5 Tips for Effective Direct Mail

Posted July 11, 2017 by pinnaclegfx
Categories: Uncategorized

Every day but Sunday, the mailbox delivers surprises. Of course, much of what arrives in the mail is expected, but that element of surprise never wanes. The mail might contain a card from a loved one, a check you didn’t expect, or a great offer from a local company, via direct marketing. Successful direct marketing campaigns don’t happen by accident, but a small business doesn’t need to pour substantial amounts of money into such an endeavor to achieve a good result. That means rather than mass marketing, modern direct mail campaigns concentrate on targeted marketing. When businesses use effective direct mail marketing, they not only boost their bottom line, but add excitement to the routine of picking up the mail.

1. Set Your Goals

As a business, what do you expect this mailing to accomplish? Have a firm plan in mind ahead of time. What is your budget for this mailing? What kind of ROI do you think you’ll receive? Crunch the numbers before embarking on a direct mail campaign.

Have a projected number of new customers in mind. For small businesses doing much of the work on their own, one of the best measures is sending out a mailer-only coupon for a percentage off a purchase or free item with purchase. Ensure that keeping track of the number of people who redeemed the coupon, including new customers, is quite simple.

2. The Mailing List

When it comes to an effective direct marketing campaign, nothing is as crucial as the mailing list. That seems obvious, but too many companies waste time and money sending direct mail to people with little interest in their product or service. You want a “Goldilocks” mailing list – not sending too many or too few mailers, but just the right amount.

While you will need to purchase some lists, focus on your own lists of previous customers. In fact, if you don’t have a solid database of customer names and addresses as well as strong prospects, avoid direct marketing until you do.

3. The Demographic

Who are your customers? What is their primary age and income level? Where do they live? This information is essential for a small business conducting a direct marketing campaign. You’re looking for your ideal customer, whether that person is a senior citizen, millennial, parent of young children, individuals with X amount of disposal income – that’s necessary information before you start your campaign. The more personally you can delineate the target, the better the response rate. You can then consider the type of mailing list you want to purchase.

4. Clarity Rules

No matter what type of mailing format you decide to go with, the potential customer must instantly “get” what you offer. All the fancy graphics in the world won’t make up for a confusing message. That doesn’t mean your direct mail has to be boring – far from it. You only have a few seconds for the recipient to decide whether your offer is one worth saving or throwing in the trash. Funny, clever copy can help get the message across, but it must be absolutely clear. The person must instantly recognize they can get a special deal on your product or service and understand exactly what they must to do to take advantage of the offer. For best results, repeat that call-to-action a few times.

5. From Direct Mail to Online

Social media and direct mail marketing are not mutually exclusive. A direct mail campaign is a good way to get customers to follow you online. The cheapest form of direct mail, the postcard, can get you more online customers and followers. You want to drive traffic to your website, and direct mail is a useful vehicle. A coupon code on the postcard for online sales or some other promotion can gain you the customer info that you can then follow up on via an email or social media marketing campaign.

Lessons We Can Learn From Great Business Minds of Yesteryear

Posted June 27, 2017 by pinnaclegfx
Categories: Uncategorized

Business leaders of yesteryear can teach us lessons even today. Cornelius Vanderbilt, who dominated shipping and railroads, John Pierpont “J.P.” Morgan, who built a financial empire on investments and banking, Mary Kay Ash, who founded the exceptionally successful company Mary Kay Cosmetics, and John D. Rockefeller, who founded Standard Oil as was America’s very first billionaire are all worthy of admiration and have lessons they can teach us. Today, though, let’s look at one businessman, in particular, Henry Ford.

Who Was Henry Ford And How Did He Make An Impact in The Country?

Henry Ford, born in 1863, was a U.S. Industrialist who revolutionized automobile production, which allowed his company to mass produce cars, thus bringing the price down. This, in turn, allowed more regular folks to purchase cars and led to Ford Motors becoming hugely successful. In essence, Ford did more than creating a successful company; he revolutionized the entire transportation industry. Before his changes were implemented, most people were unable to afford such a luxury. Therefore, he took a product that was not widespread and made it applicable for the average consumer, thus changing the entire landscape of the country in several ways. Ford was able to achieve this success thanks to a few methods he applied within his business. These ideas are applicable to any type of business and can teach us as business professionals and entrepreneurs lessons on success even today:

* Innovation is Everything: When it comes to innovation, Henry most certainly knew what he was doing. He utilized an assembly line technique that forever altered the way automobiles were produced. It’s worth noting that he was not the inventor of said assembly line. He only created an innovative way to implement the technique within his business. This is a great lesson we can learn from him today. You don’t have to come up with the idea or product in order to figure out a new way to utilize it.
* Don’t be Afraid to Specialize And Offer Solutions to Undiscovered Problems: Henry Ford understood his market and specialized in it. He understood that it’s hard to find success when remaining too generic. He also understood his customer base better than they understood themselves. He was able to offer a product as a solution to a problem that his customer base didn’t even realize they had. He once stated, “If I had simply asked people what they wanted, they would have asked me for faster horses.”
* Efficiency is Vital: Ford was such a believer in efficiency that he is credited with the creation of “Fordism.” This term basically describes a system of mass production that is both standardized and efficient. He understood the importance of keeping his workers productive and achieving a maximum output. He was able to do this, in part, by providing incentives. These incentives, which included a reduced workweek and better wages, resulted in worker loyalty and efficiency.
* Don’t be Afraid to Learn Something New: Henry Ford once said, “Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young.” Henry Ford was personally committed to learning. He was never content to learn all he could about a subject and just stay there. He didn’t want to just “be,” he wanted to grow. This is likely how he was able to come up with such innovative ideas because he never got stuck thinking or acting a certain way. Instead, Ford was always up for a new challenge. We would do well to emulate this in our own professional lives.
There are countless other lessons we can glean from Henry Ford and other businessmen and women like him who revolutionized their industries and achieved amazing success. The important point to remember is that they all stepped out, took a risk, and believed in their goals. That is the foundation for any great success.

Top Five Ways to Work Less and Enjoy Life More

Posted June 23, 2017 by pinnaclegfx
Categories: Uncategorized

Everything today is about “more”: more money, more time, more pressure, and ultimately, more stress. However, does this rat-race life leave you feeling flat and defeated and constantly chasing an ideal you’re no longer sure exists? If this sounds like you, it’s probably time to downshift and find ways to work less and truly enjoy your life more. Working less sounds like a scary prospect, but once you see how achievable it is and how much peace it will return to your life, you will be sold!

1. Make Changes at Work

We often get caught up in the tidal wave of rushing to get to the next level at work. So caught up, in fact, that we don’t realize we are no longer enjoying the work that we do and aren’t even sure that we’re adding value. How do you make an honest shift towards happiness while not letting down your co-workers or your boss, and continuing to pay your bills? Fortunately, there are more options available than ever before. There are simple steps that you can take such as walking at lunch as a way to get away from your desk or more drastic options such as requesting a lower-stress (and likely lower-paid) position. However, there are some great middle ground opportunities at businesses today as long as you get creative. Have you ever considered flex time? More than ever, organizations are allowing their employees to work one day a week from home or create a more flexible schedule that doesn’t inconvenience office mates or negatively impact work.

2. Pick Your Battles

Think of everything that you need or want to accomplish in the next five years. Maybe it’s saving up for a big trip, or getting that huge promotion you’ve had your heart set on. Physically write down what is most important to you in the short-term and the long-term, and those are the things that you don’t want to compromise on. Everything else is up for negotiation. If a short jaunt with friends comes up that will require you to skip a vacation day with family later in the year, just say no! The same goes for things like eating out on a weekly basis. The costs associated with feeding a family of three or four outside the home can really mount up, and keep you from reaching longer-term goals for a short-term convenience. This trade-off may not be worth it and may cause you to have to work overtime to support your fast-food habits.

3. Stop Multitasking

Taking the time to focus on one topic at a time truly does pay off. While multitasking feels efficient, a recent study at Stanford University showed how productivity can plummet when your brain attempts to focus on more than one thing at the same time. Instead, be intentional about what you need to accomplish — focus, complete the task, and then move on.

4. Automate Your Savings

Ever find it difficult to get enough money together at the end of each month for savings? If so, it’s time to outsmart yourself! Even if it’s only ten to twenty dollars per week, start sending a small chunk of change from each paycheck to a savings account that you can’t easily access, and do it automatically. The theory being that if you never see the money, you’ll never miss it. Before you know it, you’ll be able to buy something you’ve really wanted without having to work overtime or take on extra shifts to make it happen.

5. Get Motivated

Sometimes, the way to do your best work is simply to have fun! When you are energized and enjoying what you do, work just comes more naturally. Creative juices flow, relationships with co-workers have more synergy, and life is good. When you’re at work, look for ways to enjoy it! The positive mood will spill over into your personal life, and you’ll find yourself enjoying life more every day.

These are just a few of the ways you can find more peace and joy in your daily life, simply by finding the balance between hard work and hard play. Multitask less, focus more, and bring fun to everything you do!

Personalization Matters: Why Going the Extra Mile is Always Worth It

Posted June 20, 2017 by pinnaclegfx
Categories: Uncategorized

When people talk about the decline of “mom and pop” businesses in favor of the giant, national retailers, one of the things they bring up is that it’s hard to find a store that you can walk into these days where the person behind the counter actually takes the time to learn your name. You can’t walk into a national brand and expect someone to go “Hey, Phil – how did that new garden hose you bought last week work out for you? I’ve been thinking about you, and I thought you might like this other new product, too.”

But the fact of the matter is that these days are not over – not by a long shot and especially not in the world of marketing. You absolutely can inject this much more intimate, fulfilling level of personalization into your marketing collateral – provided that you’re willing to go the extra mile.

Personalization in Marketing: By the Numbers

If you ever wanted a clear cut example of why “going the extra mile” is an investment that pays off in more ways than one, look no further than the following statistics:

* According to a recent study from Digital Trends , an incredible seventy-three percent of consumers prefer to do business with brands that use personal information to help create more enriching, more relevant shopping experiences.
* According to a completely separate study from Infosys , eighty-six percent of consumers said that the level of personalization (or the lack thereof) absolutely plays a role in their purchasing decisions.
* If you think that personalization is only a game for digital and internet-centric businesses, think again : direct mail success rates are continuing to trend upwards because, you guessed it, people find actual mail that they can hold in their hand much more personal and rewarding than something that is easily ignored like an email.
It’s About “Walking the Walk”

The major benefits of personalization in marketing extend far beyond just statistics like these, however. It all comes back to the values that your brand represents and the promise that you’re making to each and every one of your customers. Simply put, it’s one thing to say that you care about all of your customers – it’s another thing entirely to do the types of things that turn this from catchphrase into irrefutable fact.

Put yourself in their shoes. If you get two pieces of marketing collateral in the mail – one of which is addressed “Dear Sir or Madame” and another that has your name and maybe even specific information about past purchases that you’ve made – which one are you going to put more faith in? Which one would you bet cares about you more? Which one would you believe has a vested interest in making your life better?

Your customers have made their opinion loud and clear – they don’t just want you to sell to them. It isn’t just enough to have a product or service that is objectively better than anyone else’s. They want to be a part of something larger than a single purchase. They want something that they’re not going to get anywhere else – a true relationship with the people they give their hard-earned money to. Personalization and going the extra mile are just among the many, many ways that you can now do that in the modern era.

3 Easy Time Management Tips: How to Create More Hours in a Day

Posted June 16, 2017 by pinnaclegfx
Categories: Uncategorized

The one natural resource there never seems to be enough of is time. There are only so many hours in a day. You don’t need to wish that tomorrow will suddenly be a 35-hour day to get all of your work done. Instead, you need to start using a few small, yet critical, time management tips today to work smarter, not harder, with the hours that you DO have available to you. Here are three tips to get you started.

1) Learn How to Travel Productively

These days, a significant portion of your work probably isn’t taking place within the confines of your office. Whether it’s meetings with clients or unexpected personal issues, you likely find yourself stepping away from your desk more and more. The key to time management isn’t learning how to keep up with your obligations in spite of these sudden duties. It’s learning how to fit in work time around them.

Even if you don’t have a mobile tablet that you carry around with you wherever you go, it’s still easier than ever to work remotely. If you’re not already using a cloud-based file sharing service like Dropbox or iCloud , you need to start. Changing a document on your work computer makes those adjustments instantly available to every other device you have. Likewise, services like Dropbox for Business allow for real-time collaboration on files, letting people get together to work on a project even when they don’t have the time to literally “get together” at all.

Remember, the smartphone that you likely carry around with you is more powerful than the technology that NASA used to send men to the moon in the 1960s. There are hundreds of thousands of apps that are available in the iTunes and Google Play app stores right now for you to use to customize that device in any way you see fit. Stop thinking about it like a device that you merely use to send and receive calls and start looking at it as your office on-the-go.

2) Hold Better Meetings

Meetings are just a fact of life. But one of the many reasons why people tend to dread that weekly “catch-up” gathering is because they’re huge drains of productivity. The answer to this problem isn’t to stop holding meetings altogether; it’s to start holding better meetings.

Think long and hard about why you’re having a meeting. If it’s just to convey information, you could probably save everyone a lot of time and just send a lengthy email or inter-office memo instead. A meeting should always justify its existence. If it doesn’t, it needs to drop off the schedule. Likewise, plan out an agenda for your meeting ahead of time and stick with it. Make sure everyone who needs to contribute knows what is expected of them before you all walk into a room, giving everyone a chance to be as prepared as they need to be.

3) Get Organized and Stay That Way

Again, time management isn’t about finding more hours in a day; it’s about working smarter, not harder with the hours you already have. One study estimates that as much as thirty percent of our working time each day is spent looking for misplaced items. It stands to reason that if you never feel like you have enough time to get things done, the true issue might just be that you need to take a look around and organize your life more effectively.

The Importance of Appreciation For Morale

Posted June 15, 2017 by pinnaclegfx
Categories: Uncategorized

As a hard worker, you want to be appreciated. This is simply human nature. We all want to feel our hard work is noticed and appreciated. After all, it only seems fair to be at least appreciated for giving your blood, sweat, and tears to make a profit for your employer. As an employer, you need to understand the importance appreciation has when it comes to the morale of your workplace. Appreciation is a huge aspect of a healthy, thriving workplace environment.

The Data Proves The Importance of Appreciation

A Chicago Tribune survey asked 30,000 employees who enjoyed their job why they loved their work. The most common reason cited by these employees was, “I feel genuinely appreciated at this company.” This data shows what we have been talking about, showing appreciation matters. Making people feel like their efforts at work make a difference is important. The next step is learning how to communicate genuine appreciation without it coming across as fake.

What Appreciation is Not

Just because your goal is to show your employees the appreciation they deserve doesn’t mean you will automatically know how to go about this. There are a few clear ways not to go about showing appreciation, though. For example, don’t just depend on your employee recognition program to do the job. Appreciation at Work found that around thirty to thirty-five percent of employees don’t want to go up in front of a large group and accept an appreciation award anyway. Therefore, even though an event created to show appreciation is well intentioned, it can backfire and create an adverse outcome. Often, even if a person doesn’t mind going up in front and receiving such an award, the certificate or gift they receive feels impersonal. Generic, group-based awards don’t feel genuine in many cases, so employees don’t find this as motivating as true appreciation. Besides, saying one positive thing about an employee in front of a group hardly makes up for an entire year ignoring all the extra work an employee is doing.

What Authentic Appreciation Looks Like

Of course, money always talks, so giving out bonuses, gift cards, or other monetary rewards is an excellent way to show appreciation. However, don’t be fooled into thinking that your employees only want to receive financial rewards. They also want to hear how appreciated they are on a regular basis. Keep in mind that appreciation doesn’t have to be something you say, it can be something you don’t say. For example, if your employee works extra hours all the time and they have to take off to handle a personal situation, don’t give them a hard time because they are out of the office for one day. This only makes them resent being at work and in turn, makes them a less productive employee who will eventually start looking for work elsewhere.

Remember, don’t act like your reward for their hard work or their paycheck is a gift. You aren’t giving them a gift. You are simply paying them what they are owed. Look at bonuses the same way. It might seem like “extra” to you, but to your employee, they feel they have worked hard to “earn” that money by working extra hours or taking on additional responsibilities.

Creating a workplace that shows appreciation is necessary to keep employees happy and loyal. The saying, “an employee who feels appreciated will always do more than is expected” says it all. Although your employees are getting paid for services rendered, they are people who want to feel like their efforts matter to the company. This is a crucial piece towards creating healthy morale in the workplace.

The Long-Term Benefits of Making Leisure Time a Priority

Posted June 6, 2017 by pinnaclegfx
Categories: Uncategorized

Listening to the waves as they cascade against the sand, feeling the warm breeze against your face, understanding that all is right with the world, at least for that moment, that is what vacation is for most people. Perhaps you would trade the ocean waves for the sound of an eagle soaring through resplendent mountaintops covered in evergreens or snowcaps. The idea, though, is that you are away from your everyday world. You stop clocking in. You aren’t dealing with the stress that encompasses so much of your everyday existence. You are on vacation.

What do you think about this vacation time? Is it well deserved for your hard labor? Is it perhaps frivolous? Do you wonder if you will ever get to realize this dream, this break from your life? Well, read on to learn why vacation is not only an excellent way to rejuvenate your body; it has also been proven to be something you shouldn’t put off:

You Can’t Possibly Get More Done After a Break: Or Can You?

In essence, yes, you are more apt to be productive when you take the time to rejuvenate your body, soul, and mind. A report by the New York Times showed that your body “needs” the break vacation provides. There is even evidence that you become more productive once you get back from your vacation than you would have had you simply skipped your break. The Times reported the following about this aspect of the study findings:

“The importance of restoration is rooted in our physiology. Human beings aren’t designed to expend energy continuously. Rather, we’re meant to pulse between spending and recovering energy.”

Other Benefits Besides Increased Productivity

In addition to being more productive and focused when you return from vacation, there is also evidence that you will garner a whole new perspective on things once you get a break. A CNN report stated that workers who took a break from their jobs enjoyed a new perspective on their lives when they were away from the stresses and problems of their daily existence. Family relationships are also strengthened when vacation is made a priority as family members are able to spend large amounts of non-distracted time together when away from their regular responsibilities.

Do Americans Get it Right?

In most cases, Americans don’t get vacation right at all. In fact, other countries handle this issue much better. The average French worker, for instance, takes more than twice the vacation time of an American worker. Americans typically use only sixteen of their eighteen vacation days according to a 2010 study. An Assessment of Paid Time Off in the U.S. report revealed an average of 3.2 paid days off left unused by workers, amounting to around 429 million unused vacation days.

Why It’s so Difficult For Americans to Relax

There are many studies just like the ones listed above that show vacation as a way to improve employee morale, increase productivity, and create a healthier working class, so why don’t Americans make vacation a priority? Most of those who were asked simply said they felt they had too much work to do to take time off. Do we as American workers really feel that our European counterparts aren’t also busy? No. Instead, we feel the world will fall apart if we don’t keep it spinning. Workers in other countries simply don’t have this belief. Therefore, if we as Americans want to make our lives better overall, we have to begin to understand that we don’t personally keep the world in orbit. We can leave for a few days here and there, or a week once in a while. Our country, workplaces, and families will not only survive, but they’ll be the better for it.