Tag Archives: mmgroupusa

DATA COLLECTION: MARKETING MANAGEMENT GROUP SOLUTION

Data is at the heart of any business. It should be collected at every point where there is interaction with customers. However, when businesses consider collecting data, they should think about what they want, why they want it and where they can get it from.

Sounds obvious? The trouble is that many businesses store data ‘just in case’, creating a database of little use to them and which drains resources. So, here are some key steps to consider:

1. Set objectives

Businesses need to ask some pragmatic questions about what is achievable. Any data capture must be proportionate to the businesses’ relationship with the customer. Businesses should, of course, collect the information they need to market to prospects but they shouldn’t collect in-depth information until they know whether prospects are going to become customers.

2. Capture the right data

More detailed data can be recorded about high value customers than for those with whom the business has fewer dealings. It’s also very useful to learn how the customer heard about the firm, to check on the efficacy of your own marketing and to see who’s recommending your business.

Some data capture – particularly factual data – can be automated with the customer effectively filling in a form.

Once such data is collected, the data house should rank and dovetail it into the database in a useable form. However, human contact is important when collecting information about the customer’s relationship with the company, why they like or dislike the product or service and how the business can serve their needs. A greater degree of depth can be gained through manual data capture – client reactions, intonations, nuances, etc.

4. Capture lifestyle data

Businesses often capture data for two specific reasons. Firstly, in larger organisations the more marketers understand about individual contacts, the more they are able to tailor their marketing. Secondly, many small businesses are managed by their owners, so understanding the owner becomes critical. Collecting consumer-type information can be done direct from the individual and then be enhanced from a third-party data source.

5. Get collegues on board

Once businesses have decided what data they need and why, they have to motivate their staff to collect it. It is vital that staff understand why the data they are capturing is important. Staff renumeration and recognition packages need to reflect success and accuracy in data capture.

Data should be collected at all touch points by any member of staff who has communication with customers.

TO FIND OUR MORE ABOUT THE DATA COLLECTION COMPONENT OF THE MARKETING MANAGEMENT GROUP WWW.MMGROUPUSA.COM     MMGROUPUSA.COM Continue reading

MMGROUPUSA.COM – Our definition of what marketing is…

We are often ask to define our position on what marketing is and should be…Find below the answer to the question:  what is marketing…?

We believe that marketing is (and should be) :

1-the “continual education of a customer or prospect for the life of that customer on the advantages and benefits of the retail operation and what a transactional relationship with your location will bring them more or different then any other retailer will;

2-  the intelligently formulated process of increasing their demand or desire for your products;

3-  the strategic process of bringing clients and prospects to closure and to completed action through relationships and communication.

In other words 1- To educate prospects and customers on your unique selling proposition

                          2- To communicate in order to increase the demand for your product 

  3- To bring prospects and clients to closure with a transaction or a sale

We are adamant about the fact that Marketing cannot be executed without a tangible way of reaching your customers and prospects ( therefore a database)…And the right database cannot be created without a data collection process…

To market effectively you need to create a list of prospects and clients with as much contact information as possible, and then create and execute marketing campaigns to reach out to your lists and convert transactions from it!

Become a student of possibilities and practice the art of marketing!

mmgroupusa.com

Physical mail: How well does it still perform by www.mmgroupusa.com

These days, marketing is all about digital. Business owners are emailing Tweeting and Facebooking their hearts out.  So direct mail (the kind that the postal delivery person puts in your mailbox, remember?) must be dead in the water. Right?

Wrong. According to the Direct Mail Association (DMA) Factbook for 2013, 65% of consumers of all ages have made a purchase as a result of direct mail.

According to Direct Mail News, in 2012 the average response rate for direct mail was 4.4% for both business-to-business and business to consumer mailings—considerably higher than industry expectations, and surging past electronic mail’s response rate of just 0.12%.

All this indicates that direct mail is alive and working very well!

Many of our clients, are recognizing this and direct mail is going through a renaissance. They may have maximized their online spend and need to find another channel, or they may enjoy such a high response to direct mail that it’s added to the mix from the start. Either way, the results are highly satisfactory and direct mail is becoming a staple in their marketing plans.

“Well, OK,” you might argue. “But it still costs more to mail something printed than to send out email. What about ROI?”

Good question, you! However, the raw cost of a campaign isn’t the true test of success. Cost per lead is. The DMA reports that the cost per lead of direct mail is in line with print and pay-per-click, and significantly less than telemarketing (See Table 1). Direct mail production costs are somewhat more than email, but not enough to make email the holy grail of direct marketing. RELATED CLASS:

How to fix the performance of your email and physical mail campaigns: www.mmgroupusa.com

With a higher conversion rate than any other medium, the Print on Demand Institute (PODI) found that direct mail out-pulled all other channels tested in terms of conversion rates, both for lead-generating “free” offers and one-step “buy now” offers. Direct mail’s edge becomes even more dramatic when it is optimized with personalization and other factors, and combined with personalized landing pages.

Try adding your existing landing page URL to direct mail. Some buyers really prefer to respond online, and this may bring in more business at zero additional cost. This becomes even more effective when you use a personalized vanity URL that is easy to remember and to type—www.ABCcorp.com/John.Smith makes it simple for customers to use even though they can’t cut and paste.

Direct mail also enjoys longer “shelf life” than email, so it might be profitable to evaluate your existing landing pages and offers to see what can be repurposed to offer through direct mail. If you do, remember that people may access it weeks after the mailing, so make sure that the pages and offers are still good—or put a firm deadline on response time.

Why we do Postcards

Direct mail doesn’t have to be large and expensive to be effective. The U.S. Postal Service found that postcards are the mail format most likely to be read or scanned.

It may be that postcards don’t take much time to read. This means that to be effective, the prospect needs to understand your offer within seconds of glancing at it. Some of the same rules apply to postcards as to emails in terms of how much information can be effectively communicated.

Test postcard performance by using your best-performing promotional email as the starting point. Put the image and header on one side and the body copy on the other. Oversized postcards tend to get more attention, so try a large-format card size. Then see how your postcard test performs against email.

Remember, postcards are a great deal less expensive to print and mail than most forms of direct mail.

– See more at: http://www.onlinemarketinginstitute.org/blog/2013/06/why-direct-mail-still-yields-the-lowest-cost-per-lead-and-highest-conversion-rate/#sthash.BSAVlcNd.dpuf

Contact us for a turnkey direct mail program that performs:

www.mmgroupusa.com

North America: (855) 904-6644

support@mmgroupusa.com