5 Mobile Marketing Tools to Reach Customers on the Go

May 20th, 2013

Looking to up your mobile marketing game? Here are five vendors that can help.

1. MailChimp

Email marketing is one of the most popular ways to stay in touch with customers, and there are now many tools that can help you mobile-enable these programs.

For example, MailChimp has added a number of mobile features that allow you to view your email campaign stats, see who is tweeting about you and manage your lists and subscribers from your mobile device. MailChimp also offers mobile-friendly templates for your newsletters, so your campaign will look good when users read it on their mobile devices.

MailChimp customers can now also take advantage of services such as Chimpadeedoo, which gives customers the ability to sign up for your newsletter via an iPad. Customers visiting your store, restaurant or trade show can sign up on the spot. One company, Monkey Joe’s Parties & Play in North Carolina, was able to grow its subscriber list from 250 to 10,000 users using this app.

MailChimp offers a free plan (2,000 subscribers and up to 12,000 emails per month) that includes all of these mobile-friendly features and more.

2. Red Stamp

If you’re looking to make an impression with your digital correspondence, check out Red Stamp –- the company just launched Create Your Own Collection that enables small businesses to create and send custom, branded letterhead, business cards, notes, invitations and announcements from mobile and desktop devices.

Red Stamp says its customers are landing new clients by sending customized thank you notes as they walk out of meetings, and they’re also using the service to share visual, branded, real-time conversations with their social networks and create festive, branded invitations for events and get-togethers.

Golden Age Design, a small business that restores mid-century furniture, is using custom stationery from Red Stamp for several types of correspondence with customers, including sending out photos of their furniture finds to their clientele in real time.

The cost is a one-time fee of $29.99 for custom design and set-up and a $4.99 monthly fee for unlimited digital and social sharing. Paper postcards are just 99 cents — including $0.33 U.S. postage — and Red Stamp will print, address and mail your cards for you. International sends are an additional 30 cents.

3. Swipely

Mobile functionality can also make it easy for customers to join your loyalty program. For example, payments company Swipely now offers a simple “text to join” mobile loyalty program that works seamlessly with the credit or debit card consumers already have in their wallet, as opposed to having them manage (and often lose!) paper cards, punch cards or key chain plastic cards.

A popular organic restaurant with multiple locations in the Bay Area is using Swipely to run its mobile loyalty program, promoting it with signs in their restaurants that invite customers to join the program with one simple text message. In one month, they saw that 60% of the customers that hit their mobile signup page submitted their credit card to join the rewards program. In January alone, hundreds of customers signed up, which means that the restaurant can now market to those customers via email.

Swipely’s loyalty program is free for existing customers.

4. TextUs.Biz

A recent Time magazine mobility poll found that 32% of people would rather text than talk if given a choice. With this in mind, TextUs.Biz allows businesses to send and receive texts from customers via their computer or iPad. Small businesses can use the service to send customer appointment reminders or group promotional offers, while customers can use it to text the company’s main business phone number to request an appointment or reservation.

According to the company, the service is ideally suited to customer requests such as restaurant reservations, changing hair appointments or answering questions about car repairs, which are often easier to manage via text messaging versus a phone call.

Connor Doyle uses TextUs.Biz to manage customer service at West End Salon in Boulder, Colorado.

“TextUs.Biz has greatly reduced the amount of time our front desk staff is tied up on the phone and has allowed us to concentrate on even better customer service,” says Doyle. “Our clients love the ease and simplicity of sending us text messages and our staff uses the service almost exclusively for communication with the front desk.”

TextUs.Biz is free for the first 100 messages, which includes web and iPad access. For small businesses sending more than 100 messages a month, the “basic” cost is $24/month for 1,500 messages, the “premium” is $44/month for 5,000 messages and “pro” is $74/month for 10,000 messages.

5. Facebook

According to recent Facebook usage research by IDC, smartphone users check Facebook an average of 14 times per day, so make sure to consider Facebook’s latest advertising products, such as Facebook Offers and Promoted Posts, to reach and engage your target customers on mobile.

For example, SweetFrog Frozen Yogurt recently saw an average of 2.9% redemption rate on Facebook Offers, Facebook’s virtual coupons that are available on both desktop and mobile. Some stores reported over 10,000 in-person redemptions.

Promoted Posts, which allow business owners to easily turn an engaging post into an ad to reach more people with their messages, also work well on mobile. According to Facebook, Sam’s Chowder House, a local restaurant in Half Moon Bay, CA, used Promoted Posts to drive a 19% increase in both their monthly number of guests and monthly gross revenue.

One final note: Facebook’s Pages Manager app now allows you to manage your Facebook Page, post photos, comments and ad campaigns all from your phone.

8 Things Productive People Do During the Workday

May 16th, 2013

Forget about your job title or profession – everyone is looking for ways to be more productive at work. It’s time to set down your gallon-sized container of coffee, toss out your three-page to-do list, and put an end to those ridiculously long emails you’ve been sending.

Experiencing a highly productive workday can feel euphoric. But contrary to popular belief, simply checking tasks off your to-do list isn’t really an indication of productivity. Truly productive people aren’t focused on doing more things; this is actually the opposite of productivity. If you really want to be productive, you’ve got to make a point to do fewer things.

Recently I spoke with project management and productivity genius Tony Wong to find out the secret to a more productive workday. He provided me with some excellent insight into what he and other like-minded productive individuals do during their work week.

Harness your productivity by taking note of these eight things:

1. Create a smaller to-do list. Getting things accomplished during your workday shouldn’t be about doing as much as possible in the sanctioned eight hours. It may be hard to swallow, but there’s nothing productive about piling together a slew of tasks in the form of a checklist. Take a less-is-more approach to your to-do list by only focusing on accomplishing things that matter.

2. Take breaks. You know that ache that fills your brain when you’ve been powering through tasks for several hours? This is due to your brain using up glucose. Too many people mistake this for a good feeling, rather than a signal to take a break. Go take a walk, grab something to eat, workout, or meditate – give your brain some resting time. Achieve more productivity during your workday by making a point to regularly clear your head. You’ll come back recharged and ready to achieve greater efficiency.

3. Follow the 80/20 rule. Did you know that only 20 percent of what you do each day produces 80 percent of your results? Eliminate the things that don’t matter during your workday: they have a minimal effect on your overall productivity. For example, on a project, systematically remove tasks until you end up with the 20 percent that gets the 80 percent of results.

4. Start your day by focusing on yourself. If you begin your morning by checking your email, it allows others to dictate what you accomplish. Set yourself in the right direction by ignoring your emails and taking the morning to focus on yourself, eat a good breakfast, meditate, or read the news.

5. Take on harder tasks earlier in the day. Knock out your most challenging work when your brain is most fresh. Save your busy work – if you have any – for when your afternoon slump rolls in.

6. Pick up the phone. The digital world has created poor communication habits. Email is a productivity killer and usually a distraction from tasks that actually matter. For example, people often copy multiple people on emails to get it off their plate – don’t be a victim of this action. This distracts everyone else by creating noise against the tasks they’re trying to accomplish and is a sign of laziness. If you receive an email where many people are CC’d, do everyone a favor by BCCing them on your reply. If your email chain goes beyond two replies, it’s time to pick up the phone. Increase your productivity by scheduling a call.

7. Create a system. If you know certain things are ruining your daily productivity, create a system for managing them. Do you check your emails throughout the day? Plan a morning, afternoon, and evening time slot for managing your email. Otherwise, you’ll get distracted from accomplishing more important goals throughout the day.

8. Don’t confuse productivity with laziness. While no one likes admitting it, sheer laziness is the No. 1 contributor to lost productivity. In fact, a number of time-saving methods – take meetings and emails for example – are actually just ways to get out of doing real work. Place your focus on doing the things that matter most as efficiently and effectively as possible.

Remember, less is more when it comes to being productive during the workday.

What’s your secret to productive workdays?

Three Powerful Ways to Measure the Impact of Your Email Marketing

May 6th, 2013

In today’s world, knowing how an individual email campaign performed on a one-time basis is not enough. To learn whether your company is deriving true value from email marketing, you need both broader and deeper perspectives offered by program- and list-level analyses.

Though email campaign process metrics such as delivery, open, and click-through rates have their place, if you don’t look beyond them… the true impact of your email marketing—and opportunities for continuous improvement—will go undetected.

It’s high time for email marketers to assess email marketing performance in relation to goals, objectives, and contribution expectations that matter.

So, what matters?

Determining what matters most requires a clear understanding of your organization’s strategic goals and objectives for email as a marketing channel. In other words, why are you using email marketing, and what do you want it to do for you?

  • Do you want it to accomplish softer marketing goals, such as generating brand impressions, communicating with customers, and influencing purchase decisions?
  • Or do you want it to drive harder revenue-producing goals, such as generating new leads, inquiries, and direct sales?

Whether your purpose for email marketing is “soft,” “hard,” or a combination thereof, the following three types of email marketing analyses should become standard practice, because they’re so powerfully effective in measuring the impact of your investment in this channel.

1. Responder Segmentation Analysis

Are you analyzing who your email responders are by unique attributes such as gender, age, geography, past buying behavior, time on list, source of name, and social media connections? If not, you should be!

The beauty of such “back-end” analysis is you don’t have to divide your list into multiple segments before deploying a campaign. Provided your email database is searchable by those subscriber characteristics (and more), you could categorize responders post-campaign to begin developing a detailed profile of who they are.

For this type of analysis, you could create responder profiles by different response actions (open, click, and conversion), but to keep it simple, define what your desired call to action is (the thing you most want people to do) and profile only those who completed that call to action (your “converters”).

Also, don’t stop at conducting responder analysis on a campaign-by-campaign basis. Conduct it in aggregate for all campaigns deployed quarterly, semiannually, and annually.

For example, a responder-analysis by time on list might reveal that established members (who signed up more than six months ago) convert at a higher frequency than new list members (who signed up within the last six months). Knowing that might lead you to increase the frequency of email to new members, or test an onboarding campaign to new members as a way to get them familiarized, engaged, and converting faster.

Or, you might find that analysis by age indicates that your subscribers 45-55 are more responsive than 25-35 year-olds. Knowing that would change how you position your offers, and it would affect your creative choices for email copy, images, font size, etc.

What do you do with what you learn from responder segmentation analysis?

Use responder profiles to…

  • Understand how demographic or geographic differences affect response.
  • Improve targeting and segmentation on future campaigns.
  • Vary offers and creative to improve response on less-active segments.
  • Develop or test different frequency to different segments.

2. Email Subscriber Engagement Analysis

Having a performance report for each email message you deploy is great, but you’ll also want to know how your entire list of subscribers behaves in response to your email over longer periods of time.

This type of analysis relies on measuring cumulative actions by responder (opens, clicks, conversions) during defined time periods (usually quarterly or annually) both to uncover the best, most active responders and to uncover inactive list segments for re-activation or culling.

Unlike a responder segmentation analysis, which tries to “paint a picture” of who responders are, an email subscriber engagement analysis is more concerned with measuring the total reach and effectiveness of email marketing to your list.

For example, how many people across your entire list have ever clicked on an email? How many have done so more than once? How many click on every message? Analyzing the frequency distribution of response actions such as open, click, and conversion across your list over time tells you a lot about both the depth and breadth of your email program’s impact.

What do you do with what you learn from email subscriber engagement analysis?

Use the data to…

  • Offer incentives to increase response from infrequent openers, clickers, or converters.
  • Increase frequency on less-active segments to see if it improves engagement.
  • Identify weak or nonresponsive list segments for reactivation campaigns, or for suppression.
  • Create a “premium” program for your best responders. Reward them with exclusive offers, content or other special treatment.

3. Channel Contribution Analysis

What’s the bottom-line impact of email as a marketing channel on your business? This analysis seeks to determine economic impact.

“Economic impact” doesn’t have to mean direct sales revenue. It could, but it might instead be measured in increased site traffic, leads generated, new subscriptions attained, social media connections made, or gross brand impressions. Or, it could be measured in the cost savings and efficiency gains of email vs. more expensive marketing channels such as traditional direct mail.

So, understanding the economic value of each response action that an email marketing message generates is key! For example, what do you have to pay to get a page visit? What about a qualified lead? How about a new customer? Or a purchase from a repeat customer?

Do you know your allowable maximum cost for any of those actions (known as your cost-per-action or CPA)? If you do, you can attribute it to those your email program generates.

For example, if an email campaign produced 1,000 unique site visits that would normally cost you $0.25 each when using paid search marketing to drive traffic, then your email campaign just saved you $250 on search (or contributed $250 in value, depending on how you want to measure it).

What do you do with what you learn from this analysis?

Use the data to…

  • Determine return on investment (ROI): Is email generating more economic value than it costs, or is it costing more than it contributes?
  • Determine average response/order value (AOV): How much economic value—in soft or hard dollars—does a conversion via email contribute? If it’s sales, what’s the average order amount from email?
  • Calculate revenue per email: If your email marketing generates sales, how much is each name on your list producing in revenue each year?
  • Calculate value per email: if your email marketing does not generate sales but DOES drive site traffic, social media connections, or new leads, what would each of those be worth to you if you had to pay to get it? Assign that value to each name on your list and add it up annually.

* * *

Remember, measuring what matters is not necessarily as easy as just glancing at those simple email campaign process metric reports that come your way after every message you send, but it’s not rocket science either.

And, at budget time, when you’re clamoring for more staff or money, having the results of these analyses at hand is absolutely worth it.

Spring Promo – Last chance to hop into a spot!

March 29th, 2013

We have a few spots left! This is a perfect time to get your brochures, rack cards or flyers at a discounted rate, plus FREE design and pre-press services. Promotional rates are first come, first serve and spots are limited. To reserve your spot, contact your sales rep today to sign up, before they are all gone!

Download the flyer for pricing and details.

We would like to thank the Academy…

February 21st, 2013

In the spirit of this weekend’s Academy Awards, we are proud to announce some new golden statuettes headed our way. We were recently awarded multiple accolades in the Tenth Annual Service Industry Advertising Awards.

The SIAA is the only advertising awards platform to specifically acknowledge the achievements of the service industry.  More than 400 advertising agencies and 1,000 institutions participated in this year’s awards.  Nearly 2,000 entries were received and represented twenty-six categories to which judges bestowed 140 Gold, 109 Silver and 82 Bronze awards.

We placed in the following categories:

  • Gold Award for Total Advertising Campaign – ChatterYak
  • Gold Award for Website – Label Aid Inc, GoLabelIt.com
  • Bronze Award for Mark Advertising’s Company Brochure
  • Merit Award for Newsletter – Fisher-Titus Medical Center, Health Connections
  • Merit Award for Total Advertising Campaign – VacationLand Federal Credit Union.

The entire Mark Advertising family feels very privileged to have been a part of this marvelous accomplishment.  We were so overwhelmed and would like to thank all of our employees for their hard work. Last but not least, we would like to thank our clients for allowing us to create award-winning designs for them. THANK YOU TO EVERYONE!

To find out how we can help your business achieve creative marketing solutions, please call us at 419-626-9000.

4th Annual Spring Promo

February 1st, 2013

It’s print promotion time again! Our popular 4th annual spring promo is a perfect time to get your brochures, rack cards or flyers at a discounted rate, plus FREE design and pre-press services. Promotional rates are first come, first serve and spots are limited. To reserve your spot, contact your sales rep today to sign up, before it’s too late!

4 X 9 RACK CARDS

Full color, two-sided, printed on 80# gloss cover stock

12,500 = $645
25,000 = $839
50,000 = $1,216
100,000 = $1,983
150,000 = $2,731

3-FOLD BROCHURES (OR 2-SIDED 8.5” X 11”)

Full color, 8.5 x 11 flat or folded, printed on 70# gloss text stock

12,500 = $1,175
25,000 = $1,528
50,000 = $2,190
100,000 = $3,344
150,000 = $4,618

Download the flyer for more details.

A NEW YEAR, A NEW LOOK…

January 8th, 2013

Have you had a chance to see our newly wrapped van driving around town yet? Our talented art department gave it a fresh design for all of its important deliveries.

The opposite side of the van teases something new that we are cooking up for 2013 – MarkToGo.com. Exciting details of our new online store will be unveiled soon.

Happy Holidays!

December 21st, 2012

Mark Advertising would like to extend a heart felt “thank you” for being a customer this past year.  We want you to know we appreciate the business you have given us, and look forward to serving you in the coming years.

As the holidays approach, we hope you will enjoy them with family and loved ones.  We recognize the need of our employees to be able to spend time with their families, also. Therefore, in observance of Christmas and the New Year, our office will be closed at Noon on Friday, December 21st, 2012 through Tuesday, January 1st, 2013.  We will resume regular office hours on Wednesday, January 2rd. Again, our very best wishes to you for a happy holiday season.

Mark Advertising would like to extend a heart felt “thank you” for being a customer this past year.  We want you to know we appreciate the business you have given us, and look forward to serving you in the coming years.

Humane Society of Erie County winner of 12 Days of Giving!!!!

December 21st, 2012

Mark Advertising is very proud to announce that the Humane Society is the recipient of a donation over $1700.

We are so thankful of all of our Facebook fans for helping us support a deserving charity this holiday season.

Thank you to all of our sponsors that made this wonderful donation possible:

  • Decko Products Inc
  • Barnes Wendling
  • Strategic Planning Solutions
  • Derek Allison
  • Jan Glann
  • Rob & Kay Simonton
  • Phyllis Bransky
  • Maha Najd

The entire staff at Mark Advertising wishes you and your loved ones a safe and happy holiday!

12 Days of Giving

December 6th, 2012

A Little Generosity Goes A Long Way

This holiday season, Mark Advertising is offering the 12 Days of Giving to benefit a very worthwhile cause.

How can you help?

We are asking for a $100 minimum donation, however, there is no limit to how much you can donate. In addition to all monies that we receive through sponsorships, Mark Advertising will be donating $500 to the winning charity.

Where will the donations go?

100% of your donation will be awarded to one of the 12 charities listed below.

What is the advantage of being a sponsor?

Mark Advertising will place your logo/name on all 12 Days of Giving materials – including the Facebook poll page and the check that will be presented to the winning charity on December 20.

Mark Advertising will also donate printing to each sponsor as a token of our appreciation. You will receive ten, full color 4” x 6” notepads.  Delivery will take place on or before February 1.

How will the charity be chosen?

December 6th thru December 17th, Mark Advertising will be running a poll on Facebook to see which of the 12 charities below will receive a donation on December 20th.  The poll will be open to everyone on Facebook, all we are asking is that they “Like” our page to cast their vote. Once a fan, the user may vote once every 24-hours for his/or her favorite charity below.

1. A Thin Line (MTV’s sexting, cyber-bullying, digital dating abuse awareness campaign)

2. American Cancer Society

3. Autism Speaks

4. Boys & Girls Club of Erie County

5. Care & Share Inc of Erie County

6. Humane Society of Erie County

7. MADD (Mothers Against Drunk Driving)

8. Make A Wish

9. Safe Harbour Domestic Violence Shelter Inc

10. Serving Our Seniors

11. Stein Hospice

12. United Way of Erie County

Help us sponsor hope. We are only going to be successful as a community if we all give a little and come together during this holiday season. Thank you in advance for any amount that you can donate in helping our 12 Days of Giving program become a success!

Our Blog

Looking to up your mobile marketing game? Here are five vendors that can help.
1. MailChimp

Email marketing is one of the most popular ways to stay in touch with customers, and there are now many tools that can help you mobile-enable these programs.
For example, MailChimp has added a number of mobile features that allow you Read More…

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