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INsIDe tHIs IssUe

september 2012

marketing In real Life

marketing Your business

biz tips

— Cross-Media Marketing Delivers Increased Store Traffic & Sales

— Attracting the Right Candidates

— 5 Ways to Balance Multiple Hats

TRENDS IN THE MARKETPLACE Embarking on a Mobile Strategy Are smartphones and tablets replacing laptops in the life of customers? According to a report by Forrester Research, “mobile is not simply another device for IT to support with a shrunken website or a screen-scraped SAP application. Rather, mobile is the manifestation of a much broader shift to new systems of engagement.” While smartphones and tablets give companies greater opportunity to reach their customers and prospects around the clock and wherever they are, this ability makes it more important than ever for companies to establish a strong mobile strategy. A clear vision of what companies want to achieve and an outline of how they’ll get there is a good start.

Today, consumers engage with their favorite brands in a digital capacity more than ever before. Therefore, marketers must stay one step ahead strategically.

In an interview with 1to1 Media, Marcus Starke, head of marketing for SAP in North America, explains that companies should research the market and consider what other companies are doing and the results they’ve been seeing. By examining what best practices have been established thus far by organizations that are engaging in successful mobile strategies, those just getting started can move faster along the mobile learning curve and avoid reinventing the wheel. Starke also recommends that businesses start small, but move quickly. For example, companies can introduce mobile strategies within the organization and make sure they work before rolling them out to customers. The strategies that work within the organization can then be extended to customers; those strategies that don’t work can be discarded.

Business 2 Business Update is a monthly newsletter published by PIP

Personally Speaking Research indicates that 85% of your customers likely live or work within a five-mile radius of your business. If strong signage is not a part of your overall marketing strategy, you’re probably not attracting as many customers as you could be. To convince customers to stop at your business, your sign must be designed with enough color contrast for the information to be seen or read from a distance. The first time someone reads your sign, he or she should immediately be able to understand the most important information—what you are selling. A brief, simple message, in conjunction with eye-catching visual features one would expect for your particular type of business, is essential. Of course, the use of your logo, company colors, tagline, etc. on your sign should be consistent with your letterhead, business cards, print ads and more. Coordinated imagery and messaging build recall and recognition and help brand your business in the minds of your customers. Different types of businesses need to employ different marketing strategies to attract the right customers. At PIP Printing, we can help you determine the best signage for your business that will command the attention of your potential customers every time they pass.

John “Konrad” Owner 633 SE Clay St


Portland, OR 97214

P 503.282.0913

MARKETING IN REAL LIFE Cross-Media Marketing Delivers Increased Store Traffic & Sales CHALLENGE

General Sports is a family-owned, midwestern sporting goods store that has operated in its current location for 40 years. It is an institution among residents and sports teams from surrounding high schools and colleges, who purchase their uniforms, equipment and supplies there. General Sports wanted to open another location and add online shopping capabilities to their website. Their objectives were to increase sales, attract new customers, and grow their database for future marketing.


Because the client’s objectives included a “bricks and mortar” store and the launch of online shopping, we timed their solution to align with both the physical build out of the additional location and the development and availability of the ecommerce website. Over the course of a 10-month crosschannel campaign, direct mail, email, QR codes, various offers and consistent design and branding elements were used. We designed four direct mail postcards, to be deployed seasonally. In late spring, we announced the plans for a second location. In summer we announced the grand opening, and included a $25 coupon. The third and fourth postcards were launched in the fall and winter. These announced the availability of online shopping and contained a QR code that took users to a landing page where they received a $25 coupon for submitting their contact information. The coupon could be used online or in the store. Consistent branding elements were used throughout, and all postcards used personalized messaging and imaging. Between mailings, twice-monthly emails were sent to General Sports’ customer database to “keep in touch.” The emails also contained incentives such as coupons or a free General Sports water bottle.


Both existing customers and prospects responded to the campaign with enthusiasm. Redemption of personalized direct mail coupons resulted in sales of $61,145 at the new location. The QR codes rendered 202 new names for the data list, with 60% of the responders being new clients. QR code coupon responders resulted in sales totaling more than $6,400. Online sales in the first six months were over $40,000.

Fictional names were used. Based on actual case study.

second location now open • 123 winners circle


Attracting the Right Candidates

5 Ways to Balance Multiple Hats

If you’re like most small business owners, the success of your business depends on your ability to wear multiple hats to keep your business operating. This can sometimes overwhelm even the most capable entrepreneur. Nellie Akalp, CEO of CorpNet, offers these suggestions for managing your multiple responsibilities: 1. Identify your various responsibilities—both income-generating and operational—and set clear goals for each.

Do you have a lot of turnover? According to Brad Remillard, co-founder of IMPACT Hiring Solutions, turnover generally starts with a bad hire, and a bad hire often results from two common mistakes: 1) Not properly defining the job 2) Sourcing techniques that don’t bring the best candidates to you When it comes to creating job descriptions, most companies simply create a laundry list of skills and a few words about the job’s routine duties and tasks. Remillard believes that the best job description defines the results the candidate is expected to deliver in order to be a top performer. In other words, it isn’t about their skills and experiences; it’s about how they might use those skills and experiences to achieve the results you want. Defining the results you expect is the first step. When it comes to sourcing candidates, many companies’ main strategy is to post ads on job boards with a list of qualities the company wants the candidate to possess. Marketing 101 dictates that advertising should be about the person you want to engage. In other words, when you post an ad, think about what will get top talent excited about coming to work for your company—so excited that they will put together and submit a resume. Attracting great candidates doesn’t require a human resources department; it requires rethinking your hiring process. Start with the candidate’s motivation in mind and your pool of quality candidates will expand.

2. make time to work on your business. It’s easy to get lost in the daily grind. Be sure to dedicate time each week to consider market trends and potential opportunities, and perform some strategic, long-term planning. 3. bring on help. Many business owners end up wearing multiple hats because they wait too long to hire additional staff. While labor may be one of your higher costs, skimping on staff can have a detrimental effect on your business. 4. empower those around you to do more. In the long run, you’ll have a more effective and capable workforce, and you’ll be better able to focus on the strategic aspects of your business. 5. Always stay close to the customer no matter how big your business gets. It’s the best way to stay on top of the market, your customers’ needs, and how your company is doing.

PIP Quiz: C. Grover Cleveland. Though no friend to organized labor, Cleveland signed the bill in 1894 under pressure from voters during his second term in office.


633 SE Clay St Portland, OR 97214 P 503.282.0913 E



Integrate Stories into Your Social Marketing

See how savvy you are with our PIP Quiz.

Just telling people the basic facts about your offering doesn’t give them a reason to care. Heidi Cohen, president of Riverside Marketing Strategies, believes that integrating powerful stories into online content marketing can provide the basis for brand affiliation and make people want to use and interact with your product. To increase the audience for your content, Cohen suggests leveraging interest around hot subjects with new, creative insights. Try to use a variety of social media formats, particularly photos like Flickr, video like YouTube, and audio like podcasts. Make sure your stories have basic plots with a beginning, middle, and end, and include factors related to your brand’s voice, language, and image. One of the major attributes of social media entities is that users can connect to a large number of their friends and colleagues for dialog, interaction, and sharing. As a result, a strong story can be disseminated very quickly to a broad cross-section of people.

Which U.S. President signed the bill making Labor Day a national holiday? A. William McKinley B. Benjamin Harrison C. Grover Cleveland D. Franklin Roosevelt

Answer inside!

Business2Business Update: September 2012  

Business2Business is a monthly publication from PIP Printing & Marketing Services