KEYS TO
KEYS TO
Market YOUR BUSINESS
www.zooprinting.com
Expand Your Business
One of the biggest keys to success in any business is marketing. The following pages lay out some great and often simple marketing strategies that can help take any business to the next level. These tips can be applied to your customers’ businesses as well as your own. Think of yourself as offering both marketing and printing services. When customers place an order with you, it’s a great opportunity to connect with them and learn more about their business. As you learn about each of your customers’ businesses and what their goals are, look for opportunities to offer marketing and print. Perhaps they tell you about an event they have coming up and had not considered vinyl banners or signage. Perhaps they have had trouble attracting new business and you can suggest a door-to-door marketing campaign. This benefits your customers and you. Some of your customers have tried marketing in the past. Help these customers analyze the marketing techniques they tried and offer advice on how those techniques can be further improved. Perhaps they tried a direct mail campaign but did not get the results they expected. This could be due to a variety of things, including: not offering a special or coupon on the mailing piece, bad design or that direct mail is not the best method for their business. Based on your conversation, offer solutions for the problems you identify together. If they still don’t get the results they are looking for, it’s smart to recommend a different marketing method. It’s important for every business to set a marketing budget. A typical marketing budget is 2-4% of gross annual sales. Every business needs to try a variety of marketing methods with different messages and offers, so a good portion of the initial marketing budget may be spent on this process. Once a business figures out what marketing works best for them, they can focus more of the budget on those proven methods. Corporate Office: 4730 S. Eastern Ave. • Bell • California • 90201 Tel. 310.253.7751 • www.zooprinting.com
Advertising to Current Customers An often ignored key to successful business is maintaining the current customer base. It’s important for businesses to have a system that tracks which customers are making purchases and how often so the business knows how to market to its different customers. We recommend dividing your existing customer base into two groups and targeting each group with a different approach. Group 1 is the loyal customers. These are the people that make purchases on a regular basis. Group 2 is customers that have made purchases in the past but have not returned recently.
Group 1 Strategy:
Group 2 Strategy:
Loyal customers still require marketing, but the approach does not need to be aggressive. For example, consider a dentist’s office. Many dentists send a postcard to their clients 6 months after a cleaning to remind clients they are due for their next visit. This is a smart, subtle approach to prompt repeat business and keep in touch. Similar strategies can be applied to your clients’ businesses or yours.
Customers may not have returned to a business for a variety of reasons, and in many cases, the business may not know why. If the business has a strong database, they can reach out to customers directly and try to find out why they stopped making purchases. No matter the reason they left, these customers need an incentive to purchase again. Offer this group a deep discount on a specific product or service. If the deal is too good to pass up, they will be back. This creates a new opportunity to impress them and turn them into loyal customers. For example, a dentist may offer a free routine teeth cleaning to customers that haven’t returned for 2 or more years.
It is much less expensive to keep current customers than it is to attract new customers. This is largely because current customers already have experience with and knowledge of the business. So, what happens when existing customers stop purchasing from a business?
You work hard to earn new business. Once you have it, don’t let it get away.
Indoor and Outdoor Advertising Outdoor Advertising
Indoor Advertising
For clients that have a retail space, Outdoor Advertising is a smart way to attract local business. Outdoor Advertising lets people that pass by a business know what products, services and special offers they can expect when they go inside. It may be the first point of contact between a business and new customers.
Indoor Advertising is an inexpensive marketing option with only a minor time commitment for businesses with a retail space. It’s as simple as ordering displays and other marketing materials, then strategically placing them when they arrive. For example, a large display board showcasing your products and services behind the front counter. These materials reach customers already inside your business, so they are ideal for driving up sales of specific products and helping make customers aware of everything the business offers.
Hanging a banner outside a business or placing graphics in windows are great, easy ways to draw potential customers inside. Once customers are inside, it’s important to keep them engaged using Indoor Advertising.
Once customers are inside, Indoor Advertising should showcase a business’ products and services, direct their attention and make them aware of any specials or featured products. A strong display acts like a salesperson but for a fraction of the cost.
Combining Outdoor and Indoor Advertising Outdoor and Indoor Advertising produces the best results when they are used together. A banner or window display attracts customers into a business and then floor displays, indoor graphics and printed information get customers to buy. For example, a computer store may advertise computer repair outside their business and showcase a special on accessories inside. If you have a broken computer, you know it can get repaired here and you may also purchase new accessories based on the specials advertised inside the store.
Door-to-Door Advertising Door-to-Door Advertising Door-to-Door Advertising is a simple way to get a message out to the local community, whether businesses, homes or cars, by distributing flyers, postcards or business cards and leaving door hangers. This is a very affordable marketing strategy, though it will likely take up a good chunk of time unless a business hires someone to distribute their materials. Its reach depends on how widely the advertising materials are distributed, though it is generally most effective locally. This is a great strategy for both business-to-business and business-to-consumer marketing. A smart idea is to target specific areas or businesses most likely to need the products or services being sold. For example, a pizza restaurant may target college campuses with a late night delivery special. Materials distributed door-to-door need to grab someone’s attention quickly, so include a special offer that is easy to see.
TIP: Whoever distributes your door-to-door marketing materials can also advertise your business by wearing a T-shirt or hat with your brand name on it or using vehicle wraps and vehicle magnets to raise more awareness.
Direct Mail and EDDM Direct Mail Advertising is more expensive than Indoor, Outdoor and Door-to-Door Advertising, but it can be done quite easily. All it takes is a well-designed postcard and a mailing list. Direct Mail has the farthest reach, as advertising can be sent to people anywhere across the country. It's a great way to find new customers and drive traffic to a website for businesses that sell products online. Mailing reaches far and wide; it can even target specific groups. For example, a local clothing company decides to expand its business by selling clothes online. They need to increase awareness in a much larger region, so they send a direct mail piece with a special offer for first-time online buyers. In addition to direct mail, the U.S. Postal Service (USPS) offers an Every Door Direct Mail (EDDM) service to help you target communities. One great benefit of EDDM is that you do not need to purchase or create a mailing list. You can learn more about EDDM on the USPS website: https://eddm.usps.com/eddm/customer/routeSearch.action TIP: For Direct Mail and EDDM, the design, marketing message and special offer are very important because this is the first time many people will learn about a business and you want to be sure to attract them.
Online Advertising The vast majority of businesses sell only within a 30 mile radius of their location and compete with any similar businesses that serve the same areas. In addition to competing locally, businesses now have to compete against the internet. This means businesses need to think about reaching further and wider with what they offer. Rather than think of business in a traditional sense, it’s time to take business online and think more like Amazon.com -- receive orders online, fulfill them and ship across the country. The toughest aspect of growing a nationwide business is marketing. Sure, a business can serve customers 3,000 miles away, but how do customers find the business online? We recommend Google AdWords™. These ads are easy to set up and can fit into almost any marketing budget. They can be much more affordable than paying a company for a traditional search engine optimization (SEO) campaign that can take a long time to show uncertain results. We utilize both more traditional SEO strategies and Google AdWords. In our experience, AdWords is the best solution for small to mid-sized businesses because of its flexibility and control. Using AdWords, businesses can create ads that target specific markets or products, set a daily maximum budget and see ads live online within minutes. These ads can be changed any time a business chooses. AdWords can instantly create a nationwide ad campaign. It’s also important businesses are included in any relevant online directories. Many industries have specific online directories that list business information for free. There are also more generic directories like yellowpages.com, local.com, Google Places for Business, Yahoo Local and Bing Places for Business, plus many more. The more directories a business is in, the easier it will be to find the business online.
$
23.87
1000 • 4x6 • 14 pt. C2S Gloss Cover 4/4 with UV 1 Side claim coupon code OS1013Q at
34.10
Discounted Price
zooprinting.com/products/online-special
$
Regular Price
Bronze Tier Pricing:
Limited use. Expires October 30, 2013
1000 POSTCARDS
30% OFF
Online Special
zooprinting.com/blog
AT
marketing tips
GET MORE
Market YOUR BUSINESS
www.zooprinting.com
Expand Your Business
One of the biggest keys to success in any business is marketing. The following pages lay out some great and often simple marketing strategies that can help take any business to the next level. These tips can be applied to your customers’ businesses as well as your own. Think of yourself as offering both marketing and printing services. When customers place an order with you, it’s a great opportunity to connect with them and learn more about their business. As you learn about each of your customers’ businesses and what their goals are, look for opportunities to offer marketing and print. Perhaps they tell you about an event they have coming up and had not considered vinyl banners or signage. Perhaps they have had trouble attracting new business and you can suggest a door-to-door marketing campaign. This benefits your customers and you. Some of your customers have tried marketing in the past. Help these customers analyze the marketing techniques they tried and offer advice on how those techniques can be further improved. Perhaps they tried a direct mail campaign but did not get the results they expected. This could be due to a variety of things, including: not offering a special or coupon on the mailing piece, bad design or that direct mail is not the best method for their business. Based on your conversation, offer solutions for the problems you identify together. If they still don’t get the results they are looking for, it’s smart to recommend a different marketing method. It’s important for every business to set a marketing budget. A typical marketing budget is 2-4% of gross annual sales. Every business needs to try a variety of marketing methods with different messages and offers, so a good portion of the initial marketing budget may be spent on this process. Once a business figures out what marketing works best for them, they can focus more of the budget on those proven methods. Corporate Office: 4730 S. Eastern Ave. • Bell • California • 90201 Tel. 310.253.7751 • www.zooprinting.com
Advertising to Current Customers An often ignored key to successful business is maintaining the current customer base. It’s important for businesses to have a system that tracks which customers are making purchases and how often so the business knows how to market to its different customers. We recommend dividing your existing customer base into two groups and targeting each group with a different approach. Group 1 is the loyal customers. These are the people that make purchases on a regular basis. Group 2 is customers that have made purchases in the past but have not returned recently.
Group 1 Strategy:
Group 2 Strategy:
Loyal customers still require marketing, but the approach does not need to be aggressive. For example, consider a dentist’s office. Many dentists send a postcard to their clients 6 months after a cleaning to remind clients they are due for their next visit. This is a smart, subtle approach to prompt repeat business and keep in touch. Similar strategies can be applied to your clients’ businesses or yours.
Customers may not have returned to a business for a variety of reasons, and in many cases, the business may not know why. If the business has a strong database, they can reach out to customers directly and try to find out why they stopped making purchases. No matter the reason they left, these customers need an incentive to purchase again. Offer this group a deep discount on a specific product or service. If the deal is too good to pass up, they will be back. This creates a new opportunity to impress them and turn them into loyal customers. For example, a dentist may offer a free routine teeth cleaning to customers that haven’t returned for 2 or more years.
It is much less expensive to keep current customers than it is to attract new customers. This is largely because current customers already have experience with and knowledge of the business. So, what happens when existing customers stop purchasing from a business?
You work hard to earn new business. Once you have it, don’t let it get away.
Indoor and Outdoor Advertising Outdoor Advertising
Indoor Advertising
For clients that have a retail space, Outdoor Advertising is a smart way to attract local business. Outdoor Advertising lets people that pass by a business know what products, services and special offers they can expect when they go inside. It may be the first point of contact between a business and new customers.
Indoor Advertising is an inexpensive marketing option with only a minor time commitment for businesses with a retail space. It’s as simple as ordering displays and other marketing materials, then strategically placing them when they arrive. For example, a large display board showcasing your products and services behind the front counter. These materials reach customers already inside your business, so they are ideal for driving up sales of specific products and helping make customers aware of everything the business offers.
Hanging a banner outside a business or placing graphics in windows are great, easy ways to draw potential customers inside. Once customers are inside, it’s important to keep them engaged using Indoor Advertising.
Once customers are inside, Indoor Advertising should showcase a business’ products and services, direct their attention and make them aware of any specials or featured products. A strong display acts like a salesperson but for a fraction of the cost.
Combining Outdoor and Indoor Advertising Outdoor and Indoor Advertising produces the best results when they are used together. A banner or window display attracts customers into a business and then floor displays, indoor graphics and printed information get customers to buy. For example, a computer store may advertise computer repair outside their business and showcase a special on accessories inside. If you have a broken computer, you know it can get repaired here and you may also purchase new accessories based on the specials advertised inside the store.
Door-to-Door Advertising Door-to-Door Advertising Door-to-Door Advertising is a simple way to get a message out to the local community, whether businesses, homes or cars, by distributing flyers, postcards or business cards and leaving door hangers. This is a very affordable marketing strategy, though it will likely take up a good chunk of time unless a business hires someone to distribute their materials. Its reach depends on how widely the advertising materials are distributed, though it is generally most effective locally. This is a great strategy for both business-to-business and business-to-consumer marketing. A smart idea is to target specific areas or businesses most likely to need the products or services being sold. For example, a pizza restaurant may target college campuses with a late night delivery special. Materials distributed door-to-door need to grab someone’s attention quickly, so include a special offer that is easy to see.
TIP: Whoever distributes your door-to-door marketing materials can also advertise your business by wearing a T-shirt or hat with your brand name on it or using vehicle wraps and vehicle magnets to raise more awareness.
Direct Mail and EDDM Direct Mail Advertising is more expensive than Indoor, Outdoor and Door-to-Door Advertising, but it can be done quite easily. All it takes is a well-designed postcard and a mailing list. Direct Mail has the farthest reach, as advertising can be sent to people anywhere across the country. It's a great way to find new customers and drive traffic to a website for businesses that sell products online. Mailing reaches far and wide; it can even target specific groups. For example, a local clothing company decides to expand its business by selling clothes online. They need to increase awareness in a much larger region, so they send a direct mail piece with a special offer for first-time online buyers. In addition to direct mail, the U.S. Postal Service (USPS) offers an Every Door Direct Mail (EDDM) service to help you target communities. One great benefit of EDDM is that you do not need to purchase or create a mailing list. You can learn more about EDDM on the USPS website: https://eddm.usps.com/eddm/customer/routeSearch.action TIP: For Direct Mail and EDDM, the design, marketing message and special offer are very important because this is the first time many people will learn about a business and you want to be sure to attract them.
Online Advertising The vast majority of businesses sell only within a 30 mile radius of their location and compete with any similar businesses that serve the same areas. In addition to competing locally, businesses now have to compete against the internet. This means businesses need to think about reaching further and wider with what they offer. Rather than think of business in a traditional sense, it’s time to take business online and think more like Amazon.com -- receive orders online, fulfill them and ship across the country. The toughest aspect of growing a nationwide business is marketing. Sure, a business can serve customers 3,000 miles away, but how do customers find the business online? We recommend Google AdWords™. These ads are easy to set up and can fit into almost any marketing budget. They can be much more affordable than paying a company for a traditional search engine optimization (SEO) campaign that can take a long time to show uncertain results. We utilize both more traditional SEO strategies and Google AdWords. In our experience, AdWords is the best solution for small to mid-sized businesses because of its flexibility and control. Using AdWords, businesses can create ads that target specific markets or products, set a daily maximum budget and see ads live online within minutes. These ads can be changed any time a business chooses. AdWords can instantly create a nationwide ad campaign. It’s also important businesses are included in any relevant online directories. Many industries have specific online directories that list business information for free. There are also more generic directories like yellowpages.com, local.com, Google Places for Business, Yahoo Local and Bing Places for Business, plus many more. The more directories a business is in, the easier it will be to find the business online.
$
23.87
1000 • 4x6 • 14 pt. C2S Gloss Cover 4/4 with UV 1 Side claim coupon code OS1013Q at
34.10
Discounted Price
zooprinting.com/products/online-special
$
Regular Price
Bronze Tier Pricing:
Limited use. Expires October 30, 2013
1000 POSTCARDS
30% OFF
Online Special
zooprinting.com/blog
AT
marketing tips
GET MORE
