Targeting advertising to your right customer can increase your sales, save you money on advertising, and make your team more productive. We understand the importance of a targeted mailing list, which is why we wanted to share how our mailing list is custom created with you in mind.
How we pick our mailing list
• Homeowners- Because we work with a lot of home service/home improvement companies, we target single-family residences. Every month we mail out 225,000 magazines, and over 90% of those magazines mail to homeowners who need your service.
• Income – We pick communities with income above $100,000. We then send out to neighborhoods who can afford to use your services.
• Targeted – Between rising gas prices and traffic, we know that some companies prefer to have very focused territories. We decided to break our areas down into increments of 25,000 homes. Having these targeted zones allows us to pinpoint where calls are coming from and strengthen your marketing with an insert or postcard.
Your team at Golden Mailer then uses the information to help improve your marketing campaign. We recommend new clients start with mailing to all 225,000 homes. Call tracking allows us to see which zones are producing the best results. From there we can talk about ways to improve your campaign with the LocalBuzz.
Read time: Less Than 5 min
To get amazing results and CRUSH your sales goals, you need the right marketing budget. Marketing is essential to growing your sales, and the question I hear most is “how much money should I allocate to marketing to achieve my sales goal?”
First, let’s decide what your sales goals are for this year. There is no right or wrong goal set, you need to do what works best for you and your business. Do you want to:
1. Maintain your current sales volume – The misconception is that you don’t need to be advertising at this stage. However, every year, no matter how great your product or service is, you will lose customers and they will need to be replaced.
2. Be Competitive – To ensure your business is growing at a comfortable rate and is keeping pace with your targeted sales goals.
3. Dominate your industry – You stand out in a crowd, anytime customers think of your industry, your business name is the first to come to mind.
Here is the breakdown to see how much you should invest in marketing to meet your sales goals:
Maintain 5% of annual sales example Annual Sales $500,000 $500,000 x 5% = $25,000 marketing budget per year $2,100 marketing budget per month
Competitive 10% of annual sales example Annual Sales $500,000 $500,000 x 10% = $50,000 marketing budget per year $4,200 marketing budget per month
Dominate 15% of annual sales example Annual Sales $500,000 $500,000 x 15% = $75,000 marketing budget per year $6,250 marketing budget per month
Stagnant or declining business Add 3% to the above
Investing the right amount in your marketing to match your sales goals will allow you to generate enough leads to increase your business.
Pro Tip: You should ALWAYS have a way to track the effectiveness of your marketing. Important indicators of a successful campaign are how many leads you are getting and how many sales from those leads.
Call us today! We are here to help create an advertising budget based on your sales goals.
If you like this Marketing Minute, you’ll love next month’s tip, “Why volume is important.”
Golden Mailer CEO Tristan Barger was interviewed live Friday morning at the Golden Mailer offices in Walnut Creek! Listen to the live interview here…FreeVideoCoding.com
Thank you KKDV Radio for coming to the offices and bring the entire team coffee and treats!
Don’t miss my full article on Duct Tape Marketing. Below is a sneak peak with links and clips from my guest article.
Guest blogger: Tristan Barger, March 17, 2015
Read the full article here: http://ducttapemarketingconsultant.com/determine-campaign-success/#
Not properly analyzing the success of every campaign might seem like an isolated issue. What you don’t realize is this lack of knowledge instigates several unintended (and seemingly unrelated) problems.
“With no standard method to evaluate marketing campaigns business owners are left with no way to calculate investment costs, leads generated, appointments scheduled, deals closed or the final conversion rate of specific campaigns. You have no clue what’s working. These businesses don’t have the resources to track the necessary information or set-up these systems to complement their business and marketing model.
There is no solution that will work for every small business owner. But there is a solution that will work for your business, you just have to find it. Once you start looking into the number of qualified leads that come in and the close rate, you will get a better idea of what kind of CRM service you need. Do you simply need call tracking? Do you need web analytics and keyword tracking?
From personal experience, I will warn you that you might discover you have a bigger problem that needs to be addressed before anything else is done. If your close rate of qualified leads is at 15 percent, you need first to identify where in the process things start to “go off the rails,” and fix it. It could be an administration issue, poor communication with staff or a larger problem related to the kind of leads you are attracting.”
Read more on ducttapemarketing.com & the full article @ http://ducttapemarketingconsultant.com/determine-campaign-success/#
For over 30 years, Golden Mailer has been providing businesses in the East Bay Area with the marketing tools they need to attract new customers. As we look forward to 2015, we reaffirm our commitment to providing our current customers with high-quality products and services at affordable prices.
The founder of Golden Mailer, Nicole Barger, built the company from the ground up and is passionate about helping other businesses succeed. The business continues to expand, and recently the company’s ownership transitioned to Nicole’s children, Tristan Barger, CEO, and Sabline Carbaugh, COO.
Their goal is to continue to maintain Nicole’s commitment to the success of businesses in our community. Tristan and Sabline are launching the company into the digital age to appeal to consumers and meet the marketing demands faced by business owners.
Our outstanding team consists of sales, marketing, and production staff who are passionate about providing support that goes a step above and beyond for our customers. We are all committed to providing unbeatable direct mail advertising while simultaneously fostering the online marketing side of the business. Online strategies include website development, SEO services, content creation, social media, and effective Internet marketing campaigns.
We invite you to join us as we celebrate our first 30 years of success. We look forward to the future of Golden Mailer as we continue to meet the growing needs of locally owned businesses all over the East Bay Area.
Born and raised in the Bay Area, Nick Hughey is a strong addition to the team. Having grown up in the Bay Area he has a passion for helping local businesses succeed. His commitment to giving back and creating a thriving community is founded on ideals that you are only as strong as your community. Schools are only as successful as the local businesses and business owners in their city. Nick is driven by actually seeing a business owner challenge their competition to provide better and more affordable services to local consumers; and as a result, exceeding expected ROI when he first started working with them.
Nick left the East Bay after graduating from De La Salle to attend Oberlin College in Ohio. He returned home after studying Neuroscience due to his natural curiosity to understand things at a fundamental level. This thirst for knowledge is what brought him to our company where he can help other companies understand and reach targeted demographics without wasting time or money.
Nick was immediately drawn to our team – after his first interview he knew this was exactly where he belongs. Much like his own family, he loves how close-nit the team is and the open-door policy that applies to everyone. The opportunity to have multiple face-to-face meeting with our CEO and discuss different sales and marketing strategies is something he knows he would never receive at a large corporation where employees are often lost in the crowd.
Lastly, Nick doesn’t mind getting his hands dirty. He has volunteered in Arizona to rebuild homes on a reservation, delivered Salvation Army meals in San Francisco, plants gardens in low income housing development so the residents can grow some of their own food, and spent time on the San Diego border working with migrant workers to build homes for Habitat for Humanity.
You know you have a great product or service. It may be exactly the solution your customers need, but you have one major problem – they’re not finding your business. Word of mouth is great, and repeat customers are priceless. But you can’t grow your business if you don’t advertise.
We want your business to be successful, so we have provided some basic strategies and tips that will help attract potential customers and take your business to the next level:
You don’t need to mount a major marketing campaign to attract business. Determine your target audience and find the outlets that most effectively put your product or service in front of these potential customers.
Look at businesses that offer products similar to yours, then create a list of the things that make your business stand out in comparison. Emphasize these advantages in your ads so customers immediately see the benefit of doing business with you.
Most online consumers have a very short attention span, so it’s important to create a memorable image for your company. Create an impressive presence with logos, graphics, and content that grabs and holds potential customers’ attention.
Keep your advertising approach fresh. If you stick with the same format and design for your ads, people eventually stop “seeing” them.
Budget your advertising dollars for maximum impact and to make sure you stay on top of where the money’s going.
Keep track of which types of advertising and outlets bring you the greatest return. Knowledge is power – or in the case of advertising, revenue. Put your dollars where the business is.
Be flexible and spread your advertising dollars around. Print advertising may be effective, but don’t overlook all the online shoppers looking for your service.
Capitalize on the seasonality of your business. If your business is cyclical, make sure your advertising budget follows that seasonal cycle.
We believe that your business should not only succeed, but thrive. Use this list to start thinking differently about the way you spend your ad dollars. This isn’t complicated, but it does take some time and initiative on your part. If you need help, we’d be happy to talk to you about the ways in which our business can help your business. Our savvy team of advertising professionals loves helping businesses like yours succeed!
If you read this far you most likely have an interest in selling a product or service. So, the first thing you need to understand is not everyone knows they have a use for your product or service. Selling is best achieved by knowing what your prospective customers needs. This is achieved, usually, by asking questions that leads to understanding what problems need to be resolved, or filling a gap in a persons life. In other words, for some people they know something is missing and your product or service may help them. While, on the other hand, some people may not have a clue as to how your product or service could improve their life. The five basic rules of selling to anyone:
The only way you can successfully sell a product or service to a potential customer is by asking questions. Here is the key to selling: asking specific questions, listening carefully to the answers of such questions, and offering helpful, meaningful options. The active involvement of your interest in another person’s situation is essential in formulating a positive environment that meets the needs of a potential customer.
Thus, to sell to anyone, you must believe in your product or service, be very familiar with its benefits and limitations, and capable of presenting it in such a way that others are convinced in your sincerity and honesty.
This does not mean that sales will occur every time, but following these basic principles will increase your potential for selling to anyone.