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Customers Agree! Locally Targeted Advertising Grows Business

September 25th, 2014 by

Developing a Long Term and Trusted Relationship with your Advertising Firm Takes Time and Proof of Success

Partnering with an advertising and marketing team that understands your customers is one of the most important assets to a successful campaign.

Locally targeted Advertising, Golden Mailer

Work with an experienced professional

To achieve the expected level of success and ROI you need to work with someone willing to dedicate personal time and devotion to your company’s success. You should expect an experienced direct point of contact that will help you determine the best places to allocate your budget based on your customer demographics.

“After only 4 months of advertising with Golden Mailer coupons our customer increase was so large that we are adding a second fence crew to cater to zones bringing in such high volume results. We were amazed by the immediate increase in customer traffic and excited to expand to more zones, grow our company, and continue working with the team at Golden Mailer.” G & G Deck and Fence, Landscaping

“My personal point of contact is fantastic! He is responsive and proactive. He has a sense of urgency and always updates me when new mailers are going out. He has patience with my lack of response at times and always follows up with me. My experience has been extremely positive.” – Vitality Bowls & Utopia Tanning and Spa, Consumer Services

Make them earn your trust

Every advertising campaign should have a goal. In most cases it’s to bring more customers in the door. If your advertising partner can’t show you that the tactics they are using work, it’s time to move on.

“Golden Mailer has consistently brought business through my restaurant doors since my very first campaign with them. Customers bring in the coupons on a daily basis, both at lunch and dinner. This is the reason I have been using Golden Mailer’s services monthly, for over a year now!” – Kana Sushi, Restaurant

Making the process easy for you

In addition to the design, mailing, and demographic selection, all Golden Coupons are posted online and available to consumers searching for discounts in their area via the Internet. The campaign process should not be stressful, it should be exciting and pain free.

“The entire experience has been very smooth and they cater to my needs as a local business owner. For the cost of Golden Mailer’s advertising services, it is a no brainer. I have retained so many long time customers from Golden Mailer’s print advertising mailers” – Vitality Bowls & Utopia Tanning and Spa, Consumer Services

“My experience has been absolutely delightful working with the Golden Mailer team. They saw that my doors were opening soon and stopped in while I was doing some finishing touches to the restaurant. This was over a year ago and I have been using Golden Coupons ever since. They operate in a professional manner, always stay on top of my marketing needs and readily available should I have any requests!” – Kana Sushi, Restaurant

Golden Mailer Expands Graphic Design Team!

September 10th, 2014 by

We are proud to announce the addition of Mandeep Jhitta as Golden Mailer’s newest Graphic Design and Development Specialist

Mandeep Jhitta, Golden Mailer, Graphic Designer

Mandeep Jhitta was born in Oakland and raised in Berkeley, CA. Spending his entire life in the Bay Area, he attended Silicon Valley College, a private school where he majored in graphic design. After graduating he spent almost a decade designing display advertisements and brought his experience to our team.

Mandeep is very close with his family and siblings. In fact, he is currently helping his brother-in-law with all the video editing and marketing materials for his startup business. He also loves building and construction, so much so that in the past he entertained himself by breaking electronics and then rebuilding them himself.

He is a seasoned disc-jockey (D.J.) and still performs at different events and clubs. To top that off, he is currently working with his brother to build a music studio from scratch. Mandeep also enjoys biking and is a member of the ever-growing gaming community.

Bay Area Website Design & SEO: Online Marketing Budgets

July 15th, 2014 by

How do you determine the best Bay Area website design and where do you pull the funds?

With all the advancements and new vehicles available to market your business, you learn that nothing is ever a sure thing… Once we find something that works, we tend to stick to it. There are two common idioms that are both contradicting and true. Marketing professionals typically pick one and act as a strong advocate for it, but when presented with the other, they have a hard time disputing the validity.

“Never put all your eggs in one basket” -OR- “If it ain’t broke, don’t fix it”

Walnut Creek Website Design and SEO Budgets

The success of every business ranges vastly depending on the marketing strategy that is best suited for them. While a strong majority of marketing directors strictly practice the commonly used motto, “Never put all your eggs in one basket,” this is built on the fear that if all your eggs are in a single basket, you will end up with eggs on your face. We are a culture built on making investments, but we’ve also lived through decades of financial markets that have been fast to rise and even faster to fall… Thus, we are programmed to diversify. For marketers, this requires allocating your budget across dozens of outlets, hoping those resources will reach as many customers through as many different vehicles.

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40/40/20 Golden Rule to Marketing Success

July 11th, 2012 by

Have you ever asked your self “Why is my Ad not working?” Many of my clients have and I like to share this little secrete with them and now with you. The 40-40-20 rule has been used since the 1960’s to build the worlds best marketing campaigns. It’s simple straight to the point, and tells you what you need to know to get the most out of your advertising budget: Here is the Formula

  • 40% Audience

  • 40% Offer

  • 20% Design

Audience = 40%

A target market can be a specific neighborhood, income, or age of the home. Deciding who is your target market is very important to your direct mail success. Mailing to the right people who are more likely to buy your product or service is the best way to spend you advertising dollars.

Offer = 40%

A strong offer goes a long way to getting people to call or come through your doors. Add an expiration date to cause a since of urgency and get your potential customers to call or come in sooner versis later.

Design = 20%

A well-designed ad is non cluttered, but is easy to read and gets your point across in 3 seconds are less. Everything from the design to the paper and print quality is an extension of your business image and should all be taken into consideration.

A well-designed ad is non cluttered, but is easy to read and gets your point across in 3 seconds are less. Everything from the design to the paper and print quality is an extension of your business image and should all be taken into consideration.

When you consider these 3 factors as a whole, you will reealize one will not be able to work with out the others. Each factor should all be taken into consideration when putting together a marketing piece.

Feel free to let us know how you have used the 40-40-20 rule in your advertising.

We also love and encourage any questions that you may have

Creating an Effective Ad (Part 2)

December 16th, 2011 by
This is a continuation of the Creating an Effective Ad post from Dec. 2; please read that one first, if you haven’t already.

Advertising is effective if you follow a few basic rules. Part 1 focused on customer needs. Part 2 will suggest a few practical steps to assure you a successful ad campaign. These steps should be used no matter if your ad is; on a card, a letter, a coupon, or some other format.

Here are a few common sense advertising practices that will improve your advertising program:

Credibility

You want your customers’ loyalty; your customers want a fair deal. Your credibility is based upon how you relate with customers, this needs to come through in all your advertisements. Your attitude and sense of a fair deal must be evident in all your ads to build successful customer relationships.

Offer

To get a potential customer’s attention, you need to give them a reason to consider your product or service. The best, and easiest, way to get attention is to make a special offer. However, the offer must be clearly stated, simple to understand, and able to draw people into your business. Discounts or something free are typical examples.

Copy

Keep written copy in your ad brief, to the point, timely, and engaging. Make sure you carefully proof read every ad that goes out several times with your eyes wide open and your brain completely focused on the topic matter, offer, and any possible misunderstandings in the copy.

Target

Make sure you have selected the correct market population that is close to your place or places of business if you have fixed locations; if a service business, make sure you have targeted the correct homes or apartments in your service area.

Follow Through

If your ad has generated a potential customer, make sure you have given them the maximum attention required to make a sale, and always attempt to continue an on-going dialog, even if they did not use your service or product after their initial inquiry. They originally came to you for a reason; timing is every thing, the following months may allow for a better opportunity for you to assist them. Never quit following up on past customers or potential customers, I am amazed how many times a simple phone call a year or two after an initial contact has lead to a successful sale.

Cultivate People

Don’t try to close sales too quickly. By engaging a potential customer into a conversation, when practicable, will, in some cases, lead to larger sales or additional opportunities to provide other services or products.

Repetition

The key to any effective ad campaign is repetition. I cannot stress this enough. Write on your note pad, post it on your desk, paste it on your bathroom mirror, remember to say it at least every morning, noon and night . . . REPETITION, REPETITION, REPETITION. In other words, send the same message or offer or variations of an offer, and always keep your business name in front of your target population as frequently as financially possible.

O.K, that’s it for me. How effective your ads are depends on a number of things, but this brief list is a very good start. Now, you have my opinion. What are your thoughts on effective advertising? Many people are starting to comment on my weekly ramblings, I welcome your comments as well.

Creating an Effective Ad

December 2nd, 2011 by
Part 1 of a 2 part article.

Every person in business wants to increase sales, enhance product or service awareness, and improve their image. The trick, however, is to make your product or service out shine the noise of countless other advertisers competing for ad space, airtime, or web site. The following might help you in promoting your business.

Take time to think about the benefits your product or service offers, Identify your customers’ needs, expectations, and how much they know about your product or service. Consider the effectiveness of past advertising efforts, for example, which ads brought you the most customers, what was it about previous ads that appealed to them, what modifications would you make to previous ads, and, the kicker, what wording, graphics, colors, and customer interpretations were most effective in promoting your business?

The point is: You cannot force a sale through advertising without first considering customer needs. Your existing customers come to you or use your services because you offer something they need. It is as simple as that!

Advertising does not make sales; Understanding customer needs does

Advertising is very good at giving your company name and brand recognition through associating your ability to meet customer needs. Your loyal customers may not be able to explain their positive feelings, but they know they like and use your products or services.

Meet your customer’s needs and you will, in most cases, make a sale; However, It is not enough to just meet a specific need of your customer.

To get a person to use your product or service, you need to demonstrate, some how, you can meet their needs. This can be with the right message, an appealing offer, or, in some cases, a simple color scheme. Whatever it is that moves your customers to select your business, you must be able to understand and appreciate the key customer needs you meet that cause your sales success.

Once your customers’ needs are understood, DON’T OVER DO IT.

Meeting customer needs is a very effective way to increase sales and grow your business because you have established credibility in your customers’ eyes. However, meeting customer needs is like predicting the weather . . . it is always changing.

So, stay flexible and know you customers’ needs. At the same time, make sure you communicate your understanding of those needs as often as you can in as many ways as you can afford. Advertising does work, just use it effectively.

Creating an Uncluttered Ad

October 7th, 2011 by

Have you ever flipped through a magazine, or a newspaper and came across an ad that just had TOO MUCH STUFF on it? I know that I have and sadly, it happens all too often. It seems like so often, a business owner will sit down and look at the space that he is given to advertise his business and think to himself “Since I am paying for the space I need to put as much information on this ad as I can,” but this can be one of the worst things a business can do. Too much information = too much clutter = No one will stop and look at your ad! I would like to share with you some of my secretes to creating a clutter free ad; whenever I start working with a new client we will always go over the following goals and steps. Come on, play along with us. Write down your goals and follow the steps as we go and by the end of this article you will have created a clean, readable, EFFECTIVE ad.

What are your goals with this piece of Advertising?

What is your Primary goal?

  1. With any advertising, it will likely be one 3 things:
  2. To bring in more customers IMMEDIATELY
  3. To build up your brand identity
  4. To promote a new service

Sometimes it can be all three, and there are occasional exceptions, but as a business owner who is putting together an ad, you should always ask yourself which one is your primary objective.

What is your Secondary Goal? What do you want your customers to do?

Call…Come In… or go to a website? When your potential clients knows what you want them to do, they will be able to either call or come in to find out answers to their specific questions. The majority of businesses will see a better ROI when they have potential customers call or come in. With these 2 methods the business owner can ask the right questions and help solve their customer’s problem.

What Message would you like to use?

Keeping your goals in mind, make a list of everything that you would want to put on an ad. For the purposes of this exercise, I’m going to create a list for a pizza restaurant.

Primary Goals

  1. Bring more customers in immediately
  2. Build brand identity and recognition
  3. Promote free delivery

Secondary Goal

  1. Have people come into the restaurant

Step One: List ALL information you’d like to put on the ad

  • Company Name
  • Phone Number
  • Logo
  • Address
  • Map
  • Shopping Center or Landmark
  • Menu
  • Type of Restaurant
  • 50% Off Any Pizza Offer
  • Free Delivery
  • We are the best pizza in town
  • Find us on Facebook and Twitter
  • Accept cash and all credit
  • Open 7 days
  • Open Late
  • Hours of Operation
  • Photo of Restaurant
  • Photo of Pizza
  • We Cater
  • We have a banquet room
  • We are New York style pizza
  • We have thin crust, thick crust and stuffed crust
WOW that’s a lot of information!

Step Two: Prioritize the information

Keeping your goals in mind, choose your top 10 most important points and number them in order, with 1 being the most important.

  1. Company Name
  2. Phone Number
  3. Logo
  4. Address
  5. Hours of Operation
  6. Photo of Pizza
  7. 50% Off Any Pizza Offer
  8. Free Delivery
  9. Map (Only use if your location is hard to find!)
  10. Find us on Facebook and TwitterShopping Center Name or Landmark
  • Accept cash and all credit
  • Open 7 days
  • Open Late
  • Photo of Restaurant
  • We Cater
  • We have a banquet room
  • We are New York style pizza
  • We have thin crust, thick crust and stuffed crust

You might be asking yourself “Why did she not rank the others?” To answer your question, it’s important to focus on the really important info, instead of piling every single thing on the ad. There are certain things that are generally known and accepted. By inlcluding your hours of operation on the ad, you’ve covered that you’re open late AND seven days a week. If you have a map on your ad, it will surely have the name of the shopping center on it. If you design the ad and feel that it could use a few other pieces of information to help the design, then keep on with the numbering so that you’re adding elements in order of importance

Voila! That is it you have created a clutter free ad that works and gets all of your needs met.

More than just a pretty face: What colors represent in logo design

July 29th, 2011 by

I’ve covered steps to create a logo, and things to keep in mind when you’re designing and ad. Well, what about color? When you’re designing your logo and marketing materials, the colors you use will have an impact on how they make people perceive you and how you come across.

I’m going to give you a little bit of insight into what colors mean and what images they can conjure up, so you can make sure that you’re putting everything to work for you and taking the best advantage you possibly can.

One thing to remember, though, is that color references like the ones I’ll talk about below are very culture-specific. What means joy in one culture can be a color of sadness or luck in another. I will be basing our color philosophies on the American culture at large, since it’s what I know and where most of my personal customer base exists.

These color associations are good to keep in mind when designing for your business; whether your logo, a direct mail ad or a website. If you’re a diet clinic, do you want a color in your logo that makes people hungry? Might not be a good idea! For an aerobics instructor, you’d want colors that make readers feel energized and excited, instead of drowsy and relaxed.

Red is a very strong color. It’s very noticeable and is often used for caution and warning signs; It’s associated with stop or “beware”. It’s a hot color that evokes a powerful emotion of passion, sex, energy, blood and war. Red is a good color to use for accents that need to take notice over other colors. Red is often used in flags for nations, as it is a symbol of pride and strength. Many car manufacturers choose to use red to model their flagship vehicle styles, since it portrays a sporty feeling.

Orange is a combination of red and yellow, a bright and warm color. It represents fire, the sun, fun, warmth and tropical images. It’s considered a light, fun color that has appetizing qualities to it. Orange increases oxygen supply to the brain and stimulates mental activity, and it’s highly accepted among young people. As a citrus color, orange is associated with healthy food and stimulates appetite. Any design relating to the tropics, something fun, easy going and youthful should incorporate some type of orange into the design. A darker, richer shade of orange can be associated with autumn.

Yellow is the brightest color to the human eye. It represents fun, happiness, sunshine and other light playful feelings. It is a cheerful energetic color. Yellow is often used for children’s toys and clothes. Yellow is often hard to read when placed on a white background so designers must be careful when using yellow, that it isn’t’t too difficult to read or notice. Though yellow is a bright cheerful color, as it starts to darken it, however, quickly becomes dirty and unpleasant.

Green is the color of nature and health. It represents growth, nature, money, fertility and safety. Green is a relaxing color that is easy on the eye and has a healing power to it. It is often used to represent anything having to do with health. Many pharmaceutical and nutritional companies use green in their logos and material to advertise safe natural products. Dark green is commonly associated with the military, money and banking, but it can also be associated with being new or inexperienced as being green or a “green horn”.

Blue is a calming color that shows creativity and intelligence. It is a popular color among large corporations, hospitals and airlines. It’s a color of loyalty, strength, wisdom and trust. Blue has a calming effect on the mind. Blue is the color of the sky and the sea and is often used to represent those images. Blue is a color that generally looks good in almost any shade and is a popular color among men. Blue is not a good color when used for food as there are few blue foods found in nature and it suppresses the appetite.

Purple combines the stability of blue and the energy of red. Throughout history, purple has been associated with royalty and prestige. It symbolizes mystery, magic, power and luxury. Purple is often used to portray rich powerful kings, leaders, wizards and magicians. Purple combined with gold can be flashy and portray wealth and extravagance. Light purple and pink is good for a feminine design and is a popular color among teenage girls. Bright purple along with yellow is commonly used in promoting children’s products. It gives the appearance of something that is fun and easy to do.

Black is often a color used to portray something evil, depressing, scary or even death in western civilization. It has negative imagery with it at times such as “blackmail” or “blacklist”. Black is also a very powerful color that also portrays one of class elegance and wealth. Classy clothing is designed in black from the “power suit” to the “sexy black dress” to formal “black-tie attire”. Black combined with other colors can have a very strong statement. Black is a color that can fit into almost every design to add contrast, type, and make the other colors stand out more.

White is often associated with being pure, clean, fresh and good. The color of a fresh snowstorm brings up images of a peaceful and pure winter scene. White is a common background for Webster’s as it is easy to read black or dark text on it. When used with a design using lots of negative space it gives a very clean look to it. White is also used lots for charities and non-profit organizations to denote something good and positive. Hollywood often portrays their characters in white as being good; the white horse, the cowboy with the white hat, the white wizard etc. White usually is associated with being pure and almost heavenly. White is associated with hospitals, doctors, and heaven.

Considering Ad Content

June 24th, 2011 by

Hi there, it’s Lizz again, the voice of the Art Department at Golden Mailer. This week, I’m going to make a few suggestions that you might want to keep in mind when you’re deciding what information to include on your ad.
I understand it’s hard to choose, and can be overwhelming when you’re deciding what you want to put on your ad. When you’re working with Golden Mailer, you only have an 8″ x 3″ space to work in; about a third of a page. You’re spending your hard-earned money on that advertising space, and you want to get the most bang for your buck.. the temptation might be to put as much info on there as you can!

I really want to discourage you from cramming your ad full of text and pictures and logos and web addresses and social media logos and license numbers and offers and…

You have about 3 seconds to make an impression on a potential customer when they’re flipping through ads. Look at this one for about that long (No cheating! :))

1…2…3…

What can you tell me about this company?

  • What do they do?
  • What is their field of expertise?
  • What’s their offer?

You don’t want to overwhelm the reader with information… you want to give them just enough to want to call you! Let them ask questions so they have to call to get the answers! Once you’ve got them on the phone, your excellent customer service skills will close the sale. The objective of the ad is to get them to call. You can’t rely on a piece of paper to close the sale! That’s up to you.

Some of the things that concern me on this ad:

  • There’s no real information in the title; that’s the first thing someone will read, so you want to tell them what service you provide, or at least give them the information so they’ll come to the right conclusion. (Like a restaurant; the title: “Hungry?” is clearly going to be a food establishment.)
  • Their expertise: Interior AND exterior, residentail AND commercial. That covers pretty much everything. You can’t specialize in everything. Choose one and specialize in that.
  • Those bursts and exclamation points! When! you! emphasize! everything! you! emphasize! nothing! I’m not opposed to bursts and ovals and such, just use them sparingly; if you find yourself wanting to add more burst-text to your ad, take a moment to question why… is it not relevant to the other information that’s there? Is it extra-important?
  • The photos: I love using photos on an ad. They are, after all, worth a thousand words! I’m a photographer… pictures make me happy. On this ad, however, they’re just providing more visual clutter. Two photos is not necessarily better than one. One larger photo will provide better impact and draw your reader in better than several tiny ones.
  • The logo: You put all that effort into creating a great logo, but it’s just jammed in as an afterthought, and in the process, it makes it all but impossible to even tell the name of the company that wants the business!
  • The contact information: Take a moment and consider how people will get in touch with you. On the first ad, we have 2 phone numbers, a fax number, an email address and a website. How urgent is it that someone be able to reach you on your cell at all hours? If you’re a plumber who offers emergency service, that’s one thing. But I don’t know of anyone who needs a room painted quickly enough that they can’t leave a message at your office and get a call back! The fax number… why would a prospective customer need to fax you? I’m betting that the people who are sending faxes have spoken to you on the phone; you can give the fax number then, instead of on the ad. The website AND email addresses; I assume that someone will have a way to email them on their website, so it’s redundant to provide both. Also, by sending people to your website first, it gives you the opportunity to give them a little more information about you, and to fit in another tidbit of marketing.
  • The offer: It’s complicated, and doesn’t make the benefit to the consumer obvious right away. Three bedroom or four, plus it shows the regular price AND the amount saved. The disclaimer is a LOT of small text, and can turn someone off from reading any further… if they stop reading, they aren’t thinking about your company any more, and won’t be calling you.

Taking all of this into consideration, I’ve recreated this ad to be more effective; for me, as a graphic designer, having more space to work with allows me more space to be creative and really make something look great, instead of just trying to crowbar all of the information into a limited space.

See the difference?

If you aren’t sure what information you should or shouldn’t include, don’t hesitate to ask your sales executive; they want you to succeed, for your ad to be a homerun, and for you to be thrilled with your results! I’d also love to hear your comments on what you think does and doesn’t work when designing an ad.

Logo-a-Go-Go: Designing Your Logo, Part 1

June 3rd, 2011 by

Hi there! This is Lizz, the graphic artist for Golden Mailer. I’ll be guest posting this month, sharing a little bit about what I do, and some tips and tricks to really maximize your results when it comes to design of both ads and other things, like your logo and corporate identity. If you have specific questions that you’d like to see addressed in future posts, please feel free to leave a comment and I’ll get to it just as soon as I can!

Let’s start with one of the most basic elements for branding your company; your logo. You’ve got a great name, and you’ve filed your fictitious business name paperwork, so now you just need to create the identity to go with it!
Yes, this is the part where I’m going to suggest you hire a trained designer to work with you on creating your logo, but I also realize that may not be a realistic option for a small business owner who is just starting out, so I want to help point you in the right direction so you can create your own identity! When you’re a multimillion dollar corporation, you can hire a pro to update your look instead!
Some questions to ask yourself when you’re thinking about your logo.

  • What kind of image do you want to portray? Elegant and professional, fun and lighthearted, or hard-working and dependable?
  • Is there a color that is generally associated with your industry type? Think green for landscaping, red, white and blue for smog and auto service providers.
  • What are some of your competitors using as their logos? You don’t want yourself to get easily confused with them, if at all possible!
  • Does your company name tell people what it is you do? Are you “Jimbo and Sons, inc.” or “Jimbo and Sons Painting”? This will have an impact on some of your options.

Take a minute and think about some logos you know off the top of your head… how about this one? Or this one? They’re both pretty universally recognized, right? And they’re logos that graphic design students all over the world learn about in class when talking about iconic logos. Here’s the thing. Nike and McDonalds have spent billions, yes that’s billions with a b, of dollars making their logos iconic. Unless you have billions of dollars available for a branding campaign, you’ll need to make your logo a little more obvious and a little less icon..

One of the best ways to do that is to incorporate your company name directly into the logo, and your logo can really be as simple as your company name in a specific font and a specific color. Like this. If you’re looking for a really great font that speaks to you, check out DaFont. It’s one of my favorite resources for free typefaces, and you can search by specific style, or just browse until something jumps out at you.

If you want more than just the font-based logo, you can introduce a graphic element; it can be as simple as a circle or as complex as an entire character.

Next week, I’ll go more in depth into some design ideas and show you some samples of what I’m talking about.

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