Marketing News for Health Care Professionals

Tips for Social Network Marketing

2011-12-05T12:00:00.000-08:00

Social Media Marketing has grown exponentially over the past few years and has become an inexpensive and effective way to increase awareness and market your business.

Brafton News reported that at the SMX Social Media Marketing Conference,Kevin Scholl, the Social Media Marketing Manager of Red Roof Inn, outlined tips to use this medium more effectively.

Respond to feedback, both positive and negative in a timely fashion.

Create content yourself, and use content created from your customers. Solicit feedback and try to get an interactive conversation started.

Reward or at the very least acknowledge those who are contributors.

For more tips read the article at Brafton News.

Direct Mail on the Rise

2011-06-10T14:37:00.000-07:00

According to a report by the Winterberry Group LLC, direct mail spending rose 3.1% last year and is projected to grow 5.8% this current year.

As the economy improves, advertisers are increasing their direct mail budgets.

There appears to be a shift in focus from online advertising back to direct mail. With the abundance of e-mails flooding a persons in box, prospects are apt to simply clean out their message center and delete these messages without giving them any consideration.

For more information, read the complete article from Northwestern University's Medill School here.

More Tips for Improving Your Direct Mail

2011-05-18T07:51:00.000-07:00

It is easy to forget that marketing is your communication with a prospect. You should remember that your direct mail should be treated as a personal conversation with the prospect. As such, it should be engaging, informative and interactive. All communications can be treated likewise and even your invoices can be used to recommend other products/services that may be valuable to your customer.

For more useful tips, see the whole article in Businessweek here.

Direct Mail Still Comes Out On Top

2011-05-13T10:06:00.000-07:00

According to a recent study by Print Industries Market Information and Research Organization:
Direct mail accounts for 31% of all direct mail budgets.
Telemarketing comes in second at 29%.

Direct mail is facing competition from online marketing.
The problem with the various online marketing solutions, is results are harder to measure.

Read the full report here.

Prospect's Desire for Direct Mail

2011-01-19T13:45:00.000-08:00

According to a recent report by Onepost in the UK, nearly 80% of consumers prefer to continue receiving direct mail.

20% of those surveyed receive over 10 pieces per week.

They believe that messages targeted to them are valued by the prospects.

For more information read the report here.

Integrating Direct Mail and Online Marketing

2010-09-09T09:27:00.000-07:00

Direct mail can be effectively used to drive traffic to your website and support online marketing.

Many internet shoppers' purchasing decisions are influenced by direct mail.

The key to making this work for you is to provide an incentive for the reader to visit your website. Use a promotional code to track results and consider offering a special bonus or discount. It is imperative that you provide a compelling reason for the reader to make the effort to go from reading your mail piece to the web.

Make sure the url is clear and easy to both read and understand. A specialized landing page is also a good idea for this integrated campaign.

For more tips, read Mark Haslan's complete article at Overnight Prints.

Tips to Make Your Direct Mail Piece Work

2010-08-11T08:20:00.000-07:00

Philip W. Sawyer of Advertising Age recently did an article titled, "Why Print Advertising Isn't Working."

From this article we can take some tips to enhance the performance of your direct mail piece.

- Don't overwhelm the reader with multiple images. Use a single compelling image to grab their attention and put your copy below. Keep it clean and easy to read.

- Don't use multiple fonts and sizes except for your phone number and website, you want these to stand out.

- Use concise and easy to read headlines and copy. Most importantly, Mr. Sawyer states "Making a good, cogent argument for the product or service is what transforms the interested bystander into a committed shopper and advocate."

- As we've stated here many times before, the focus should be on the benefits your product or service provides. The reader needs to know, "What's in it for me?"
Any effective ad will address this question and the reader will know they now have to heed your call to action.

For more tips, read the full article here.

Tips for Effective E-mail Marketing

2010-06-29T09:19:00.000-07:00

E-mail can be an effective component of your marketing campaign, however you can't rely on it in and of itself.

There are many factors to consider when using e-mail marketing:
-Only use opt-in addresses.
-Include your address and an opt-out option.
-Hide the other recipients' addresses and don't send to more than 49 addresses at once to avoid spam blocking software.
-Don't abuse the list and send e-mails too often.

For more helpful tips, read the full article from The Courier News here.

Double Your ROI with Direct Mail

2010-04-06T12:41:00.001-07:00

According to Ralph Coker, a small business counselor with SCORE, direct mail has many advantages over e-mail marketing.

The cost of direct mail averages about $1 per piece but yields a return of approximately $11.69 according to DMA statistics.
Whereas non-direct mail has a return of approximately $5.24.

Companies that have eliminated direct mail have experienced negative feedback from customers and 25% drop in orders.

Some other interesting findings:
85% of women aged 25-44 read the direct mail they receive
72% of all adults reply to "buy one get one free" offers
63% reply to other discount offers

For more information, read the article here .

Social Networking vs. Direct Mail

2010-02-26T08:59:00.000-08:00

Much has been written lately about social networking, and despite its growing popularity, direct mail remains an effective means to reaching your target audience.

In a recent survey conducted by Blue Point Venture Marketing over 50% of respondents said direct mail was still an effective tool for branding and awareness. Only 19% felt social networking was important to their marketing.

As has always been true, seasoned marketers do not rely on just one marketing component. A productive campaign involves a combination of various elements.

For more information read the artice here .

Marketing During Tough Times

2010-02-23T10:15:00.000-08:00

When times are tough you may be inclined to cut back on your marketing.

However, according to Business West, the smart marketers continue to send their message. This is the time to differentiate yourself from the competition.

New marketing methods such as social networking can allow you to maintain your presence while keeping your costs down.

This is the time to re-evaluate your marketing campaigns and again focus on your target market.

For more tips read the article here .

Marketing Trends for 2010

2009-12-29T11:22:00.000-08:00

Balihoo, a marketing technology and service provider, has made predictions regarding marketing trends for the new year.

With increasing difficulty in reaching prospects online, Balihoo predicts an increase in direct mail. The ability to effectively target, track and personalize direct mail, should contribute to this growth.

For more trends see the article .

To your success in the coming year.

Direct Mail Most Effective

2009-11-05T13:14:00.000-08:00

According to a recent study by Exact Target, direct mail has been found to be the most effective marketing tool for influencing buying decisions. Direct mail beats out television, email and telemarketing. The study finds direct mail to be 18% more effective than email. Direct mail has proven effective in reaching consumers of all ages.

You can read the entire article at Printweek.

Issues and Benefits of Standard vs First Class Mail

2009-10-28T07:54:00.000-07:00

National Mortgage Professional Magazine has a very informative article that applies to all direct mail marketers. Not only do they discuss the benefits of standard vs. first class mail, they also tell how to estimate delivery, track results and plan staffing for mail drops.

Read the whole article here and increase your knowledge and results.

Personalize Your Direct Mail

2009-10-01T12:09:00.000-07:00

Research by Forrester Consulting reveals the benefit of personalized direct mail. According to their data 74% believe personalized, relevant material could be beneficial.

Additionally, over 60% still read off-line material even if they are heavy internet users.

Read the whole article here.

Mistakes and How to Fix Them

2009-07-16T13:15:00.000-07:00

Although Brian Sacks wrote this article for National Mortgage Professional Magazine, the fundamentals apply to all industries and marketers. Read the whole article to avoid common mistakes.

Among the insights Brian shares are:

Don't think your campaign is a failure after only one mailing. Multiple impressions are imperative for success.

Hit the right target market. It is smarter to spend a little more money on a targeted list than sending to everyone and wasting money mailing to those who aren't qualified for your offer.

Make sure everything you do can be tracked and use this information to maximize your marketing dollar. Use a unique url and offer a free report which doubles as a sales tool. Don't forget to use deadlines, bonuses and calls to action.

To your success.

Make Your Envelope Matter

2009-07-08T13:53:00.000-07:00

Don't overlook the importance of your envelope in your direct mail campaign.

A plain white # 10 size envelope could easily get lost with the recipients other mail and wind up in the waste paper basket.

Make your envelope stand out from the others. One proved method for this is through the use of teaser copy, a message printed on the outside of the envelope. This should provide motivation to open the envelope immediately and read your letter. Noting a "Free Offer" or "Special Bonus" or "Limited Time Offer," are common components of teaser copy.

You can also test different size envelopes, the use of color and windows.

For more detailed information regarding the best ways to use envelopes, read the whole article from Denver Marketing Examiner.

Test for Success

2009-06-02T07:42:00.000-07:00

One of the greatest benefits of direct mail, which separates it from other forms of advertising, is its ability to be effectively tested. Multiple aspects of a direct mail campaign can and should be tested for maximum impact. You will get quantifiable results from each and every test, which can be further refined and tested again.

For more information, read this brief but helpful article from Business Management Daily so your next campaign will pass the test.

Non Direct Response Direct Mail

2009-05-05T11:20:00.000-07:00

Normally when direct mail is used, it is to elicit a response. This usually involves a sales offer, or perhaps a survey.

However, according to Frank Defino Jr of Tukaiz, direct mail should be used to stay in touch with your customers. Without a specific call to action, the client is more at ease and this is conducive to building trust and a stronger relationship.

Read the whole article
here.

Use Direct Mail to Increase Web Traffic

2009-03-03T06:51:00.000-08:00

Online marketers shouldn't overlook the benefit of direct mail in their marketing campaigns. Direct mail offers more opportunities to be creative and present a more accurate and compelling representation of your business.

You can easily track the effectiveness of the campaign through a custom url or subdomain.

Don't overlook the opportunity to drive more traffic to your website, and increase conversion rates, through direct mail.

Read the full report at:

Practical ECommerce

Marketing to Women 18-34

2008-11-20T12:46:00.000-08:00

A recent study found most women 18-34 years old do not wish to be marketed by phone or text. Their preference is direct mail, with over 70% buying through a direct mail solicitation.

Read the full report at
Marketing Profs

Direct Mail Goes Green

2008-08-04T10:23:00.000-07:00

According to The New York Times, because of the high return on investment marketers get from their direct mail campaigns, direct marketing won't be going away anytime soon. Instead, more marketers are going green, attempting to be more environmentally friendly with their campaigns.

In addition to using common sense solutions, like using a clean list to avoid sending duplicates, they offer other tips such as using water based ink and recycled materials as well as encouraging recipients to recycle their mail.

Another fact they cite is that every dollar spent on direct mail results in twelve dollars in sales.

For the complete article see:
The New York Times.

USPS.com now offers Direct Mail Assistance

2008-05-29T08:41:00.000-07:00

The US Postal Service is now offering assistance for small business owners with regards to direct mail marketing. Now you can learn all about direct mail marketing and how to plan a campaign.

For more information, visit the

USPS.

Direct Mail in an Electronic Age

2008-04-25T12:38:00.000-07:00

Even in today's high tech environment, direct mail continues to be an effective way to market.

While many like the convenience of e-mail marketing, the results have not been encouraging. E-mail marketing is expensive and unreliable since many messages do not get past spam filters or they are identified by the reader as spam and simply ignored.

Direct mail is physical, it's impact is longer lasting and thus has a greater chance of generating interest. Do not abandon the successful marketing campaigns you have used in the past. Direct mail is also a very effective way to promote your presence on the web.

Read the whole article at

PR-INSIDE

Direct Mail Tips for Marketing on a Budget

2008-02-11T09:49:00.000-08:00

Fortune Small Business recommends direct mail for a cost effective marketing campaign for a company on a budget.

For best results be sure to:
- Personalize the mailpiece
- Provide data to back up your claims
- Include testimonials
- Use risk reversal
- Early action discount
- Test mail before a larger rollout

To read the complete article check out :

Fortune Small Business at CNN Money

Add Direct Mail to Your Mix for Maximum Results

2008-02-04T08:12:00.000-08:00

To get the maximum response from your marketing campaign, combine traditional direct mail to new marketing channels.

According to the DMA, 39% of respondents believe combining new marketing methods with direct mail is very effective, compared with only 34% who preferred the combination of e-mail with telemarketing.

For the complete article check out

Experian QAS.

Interesting Statistic

2008-01-31T12:15:00.000-08:00

According to a recent survey by International Communication Research, 73% of people prefer to receive marketing information by direct mail whereas only 18% prefer e-mail.

The key to a successful direct mail campaign is a quality, targeted list.

For more information see

Experian QAS

Growth In Direct Mail Expected to Continue

2008-01-16T11:28:00.000-08:00

Direct mail was utilized more last year and is expected to continue to grow as marketers see the benefits of using this approach with the availability of more high quality data.

Many companies are increasing their direct marketing at the expense of online advertising.

Read the complete article at
Experian QAS

Printer Manufacturers Focus on Direct Mail Marketers

2007-12-18T13:40:00.000-08:00

With direct mail being the fastest growing advertising segment off-line, makers of printers are targeting direct marketing advertisers. With more marketers using personalized, targeted messages to their audience, there is a big market for high volume printing systems.

"Altogether, the U.S. direct-mail printing business is a $62.2 billion market that's expected to grow around 6%, or 7 billion pages a year, data from marketing consultants Winterberry Group and Universal McCann show."

New printers are coming to the market which will be able to do high volume, as well as offer more options for color printing, wide format and graphic printing.

As costs go down, these new products could enable more marketers to bring their production in-house.

Read the whole article at
Market Watch.

You Must Effectively Target Your Prospects For Success

2007-11-21T12:06:00.000-08:00

If you're not targeting your prospects you are wasting resources and severely limiting your chances of success.

This article tells how one company got zero responses mailing to everyone in their area.

When they focused on their "dream" clients, larger companies that would generate bigger sales, they were able to get the biggest sale in the history of their company.

The key to their success was:
Proper Targeting + Creative Marketing + Follow-up = Success

Read the complete article at

American Chronicle.

Tips for Getting Your Mail Opened

2007-10-23T13:10:00.000-07:00

CRM Magazine provides some suggestions as to how to get people to open your direct mail piece.

While some of the tips are very basic, a few of them could use some additional clarification.

Tip 1: While using Fed Ex or Western Union to deliver a large mailing may be cost prohibitive, there are other options. We have seen mailing envelopes which at first glance appear to be sent via priority mail from a nationally recognized carrier. Upon further inspection these "imitation" mailing envelopes were sent bulk mail. Most prospective clients will open this mailer thinking it is a priority package.

Tip 2: I wouldn't give the impression of a celebrity endorsement without permission. Consult with your lawyer first.

Tip 7: This touches on the concept of incorporating follow-up mailings as part of your marketing campaign. Try a different approach, test a different offer or headline on your additional mailings.

Tip 9: ALWAYS focus on the customer and how your product or service will benefit them, or solve a problem they might have.

Tips 11 & 12: Using a bonus will increase your response rates. Your call to action will be much more powerful if you can say, "Order now and receive this special Bonus, available only while supplies last." Or, "Order by (date) and receive this special Bonus."

Feel free to share any of your tips with us in the comments section. Thanks.

To your success.

Reasons Direct Mail is Still Effective

2007-10-10T08:34:00.000-07:00

With the increase in on-line marketing and other marketing channels, such as tv/radio/print, competing for your advertising dollars, the effectiveness of direct mail is often questioned.

However, mailing to a targeted mailing list has consistently proven to be one of the most cost effective marketing tools available. By increasing the quantity of pieces you mail, your per piece production costs will drop and you will likely qualify for bulk mailing discounts. This will help you realize greater savings while reaching more prospects.

Through direct mail you can also deliver a large amount of information and guide the reader through the order process.

If you are able to combine a telemarketing follow-up you can expect to achieve an even greater response rate.

For more information see
PR-GB

Benefits of Post Card Marketing

2007-09-19T13:08:00.000-07:00

A fundamental theory of marketing is, "the more you tell, the more you sell."
With this in mind, many marketers use a long sales letter. By doing so, they believe
they can present a compelling call to action to purchase their product.

However, don't underestimate the benefits of using postcards.

With their lower postage cost, postcards offer a cost effective way to reach your target audience.

Due to their nature, they will usually make an impression, whereas a letter
may or may not get opened and read.

They are great to use as a follow-up or last chance offer.

Consider incorporating postcard mailings in your next marketing campaign.

To read the complete article at

PR-GB

Direct Mail Basics

2007-08-16T09:15:00.001-07:00

If you're new to direct mail marketing, you probably have a bunch of questions.
How do I start? What should I do?

Putting together a campaign isn't the most difficult task in the world. However, there are some steps that are critical to the success of your mailing.

The following article at :

ALL BUSINESS is a good primer on direct marketing basics. Use this information as a guide to help get started.

As with anything marketing related, the key to success is to test. Always track your results so that you can monitor your progress.

To your success,

Health Pro Marketing

Welcome

2007-07-19T11:24:00.000-07:00

Welcome to the Health Pro Marketing blog.

This is a forum to discuss news and issues pertaining to marketing to mental health and health care professionals.

If you have any success stories please feel free to share them.