The 2010 Murrysville Business Map, shipped in November of 2010, highlights roads – highways and businesses in the Murrysville area. The following Businesses are listed within the map, with locations to their services:

Automotive

Jeff’s Auto Care – 9#1 Choice Auto Sales – 11
Elite Custom Coach – 21
Fisher Automotive Service – 39 Export Tire Co. – 46
Manordale Tire, INC. – 50
Classic Auto – 52
Elite Coach Limosine – 21
Export Auto Sales – 39

Banks

PNC Bank – 26
S&T Bank – 35
PNC Bank – 60
PNC Bank – 62

Child Care

Childrens Learning Ladder – 64

Churches

Mother of Sorrows – 18
First Presbyterian Church – 30

Contractor

Suncrest Homes – 23
Sereno Reck & Son INC
AE Nicholas Construction – 27
Verrico Landscape Contractors

Dentists

Dr. Nelson Berardinelli – 31
John H. Newell, D.M.D, M.D.S. – 37
Leonard L. Poliziani Jr., D.M.D. – 38

Fitness

Deans’s Fitness Center – 5
ATA Black Belt Academy – 16
Curves – 32

Funeral Homes

Wolfe-Von Geis Funeral Home, Inc. – 12
Hart Funeral Home Inc. – 29

Golf Courses

Meadowink – 1
Murrysville Golf Club – 4
Manor Valley – 22
Willowbrook Country Club

Hair Salons

Alluring Design – 25

Health Care

ESSMC – 2
The PT Group– 28
Chiropractic Specialists – 36
Ives Eyecare Center – 63

Home Decoration

Wink Home Decors – 47

Insurance

State Farm – 55

Lawyers

Thomas B. Earhart – 43

Newspapers

Penn Franklin – 42

Real Estate

Coldwell Banker – 8, 65
RE/MAX – 24
Prudential – 44

Recycling Services

eLoop Recycling

Restaurants

Pasqualinos’s – 6
Jigger’s Pub – 10 Call: (724)733-9805
Dick’s Diner Corporation – 19
Donna Lynn’s – 45
Rob’s Pizza – 53
Spaghetti & Steak House – 61

Retail Services

Lodovico – 3
Giant Eagle – 7
Kabinet Concepts – 13
Citgo – 14
Morninglory – 15
Mail & Copy Plus -17
Murrysville Cleaners – 20
Ferri Pharmacy – 33
Walkers Pet Hotail – 34
Signs of Excellence Inc. – 40
Digital Video Productions – 41
911 PC Medic – 48
Meier’s Hardware– 49
JLM Logo Products -51
InkCredibles – 57
Steel City – 58
John Yurinko Air Cond. – 59
Pittsburgh Photo Booth – 21
A Better View
Invisible Fence of Pittsburgh
Reba’s Pet Service
Cosy Creations
Little Linguists

E-mail is a major driver of social media activity; in fact it is the major driver. According to Forrester’s 2010 E-mail Marketing Survey, marketers’ No. 1 reason for integrating e-mail with social media is to drive recipients to marketers’ Facebook, Twitter and social media sites. This is not surprising when one appreciates that 82% of consumers connect with fewer than 10 brands in the social media space. In fact, 71% of business executives claim they use e-mail to promote their social media presence.

While Carrie’s and Samantha’s great “one-liners” in “Sex and the City” hit the big time, Liz Tuccillo, the mastermind behind many of them, remains in relative obscurity; and while a great social media program may make the headlines, more often than not, behind it lies the powerhouse of e-mail (often a marketer’s best kept secret). Needless to say, Sarah Jessica Parker has been wildly successful; however, Tuccillo has done pretty well herself, with a film — “He’s Just Not That Into You” — and a book — “How to be Single” — under her belt.

Before we get out our hankies and sob in sympathy for the hardworking, less celebrated e-mail campaign, we need to appreciate that the relationship works both ways. For instance, 53% of consumer respondents in e-Dialog’s “Global Perspectives” survey saw e-mail as being the primary driver of their social marketing activity. And roughly half of these respondents were also willing to act as brand advocates and to share e-mail marketing messages via social media, fueling a major boost to the exposure of the e-mail message. If e-mail provides the vital shot of information to the inbox, then social media is the flow that spreads the message wider.

So the trick is to understand this dynamic and master it. Here’s how:

•       First, understand what your audience wants and expects from each medium. According to research from ExactTarget, the primary reasons people give their e-mail addresses to companies are for “discounts & promotions,” “to get a freebie,” “to receive updates on forthcoming sales” and “to get updates on future products.” This fortuitously aligns pretty closely with the motivations for joining a social site such as a Facebook fan page, which are to “let my friends know what products I support,” “to receive coupons and discounts” and “to stay current on available new products.”

•       Second, once you’ve mastered your messaging platform, ensure you make the connection between social media and e-mail as seamless as possible. Keep the message succinct; it’s easier to share a bite-sized message than “War and Peace,” after all.

•       Thirdly, and most important, always, always include social media links in your e-mails. It will not only help spread your message, but it will also increase your click-through rate (CTR). GetResponse research notes that including social network links in your promotional e-mails can generate a 30% higher CTR. Not a bad return for simply adding some links.

Talking of dynamic partnerships, there are few partnerships as tenacious as that of Batman and Robin.  Despite the ever-changing challenges and the ever-expanding range of competitors and characters, the skill, intelligence and teamwork of Batman and Robin pulled them through. While we might not be able to fight off the Penguin just yet, what we know for sure is that social media and e-mail work better when working together. All that remains to be said is stay tuned for next month’s e-mail installment… same bat-time, same bat-channel

by Hallie Mummert, contributing writer, Inside Direct Mail Weekly

A core dictum of direct marketing is to improve your offer when you want to improve response. And while Joe Spadaro, co-owner of Winterville, N.C., used car dealership Saturn of Greenville, embraced this proven advice when his campaigns’ performance started to slip, he also trained a critical eye on his media choices.

“For me, traditional advertising wasn’t working. Newspaper — not working. It used to be that we’d put an ad in the newspaper and, as long as you had competitive prices and a product someone wanted to buy, they would show up with the newspaper in their hand …  People don’t do that anymore. [Another] big part of our advertising has been radio and television, and that’s not getting us much of a push,” he explains.

He also was frustrated with the quality of mailing address and phone number data he was getting for his direct mail campaigns, making it difficult for his sales team to follow up on mail drops effectively.

To address these challenges, Saturn of Greenville recently tested an integrated mail-Web marketing solution. A 15,000-piece campaign mailed to residents in the dealership’s local market offered a $1,000 discount on a used car purchase and the chance to win $25,000. The mailing leveraged variable data printing of both personalized URLs (personalized URLs) and name-based personalization to entice recipients to visit an online interface, where they could learn more about Saturn of Greenville and share the offer with their networks through social media tools.

When recipients reached their landing pages, the login forms were pre-populated with their first names, last names and email addresses. Saturn of Greenville asked a few additional qualifying questions, such as which type of vehicle interested them and what best described their current credit profile, and also solicited visitors’ phone numbers. The dealership then used this information to customize its follow-up to each respondent.

Via a reporting dashboard, Saturn of Greenville was able to track recipients’ engagement with the campaign beyond logins and dealer visits. For example, nearly 5 percent of response was driven by the target audience sharing the offer via social media tools integrated into the personalized landing pages. In particular, Facebook outperformed Twitter, text message and email when it came to both the primary source for sharing as well as number of pass-along prospects visiting the site. Hall notes that for every one Saturn of Greenville offer shared on Facebook, about five new people visited the promotional site.

This feature is a key benefit for Spadaro. “I love the fact that I can watch people share [offers] with family and friends. Last month, we probably sold four vehicles to people we did not mail to … They went online, logged in and they ended up coming to the dealership. We sold them cars. Where else is that going to happen?”

The overall campaign results included 1,070 leads generated and 24 cars sold in a space of four days — a number that’s just five shy of the dealership’s average monthly sales.

Since its first personalized URL-based campaign, Saturn of Greenville has gone on to launch a few more efforts using the same technology, with Spadaro spreading his mail quantity out into weekly drops. A campaign that landed in prospects’ mailboxes Monday already is producing results that are music to Spadaro’s ears. “We sold three cars off of it already, which is unusual for the first day in-house. And [the sales team] has several appointments for the week,” he reports.

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Hurdles that PURLs Still Have to Clear

by Ethan Boldt, editor-in-chief, Inside Direct Mail Weekly

If you read this enewsletter on a monthly basis, you’re likely well aware that personalized URL direct mail campaigns work. Yes, they are more complicated than a regular direct mail campaign, but the set-up time and money has proven to be a wise investment for hundreds of companies.

So, why aren’t more marketers doing personalized URLs? I asked a few leading marketers this question, along with some others, to get a feel for how the direct marketing industry as a whole viewed pURLs, now and in the future. Here are the hurdles that p-URLs, apparently, still have to get over:

1. Not in the Mailboxes, Not Yet

How can you gather momentum for a new tactic if its presence is so light? One marketer explains that p-URL campaigns are just not in mailboxes, not yet. I personally go through over 1,000 pieces of mail a month in the Who’s Mailing What! Archive – the world’s most complete library of direct mail – and can testify that pURLs have rarely shown up in the past two years.

However, lately, that has begun to change. Our Archive director and I noticed 24 p-URL campaigns in last month’s batch of mail … a record.

2. Many Direct Mailers Still Don’t Know What PURLs Are

“I very rarely have somebody come to me and say: ‘Hey, I want to do personalized URLs.’ It’s more, ‘I’ve heard about pURLs, but what are they exactly?’” explains another marketer who recently added pURL campaigns to his direct mail arsenal of services.

He then explains what a pURL is to potential clients, who then routinely decide to stick with a standard direct mail campaign because haven’t yet fully grasped the potential power of the pURL.

3. Help Mailers Understand that p-URLs are the Future

One marketer believes that “one day everyone will be doing pURLs.” At present, it’s a novelty. But the days of prospects being freaked out by prepopulating forms on a website are gone. For a big p-URL campaign for a major newspaper, for example, he encountered very few complaints.

He mentions the Direct Marketing Association statistic: 42 percent of people who respond to a direct mail offer would rather respond online. “That’s just online. Add a p-URL and you’re talking even higher,” he predicts.

This marketer then gives an illustration that could seal the deal with many wary clients. You send out 200 mail pieces with just a general URL. 50 prospects go there and 10 complete something. So now you know them. But you don’t know the other 40. They’re gone and may never be “seen” again. “With a pURL, you have 10 sales and know exactly where the other 40 dropped off. So now you can go after those people.”

4. Be Viewed as an Opportunity Rather than as Tricky Technology

Personalized URLs represent a huge opportunity, believes a certain direct mail provider. “We’re a large print direct mailer. We have continuous form, etc. We can do two million pieces a day. So how are we different from all the others that do print and mail? One, I’m high-volume. Two, I’ve got pURLs.”

This marketer uses MindFire’s platform and asks why reinvent the wheel? The back-end reporting and tracking that he can start capturing off the pURL is where both he and his customer win.

“Everybody’s afraid to spend extra money and many production managers don’t want to take the ‘risk’ of doing a pURL campaign,” he reports. He’ll often hear that they don’t have the money. So he offers them about 10,000 pURLs at no cost. “If it works, and it will, I’ll get that cost back fivefold. But people still don’t want to do it! If you can get get new leads and response per month, why wouldn’t you? That’s what blows my mind. If it doesn’t work, it won’t affect response rate (or damage CRM).”

In other words, pURLs are a no-brainer.

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The Better the Offer, the Better the Personalized URL

by Heather Fletcher, contributing writer, Inside Direct Mail Weekly

There’s no substitute for a good offer. Sylva Wilson, marketing analyst with St. Louis-based machine tool distributor Hartwig Inc., says it’s best for the offer to be a bit of a tease. A piece that Wilson mailed in late November employed a theme based on the NBC game show “Deal or No Deal.”

“On the piece, it’s got a picture of a case, and it says ‘Go to visit your personalized URL … and enter for a chance to win the contents of case No. 13,’” Wilson says. “Well, that’s not enough. So what we do is, right underneath that, we [say], ‘When you get to your site, you’ll be able to see what’s inside of case No. 13.’ That alone will entice

Marketers can continue making incremental progress via the personalized URL, Wilson says. The way she encouraged progress was to make the “Deal or No Deal” offer good enough on the Hartwig personalized URLs for campaign prospects to go ahead and register for the campaign’s associated event and receive their giveaway. To make the giveaway relevant, she pays attention to audience interests and, particularly, to the hobbies prospects have in that “territory.” For example, Texas prospects win hunting trips.

Also,  the landing page with a name that’s longer than your arm? Jettison it, because nobody will type it in.

Hartwig prospects see a pattern in each offer. It’s their names, plus a numeral that exactly relates to how many offers they’ve received. Joe Schmoe’s third offer personalized URL would read: vip.hartwiginc.com/joeschmoe3.

Beyond these measures, a good way to provide extra security to personalized URL users is to clamp on a few random numerals at the end.

Because these URLs are so easy to track, Wilson even uses them to measure magazine advertisement response. Instead of a prospect name, she adds in whatever the advertorial concerns (i.e., vip.hartwiginc.com/bestwipers regarding windshield wipers; and vip.hartwiginc.com/customerservice regarding customer service).

Wilson says all this work reduces confusion. “I definitely try and keep it simple … We find that the simpler you keep it, the easier it is” for prospects to remember the personalized URL and easily type it in their browsers when they see a new offer.

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