The Next Great Age of Direct Marketing

by Jay Graves | May 25, 2021 | Business Strategy

By Jay Graves

I’ve been lucky enough to straddle the world’s move from analog to digital (which makes me old, kids). My data-driven career started in direct mail and then, like the rest of the world, moved to the internet in the ’90s. 

And I’ve noticed something important…

We’ve forgotten how to be responsive. And it could be costing you business.

From my experience, our loss of customer responsiveness began with “broadcast” advertising with mediums such as television, radio, newspaper, and magazines.  Despite the promises of “1:1” marketing, digital marketing exponentially accelerated with the rise of Google, Facebook, and Amazon’s dominant market positions. In many cases, digital marketing these days is more like old broadcast marketing.

Imagine being a door-to-door salesperson in the 1950s. You knew right away what customers liked and didn’t like. You knew it in real-time. However, if your company advertised on TV,  in the newspaper, or on the radio, the company could reach many more people than you could on your route that day. What likely happened is that advertising enhanced your ability to sell. It enhanced that one-to-one relationship. The company didn’t take you off your route just because it was advertising.

Broadcast advertising works as long as you understand the power in the hands of the broadcaster. They own the customer relationship. If you are a large enterprise, then you can perhaps afford to bargain for better advertising rates. For the rest of us, we continued forward, believing that “digital marketing” is how it had to be now. Move all of my advertising from “old school” and buy search keywords (controlled by Google), advertising on Facebook/Instagram (using black-box algorithms), or sell through Amazon (where you often aren’t even legally allowed to use the buyer details for follow-up).

Source: Ted Goff

Now, let’s put that in modern terms. If you depend on advertising via Google, Facebook, and Amazon and you are not developing high-ROI one-to-one customer relationships, you have a problem. Yes, you likely don’t have a door-to-door salesperson. But, you do have other ways to cultivate profitable long-term customer relationships. It is so much easier to keep a current customer than it is to find a new one. 

The top solutions that work one-to-one are email marketing and good ole direct mail. 

These are two media messages that arrive where your customer is, sent to them specifically, with their name on the message. It is this personalization (you choose the person to whom you promote, and you promote to them personally) that defines a direct relationship. Above all, direct marketing is responsive marketing in that you know what your customers are saying and buying. They become more than a statistic; they become people.

The typical small or medium-sized business, generally under $50M in sales, must learn to work with Google, Facebook, and Amazon (and broadcast media if they can afford it). As long as your marketing achieves well-reasoned key performance metrics, you should absolutely keep advertising with giants such as Google, Facebook, and Amazon. Broadcast and “big” digital advertising absolutely can work. When it does achieve your performance metrics, absolutely keep doing it and optimize every step. 

However, it would help if you did not fall prey to the newest-of-the-new bright and shiny solution offered in the digital marketing world. They are generally a waste of effort and a distraction away from success. Learn how to test new channels and techniques before investing heavily in them.  Prove that they work (meet YOUR performance metrics) before devoting a significant portion of your budget. 

At the same time, businesses must clarify their message and develop direct consumer relationships. Now. This is an absolute imperative. 

The reason why is that things are changing quickly. Apple is about to force Facebook to play on a more level field with consumer data. Google is on the road to killing third-party cookies (tracking), which allows for detailed individual-level data to be used in ads. Regulatory efforts are underway to change the way Amazon deals with its merchants. None of these big players are in any danger of going away. However, all will be forced to change and it can bring you a real opportunity. Only businesses that have and keep direct relationships with customers will survive and thrive. 

So what should we all do?

First, develop your email list. If you are a larger firm, hire a professional communications firm or branding agency with direct marketing experience. Then listen to them. Their experience will help you. For smaller businesses, no matter how small, I suggest looking at Marketing Made Simple from StoryBrand. It is a repeatable framework for developing an email-based sales funnel that will start your journey. 

Next, experiment with direct mail. Really, direct mail. You know, the mail that arrives in an actual mailbox. Send it to your best customers and watch the results. It works. And there are great tools out there that make old direct mail a lot like new digital marketing. Heck, start with Mailchimp, which has built-in digitally printed postcards that can work with your email campaigns.

Lester Wunderman, considered by most to be the father of direct marketing, predicted our current predicament way back in 1971: 

“Advertising has always been capable of eliciting a response—but only in the nature of a direct marketing dialogue do we find the potential for responsiveness. And if I read our marketing and social revolution accurately, responsiveness is the only road to a technology which will serve people instead of enslaving them.” – Lester Wunderman, 1971

This was before the modern computer and long before the internet was anything at all.

Responsiveness is produced by talking with customers, not at customers. Good communication is how humans are made to work. I would argue that eCommerce isn’t explosively growing because of COVID-19; Ecommerce is explosively growing for all businesses that interact well with their customers and treat them like people. We forget, but this is like mail-order catalogs when they became possible at scale because of computer databases in the ’70s and ’80s. 

Something new will come along too, but the successful technologies will be the ones that connect people with people. The best well-run businesses will communicate directly. Just like right now.

The good news is that you can establish excellent direct customer relationships. There is much reason for optimism. Talk to and listen to your customers. Use tools like email and direct mail that allow you to establish and enhance direct relationships. Don’t be beholden to third parties that take away your voice. Your business and your customers will be stronger as a result. Welcome to the next great age of direct marketing.

“The thing that fascinates me is what is yet to come and what is yet to be and what is yet to be made to happen. And I live in that world.” – Lester Wunderman

Blueprint.Inc is on a mission: to help 10,000 local businesses by 2025 survive and thrive by using our platforms to support and promote them as critical stakeholders in our communities. If we can help you, we’d love to talk!

What to Expect from Summer Travel

by Liza Graves | May 25, 2021 | Business Strategy

As COVID-19 regulations continue to decrease and become more lax, many anxious travelers are beginning to think more seriously about leaving home for a much-needed summer vacation. From an increase in road trips to a rise in luxurious getaways, here are seven travel trends you can expect to see this summer. 

What to Expect from Summer Travel

Travel Remains Top of Mind

Although travel itself decreased significantly last year, planning for future vacations did not. In fact, according to Vrbo’s 2021 travel trends report, 82% of U.S. families have plans to travel this year. After nearly a year-and-a-half of being cooped up at home, travelers want their next vacation to be extra special, so many people are spending more time planning their perfect getaway this summer. According to Tripadvisor, 74% of global travelers say they are likely to spend more time choosing a destination this year by reading reviews and researching accommodations and activities.

While travel in 2020 seemed to stop altogether, Vrbo’s 2021 travel trends report reveals families across the U.S. have used their increased time at home to plan a vacation in 2021.

A Rise in Road Trips & Drive Times

Despite this increase in travel planning, many people remain hesitant when it comes to flying. Vrbo reports that 59% of families who plan to travel this year are more likely to drive than fly. As more people prepare to travel by road, we also see an increase in the distance travelers are willing to drive. According to a study by Harvest Hosts, a membership program that invites RV owners to stay at unique campsites, nearly 60% of people who are planning a road trip are willing to drive over 500 miles (about 8.5 hours) to get to their destination.

Going Off the Beaten Path & Reconnecting with Nature

So, where is everyone headed this summer? According to a recent report by Airbnb, searches for remote destinations over Memorial Day weekend increased by nearly 40% within the last month. Travelers are opting for open-air getaways with a more outdoorsy feel rather than visiting busy metropolitan areas. Top rural destinations searched on Airbnb for Memorial Day weekend included Southern spots like Jackson County, NC, and Harper Ferry’s, WV. 

Similarly, Vrbo reports that destinations near lakes, rivers and streams are also seeing an increase in demand. Popular Southern destinations searched on Vrbo with beautiful waterscapes include Emory, TX; Slade, KY; and Outer Banks, NC. But what about beaches? Those are on the rise, too! According to Expedia’s 2021 travel trends report, 56% of travelers are also looking to escape to the beach. 

Outdoorsy destinations with nearby rivers, lakes, streams and beaches are also on the rise this summer.

Longer Trips That Combine Work & Play

Gone are the days of quick weekend getaways, as Vrbo reports that 75% of U.S. travelers are more likely to book summer travel vacations for at least seven nights. Because people aren’t spending as much of their travel budget on airfare, many can afford to extend their vacation by a few days. Similarly, as people lengthen their vacations and continue to work remotely, many travelers are booking “flexcations,” vacations that combine work and relaxation. In fact, according to Vrbo, 52% of U.S. travelers who took a flexcation in 2020 found the experience refreshing, and 62% would take another flexcation in the future. After all, who wouldn’t want to work beach-side?

RELATED: Revenge Travel: The 9 Trips We’re Dreaming of Taking Next

More Splurge-worthy Vacations

Similarly, many families are willing to spend more in order to get their dream vacation. According to Expedia’s 2021 travel trends report, people are cutting back on dining out or ordering takeout, purchasing alcohol, and even their streaming services to afford more vacations in 2021. According to Vrbo, 33% of travelers are willing to spend more money on a 2021 vacation than they typically would. 

2021 is the year of going all out as many travelers are willing to spend more to experience their dream vacation.

The Need for Travel Insurance

If the pandemic has taught us anything, it’s to always expect the unexpected. As people begin to plan their future getaways, many are also purchasing travel insurance. This ensures a refund of any prepaid or non-refundable costs for your trip if you’re unable to travel due to an unexpected circumstance. According to a Nasdaq interview with Megan Moncrief, a spokesperson at Squaremouth, the insurance company has never seen the sales of travel insurance reach this height before.

A Focus on Family

Many families in 2020 experienced the cancellation or postponement of important events like weddings and graduations. These canceled celebrations have led to an increase in family-focused getaways in  2021. Vrbo reports that 31% of travelers’ say their main reason for taking a vacation is to spend time with family and loved ones. Similarly, Expedia found that people’s top summer travel companions this year are expected to be their children and those within their “quaranteam.”

After a year of canceled and postponed gatherings with family and loved ones, summer 2021 travel is expected to be more family-focused.

Here’s to an adventure-filled summer!

What Does Brand Consistency Look Like in the Digital Age?

by Liza Graves | May 21, 2021 | Business Strategy

Like most things in the digital age, businesses are growing and changing faster than ever before. From technological advancements to new social media platforms emerging each year, it’s easy to feel the need to constantly change your messaging and marketing strategies. Although it’s necessary to adapt to the ever-changing business world, your brand should remain consistent throughout the years. Brand consistency is key to establishing trust with your clients, creating brand awareness in your marketplace, and ultimately, making key sales. So just how do you stay consistent in the digital age? We’re here to help break it down. 

What does brand consistency look like in the digital age?

Before you dive into the intricate ins and outs of brand consistency, it’s important you ask yourself these questions to define your brand: 

1. What is your mission statement? 
2. What does your company believe in? 
3. What problem are you solving?
4. What makes your business different from another one? 
5. Why should people hire you or buy your products? 
6. When someone interacts with your company, how do you want them to feel?

After you’ve answered these questions, it’s time to take the necessary steps to establish brand consistency that will last. In order to do so, you must consider the following:  

Consistency of branding

Are you maintaining your brand through logos, colors, fonts, filters and yes, even business cards? 

Did you know before Google was Google, it was BackRub? They only kept BackRub for a year. When you are starting out, it’s easy to have a period of time when you are changing your brand or business name. That’s okay for a very short time. But, you’ll be given very little grace here. Ultimately, it’s in your best interest to pick a name and stick with it as soon as possible. 

Along with finding the perfect business name, it’s vital that you create a logo and try not to change it. Regardless of if it’s just your company name is a special font, seeing several different logos for your company is confusing so be sure to stick with one. If you change it, change it everywhere. Also, consider different sizing needs such as square and rectangular. Make sure your logo is in jpeg, ai and eps format so that any publication can work with it. This will save you a lot of headaches in the long run!

While creating your brand, keep in mind that professional-grade photos of your work are a MUST. Find a photography student if funds are low – we once used a 15-year-old student and got incredible photos! When grainy, overblown flash, blurry, or dark photos are posted on your website or social media outlets, your professional credibility is diminished. 

Finally, let’s talk about business cards. They still matter! No matter what industry you’re in, you need to consider a card that matches your brand esthetic and will stand out. Your card says something about YOU and the image you’ve worked hard to create for your company. Whether you prefer a traditional business card made of heavy card stock with letterpress or lean towards a more modern approach like wooden or photo cards, your brand will be well represented, and consistent, with a well-designed business card. 

Consistency of message 

What are your core values? For Blueprint.Inc, we strive to have a positive message, to support women, to champion local businesses, to be smart, fun and respectful and to have a company culture that is flexible enough to let our employees enjoy their life outside of work. Your mission statement, core values, and company culture should be clear, concise, and reflect the image of your brand. 

Consistency of communication 

How do you communicate with your customer? This includes each touchpoint with your audience including social media, blogs, and email. 

It’s undoubtedly hard to get noticed via social media today. But with persistence, consistency, and the help of your online community, social media platforms such as Facebook, Instagram, and Pinterest can be a great source for new clients, page views, traffic to your website, and much more. Be sure to share your pages with family, friends, current clients, and through local groups – the more exposure to your posts and messaging the better. 

Gaining a larger audience on each social media platform is the first step, followed by promoting some of your best posts. Each platform makes it easy to target people within your city. Yes, you have to pay to do this, but it’s a marketing expense. $200 has the opportunity to get you in 50,000+ people’s feeds. That is pretty good! What does $200 buy in other marketing to such a targeted audience? Even a $5 boosted post can bring you in new followers. When creating your content calendar, don’t only post about your own work. Work in desirable content to make your page relevant and note that great photography can help engage your audience and grow your presence in your local community. Having your own photos, not ones everyone else has, will make you look like the expert, not “just” the curator.

Do you have a website? Unlike a blog, your website should be more static with the only things changing being additions to your portfolio and additions to your press section. Do you have a blog? Link to it from your website, but have it be a distinctly different product with similar branding. Make sure to include links to all your social media platforms from your website and from your blog. Overall, your website should reflect you and your brand. At the end of the day, you want to use your page to attract the type of person you want to work with.

Consistency of expectations 

Are your customers getting what they expect to get?

The biggest reason you’ll lose customers, and their loyalty, is confusion. Confusion comes from not staying on brand, expanding your brand, and not meeting customer expectations. Avoid confusion by creating a line of open communication with your clients and keeping your messaging as consistent as possible. 

Overall, creating lasting brand consistency is something that has to be consciously worked on and reinvented each year. Get your team involved in your creating strong company values and communication. Effort is 100% required when it comes to maintaining brand consistency through the years, but that effort always pays off in the long run.