Pull Back the Curtain: DM360 Inc.

Join us for another in our series of “Pull Back the Curtain” articles from the Masters. Here’s a behind-the-scenes look at DM360.

It’s amazing how every September the kids go back to school and Grace and I think we can breathe a sigh of relief…and every September we do the same thing at DM360…we get busier.

2010 has brought much of the same with all of our clients ramping up with big marketing plans in October. August and September have both Patty and Jen working with clients on new creative to test in October – lots of copy to read, critique and have designed. (And thank goodness for Amanda behind-the-scenes keeping everything else together and moving along.)

Direct marketing of all varieties follows a definite pattern of seasonality. After a sleepy summer in the U.S., most folks ramp-up for a big September and October before their customers start thinking about spending their money on other things such as holiday gifts.

One of the nice things about being an international marketing consulting and execution company is that DM360 doesn’t typically have a sleepy summer. All of our clients are successful in the U.S. and many are now also successful marketers all over the world. Areas such as Australia and New Zealand don’t have summer in June, July and August – so we’re hard at work marketing as heavily as possible for them in those months…a great way to “seasonality proof” your business!

Effectively we’ve also “seasonality proofed” our own business by working with companies who sell their products all over the world. That’s a win-win situation for both of us.

In other news, here at DM360 we’re in proposal writing mode. Over the past few weeks, I’ve generated many more proposals than usual, which means that I’m having a lot of great conversations about international expansion. It also means that we could very well have a big growth spurt in front of us – for which we’re ready and hopeful!

We enjoy all of our clients, but a new client is exciting for the fresh challenges they bring…

• Which products should they test internationally?
• That’s the best way to leverage their successful U.S. marketing program abroad?
• Just how much additional revenue can we help generate through international sales?
• What modifications need to be made to their operations and how quickly can we make them?
  
  

And that’s what’s happening behind the curtain at DM360 these days. It’s all about “new” – new creative, new marketing projects, new clients and new opportunities. Exhausting and refreshing all at the same time!

Give me a call (410-309-2155) or send me an email (info@marketingwiththemasters.com) if you’re ready to get started with your direct marketing program – I’m sure we could find the time to give you a hand!

Sincerely,

Stacy Berver

P.S. To learn more about DM360 and the services we offer, visit us on the web at www.dm360inc.com.

Are You Tapping into this Powerful Revenue Stream?

The following article was recently contributed by Marketing Master Jody Madron to Nutritional Outlook magazine. For more than a decade, Nutritional Outlook magazine has helped manufacturers of dietary supplements and healthy foods and beverages stay informed about new ingredients, processing technologies, packages, quality-control systems, regulations, and product trends.

Are You Tapping into this Powerful Revenue Stream?
How direct marketing can help provide you with significant, measurable growth.

With more than 150 million people in the United States alone regularly taking nutritional supplements, there’s no question that the supplement industry is thriving.

But the market, as you’ve no doubt noticed, has become a bit crowded over the past few years.

Finding that next great breakthrough – or the next “superstar” product line – has become increasingly difficult for supplement marketers.

There is a way, however, to transform your supplement business – and experience significant, measurable growth – within the next 12 months.

You can accomplish this by harnessing the power of direct marketing.

Direct marketing is the unique marketing vehicle that allows you to reach your customer directly – with a specific call-to-action. Direct marketing has grown from just traditional direct mail to include direct response television, email marketing and many other cost-effective channels.

This simple, time-tested method of marketing is perfect for helping retail supplement marketers grow quickly into direct-to-consumer success stories, all by adding an additional revenue stream without sacrificing any of your existing retail marketing efforts.

Direct marketing is the most efficient way for you to grow your supplement business for one very simple reason: You can measure your success almost instantly.

When you take advantage of direct marketing, you’ll know exactly what return you’re getting for each marketing dollar spent. This detailed – and immediate – return-on-investment feedback allows you to build an efficient marketing “machine” that will help your business grow quickly…and predictably.

A well-run direct marketing program will give you several powerful advantages that you can use to help substantially grow your supplement business.

Direct marketing will help you…

* Reach a broader market – Your successful direct marketing campaign will allow you to expand your customer base far beyond your local retail store – perhaps even globally. Because direct marketing allows you to track your expenses and return-on-investment dollar-for-dollar, your rate of growth is entirely up to you.

* Build a valuable asset – Not only will your list of direct marketing consumers become exceptionally valuable to you for repeat orders…you’ll also find that other direct marketers are willing to pay a premium for the opportunity to market to your list. Of course, how much – or how little – you rent your customer list is entirely your decision.

* Enjoy the benefits of repeat business – An overwhelming number of nutritional supplement direct marketing buyers are repeat purchasers – and they are highly likely to purchase other products you introduce to them. Direct marketing gives you “direct access” to your best prospects – so you can profit from their repeat business and build loyalty with your best customers. Established direct marketers in the supplement industry can see as much as 80% of their revenue come from selling to their existing customer list.

* Become more cost-effective – With direct marketing, you control the amount you’re willing to spend per acquisition…which means you can keep costs low. Plus, the acquisition costs with direct marketing are typically lower than other marketing vehicles.

* Target your prospective customers – With direct marketing, you can identify and communicate with a well-defined target market…and you’ll be able to reach customers on your own schedule rather than relying on driving traffic to your retail site. You’ll also enjoy a much greater level of success – and higher conversions – than you would by broadcasting your message to the mass market. Plus…direct marketing costs far less than mass-market advertising.

Getting started with direct marketing is actually quite simple – it’s a matter of selecting a product to sell…crafting a strong sales message…and selecting the right customers to receive that message.

And while direct marketing used to mean a minimum high five-figure investment in order to get started…e-mail and internet marketing have now significantly lowered those up-front costs for supplement marketers.

By using the power of direct marketing to build solid relationships with a group of happy customers, you can truly grow your business by adding an entirely new revenue stream…all within a matter of just months.

Following this link to read the full July/August issue of Nutritional Outlook magazine:

http://www.nutritionaloutlook-digital.com/nutritionaloutlook/20100708#pg1

Okay, they made their first purchase, now what?

With more than twenty years as an industry insider, Denise Clancey of Teledirect Partners has spent her career launching, rejuvenating and reengineering telephone sales, call center and customer service operations for a multitude of companies.

With Denise’s assistance, clients can expand their existing telephone operations to support a direct marketing program or can easily embark upon setting up a new operation from scratch.

You’ve worked hard to get your inventory in place and your marketing programs out the door. Ca-¢hing! Your first $ale is registered! Now your efforts need to be balanced between retaining and up selling these customers while continuing to acquire new customers.

Your first sale is the beginning of an ongoing communication with your customer base. Here are some practical ideas for developing your Customer Communication Plan and getting it in place.

I. Getting Prepared

What communication tools do you have at your disposal?

There are many ways to communicate with your customers. Start the process by identifying the ones you have available. Here’s a list to consider:

• Email


• E-newsletter


• Direct mail


• Customer and prospect database


• The telephone


• Your company’s website


• Your company’s blog


• Blogs you post to and blogs you visit


• Brochures


• Sales letters


• And pricing sheets

Identify and line up the customer touch points into your company

Who will be corresponding with the customer? Will it be:

• Sales?


• Marketing?


• Customer Service?


• the Executive Team?


• Everyone?

A Customer Communication Plan can include all or many of these departments and individuals. All possible touch points should be equipped to support the customer relationship, respond to inquiries, capture information, and guarantee that the customer correspondence is completed and satisfied.

Get your database in line

The best relationships are based on intimacy and knowledge about your customer. As part of the launch of a new campaign, prepare your database to capture relevant information about the campaign and its buyers. And prepare your team to use your customer database as a source of knowledge and affiliation, as well as an opportunity to add additional knowledge to the customer’s account.

Think ‘Repeatable’ and ‘Repurpose’

Every time you develop copy or acquire additional customer information ask the question, ‘Where else can I use all or part of this? Where else will it work?’ Focus on developing material that can be used in as many customer interactions as possible.

For example, many of the questions and answers you provide as support for your Customer Service team can be included as value adds in your direct mail piece and posted on your website. Product brochures can be included as part of the order fulfillment and they can also be posted to your website. Customer Service can use this information as training material and to support customer conversations.

II. Getting the Communication in Place

Create a ‘Communication Road Map’

Starting with the first order and capturing all customer-initiated and company-initiated contacts, create a Communication Road Map that identifies all possible entry and exit points of customer conversations. Each entry point has the purpose of advancing the customer relationship. Identify the tools that will work to make this happen.

For example, when a customer calls into Customer Service, equip the telephone representatives with a list of special offers. If a customer connects with a company representative at a social or community event, have a process to create a personalized follow-up note or email and include a special offer.

Take a piece of advice from your mother: always say ‘Thank You’ and do it right away

And while you are thanking them, introduce other offers and products. Give them an incentive to buy again soon: a percentage off their next purchase, a coupon code to redeem, a free sample, etc. Connect them to or highlight information on your website or blog – information you left off of your initial correspondence because it would distract from the offer. These can be testimonials, new product and services, special reports and articles.

Welcome them as a customer by sending a ‘welcome kit’

This does not have to be elaborate or expensive. It can even just include a one-page email with your company mission/purpose statement, Customer Service contact numbers and email addresses, a one-time, very special offer, and a link to sign up for your electronic newsletter and special, customer-only offers.

Put them into your system with a next contact date and action

All contacts, including the first sales, should be recorded in your customer database. Identify the next series of actions and offers. Date each event and set it up to trigger the next scheduled event. Having a plan is critical to your success.

‘Tickle’ them from time to time, for no particular reason

Give your customers a call, make them a special offer, or ask them about their interests and their experience with your products and company. Tell them how much you appreciate having them as a customer. Many companies do not take the time to do this, but those who do distinguish themselves from their competitors. Be sure to record their feedback and act on it.

Give them a way to share your offers with their friends and family

‘Share’ and ‘Email’ buttons on your email correspondence, your website and your blog makes it easy for your customers to extend your offers to their connections. Be sure to include icons for the most popular social networking sites.

Show how much you appreciate their business

Thank your customer for their business during every interaction. Add a formal ‘Customer Appreciation Week’ (or month) to your company’s calendar. You can tag onto one that happens in the U.S. during the fall season or designate a time that is relevant for your company.

Tips for additional traction:

• Make a special offer incentivizing referrals and friends.


• Communicate your appreciation on important dates: birthdays, holidays, anniversaries (of the first purchase).


• Take the time to survey your customers, keep your eyes open for recommendations that will improve your business and the relationships you have with your customers.


• And don’t forget the all important ‘we have missed you’ offer.

The first sale is the start of many sales. Identifying and organizing a Customer Communication Plan will keep your company connected and top-of-mind with your customers and will provide you with a consistent stream of satisfied and engaged customers.

Sincerely,

Denise Clancey

www.teledirectpartners.com

P.S. Organizing and maintaining a Customer Communication Plan is easy with help from the Masters. I am available to get you started, as are each of the Marketing Masters. Email us at info@marketingwiththemasters.com

Pull Back the Curtain: Madron Marketing

Fall is the busiest time of year for Madron Marketing…for the simple reason that it’s also the busiest time of year for many of my clients.

There’s a flurry of activity these days – conference calls to plot out upcoming campaigns…brainstorming sessions to hatch the next big idea…and lots of writing.

New leads, new promotions and new strategic plans are heading out to clients on almost a daily basis.

And while the writing is important...this is also the time of year when it’s also critical to make sure there’s lots of reading going on as well.

Here’s what I mean.

My office – at this very moment – is a cluttered mess. But that’s a good thing.

There are piles of direct mail promotions…trade publications…newspapers and magazines in every corner. But they’re not just collecting dust. Not by any stretch – they’re the “fuel” that’s needed to both stay on top of the market…and to drive the creative process for those bold new ideas.

With each of my clients, I try to bring fresh, new promotional ideas to the table on a regular basis. But I also try to bring a solid grasp of what’s working in the marketplace right now.

And the only way to know that is to read every direct mail piece…every e-letter…and every internet promotion I can get my hands on.

It may sound like a lot of work – but to a direct marketing “junkie” like me…it’s also a great deal of fun.

Good marketers are always in search of the next big idea. And that spark may come from looking at a competitor’s promotion...something you read in a newspaper…or even from a conversation you have at a Labor Day cookout.

You just never know when that next great idea will appear.

So if you were to look “behind the curtain” right now at Madron Marketing, that’s what you’d see…piles of fresh, new ideas disguised as newspapers, magazines and direct mail pieces.

Over the next three weeks – with the help of my clients – I’ll have a minimum of seven winning direct mail promotions hitting mailboxes all over North America.

And in the next two weeks alone, I know of four new e-mail promotions that are being tested.

It should make for an interesting time – and there’s nothing like the feeling of seeing those returns come in and knowing you’ve put together another winner.

I know I love it…and so do my clients.

At the same time – while we’re working together to analyze the results of our September campaigns, the work is already being done to get October’s winners prepped and ready to go.

Direct marketing is a fast-paced – but highly rewarding – business to be in. And I wouldn’t have it any other way.

I’ve been in the direct marketing business for 18 years – and have provided the creative behind well over one hundred successful campaigns during that time. If you’d like to learn more about how Madron Marketing can help your business grow, I’d be more than happy to talk with you.

Feel free to drop me a line at info@marketingwiththemasters.com – and I promise…your e-mail won’t get lost amid all the clutter.

Best regards,

Jody Madron
Co-Founder Marketing with the Masters

PS- For more great ideas – just like those you’re receiving in our Marketing with the Masters e-letter – to help give your business a marketing “jump-start” I urge you to check out our complete Master’s Guide to Supplement Marketing. It’s the most comprehensive – yet easy-to-use – direct marketing education resource available anywhere. Click here to learn more right now!