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Direct Mail

Marketing: All Wheels need to be in orbit.

By | advertising, branding, corporate branding, design, Direct Mail, Direct Marketing, email marketing, full moon design group, Graphic Design, marketing, Promotional Marketing, social media, strategy, Uncategorized, website | One Comment

Introducing the Lunar Cycle: All marketing wheels need to be in orbit!
*Note: Our model is to serve as a summary of good marketing practices.

To be successful in business, you have always needed a marketing strategy. Your marketing strategy has always needed to promote your brand while protecting it at the same time. And the result of a truly successful marketing plan is a well recognized brand of a profitable business! Smaller businesses struggle daily to keep up with their marketing and branding. It’s easy to get focused on one particular method and forget about the rest. I am writing this blog today to stress that marketing strategies have not changed and as a business, you can’t survive on just one approach!

Full Moon Design Group’s Luna Cycle

Print doesn’t substitute your networking activities and web doesn’t substitute your print materials and social media does NOT substitute for all of it! Instead, you will want to make sure that they are all working together, in unison, promoting your brand and communicating the same message.

There are five different marketing wheels and each one orbits around your brand. Each of the five, have their own moving parts. We will be expanding this blog into several posts in an effort to start the conversation of each of the wheels and the components it is made of.

It all starts with your Company Culture. Developing a strong company culture will ensure that your company’s mission is brought to the forefront and that you are getting the Word of Mouth marketing that you want.

Next, you have your Activities. These activities consist of Special Events that you hold as a company, Charities or Non-Profit organizations that you and your company support, local Chambers that you are a member of, Professional Associations that make sense for your company and employees, Sponsorships that promote your brand to the right audience and Tradeshows that will help you get in front of your audience.

Your printed materials will consist of creative Ads, Direct Mail, Stationary, Brochures/Flyers/Pushcards, Promotional products and Presentation Materials. When engaging in your Activities, it’s always helpful to have printed material to support your brand. What printed material you have at each activity should be relevant and impactful.

Moving to the digital world, you now need to have a website. Your website should be clean, inviting and engaging to your current clients and prospective ones. Features of your website that should not be overlooked include a Blog, Newsroom and Email sign up form for your newsletter. In your Blog, you’ll be the expert and offer advice, your Newsroom will keep people abreast of the “goings on” in your company, and your Email newsletter will be a place for special offerings and information.

Expanding into the digital world, we find Social Media and boy does it get complicated and overwhelming! Social Media is an all access pass to the world. It’s a free medium for you to engage strangers, communicate your thoughts & ideas, and invite people in to really “get to know you” as a business. Social Media is now the gateway to higher rankings from search engines like Google, Yahoo, and Ask. To keep it simple, we’ve grouped Social Media into several descriptive categories…and this just scratches the surface!

The most familiar outlet is the Lifestreams/Microblogs which include Twitter, Facebook, and MySpace. Within these Lifestreams, you will find Location Based applications like Gowalla, Foursquare, and Whrrl…great ways to promote your business and interact with the public. When blogging or offering useful white papers, Social Bookmarking is a great way to make sure people find you. Popular methods are Delicious or Stumbleupon. Moving on to more fun stuff, you’ll find the Media Sharing sites like YouTube, Ustream and Flickr. For businesses, it’s important to participate in Business and Niche Networking sites like LinkedIn, Ning & Spoke. And last, but not least, you have the Review based sites including Yelp, Google & Yahoo.

The sixth component of the Luna Cycle is Public Relations. Your public relations strategy should be coordinated with your marketing strategy and pushing the information out to the public. Full Moon Design Group has strategic PR partners in place that we work with frequently to ensure our clients get exposure in all aspects of their business, in as many places where their audience resides.

Why Direct Mail? The Pros, Cons, and Proven Results

By | advertising, branding, design, Direct Mail, Direct Marketing, full moon design group, marketing, strategy, Vicky Gouge | No Comments

Direct mail is one of the most cost efficient and effective marketing tools businesses can use to reach their customers. For a small investment, direct mail reaches a large number of people, gets information directly into the hands of its audience, builds brand awareness and incites people to take action. Direct mail can offer incentives and discounts, educate the public, and can also promote other marketing incentives and tools at the same time (think website, social media badges, special online only offers, etc).

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The Importance of Direct Mail and Email Marketing in the Social Media Age

By | branding, Direct Mail, Direct Marketing, full moon design group, marketing, social media, strategy, Vicky Gouge | No Comments

I have had quite a few posts recently touting the benefits of social media.  While still in its infancy, social media and social networking are incredibly powerful when executed properly and when companies use them to bridge the communication gaps between themselves and their customers, clients, and core audiences.  But while just about everyone is at least dipping their toes into social networking these days, it is important to realize a couple of important things about those old tried and true methods: direct mail and email marketing.

1.  The social market is just one more component in the Wheel of Persuasion. Direct mail and email marketing are

Marketing Wheel of Persuasion

tools on the wheel as well, and in order to have an effective campaign, all elements must be considered,utilized and executed properly, and then measured to receive the maximum ROI.

2.  While there is a mass migration to social media and so many companies are advertising and selling their “wares” on social media sites, they are forgetting about direct mail and email marketing; thus these avenues may actually become more effective.  Direct mail and email marketing can also be just as cost effective as a properly planned social media campaign.  By using all of these avenues to reach your targets on multiple levels and multiple locations you are reinforcing brand recognition and messaging, and creating a stronger campaign as you go.

3.  Email marketing may seem easy, but there are a lot of very strict laws out there that prohibit businesses from sending unsolicited messages.  If you are caught doing this without following the rules, it can be costly on a number of levels.  (A.)  You can be given a pretty steep fine and in this economy can anyone really afford this?  (B.)  You lose the trust of your audience.  When you send spam, you are bringing your company and your campaign down to the same level as those businesses (is that what they really are?) that send out the latest discounts on male enhancement drugs.  Is this really the category under which you want your message to be filed?  No.  Marketing professionals are very aware of these laws and it is in your best interest to consult with them before you try to send anything out.

One thing to remember about using social media to promote your business is that it takes time to develop relationships and gain the trust of those people you are trying to reach.  Then once you reach them, often the messaging is not perceived in the manner in which you intended it to be conveyed.  But remember, perception is reality from each person’s standpoint.  Full Moon Design Group is experienced in reaching audiences using techniques that limit those variations in perception and truly get across the meaning in the light our clients want to be seen in.

Consistency is the key. Direct mail, email marketing and social media can actually be used to cross promote each other.  The point being is that marketing effectiveness does not happen in a bubble.  They should all be a part of your overall campaign.  They strengthen your brand, your image, your message and get you in front of your customers.  Let us help you develop a strategic overall marketing campaign and design the right mix of all of these elements that is right for your company.  Contact us today: 512.428.9072

Full Moon Design Group wins MAX award by the Home Builders Association of Greater Austin

By | Direct Mail, full moon design group, Newsroom, Vicky Gouge | No Comments

Austin, Texas, June 14, 2010Full Moon Design Group, Inc. proudly announces that a direct mail campaign designed for Sterling Custom Homes wins a MAX Award by the Home Builders Association of Greater Austin.

Principal & Co-Founder Vicky Gouge who designed the postcard campaign was very please and excited. “I was surprised and honored that the campaign Sterling Custom Homes submitted was selected as the winner. The goal of Full Moon is to provide as much exposure as possible for our clients through professional design services.”

Sterling Custom Homes has been a client of Full Moon Design Group since 2004. Other client award recipients were Gayle Berkbigler (Realtor of the Year), and Eric Olsen (Best Remodeled Project $100,000-$150,000).

About Full Moon Design Group

Founded in 2004, Full Moon Design Group, Inc. is a fully custom graphic design firm specializing in the creation and production of competition-devouring marketing materials.  From logos to Websites, Full Moon Design Group creates and produces concepts that clearly state your message in a simple and concise manner.  Founders Katie Osborne and Vicky Gouge, and the rest of the Full Moon team, believes in maintaining a standard of quality with a steadfast commitment to customer service and satisfaction.

For more information about Full Moon Design Group, please visit them online at www.fullmoondesigngroup.com.

Direct Mail: The Numbers

By | Direct Mail, marketing | No Comments

Last week we talked about direct mail and why it works and now we want to expand on that. Here is the bottom-line on direct mail:Mailboxes at the bullfrog brewery in Williamsport, PR

In the past 50 years, direct mail has never declined.  That’s right – it has never declined.  On the flip side – it has increased and continues to increase.  According to a Universal McCann Report on advertising expenditures for 2007, direct mail saw an increase of 4% over 2006; and it is predicted that in 2008 to see a 4.5% increase.  No other form of advertising can make this claim.  Not TV, radio or even internet advertising has seen consistent increases like direct mail.

Direct Mail and the Internet

The growth of online businesses, internet advertising and social media has not hurt direct mail campaigns.  In fact, it appears that it is actually helping the campaigns.  According to the Direct Marketing Association, nearly 33% of people who respond to direct mail do so by going online.   These numbers makes sense as more and more people shop online and spend a good part of their free time online as well.

Progression of Direct Mail Tracking

In the 80’s, aside from mullets and fluorescent clothes, there was a change in direct mail as companies started adding toll-free number on their pieces.  Now companies are adding their corporate Web addresses, as well as promotion specific landing pages.  The promotion specific landing pages are a great, accurate way of tracking the effectiveness of the direct mail campaign.

Now that the tracking of direct mail and its effectiveness is getting easier and easier, we really don’t see direct mail declining anytime soon.

If it has been going strong for the past 50 years, why change now?

*Photo by Jonathan Henderson

Direct Mail Offended by “Junk” Reputation

By | Direct Mail, Direct Marketing, marketing | One Comment

We all get them, almost every time we go to the mailbox; those little postcards, fliers, coupons and free trials that we lovingly refer to as “junk mail.”  However much we complain about that mail, we always feel good that there is something in our mailbox when we open it and we all actually find ourselves perusing the “junk mail” to see what is out there.

“Junk mail” is a slang term for the most common form of direct marketing in use today, Direct Mail.  Direct mail, by definition, is a communication delivered by the post office to all postal customers in an area or to all customers on a list.

Direct Mail has Super Powers

Direct mail is a very powerful tool in your direct marketing and is an ideal way to reach a targeted audience vs. advertising.  You can direct where offers or “call to actions” are going and who they are reaching.  You can also test different offers on different parts of your target list and you can see which one does better, allowing you to design your marketing efforts to be the most effective.  Finally, it is inexpensive and easy to keep changing.

Direct Mail Points to Ponder

by Vards UzvardsRemember, to get the most out of your direct mail campaign, you need to make sure that you follow a few guidelines.  One of the most important things to do is to make sure that you have a proper and smart target list.  For example, if you are a pet grooming service; including residents of an apartment complex that doesn’t allow pets is probably not the best use of your time, money and resources.

Also make sure that your message and design is clear, concise and attention-grabbing.  Most Americans, it seems, suffer from a case of constant attention deficit and you need to get your message across very quickly.  If you include a call-to-action, it should be simple and easy to track by you and your staff.

Finally, if you have any questions about how to incorporate an effective direct mail campaign into your marketing efforts; pick up the phone and give us a shout and we will do our best to give you answers.

*Photo by Vards Uzvards