use of response tools such as trackable phone numbers, personalized URLs, business reply cards (BRCs) and more. By tracking and capturing data—such as what offer a prospect responded to, what and when they purchased and how much they spent— each direct marketing campaign you do with us provides fuel for your next promotion.

As marketing constantly evolves, many experts believe that the “4Ps” of Marketing continue to evolve as well.

Call us today for data services that can make your next campaign a success and help your business grow.

When it comes to Place, there has been an explosion of channels for customers to find their product of choice. While some marketers believe they can precisely define which products are sold through which route to market, these days the place where products are sold is decided by people. Starke believes that Promotion should be replaced with People. “People matter in everything we do as marketers,” he says, “and they are in control more than ever before. Without people talking about our products, we can no longer be successful, regardless of the size of our marketing budgets.” 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 Fresh Branding Rejuvenates 75 Year-Old Conference CHALLENGE

For 75 years, the Crawford University Department of Religion has hosted a large, regional clerical conference, entertaining up to 6,000 clergy members at one time. When a new conference director was hired, she found that the marketing materials for the conference had not been updated in 10 years, and attendance was gradually declining. In her first year as director, she wanted to refresh all of the printed materials used for the event, with a plan to move to more progressive marketing tactics in subsequent years. She also wanted to immediately streamline the registration process, which required up to 16 lines to accommodate all of the attendees.

SOLUTION

We started by giving all brand elements— from the logo to fonts and colors—a more modern treatment. With new designs approved, we produced promotional banners and posters, as well as event programs, meal tickets, badges, attendance certificates and welcome letters. For event giveaways, we ordered key chains with a “charm” featuring the updated conference logo. To generate excitement, we designed, printed and mailed 4,500 newsletters to preregistered attendees, encouraging them to spread the word among their colleagues. Finally, to streamline the historically chaotic registration process, we preprinted and alphabetized name badges so that attendees could simply pick them up instead of waiting to have them printed. This vastly improved the speed and organization of the day.

RESULTS

The response to the updated branding was positive, and the conference director noticed a “buzz” among the attendees, many of whom commented that a change towards more progressive programming was long overdue. The registration process was completed quickly and without incident and attendance hit its highest number in seven years. The director was so pleased with the feedback that she feels confident in expanding her marketing efforts next year.

Fictional names were used. Based on actual case study.


BIZ TIPS

“Thicken” Your Content

Procedures That Jog, Not Clog

Procedures manuals can often confuse more than they clarify. If you’re looking to make 2013 a productive year for your company, policy and procedure expert Adrienne Escoe, Ph.D., offers these suggestions to help simplify written procedures: 1. Include only what’s needed. Start from zero by assuming no information is needed then add only what is required by law, contract or prudent business practice. If your company has an e-commerce site, you probably have lots of “thin” content that serves a very practical purpose: to describe each of your products. Often the image, description and price come straight from the manufacturer, with nothing unique about them. Such functional product descriptions are fine for customers that are in the act of shopping or price comparing, but they don’t generally get shared or inspire your visitors to purchase. Arnie Kuenn, author of Accelerate! Moving Your Business Forward Through the Convergence of Search, Social & Content Marketing, says developing great product and service description pages can “take them from utility to exciting and engaging.” This in turn, makes it more likely that people will want to share them with others. Content that has personality can engage visitors and lead them to purchase or possibly link to your page. Kuenn compares it to having an enthusiastic salesperson in a store. “When you walk in and the salesperson demonstrates her knowledge and interest in the products she sells, you will be much more likely to make a purchase.” You might be surprised at the traffic unique images can drive to your website. In an image search, the same exact photo for a product can come up multiple times for different sites. By taking your own photos of the product from new and interesting perspectives, yours will be the unique photos in the results. While enhancing your product pages may require an investment of time, effort and money, keep in mind that these improved pages will pay off long into the future.

2. Write active sentences. Passive: “Extended code should be included in the manual that has been revised.” Active: “Include extended code in the revised manual.” 3. Leave out forms. If a procedure includes a form and the form changes, the procedures manual must be revised as well. Instead, refer to a form by name or number in the manual. 4. Review procedures regularly and eliminate any out-of-date procedures. Not only can these result in unproductive activities and expensive rework, when companies no longer do what their procedures say they do, potential lawsuits or fines can arise. 5. Place procedures online in addition to keeping printed procedures manuals around the office. At PIP Printing, we can help you design and print procedures manuals effectively and efficiently to save you money. Call us when you’re ready to update your procedures manuals.

PIP Quiz: C. Starting in 1931, magazine ads for Coca-Cola featured St. Nick as a kind, jolly man in a red suit. Because magazines were so widely viewed, and because this image of Santa appeared for more than three decades, the image of Santa most people have today is largely based on this advertising.

CONTENT MARKETING


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

HOW TO...

PIP QUIZ

Prepare Your Trade Show Booth Staff

See how savvy you are with our PIP Quiz.

The people staffing your booth can make or break your success at a trade show. To maximize your trade show ROI, marketing consultant Jules Sowder advocates choosing the best and brightest representatives from your organization—those who “deeply believe in your product, have superior communication and customer-service skills, and fully understand your objectives.” Sowder recommends that trade show staff practice the following activities: -

Greeting attendees quickly Introducing themselves with a one-minute overview of the company Asking questions to find out if visitors are good prospects Giving details on products and/or services Getting visitor information for effective follow-up after the event

It is also critical to make sure trade show personnel understand what will be expected of them, including how to dress, when to arrive and how long they’ll need to staff the booth. Proper trade show etiquette should also be stressed, for example, no eating, drinking or sitting down in the booth, and always remaining friendly yet professional.

What soft drink company’s advertising helped shape the image of Santa Claus in his red suit? A. A&W Root Bear B. Pepsi C. Coca-Cola D. Fanta Answer inside!


Business2Business Update: December 2012