Happy New Year! I can hardly believe it’s 2014, but the ball dropped and fireworks rang in the New Year, so now it’s time to move out of the holiday craze and focus on the year ahead.
The beginning of a new year is a wonderful time to start fresh, both building on what we learned last year, and viewing the one ahead as a clean slate. The best way to start? Lay the groundwork with clear goals and get your business’ direct marketing on the path to success.To help you build a framework, we’ve put together what we consider the best 2014 direct marketing guide around:
Print is in.
Just like the color black, direct mail never goes out of style or function. In fact, the excess of digital marketing, termed “digital clutter”, has lead many consumers towards all things print. Your customers trust direct mail, and in 2014 they want those tangible pieces of advertising. Therefore, it’s more important than ever to make sure your marketing budget is making room for print advertising.
You don’t have to be everywhere.
The growing trend has been businesses trying to connect with all consumers everywhere. But that’s not always profitable. Often quality trumps quantity, so don’t feel the pressure to be on every social media channel while also utilizing mobile, direct mail and TV advertising. Instead, your business should focus on the channels that your consumers are primarily using. In 2014, prioritize the direct marketing channels to home in on only those that work. That way, you’ll also be able to put more time into those marketing channels, and likely will see them become even more successful.
It’s all about the data.
You’ve probably heard or read about “Big Data” this past year, and the reality is that knowing the data can help back up and direct your marketing. However, you don’t need access to all that big data to be successful. Instead, you need access to the right data. 2014 will be the year of quality over quantity in the data-arena as well, which will make measuring marketing ROI easier than ever before. Make sure you implement programs like call tracking so you can access the data you need to improve your marketing throughout the year.
It’s time to get personal.
As a local business owner, you know better than anyone how stiff today’s competition is. With so many choices, consumers are craving a personal touch from businesses now more than ever. Utilize your best asset and get to know your customers on a deeper level. Then, use that knowledge to offer more personalized direct mail and advertising in the year ahead. For a successful 2014, really delve into the core of who connects with your business to create a meaningful community of loyal customers.
Finally, your 2014 prediction…
Last but certainly not least; the top prediction for 2014 is that location-based marketing is the next big trend! At Valpak, our partnerships with innovative companies, such as Roximity and Google Wallet, allow us to offer location-based advertising options to small businesses just like you. Essentially, this means unprecedented access to your on-the-go consumers.
What changes are you making in 2014 to drive your business forward?