All I can do is talk about NOW. We'll see how 'social media' plays out in a few years. Depending on what you are trying to promote, whether it's a product or service, a "throw yourself out there" approach almost never works. The strategy kicks in when you ask "what do I want to get across". Sounds easy, almost never is.
I'll try to break it down the way I like to be talked to.
Twitter: It's becoming the real-time feedback source for companies trying to monitor customer opinions (such as any trends in customer-service at their retail stores).
The way I've used Twitter? Instead of searching for a new place to get my hair cut, and google a million items and reviews, I'll remember a 'tweet' from a friend I've been following who recommended a great salon. There are a million ways to get reviews, but for me personally, I like to get them from my friends.
How Twitter will play out in the area of social marketing in my opinion remains to be seen. The question they pose, "What are you doing?" is only going to work for some companies. Other ones shouldn't waste their time. Furthermore, this is an industry where you have to brag about yourself. But if you're spending more time announcing what you are doing than actually doing it, it can be annoying.
If your audience is local, I like Twitter. Say you own a local florist. you can tell your followers when a fresh batch of florals are in, or a new special for the weekend. The sales cycle can be shortened a lot easier than Facebook.
Facebook: In my opinion Facebook allows more meaningful interactions. For those that use Facebook to keep in touch with family and friends, watch out for more advertising, done in either a brilliant or deceitful way depending on how you look at it. To me, it's brilliant, but that's because I'm trying to sell you something. Burger King hit it on the nail recently, when they gave people free Whoppers for giving up 10 of their Facebook "friends". It used a platform like Facebook to drive sales by sending more "personalized" coupons (since they came from "Friends")
People will never know how hard you work unless you "brag" about yourself. Facebook is the place for that right now. The format better supports this right now.
These are my opinions, would love to hear yours.
Saturday, July 11, 2009
Thursday, July 9, 2009
When to Launch: Something Everyone Asks But Never Really Knows
Found this article to be very useful when trying to figure out the age old question: Is first to market always best? We've all seen examples of products that came out before the public was ready for them. Then competing entrepreneurs were able to learn from their mistakes, and launch at a "better" time. Is it all luck?
From the Business Week article: "New academic research suggests one way entrepreneurs can evaluate whether they should enter a market first or wait on the sidelines. The decision depends on how hostile the learning environment is; that is, how much entrepreneurs can learn by observing other players before they launch compared to what they learn from participating after they enter, according to Moren Levesque, an entrepreneurship researcher at the University of Waterloo."
Read more here: http://www.businessweek.com/smallbiz/content/may2009/sb20090519_306313.htm?chan=smallbiz_smallbiz+index+page_getting+started
From the Business Week article: "New academic research suggests one way entrepreneurs can evaluate whether they should enter a market first or wait on the sidelines. The decision depends on how hostile the learning environment is; that is, how much entrepreneurs can learn by observing other players before they launch compared to what they learn from participating after they enter, according to Moren Levesque, an entrepreneurship researcher at the University of Waterloo."
Read more here: http://www.businessweek.com/smallbiz/content/may2009/sb20090519_306313.htm?chan=smallbiz_smallbiz+index+page_getting+started
Wednesday, July 8, 2009
Direct Mail 101 Could Be 800 Paragraphs Long
Direct Mail. Sounds simple doesn't it? Well, think again. First, say you want to mail out 200 postcards that you need to reach people in 1-3 days versus 3-10 days. When you check out USPS, the cheapest rate is "standard" (bulk) rate. Why not go with that? Well, send it to a mailhouse and you will find all they will do is stamp it and mail it out. Could you have saved the money and done it yourself?
Despite the economy, customer service is not improving and mailhouses are still busier than ever. Your project of 200 postcards will take lower priority than the 20,000 direct mail letters the mailhouse has to stuff AND mail today.
Consider calling your agency first, as it will save you time and money. Anyone with real experience in direct mail will (and should) advise you of these things: First, if you have 200 postcards, consider printing 500 (as print costs are generally cheaper than postage) and mailing out first class mail.
Second, if you fall below the maximum size required for first class mail (4.25 x 6), it's even cheaper for you to mail a postcard at first class rate (versus standard mail)!
If you're just starting out and want to mail 50 postcards, consider skipping the mailhouse altogether and head towards your nearest post office.
If you do have 500 postcards, and can make the card fall within the size 4.25x6 or smaller, you should use a mailhouse to get automated/pre-sorted first class rates (they take your mail list and inkjet barcodes that comply with USPS standards). You will save money and time AND your cards will reach mailboxes in 1-3 days, sometimes even the next day depending on the zip code.
This is just an example. For all sort of mailers - at all sizes at all different USPS mail classes, even boxes - save yourself time and money by placing a simple phone call to your agency (make sure they specialize in direct mail first). Take advantage of your relationships.
Another thing to be filed under "What I wish I would have known"
Next up: Your mail list is EVERYTHING.
Despite the economy, customer service is not improving and mailhouses are still busier than ever. Your project of 200 postcards will take lower priority than the 20,000 direct mail letters the mailhouse has to stuff AND mail today.
Consider calling your agency first, as it will save you time and money. Anyone with real experience in direct mail will (and should) advise you of these things: First, if you have 200 postcards, consider printing 500 (as print costs are generally cheaper than postage) and mailing out first class mail.
Second, if you fall below the maximum size required for first class mail (4.25 x 6), it's even cheaper for you to mail a postcard at first class rate (versus standard mail)!
If you're just starting out and want to mail 50 postcards, consider skipping the mailhouse altogether and head towards your nearest post office.
If you do have 500 postcards, and can make the card fall within the size 4.25x6 or smaller, you should use a mailhouse to get automated/pre-sorted first class rates (they take your mail list and inkjet barcodes that comply with USPS standards). You will save money and time AND your cards will reach mailboxes in 1-3 days, sometimes even the next day depending on the zip code.
This is just an example. For all sort of mailers - at all sizes at all different USPS mail classes, even boxes - save yourself time and money by placing a simple phone call to your agency (make sure they specialize in direct mail first). Take advantage of your relationships.
Another thing to be filed under "What I wish I would have known"
Next up: Your mail list is EVERYTHING.
Monday, July 6, 2009
Not all print is equal.
Sometimes hard choices need to be made, and knowing these will help you set expectations with your client. Let’s say for example, that they only need a few (meaning qty is 500 or under) business cards, letterhead and envelopes.
The first mistake beginning designers will make is to do everything in 4 color process. It’s an easy mistake to make unless you’ve worked with commercial printers before. You can get away with it digitally (vs. offset) for business cards, but the set up on a 4 color offset press will be a big investment in regards to letterhead and envelopes.
If you are going to do a quantity of 500 or less, I advise doing a pantone and black ink. If you are looking for the best pricing, it’s not whether it’s one-sided or two-sided here, it’s the fact that some printers will have a 2-color press where the set-up costs are much less. Also, if you want to save big-time on the envelopes, make sure you don’t set the artwork up to “bleed”, a printing term for ink that runs to the edge of the paper. If you want that, the envelopes will have to be custom made (printed on a big press sheet and converted into envelopes)—which is only cool price-wise if you know you want this look forever, and if you can print more than 5K minimum. Letterhead will also be less pricey if you don’t bleed the ink, however the cost will not be as much as an envelope bleed.
Also, always make sure the letterhead stock you order is laser-compatible. A good print rep on a good day will remember to tell you this, but not always. If you ever want to run it through your printer, make sure they know this. It is NOT a given, and most people learn the hard way.
A cool look for envelopes is to print it 2 colors on the front, and use one of those colors you use on the front to print on the back envelope flap. Just make sure the ink does not bleed to the edge. The return address on the back flap always looks professional and chic.
Questions about setting up your artwork BEFORE presenting to your client and BEFORE spending all your time on artwork, if you know you will be using an outside vendor, can be resolved by using sending me an email or giving me a call anytime.
Next blog: How much time should you spend on your mailing list and what is included when mail houses quote you “mail services”?
The first mistake beginning designers will make is to do everything in 4 color process. It’s an easy mistake to make unless you’ve worked with commercial printers before. You can get away with it digitally (vs. offset) for business cards, but the set up on a 4 color offset press will be a big investment in regards to letterhead and envelopes.
If you are going to do a quantity of 500 or less, I advise doing a pantone and black ink. If you are looking for the best pricing, it’s not whether it’s one-sided or two-sided here, it’s the fact that some printers will have a 2-color press where the set-up costs are much less. Also, if you want to save big-time on the envelopes, make sure you don’t set the artwork up to “bleed”, a printing term for ink that runs to the edge of the paper. If you want that, the envelopes will have to be custom made (printed on a big press sheet and converted into envelopes)—which is only cool price-wise if you know you want this look forever, and if you can print more than 5K minimum. Letterhead will also be less pricey if you don’t bleed the ink, however the cost will not be as much as an envelope bleed.
Also, always make sure the letterhead stock you order is laser-compatible. A good print rep on a good day will remember to tell you this, but not always. If you ever want to run it through your printer, make sure they know this. It is NOT a given, and most people learn the hard way.
A cool look for envelopes is to print it 2 colors on the front, and use one of those colors you use on the front to print on the back envelope flap. Just make sure the ink does not bleed to the edge. The return address on the back flap always looks professional and chic.
Questions about setting up your artwork BEFORE presenting to your client and BEFORE spending all your time on artwork, if you know you will be using an outside vendor, can be resolved by using sending me an email or giving me a call anytime.
Next blog: How much time should you spend on your mailing list and what is included when mail houses quote you “mail services”?
Subscribe to:
Posts (Atom)
Posts
