Where oh Where are your customers?

According to a recent Harris Poll, probably surfing the web.

Having an online business presence makes good sense. A website can be a greatmarketing channel to capture customers who may not frequent brick and mortar businesses.

Consider this recent Harris Poll by Harris Interactive. In December 2009, a new poll found that internet users are spending an average of 13 hours a week online. (Usage varies – one in five adult users are online for two or fewer hours and one in seven are on for 24 hours or more.)

From 1999 to 2002, adults spent an average of 7 hours a week online, and from 2003 to 2006 they spent approximately 8 to 9 hours. In 2007 usage increased to 11 hours and last year, after the financial crisis, it jumped to 14 hours.

A few of the likely causes for the increase are that people are becoming more adept at using the internet, they watch TV more often online, and they purchase more frequently online. The recession is also considered to be a factor as people have a tendency to stay home more often.

Whatever the reasons for the increase, it is becoming more crucial for companies to have some online presence. Fifty percent of all of those polled stated they had made a purchase of products and services within the last month. Adults aged 30 to 64 were more likely to make purchases than those who were under 30 or over 65. If your target market lies in the 30 to 64 age range, there is even more incentive to set up a website and begin to drive people to it through a variety of marketing channels.

Newspaper Says We’re #1! Can I Reference it On My Ads?

Q. A recent local newspaper voted my company as #1 in the area. Can I reference the award on my advertisements, business cards and trucks?

A. Yes, but I would recommend that you first contact the newspaper to find out more about how they did the evaluation. (more…)

The Path to Direct Mail Success

Target your mailing. Whether you purchase mailing lists or create lists of your own, the more you zero in on your ideal customer, the better your results.

Write right. No matter how many words you use in your mail piece, make sure the copy is compelling and correct.

Clearly outline the benefits to your reader. Remember to include the features and benefits of your services or products.

Create compelling headlines. A headline is the first item to capture attention – be sure it succinctly sums up your point or offer.

Include a call to action. Consider what you want the customer to do, and then be sure to ask them to do it. Ask your reader to use a coupon for a discount, pick up the phone, or visit your website and enter a discount code.

Use memorable clean design. Clean, simple design that helps you get your point across will be more useful than design that obscures your message.

Proofread! You spend a lot of thought and time on your mailings. Spend a little more time and be sure all of the information is correct.

Keep your database up-to-date. Using in-house lists? Make sure they are kept current. Do not waste money mailing to bad addresses. Update or delete bad addresses after each mailing.

Be prepared to follow-up. Follow-up with another direct mail piece that offers an increased benefit, a phone call, an informational mailing, or any other necessary marketing actions.

too Much Green?

Avoid the inevitable boredom with or backlash against “going green”

Before you join the hordes of “eco-friendly” businesses, be aware of the potential backlash against companies who profess they are going green. Some consumers are frustrated with conflicting advice about being environmentally conscious or are just tired of hearing companies tout their new eco-awareness. They may doubt your
sincerity or integrity if you are pushing a green agenda. (more…)

Performance Appraisals Benefit Small Businesses Too!

It may seem unnecessary to conduct a performance appraisal with only one employee or a few. However, it can be an opportunity to reinforce your appreciation of an employee’s talent and to strengthen an employee’s performance. It can serve as a guide to achieve future objectives or set an underperforming employee back on track.
Even though you may have plenty of face time with a crackerjack small staff, sitting down with each of them to talk more formally on a regular basis gives you the opportunity to tell each what results or behaviors they have displayed that you think are most advantageous to your business.
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