Direct Mail: Lessons from Ideapaint (Case Study)
Here are two case study tutorials. They are about a direct mail marketing flyer promoting whiteboard paint.
I was looking for this type of product and was about to throw the flyer in the bin when I realised it was offering something I badly wanted.
Out of professional curiosity, I couldn’t understand why the product hadn’t made itself more obvious? So, I started to look at it more closely as well as the the websites it took me to. I discovered it was full of marketing mistakes - the sort that are easy to avoid.
That’s why watching these tutorials is important. I show you the mistakes so that you can avoid doing the same thing with your own direct marketing. Thank you Ideapaint.
The Hidden Wealth In Regular Communication
Most of the time you keep your customers in the dark. You only talk to them when you have something you want them to buy. This, by its very nature, makes communication irregular and awkward.
Far better business results are achieved if you can develop a habit of communicating with customers and prospects on a more regular basis - even if you don’t have anything to sell.
In this tutorial, Joe outlines how to avoid a return to the dark ages. He gives you 6 good reasons for communicating on a regular basis and the hidden wealth that can appear as a result.
The Results Triangle: Market, Message, Media
Whatever your business, you need a marketing system. One that you can rely on and which you can implement regularly and consistently. All successful businesses have one and the one that most successful marketers use is based on an alarmingly simple concept. It is the Results Triangle and it consists of three elements: Market, Message and Media.
The marketing consultant called Dan Kennedy developed it and you can apply it to any type of business; both online and offline.
How To Find Your USP
The business you think you are in is probably different from the one your customers want you to be in. Whether you have set up a new business, or have been established for some time, it’s essential to take the time to understand in detail everything there is to know about your customer. Get to know them intimately.
This is because a lot of small business owners either fall into their business or set up because of a particular passion or interest. They don’t always know if there’s a need for their services and why. In order to find out, you need to start asking questions:
- What keeps them awake at night?
- What frustrates them the most?
- What problems do they need solving?
- What current trends are they following?
- Who else might they be talking to, if not you?
Eighty percent of your time, you are in the problem-solving business. Once you understand this, it’s much easier to position and market your services.
How To Manage A Web Agency
Whatever you do, at some point you will be looking for a ‘good web-design’ agency or designer. For a long time, I’ve thought that this is a misleading term to describe what these companies do in relation to what a client needs.
Generally, you require a web-design agency to help you to: