2 UPDATE BUSINESS BUSINESS
INSIDE ThIS ISSUE
marketing In real Life
— Dentist Opens Business With Appointments on the Books
— Rx for Testing Email Campaigns
— 5 Tips for Standout Direct Mail Copy
TRENDS IN THE MARKETPLACE Experiential Trade Show Exhibits For many industries, trade shows are an essential piece of a successfully integrated marketing strategy. According to Conventions.net, with competition for the customer’s attention stronger than ever, product pitches and demos are out—and experiential exhibits are in. Experiential exhibits create an experience for the potential customer that leaves them in awe, or at least makes a strong enough impression that they forget about the competition. While the trade show booth is a temporary fixture, the idea is to create a space that has a feeling of permanence and keeps the customer engaged—so engaged, in fact, that the customer has a memorable experience, and associates that experience with your product. The end result eliminates the need for the hard sell and creates a smooth landing for the soft sell.
Personally Speaking Trade shows can be one of the most expensive lead generation programs for most companies. The investment is high, and oftentimes the returns are low. But at PIP Printing, we can help ensure you get the best return possible from your trade show marketing efforts. Making your trade show event a success usually can’t be done in just the few days you’re on the show floor. It takes integrated direct marketing done both before and after the trade show to truly make your investment pay off. We can help with the following products and services: • Pre- and post-show direct mail and email campaigns • Signs, banners and posters to support your brand message • Assistance with obtaining booth displays • Promotional products for booth giveaways • Effective follow-up programs to keep your company top of mind after the show.
Trade shows are a great opportunity for brands to “show their stuff.” A cuttingedge booth is a unique way to create a one-of-a-kind experience for guests.
With the demands of today’s busy work schedules, most trade show visitors are limited on time. Whether you’re exhibiting at a large convention center or a local business fair, let the experts at PIP Printing help you stand out from the crowd and make a lasting impression.
Each element of experiential exhibits is crucial and must be carefully selected to effectively execute a cutting-edge, yet warm and inviting space. “Edutainment” features, such as interactive computer games featuring facts and information about your company or industry, are a must-have. When it comes to booth design, fabric is one of the trendiest materials in use today. You can use fabric in a subtle way, almost like a canvas, to create a backdrop for the theme of your space. Custom lighting can also be used to create ambience or bring attention to featured products. And don’t forget about using signs and banners to make your space pop. Business 2 Business Update is a monthly newsletter published by PIP
John “Konrad Owner
www.pippdx.com 633 SE Clay St
Portland, OR 97214
MARKETING IN REAL LIFE Dentist Opens Business With Appointments on the Books CHALLENGE
A pediatric dentist was opening her own practice. Just five years out of dental school, she had never owned a business, had no brand and no clients. Her office was set to open in two months. She needed to create a brand and a marketing campaign quickly—and on a modest budget. Her goal was to have appointments on the books when she opened her doors.
First, we helped the dentist create a brand. She wanted it to be appealing to children, and to reflect her location in an ocean-side suburb. The name Seaside Smiles was chosen, and a cast of smiling, sea-inspired cartoon characters would appear on all of her marketing materials and inside her business. To generate awareness of her new business within the target demographic, we purchased a list of 3,000 households with children within five miles of her practice. A postcard featuring the playful sea characters, with an affixed refrigerator magnet, was mailed to the list. It offered a free exam and x-rays for new and referred customers, and a free Seaside Smiles t-shirt while supplies lasted. Site and directional signage, window clings, lobby posters, appointment and referral cards rounded out the initial marketing effort.
for all new visitors
2500 n. oakwood
The dentist received a strong response to the mailer, booking 39 appointments prior to opening. With an estimated value per new patient of $945, she generated nearly $37,000 in potential revenue—with an initial marketing investment of under $5,000. Her most exciting moment, she said, was being at a local market and seeing a new patient wearing his Seaside Smiles t-shirt.
Fictional names were used. Based on actual case study.
Rx for Testing Email Campaigns
5 Tips for Standout Direct Mail Copy
With a direct marketing piece, your words have to be performing at their best. After all, you need to motivate your targets not only to read your compelling offer, but also to promptly respond to it. Here are five tips for writing convincing and effective sales copy courtesy of the USPS:
This is similar to testing in the medical community—where one group receives the actual drug and the other (control) group receives a placebo. In email marketing terms, the control group receives the same treatment that it would have received if no tests were being conducted—the same number of emails, at the same pace, with the same content as your last campaign. The experimental group, on the other hand, receives a campaign in which a new variable is introduced—different messaging, different content, different design, different offers. Ideally you would change only one variable at a time within each experimental group. If your audience is large enough, you can run multiple tests across multiple groups simultaneously. The next step is to measure the test groups’ response versus that of the control group. If the experimental group(s) perform differently than the control group, you’ll gain insight as to which variables are more effective than others. With other variables held constant, test and control groups allow you to more accurately measure the impact of your email campaigns and develop new campaigns with greater confidence.
2. Don’t bury important info. Highlight key points in headlines, with indentations or bullet points or in postscripts, which appear after a signature. 3. Engage readers. Use a conversational tone that’s heavy on “you” and lighter on “I” or “we.” Stay away from jargon. Address folks by name if possible. Launch into your pitch with a captivating anecdote, an intriguing question or a surprising statement that pops. 4. Explain, don’t list. Readers want to know what’s in it for them, so you’ll need to connect the dots. Those benefits might vary by customer segment, so plan to craft separate messages to address different needs. 5. Use hardworking language. You’ll grab attention with words like “free,” “save,” “new,” “sale,” “exclusive,” “finally,” “at last,” “guarantee,” “call now” and “supplies are limited.”
PIP Quiz: B. All together, Frito-Lay products control approximately 60% of the United States savory snack-food market.
Understanding how an email campaign influences your audience is not always easy. Any number of factors could contribute to why your customers engage at any particular time. Amanda Hinkle, senior digital marketing strategist at StrongMailOne, recommends that email marketers leverage distinct test and control groups within the audience to measure the impact of an email in the inbox.
1. Be concise. Your words need to quickly spell out your offer, its value, how it differs from the competition, why readers should believe the words in front of them and how they should respond.
633 SE Clay St Portland, OR 97214 P 503.282.0913 E firstname.lastname@example.org pippdx.com
Overcome Your Public Speaking Jitters
See how savvy you are with our PIP Quiz.
Who hasn’t stumbled through a presentation or flubbed a key point when the boss was listening? Top communication coach Bill Hoogterp of Blue Planet Training offers these tips for better public speaking. make every word count. Avoid saying anything that doesn’t add value. By eliminating the verbal filler, you’ll have people hanging on your words instead of tuning them out. Set the tone at the start. Grab your listeners’ attention with a question, or choose a story that captures an important message. Practice telling it with emotion and fluid body language. Speak with confidence. If you doubt yourself, your audience will, too. Stand up straight, establish eye contact—and smile. Get the crowd in on the act. Make your listeners the stars and you will shine more brightly. Ask them questions that require more than yes-or-no answers. You’ll enrich the discussion, and they will feel valued.
In honor of National Potato Chip Day (March 14), what is the most popular potato chip brand? A. Kettle B. Lays C. Pringles D. Wise
PIP's Business2Business Update for March 2013 includes unconventional ideas for tradeshows, testing email marketing campaigns, and some idea...