Marketing Tag

Signature Aspen - marketing

What’s Another Name for Personalized Print Marketing?

 

What’s another name for personalized printing? Relationship marketing! This is an approach that uses personalized printing to focus on nurturing long-term customer relationships rather than pursuing just the short-term sale.

 

How does this work?

Say you are a family-owned hardware store. Typically, a customer walks in and does his/her shopping. You’re available to answer questions and recommend products. You are hoping that your excellent service, quality merchandise, and expertise will maintain the customer’s loyalty. You might have special promotions or discounted merchandise in a bin at the front of the counter as well!

 

What might this look like if you decide to add Relationship Marketing?

It looks a little different. Each time a customer walks in, you smile and greet them, but you also ask if they would like to be on the mailing list for your newsletter “Tips for Shop & Home.” If they say yes, you collect their name, address, and additional information, such as whether they rent or own, have children and their ages, and any specific home needs such as a garden, pool, or workshop.

 

Personalized Newsletter

Once a month, you send out a personalized newsletter addressing each customer by name. You customize the content, providing weatherizing tips, suggestions for ongoing home maintenance, and relevant offers based on what you know about their property. If they garden, for example, you might offer planting tips and discounts on seeds, berry bushes, or garden mulch. If they have a pool, you might offer winterizing or seasonal opening tips.

 

Deeper Connection

To deepen the relationship, you find other opportunities to engage your customers, as well. This might include an occasional customer survey, feedback form, or contest (such as best recipe using home-grown vegetables or DIY project). This makes each customer feel valued and more deeply engages them with your store. While at the same time giving you more information to further personalize future mailings.

That’s relationship marketing—and it’s one of the opportunities that makes personalized print so powerful.

Market

5 Tips to Market Like a Leader, During Times of Uncertainty

Marketing is KEY

 

In today’s “new normal” created by the COVID-19 pandemic, it can be challenging to know how to strike the right balance when it comes to marketing. Many brands are keeping a low profile, waiting for a surge in consumer confidence before restarting their direct mail and email campaigns. However, it should be the opposite! You should instead Market like a leader!

 

The answer to this is a resounding NO! Your customers want to hear from you, and they need to hear from you. When everything around them is changing, they need to know that you are still there and that they can trust you. 81% of consumers say that their trust that a brand will do what’s right is a deciding factor in their buying decisions (Edelman, 2020).

 

5 Tips to market like a leader

 

In today’s uncertain world, marketing is more important than ever, even if it looks a little different than it used to. When crafting your next campaign, here are FIVE TIPS for setting the right tone. 

 

  1. Lead the way. During difficult times, people flock to leaders who exude confidence. Brands can inspire, motivate, and make people feel that everything is going to be okay. Continue to reach out using the theme, “We’re here to help.” 
  2. Do good. Consumers like to align with brands that are involved in socially responsible initiatives. Promote outreach programs to your local communities or your giving to national initiatives. For example, a SheerID study found that, during the pandemic, 68% of respondents want brands to donate to programs that provide direct support for medical workers.
  3. Offer to help. For many, this is a time of struggle. Offer deferred payments, ideas for lowering expenses, and so on. Even if your customers don’t need the help themselves, this kind of care and consideration builds brand equity that pays off in the long run. 
  4. Be an expert. This is a great time to share expertise that is meaningful to your customers. Think “Top 5 Ways to Save on Lawn Care” or “3 Plumbing Fixes You Can Do Yourself.” 
  5. Make life easier. The average consumer is juggling a lot of uncertainty. Will the kids be going back to school? What if I lose my job? Position the benefits of your products in terms of how they can help your customers weather this storm. “Let us help you save 10% on your home electric bill,” or, “We’re offering FREE delivery of pool chemicals all summer long. Stay safe and stay home!” 

 

Brands like Signature Aspen can play a positive role in helping their customers through tough times. We have many things that help protect you from COVID-19 and more! During these times is where our Expert Team gets to work and gets what you want efficiently and in timely manner!

 

Being willing to change up your messaging tells your customers that you are paying attention… and that you care. At Signature Aspen we always will care and pay attention to the needs of our customers.

 

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