Email will be an essential tactic in your marketing mix for 2009

Posted on February 2nd, 2009 by | Filed under: Marketing in a Recession, Soap Box

If you haven’t gotten serious about email marketing yet, 2009 is the year you will. It has become the cog in the engine of corporate marketing from first response to ongoing customer relationship management.

Whether consumer or business-to-business, email is one of the most critical touch points between a brand and its public. Good email marketing is not a “blast.” Rather, it is relevant and valuable to the recipient. In today’s economy, it’s not enough to push various sales messages out to your public. When done right, email is an effective, rapid way to build brand image and create loyal customers.

Email marketing is most effective when used in tandem with direct mail, Web landing pages, and a CRM system. And in 2009, a challenging economic year, smart marketers will be doing it. Why?

So with everyone trying their hand at email marketing, how can you avoid being lost in the noise? Careful attention to branding and message is the short answer. The following article has appeared on several blogs lately and offers timely tips:

How Can You Make Your Emails Stand Out?

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Newsletters help maintain positive perceptions, stability

Posted on January 23rd, 2009 by | Filed under: Marketing in a Recession, Soap Box

Whether in a time of prosperity, a recession, or a tight labor market, never underestimate the power of a newsletter.

Ervin | Bell's redesign of Toyota Material Handling's newsletter. The Fall '08 issue saluted distributors and employees' heroics in the Midwest floods of ealier that year.

Toyota Material Handling's newsletter

These days many successful companies are using a blog, sometimes thought of as modern version of the newsletter. However, a printed newsletter still achieves something the blog cannot: the perception of stability. It’s tangible, powerful, and influences purchasing decisions. That’s why Toyota Material Handling recently hired Ervin | Bell to redesign their newsletter.

In the example shown, Toyota Material Handling saluted the heroics of their employees and distributors during the 2008 Midwest floods. The affect of the printed piece is profound in ways a blog or online presentation cannot achieve.

Blogs, with the added dimensions of search optimization and immediacy, demand a different set of writing styles and conventions. While newsletter content is often usable as blog posts, your blog is generally best used for time-sensitive and more industry-wide relevant material with shorter story length.

Make sure your company is not simply migrating your newsletter content into your blog. They are different media and demand their own specialized style and practices.


An old brand can be the ticket to new market share

Posted on January 23rd, 2009 by | Filed under: Marketing in a Recession, Marketing News, Soap Box

Looking for a shortcut to increased market share? If you have opportunity, buy an old brand. Building a dominant brand in any market segment can take decades. In today’s market, some savvy companies are looking for fire-sale prices on old school brands.

The following article shared from Forbes.com tells the story of an entreprenurial company who purchased, of all things, the Gold Bond brand of medicated foot powder. Instead of updating the brand, the company smartly milked the old-school look of the brand and extended it to a myriad of personal care products.

read more | digg story


Essential, affordable branding and marketing tactics during a recession

Posted on December 4th, 2008 by | Filed under: Marketing in a Recession, Soap Box

Email marketing can be a highly effective alternative when budgets are tight. When done properly, email is among the most cost-effective methods of enhancing and strengthening your existing client base. When done poorly, however, it can damage your brand.

A well executed email marketing program is the most economical way to market to, and build loyalty with, an existing customer base. But don’t expect to acquire new customers with direct emails from your company lest you be branded a spammer. A good in-house email list cannot be bought, only earned. When you earn it, it becomes a highly valuable asset.

Email lists can be built through advertising (that’s right, the “A” word) on targeted publishers’ online newsletters. This way your message is received via a trusted third party. Compared to print, these advertising products can be quite reasonable and far less costly than paid search. If your ad is well placed and has a compelling message, you can convert new subscribers to your in-house email list.


When budgets are tight, don’t cut the “What,” change the “How”

Posted on December 4th, 2008 by | Filed under: Marketing in a Recession, Soap Box

We often hear we should keep up our marketing activity during a recession to maintain–even improve–our market position. The reality, however, is that leaving your marketing budget intact while making cuts elsewhere is easier said than done, and in most cases it’s just unrealistic.

While all cuts are painful, a cut in the marketing budget is often seen as temporary and therefore livable. But to completely stop marketing activity is to surrender market position to your competitors. Can’t afford to maintain previous budget levels? The savvy thing to do during a recession is to switch to highly economical tactics while maintaining your brand integrity.

Bottom line: If you have to cut back your marketing budget, don’t cut the “What,” change the “How.” We’re in a recession and budgets are thin. Lean, economical marketing tactics executed with your existing brand integrity will protect your market share.


Mad Men, Web geeks and the SEC

Posted on November 7th, 2008 by | Filed under: Investor Relations

Your next annual report must have marketability, usability and compliance

The three worlds of advertising, Web site usability, and the Securities and Exchange Commission have collided. The result is a puzzle, and the public companies who can successfully fit the pieces together in 2009 will capture prospective investors while living up to the spirit of new SEC rules.

Award-winning Annual Report designed by Ervin | Bell

Award-winning Annual Report designed by Ervin | Bell

The high-end printed annual report is poised to become more focused as a long-term shareholder retention tool, and is increasingly valuable as a sales tool as well. Promoting your company to potential investors and analysts, however, necessitates not just any HTML annual report, but a well-executed one. Because the prospective investor has a low level of motivation, you have a very short period of time to provide what they’re looking for, link them strategically along your IR site and collect their email address.

The shared story below, Reflections on 2008 Annual Report Season, renders a verdict on the failure of companies over the past season to execute annual reports that reflect modern models of investor relations. It was filed by blogger Dominic Jones of IR Web Report.

read more | digg story


B-to-B marketers still taking advantage of pre-Web 2.0 tactics

Posted on October 24th, 2008 by | Filed under: Marketing News

Social media, or ‘Web 2.0′ is not quickly catching on in practice. B-to-B marketers see those tactics as less measurable than more conventional digital lead generation, BtoB magazine reports. With all the talk about social media, however, there are still many small and not-so-small companies out there who still need to embrace the digital lead generation tactics that pre-date the Social Media rage.

read original story from BtoB | digg story


Email marketing has grown up as the novelty has worn off

Posted on October 13th, 2008 by | Filed under: Soap Box
Email is an excellent medium for distributor/agent audiences, because they are most willing to be plugged into the brand.

Email is an excellent medium for the agent or dealer audience. They are willing 'brand participants.'

The blogger’s opinion in the shared post below is consistent with our own observations concerning the role of email marketing in today’s media mix. It is true that email has increasingly become an effective retention tool, while it has declined as an acquisition tool.

There are ways, however, to leverage email as a medium in your customer acquisition efforts. In particular, sponsored ads within existing email newsletters can bring relevant content to an audience already loyal to the sender, thereby providing reach to new potential  subscribers. Publishers who sell ad space in their email newsletters are on to this, and that can be a good alternative.

Meanwhile, the in-house email list has emerged as one of the most valuable assets of the corporate marketing department. That’s because it can’t be bought – the only effective email list is the one that’s earned. When speaking of companies’ in-house email initiatives, this blogger from E-consultancy puts it well:
clipped from www.e-consultancy.com
The use of email marketing to drive customer acquisition is in significant, and terminal, decline.
email is not a customer acquisition tool. In fact it never has been, but in the early years of the media, the novelty of receiving email meant that acquisition and lead generation emails were opened and clicked on.
Any email marketer who thinks that consumers expect and deserve regular, mass email marketing will find their reputation and results flowing rapidly down the toilet.

Email marketing is a retention tool, and used cleverly it is the ‘killer app’.

Cold emailing as a core business proposition just doesn’t work because the need to flog as much data as possible is totally contrary to email marketing’s core requirements – targeting, relevance and quality.
blog it

Poll: financial institutions doing poor job communicating

Posted on October 8th, 2008 by | Filed under: Marketing News

The survey shows these are critical times for banks and financial institutions to to have a sound, effective and positive communications plan from marketing to PR to CRM.

read more | digg story


Corporate branding should improve the bottom line, not dent it

Posted on October 1st, 2008 by | Filed under: Soap Box

(By Michael Ervin, published in Orange County Business Journal)

Throughout the past decade, the focus on corporate branding has led to a heightened awareness of the critical role a branding campaign plays in the communications mix. We know that effective promotion of a brand helps customers, employees and shareholders better understand a company and its offerings. It enhances the confidence that stakeholders have in that business and its activities. It differentiates the company from its competition. And, we now see that all of these attributes can have a positive effect on a company’s fiscal health.

Unfortunately, the last decade also found those who believed that companies could “out brand” their competition simply by outspending them. Often, corporate branding campaigns offered high hopes at a hefty price. There were those who thought that the more money spent to “invent” a company’s brand, the more powerful it would become. But now, more than ever, we know that smart—not necessarily costly—branding is effective and essential. And smart branding is based on a company’s current, definable practices, activities, philosophies and personality.

Brand is an asset that affects your bottom line
Branding Is Everything: A strong brand provides the power of premium pricing.

A truly effective marketing communications program will uncover the strongest brand identity for a company when it is based on reality. By showcasing a company’s greatest strengths—hopefully those that also differentiate it in the marketplace—a company can build valuable credibility that resonates with its customers, employees and shareholders. Since a corporate brand is a reflection of what is true about a company, no amount of money thrown at “inventing” a brand will be successful—the company must walk the talk of the brand image it promotes. A well-researched, efficiently crafted, reality-based branding communications effort, therefore, need not be a multi-million-dollar proposition.

Not only is branding based on facts essential for enhancing a company’s goodwill, it has also become a necessary business practice to fortify balance sheets. Recent studies show that a brand’s power accounts for a whopping five percent of those things that contribute to whether the stock price will go up or down. When you consider the fact that a company’s “financial strength” factored in at only six percent—a mere percentage point difference—you can see how much power a brand wields.

Of course, stock price or shareholder confidence is one thing. A strong brand can also impact a company’s bottom line by affecting its ability to retain employees, attract customers and, ultimately, reduce costs by building momentum on its marketing dollars.

Gone are the days when branding efforts were optional. In today’s competitive marketplace, building corporate brand identity is critical to gaining ground on competitors. And while it shouldn’t place a heavy financial burden on a company, branding is simply something we can’t afford not to do.