Email
Marketing Contributes to Increased Sales
Two thirds of US companies claim
that sales increased in 2001, as a result of using outbound
email marketing. This is according to a survey conducted
by the Direct Marketing Association.
- Medium sized businesses reported
the best results with a 59.8 percent increase in sales.
- Large enterprises saw a 47.1 percent increase in sales.
- Small companies, a 42.6 percent
increase in sales.
Twenty nine percent of companies
said that email promotions hadn’t affected sales,
while 5 percent said that sales had decreased.
The study also reveals that of
all the companies polled, 15 percent of their total online
sales came from email-based promotions in 2001.
Sixty three percent of respondents
said that email marketing was their most effective customer
retention tool, while 37 percent said that it was an effective
customer acquisition tool.
According to the study, plain text
is the most popular form of email marketing with 80 percent
of respondents saying they use it.
The
Role of Print Ads
A new survey indicates that top
decision-makers are more likely to read an advertisement
in a printed business publication than a banner ad on
a web site.
In a study commissioned by the
Periodical Publishers Association (PPAi), around 83 percent
of business decision-makers said they would rather read
an ad in a printed publication. However, the study reveals
that 79 percent of business decision-makers believe that
the Internet and business publications complement each
other. Print ads build awareness and regard for a company
to make buyers feel more comfortable about purchasing
products and services from a known, familiar source. The
web site address in ads let buyers evaluate sources before
contacting a sales person.
Just 10 percent of respondents
said they thought the Internet eliminates the need for
printed business publications.
Marketing
Defined
Finally, a definition of Marketing
that makes sense....
You see a gorgeous girl at a party.
You go up to her and say, "I'm fantastic in bed."
That's
Direct Marketing.
You're at a party with a bunch
of friends and see a gorgeous girl. One of your friends
goes up to her and pointing at you says, "He's fantastic
in bed."
That's Advertising.
You see a gorgeous girl at a party.
You go up to her and get her telephone number. The next
day you call and say, "Hi, I'm fantastic in bed."
That's
Telemarketing.
You're at a party and see a gorgeous
girl. You get up and straighten your tie, you walk up
to her and pour her a drink. You open the door for her,
pick up her bag after she drops it, offer her a ride,
and then say, "By the way, I'm fantastic in bed."
That's
Public Relations.
You're at a party and see a gorgeous
girl. She walks up to you and says, "I hear you're fantastic
in bed."
That's Brand Recognition.
Employees
Kept in the Dark About Brand Building Efforts
tompeterscompany discovered
that companies and their employees don't "get it" when
it comes to integrating corporate branding efforts within
the company, according to their poll of 700+ business
professionals from around the country.
Companies unintentionally keep
employees clueless about branding and its significance
internally by not relating their external branding efforts
back to their employees or customers and by not connecting
their employees to branding initiatives, decisions, and
results.
Says Tom Peters, "When we say brand,
we normally refer to the marketing program, the logo or
a dozen things associated therewith. That's not complete
and misses the point. It's brand inside that really matters."
The "brand inside" Mr. Peters refers to is the
experience that customers have when dealing with a company.
For example, if a company’s marketing materials promise
a high level of customer service, employees should be
coached to ensure this promise is delivered upon.
In the eye-opening poll on branding
inside conducted by tompeterscompany!, participants admitted:
- More than 50 percent of employees
don't know what a brand means
- More than 75 percent of employees
don't support their company's branding initiatives
- More than 90 percent of employees
don't understand how to effectively represent their company's
brand.
Julie Anixter, Managing Director
of R&D, who conducted the survey said, "Employee understanding,
commitment, and capability have a significant, quantifiable
impact on customer experience, which in turn has a major
impact on brand equity and shareholder value."
Branding inside is a hot topic
in the business world. It’s a new strategy organizations
can use to grow, to blend disparate cultures that clash
in merger aftermaths, and to create exceptional customer
experiences.
And
the Winner Is …
Congratulations to Debbie Jones for winning
an autographed Bob Feller baseball in our Swing Into Summer
autographed baseball contest. We will have more drawings
for Jim Thome autographed baseballs. To enter, simply
log on to www.mediaii.com and register.
Pros
for Hire
We have several friends that are
looking for new positions. If you are interested in any
of the descriptions below, contact us for a copy of their
resume. Or, if you are looking for a position, let us
know and we’ll add you to this section free.
- Canadian Sales & Marketing
Manager, Electrical & Automation Products.
- Sales & Marketing Manager,
OEM Components and Services.
- Marketing Communications Manager.
- Sales & Marketing Manager,
Electrical Products.
- Sales & Marketing Manager,
Engineered Materials.
Quote
of the Month
Kindness in ourselves is the honey
that blunts the sting of unkindness in
another.
- Landor, 1775-1864
The Public
Bath?
In ancient times, public baths
were places that men of learning and curiosity gathered
to exchange ideas. Today those places no longer exist
(unless you count hot tubs), so we've tried to adapt the
bath's open freewheeling tone into a newsletter. We hope
you'll read our Public Bath in just that spirit.
The Public Bath is not "first-thing-on-Monday"
reading. Rather, it is more like "fifteen-minutes-till
lunch on Friday" or, "on hold" reading. Some material
is amusing, some sociological, some newsy and we hope
... all thought-provoking.
We also want to answer your questions
and hear your reactions. Have a topic you would like us
to explore? Let us know that too. After all, public baths
are places for both listening and talking.
If you have a topic you would like
to see us address or if you would prefer not to receive
this newsletter, please let us know. Email roy@mediaii.com
