The Plumb Marketing blog is full of helpful insights and information to help you achieve your marketing goals.

A New Year - A New Marketing Plan

A New Year - A New Marketing Plan

The beginning of the year is the time we all traditionally start to think about change. Whether it’s making personal resolutions for improvement or looking forward to a new year of opportunity, we are all ready to shake off the ups and downs of the previous year and look forward to new opportunities in the year ahead. ..

Postage Rate Changes in 2018

Postage Rate Changes in 2018

The US Postal Service and Postal Regulatory Commission have approved a rate increase to take effect on January 21, 2018. The increase will affect several of our direct mail customers who regularly use 1st Class, Standard Mail (now known as USPS Marketing Mail) and Bound Printed Matter postage. Rate updates can be found on the USPS website..

. Do You Need a Roadmap to Find Your Marketing Strategies?

Do You Need a Roadmap to Find Your Marketing Strategies?

Having an annual marketing plan is key to maximizing effectiveness, goal achievement and budget allocation. Yet, so often companies develop and execute marketing plans ad hoc for various ideas throughout the year rather than a coordinated annual strategy that leads consumers through the story of the brand, including into a buying decision.

To develop coordinated marketing strategies that perform, they must be tested over time then honed and perfected to provide desired results. While very few marketing strategies and tactics are proverbial “magic silver bullets”, there are a few steps you can undertake to increase your chances of success (and ROI.)

Review Last Year’s Successes

Some marketing strategies work better then others with multiple variables impacting the outcome. Begin your marketing strategy development by reviewing what has worked, what has not and what has promise if improved. It’s important to define whether a program works by developing performance indicators and then throughout the weeks, reviewing those indicators to determine marketing successes. On an annual basis, take a deeper look at why some programs have worked while others have not. Repeat successes, improve those with potential and remove those that have not worked. After a few years, you will have a foundational marketing program that you can forecast and measure. Then you can begin to add in the occasional one-off idea that may emerge through the year.

Adopt a Test, Track, Adjust Attitude

A common mistake made by businesses when adopting new marketing strategies is that they create a plan, execute, then wait until the end of a program to evaluate effectiveness. This hands off approach, specifically in today’s world of internet promotion, can be costly in both budget and lost knowledge. At Plumb Marketing, when we develop a new program, we often start small, monitor constantly and tweak the program until we have it dialed in for maximum success. By embracing smaller test markets, focus groups and sampling campaigns based on personas, you may spend a bit more per unit of ROI initially. However this allows you to begin to dial in on strategies that you can scale up and present to the masses.

Budget and Allocate Resources

Let’s face it, if you have a desire for a steak dinner but only have dollars for a happy meal, you will only walk away disappointed with results. When determining your marketing budget, a good rule of thumb is that 8-12% of your annual budget should go towards marketing programs with a similar ratio on expected ROI. If you are launching a new product or service, the spend could be as much as 15-20%. For example, if you want to generate an additional $200,000 in revenue from a marketing program, the promotional spend should be at least $20,000. By reviewing resources and goals, you can then begin to see what types of marketing programs will provide desired results and at what investment.

Consider All Variables

Every marketing strategy should consider the variables that may weigh on its success. If a marketing program is not working as expected, return to the drawing board and ask yourself if your marketing mix is maximized. Look at the elements of your program, such as the target market demographics, pricing strategy, product mix, seasonality and promotional placement.

Need help with your marketing strategies? Plumb Marketing has created thousands of successful campaigns over our 20+ years. Get started today by downloading our 19 Strategies to Increase Your Sales today!

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Marketing Struggles? Customize and Personalize

Marketing Struggles? Customize and Personalize

Did you know the average consumer now receives over 1 million marketing messages per day? Just think about it. Television, radio, online advertising, social media, bill boards, newspaper, printed flyers, product placements, bumper stickers, t-shirts, hats……it is no wonder it is becoming increasingly difficult to break through the noise to be seen and heard. So how can we as marketers, small business owners and non-profits continue to be effective in getting our message out? The answer is through marketing customization and personalization.  ..

Is Your Brand Diluted? Centralize

Is Your Brand Diluted? Centralize

Have you ever run out of business cards only to search frantically for the last person who printed them? Or have you asked an assistant to create a quick flyer for a new program only to be dissatisfied with the lack of branding? Or do you have a remote team that likes to run rampant with their creative side and now you have 22 versions of your logo, none of which look the same? Then you are not alone.
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5 Direct Mail Statistics for Millennials That Will Amaze You

5 Direct Mail Statistics for Millennials That Will Amaze You

The millennial generation, now the largest demographic with US buying power, are known as digital natives. However, you may be surprised to learn that marketing to this group with direct mail is more effective than you might think. In fact, some sources* suggest that millennials even prefer direct mail over other types of marketing communication. Digital fatigue, the desire for a tactile experience and the ability to highly personalize are all leading to excited anticipation when it comes to opening the mail.  ..

Employee Spotlight - Britteny Dimery

Employee Spotlight - Britteny Dimery

With a cheerful voice and a genuine desire to help her customers, Britteny Dimery is the friendly bookkeeper who will answer your call should you have a finance-related question for Plumb Marketing. Britteny joined Plumb Marketing one month after she, her husband, Kevin, and young son moved to Denver in August 2016. She celebrated her one-year anniversary on the job on September 19, 2017. ..

Win the Sale Before You Walk Through Your Prospect’s Door

Win the Sale Before You Walk Through Your Prospect’s Door

Today’s prospects are a whole different breed of cat. In the past, maybe you could hand your sales team a list of potential leads and send the team out to make sales. Times they are a changing, and along with it your selling environment has radically changed as well. ..

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