Marketing communication

Marketing communication

Bridging the sales and marketing divide

Bridging the sales and marketing divide

Bridging the divide can deliver a range of benefits, potentially leading to innovation in business practices. Greater access to customer insights and an engaged sales force are just a two reasons for marketing and sales to work closely together. Bringing each business function closer together requires us to consider the following aspects of sales promotion:(…)

Building a customer profile

Building a customer profile

It seems an obvious question – but do you know who your customers really are? Developing an accurate customer profile and picture of your customer is a fundamental basic for developing a successful direct marketing programme. The ability to describe your typical customer in a few short sentences is a valuable skill. Four key reasons for(…)

Choosing your marketing channel

Choosing your marketing channel

The digitalization process is continuing to drive the proliferation of media around the world. The result of this development is an ever increasing choice of marketing channels. Choosing the right marketing channels for your SME business is not an exact science, in many business cases it will be a matter of trial and error. However(…)

Create value to succeed in social media

Create value to succeed in social media

Why is value creation critical to the success of your social media channel? Achieving regular engagement through your social media channel – whether it is via Facebook, Twitter or any one of the many social media options requires you to deliver some sort of perceived value to your fans or followers. This value is the(…)

Creating an engaging market proposition

Creating an engaging market proposition

Creating an engaging and relevant market proposition is a crucial step in the process of developing a direct marketing campaign. It is essential that you fully understand the uniqueness of your businesses offer and can express its value in a way that the customer understands. Ask yourself why should the customer choose you? Defining your(…)

Creating effective brochures

Creating effective brochures

Developing an effective sales brochure can help you to communicate your product or service benefits to your customers and as a result increase sales success rates. Producing a brochure or piece of sales collateral is a fairly common business task; however in my experience many businesses struggle with this aspect of marketing. There are a(…)

Develop your unique selling proposition

Develop your unique selling proposition

In part 1 of this article we look at the benefits of developing a competitive USP. How to develop a competitive USP Step 1) Review business processes and key product and service attributes This process is best done with the help of someone external to the business that can provide objective feedback. As a business(…)

Direct marketing designs that get attention and customers

Direct marketing designs that get attention and customers

Obtaining more paying customers in today’s economic climate is both challenging and a must for you to keep your business doors open. How can you produce fantastic direct marketing that will pull in the customers and get your message out there? To produce and design direct marketing that works for your specific business requirements the(…)

Eye tracking insights for effective copy

Eye tracking insights for effective copy

The ability to create effective marketing collateral can be greatly improved with the knowledge of how we scan and perceive typography and copy. Making the right choice of type face, use of colour and layout is a key step to success. In this post we again take a look at eye tracking research by Professor(…)

Eye tracking shapes marketing

Eye tracking shapes marketing

The art of effective online and offline communication has benefited greatly from eye tracking research. The study of how the human eye registers and perceives visual communications has delivered some fascinating insights, especially on how we automatically filter the information. Research by Professor Siegfried Vogele of the Institute for Direct Marketing in Munich revealed that(…)