It’s clear that the “savings mindset” and sense of joy in finding deals have endured through the recession.  Coupon usage remains popular and consumers are utilizing multiple savings sources more and more to simplify their shopping experiences.  With the influx of coupons offered through digital and mobile outlets, consumers are finding value and savings across a variety of sources.

According to eMarketer, last year, 92.5 million people redeemed a digital coupon in the U.S.  By 2014 it is estimated that digital coupon users will surpass 100 million.  A recent study by Linkable Networks found similar trends and evidence consumers are turning more to digital platforms to acquire coupons.  While 78% of survey respondents named the Sunday paper as their source for coupons, 61% are now using online sites for coupons and promotion codes.

As more consumers adopt smartphones, the growth of mobile couponing is imminent.  In 2010, U.S. mobile coupon users totaled 12.3 million; however by 2014 this figure is estimated to increase to 53.2 million.

Consumers are using their mobile devices to search for coupons based on specific categories and their unique shopping plans or needs.  According to a report from ad network Chitika, the clothing, restaurant, and retail industries comprise nearly 68% of those category-specific mobile coupon searches.

While mobile users span a broad range of demographics, it is women and consumers 18-44 years old who are most likely to embrace digital coupons. Not surprisingly, that is also the population making the majority of the purchase decisions on a day to day basis as well!

• Women are more likely than men to search for coupons on coupon and deal websites (67% vs. 56%).
• 69% of consumers 18-44 years old are more likely to search coupon and deal websites or seek coupons on mobile phones.

Mobile devices offer a range of options in distributing coupons, including SMS offers, mobile apps, mobile enabled websites, email offers, and mobile barcodes, providing consumers with a multitude of options to save.

Are you currently utilizing digital coupons as part of your promotions strategy?  If you’re not, it may be a good idea to include them as part of your campaign to benefit from the growing population now embracing digital savings.

Have you had success with digital and mobile coupon campaigns? If so we’d love to hear your thoughts.

On Sunday, people all over the world paused to honor a wonderful and influential person in their lives – Mom. Whether it’s the mom you grew up with, a caring motherly neighbor or a mentor you can rely on, lives are impacted by these wonderful women day in and day out.

The power and “reach” of Mom extends farther than you may expect, though, as moms make up the majority of the purchasing decision makers. Wise businesses are taking note of their primary customers and starting to think through ways they can cater to this significant source of buying power.

If your business hasn’t taken into consideration the influence women and mothers wield in the purchasing process, it’s time to start! Check out these facts from The Next Web:

1. Moms make up a $2.4 trillion market
2. Women identify themselves as the primary shopper in the house 75% of the time
3. 76% of women are online and 90% of moms are online
4. 85% of all consumer purchases are accounted for by women

As a small business owner you already have a good idea of who your best customers are. Take that a step further and you’ll quickly realize that you can grow your business by understanding what the moms in your market are looking for.

Moms are highly mobile.

65% of them have a smartphone, which is 38% higher than the general U.S. population. Tap into the mom market by being available to on-the-go customers through mobile-optimized websites and relevant apps.

Modern moms are social media users.

One in four moms purchase children’s products because of recommendations they receive through social media or a blog. On top of that, social media moms mention brands an average of 73 times per week. That’s a lot of word of mouth potential for your business and brand.

Have a presence on social media so women and moms can connect with you to stay up to date on your business and recommend you to their followers. Reach out to active social media moms by following their accounts and interacting with them on a regular basis to really get the referral wheel spinning.

Mothers love to celebrate family.

Mothers are always looking for ways to celebrate life’s little moments like a “baby name reveal” or middle school graduations. Tap into this “party” mindset by exhibiting how your products and services make their family life fun and easy. Visual images that convey your positive impact on “lifestyle” are especially effective.

Moms break the mold.

Above all, don’t let the stereotypical idea of mom hold you back. The modern mom doesn’t let her title define her; she defines it in her own unique way. Moms are more confident than ever and are likely to be part of non-traditional families. Appeal to the mothers in your market by getting to know who they are as women. In many ways, women rule the world, after all.

How is your business connecting with the Mommy population?

We hope you had a Happy Mother’s Day!

Pay-Per-Click (PPC) Advertising

If you’re looking to get your products or services in front of your target market of consumers and want quick results, a pay-per-click (PPC) campaign is a great option. Using a platform such as Google Adwords or Bing Ads, you can create either a text-based or display banner ad for your product or service. Your ad will then appear in search engines and on relevant websites in the paid advertising sections at the top and right side of the page.

Since PPC advertising is highly customized, you can choose how much you spend, which keywords to bid on, and how you want to target – whether it’s geographical, demographical, etc. A well-run campaign will target your best customers and generate revenue that exceeds your investment.

To increase your chances of being successful with this technique, make sure to have a great landing page, pick highly targeted, relevant keywords and pay attention to your analytics. As you understand more about your campaign, you can adjust it accordingly to maximize your conversion rate.

Give Away Something of Value

Another of the advertising techniques that some businesses overlook is offering something for free. While this may seem somewhat counterintuitive, it can bring undeniable results.
For instance, you might give away a free eBook, white paper or instructional video on your business’s website. This technique is a great way for you to gain trust and authority, and the perfect way to position yourself as an industry expert.

Offering printable coupons on your website or using a QR code to an incentive, is also another great marketing technique. Both can be used to promote short-term events and help you establish repeat customers and brand advocates for years to come. In the long run, this can lead to direct sales, a larger following and the creation of brand ambassadors who put in a good word for you. Make sure that what you give them offers true value and is a positive reflection of your business.

Guest Blog Posting

An additional way to build a large following and gain exposure is by writing guest posts for other blogs. While it can take months or even years to get a serious following by strictly posting on your own blog, you can often hasten this process by sharing your content on other relevant blogs.

To share content with other bloggers, it is important to start building that relationship. You can start by following and interacting with bloggers within your industry – this includes commenting and sharing their content. It is important to build that rapport prior to asking them to share your content.

Once you have expressed interest in the knowledge and information that they provide, you can politely ask them about sharing some of the content that you have on your blog. You will then need to make sure that what you provide them is a well-written article that appeals to their audience as well as yours and makes them want to find out more about you and your company. This business advertising technique can be especially powerful if you place your guest post on a blog with a large volume of followers. Just remember to provide a wealth of helpful information and include a link to your website or blog.

Have you started using any online advertising techniques to grow your business?

As the leader in direct marketing with over 40 years of experience, our team at Valpak has more than a few trade secrets to keep. Recently we let Tampa Bay’s Fox 13 consumer reporter come behind the scenes and check out how we get those familiar blue envelopes out the door.

Take a look:
http://www.myfoxtampabay.com/story/22082669/2013/04/25/valpak-ventures-from-direct-mail-to-digital-coupons

From the printing press to the corporate office, we’re showing you how we make sure our small businesses’ marketing materials are produced using nothing but top notch techniques. And at the same time, we’re letting your consumers get an inside look at where the coupons they love are being manufactured and designed.

We know that consumers have come to expect transparency from the brands they interact with, so we thought it was time to pull back the proverbial curtain and let you in on the ways we create effective ads for small businesses. From focus groups to our “OHIO formula”, we’ve distilled direct marketing down to an art form that works.

Whether you’re a business owner, Valpak mobile user, or recipient of the blue envelope, we hope you enjoy this sneak peak at our “money-saving muscle” and “bargain brains” (…their words, but we like the way they sound!).

Business owners – how do you provide transparency to your consumers? And if you liked what you saw, get in touch with your local Valpak to start putting our tried-and-true approach to work!

Last week we discussed how you can grow your dental practice from inside your office through cleanliness, exceptional service, and easily accessible marketing materials patients can take home.

But what happens outside the office in between visits can be just as important to building a loyal base of patients and especially to attract new visitors to your office. Utilize traditional advertising and digital marketing to get the word out about your business where consumers are most likely to respond.

Out in the World

While the atmosphere and effort you put into your office is the main component in keeping patients, the work you put into activities outside your practice encourages new customers. There are two big points of contact you can take advantage of to find new patients.

Online

Instead of printed phone books, consumers rely on the internet to conduct local searches for businesses. Take the time to build a pleasant, informative website. Make office hours, contact, and insurance information easy to find and understand. Get testimonials from current patients to put on your website. If possible, feature your past dental work visually, either with before and after images or video – but only with permission from the patient.

Have a presence on social media and popular review sites. Not only will these be another place that consumers can find your business but it allows you to keep a watchful eye on what your current and past patients are saying about you. Respond thoughtfully to any negative comments about your practice to encourage past patients to give you another try.

Consider doing an e-mail newsletter on a regular basis. Focus your newsletter on these topics:

1. Tips for Oral Hygiene
2. News about the practice
3. Information about your employees – a monthly “star employee” can motivate your staff
4. Fun and interesting graphics related to dentistry and oral hygiene. If you have a creative person working in your office you could even create your own!

In their home

Reach into the homes of potential and current patients by targeting relevant consumers in their homes through direct mail. Target new homeowners in the area with offers for discounted new-patient exams.  Send out seasonal reminders for patients to bring them in the door:

• Smile Pretty for Back to School Pictures – get a FREE whitening with a standard appointment this month only!
• Happy New Year! Having a “gorgeous smile” is this year’s TOP resolution so start the year right with [%] off Exam, Cleaning, and X-Rays
• White Hot Summer Discount: Make your smile brilliant with our [%] off teeth whitening
• New to the neighborhood? A smile is all it takes – make sure you feel confident in yours with our new neighbor offer!

How do you balance the business demands with the dentistry demands to keep your business growing?

“You don’t have to brush all your teeth – just the ones you want to keep.”

It is not uncommon to hear a groan in response to the phrase “I have a dentist appointment today.” This blame is often misplaced, but unfortunately it happens for many people who have experienced a cavity, root canal or other dental procedure beyond the standard cleaning.

And yet, simultaneously, anyone with teeth (or the internet!) knows that dentists provide a valuable service.

These days most consumers understand the health importance of regular visits to the dentist, so finding a dentist office that provides a positive experience and leaves customers with a smile (sorry, I couldn’t help myself) typically means 2 things: fierce loyalty and potential word-of-mouth marketing.

Capture that fierce loyalty as well as new patients by focusing on the internal and external environment surrounding your practice. And make that word-of-mouth marketing as easy as possible by providing your current customers with access to easily sharable marketing materials.

Inside the Office

Whether the person walking through your door is a repeat patient or a potential new one, your lobby and waiting area says a lot about your practice. First impressions go a long way, so provide patients with inviting and comfortable surroundings to indicate that your office is a clean and well-run place they can feel relaxed in.

Decreased wait time is top priority, but providing entertainment to keep clients occupied is wise. Newspapers, magazines, books and toys for kids are all great. You can even place a TV in the room.

As you know, the value of customer service can’t be overstated. The way your patients are treated from the moment they walk in the door until they leave is a significant factor in keeping customers and encouraging patient referrals (which could mean new business).

When high quality personal service is the backbone of your practice’s culture, patients will be motivated to keep coming back, but there are a few other ways you can grow your business from inside the practice.

1. When a patient is checking out, offer to set up their next visit right then. We all know the importance of regular dentist visits, but it can be hard for consumers to remember with the hustle and bustle of everyday life.
2. Provide helpful reminders. Set up a system where you call patients a few days before their next visit to remind them of their appointment, even consider sending a reminder in the mail the week before.
3. Give them something to take home. The usual toothbrush, toothpaste, and floss are great ways to encourage dental maintenance. But also providing a little “gift” like a keychain, or branded pens and pads of paper can be more permanent to hold on to. Get creative!
4. Keep pamphlets around your office. Create short, easy to understand pamphlets for a range of dental topics like tips to help parents teach their kids oral hygiene. Create a pamphlet designed for potential patients that current customers can grab to give to friends or neighbors.
5. Build a loyalty program for repeat patients. Something simple like free whitening after 5 years can be a great incentive for patients to keep coming back.

It isn’t just what happens inside the office that keeps people loyal to your business and coming back time after time, what happens in between visits can have a strong impact as well. Keep an eye out for our follow up tips for building your dental practice and learn how you can reach customers out in the world, online and even in their homes!

What questions do you have about building your dental business from the inside out? 

200 Billion. It’s kind of a silly sounding number, right?
It’s so large; we can hardly wrap our minds around it. But did you know that in the U.S., consumers send almost 200 billion texts per month?

As a marketer, when I hear that, I can’t help but see great potential for reaching consumers through texting. I also know, however, that many small businesses still have reservations about contacting customers through SMS texting.

So let me take you through some of the most common fears about implementing SMS text marketing. Hopefully it will put your mind at ease, or at least answer some questions.

Fear #1: “Texting consumers is invasive.” Many small businesses feel that sending a promotional offer or message to a customer’s phone is a little too intrusive. The idea of contacting someone on a personal device feels like an imposition.

The Solution: Make your SMS contact list opt-in only. That means customers are agreeing to be texted. When the customer gives you his or her number and opts-in, you can view it as a way to stay in touch and provide helpful savings or information, without being invasive. Opt-in lists mean they have invited you into their personal phone world.

Fear #2: “They may not like my texts or offers.”  So you have a customer’s number, but now what? Fear of sending the wrong message or offer, sending it at the wrong time, or somehow frustrating a customer can paralyze your mobile marketing momentum.

The Solution: A well-thought out text strategy with relevant, valuable offers will ensure that your customers won’t find your texts unpleasant. You should also always have an easy way for consumers to opt-out of the contact list so they don’t feel locked in to receiving your texts. Also, consumers tend to opt-out at twice the rate on the weekends as they do on a weekday, so use your weekday texts to prep customers for weekend shopping, and then give them time to do it.

Fear #3: “No one will sign up for our texts.” You may worry that your texts will not be seen by anyone, making your efforts a waste of time. The reality is that almost two-thirds of consumers want to receive special offers from businesses by text.

The Solution: Get the word out about your new SMS text offers through your store and online. Provide an incentive for customers to opt-in to your contact list. A welcome offer of 10% off their next purchase is a good example. You can also consider making your SMS contact list a feature of your loyalty program for customers to join.

Fear #4: “I don’t have time.” As a small business owner, you’re already short on time so you might think that crafting and executing an SMS campaign will take the kind of time you don’t have to give.

The Solution: More than likely, you already have an understanding of your local market and the customers who come through your door so crafting relevant offers via text should be fast and easy. Still not sure? Take time to identify your goals, and then simply dedicate or carve out ten minutes every few days to spend on the SMS campaign. Those ten minutes will add up and before you know it it’ll be part of your routine.

Fear #5: “Consumers get too many texts already.” Another common worry is that your text will just get lost in all the other texts consumers receive from companies. However, just 27% of consumers receive texts on a regular basis. That leaves a lot of room for your text to be noticed.

The solution: 71% of consumers want to receive texts from stores and brands they’ve visited or used before. So just like with your direct mail or online offers make sure your texts are relevant and timely to your customers and you’ll be sure to see positive responses!

Now that your SMS fears have been calmed, keep in mind that there are companies dedicated to running SMS campaigns for businesses.

Unsure of your next move or have more questions? Feel free to reach out, we’re happy to help you get the ball rolling on an SMS campaign or hear what other fears may be holding you back! 

You’ve built and marketed a business, and now you’re finally face to face with a potential client. It’s time to deliver. Don’t lose an opportunity with a confused, unfocused pitch.

Crafting and delivering a strong pitch is harder than you may think and is vitally important. Take the time to both create one and to rehearse your delivery.

So what exactly is an elevator pitch?

It’s a five-minute verbal presentation — a chance for you to summarize what it is you do and a way to eventually win a client or a sale. Consider creating a few bullet points. Hook your prospect with the opening so they’ll want to hear more. Then, clearly summarize what it is your company does.

You’ve got to get to the point fast because people have short attention spans — deliver your summary in a way that excites or interests them. Explain what it is that sets your company apart from the competition.

• What are your unique capabilities?
• What value do you offer to a client?
• How can you meet their needs?

Think of the elevator pitch as a branding opportunity: that is, a chance to convey key ideas about your company name, as well as a chance to establish a corporate personality. As you create your elevator pitch, think about what it is that you want to promote about your business to a prospective customer, including a major accomplishment, a “win” you delivered for another client, or a breakthrough new service.

Close by articulating your goal. Make sure you state it clearly.

• What’s the next step?
• Do you want to set a meeting, get a referral, or send a proposal?
• What do want from the person you’re speaking to?

Keep your pitch fresh. If you’ve been giving the same old spiel for years, chances are they won’t be impressed (and you won’t be inspired either). An interesting elevator pitch is more about the future than the past, but that doesn’t mean you can’t reference recent accomplishments.

Don’t forget to listen and be prepared to respond intelligently to any response you get. You will probably have to tailor your well-rehearsed pitch according to who you’re talking to and what they tell you.

Finally, practice, practice, practice. Know your pitch so well that you can deliver it without hesitation, with strength, and with confidence. When you know the pitch cold, you’ll be in a better position to modify it according to the situation and effectively promote your business.

Imagine with me for a minute: It’s a perfect spring day. You and your family or friends head to explore a local park and enjoy a picnic.

There’s just one problem. You haven’t made your weekly grocery trip, so your pantry is running-on-empty.

You whip out your smartphone and do a search for local sandwich shops near the park. After a quick comparison of location, menu, price, etc. the problem is solved. Yummy food + perfect weather =success!

Sound familiar? That’s because the number of consumers using their mobile devices as a search medium is increasing at lightning speeds.

What you may not know is that mobile phone and tablet searches result in purchases more than 75% of the time. By comparison, searches using a personal computer only result in purchases 59% of the time.

While PC’s are still the first device consumers turn to when they begin a search, mobile platforms like smartphones and tablets dominate search at the end of the purchase cycle.

Grab the attention of your potential on-the-go consumers and grow your business’ mobile sales using these tips we’ve put together for you:

Location, Location, Location. One of the biggest reasons on-the-go consumers conduct mobile searches is to find something close to their current location. Make sure your address is easy to find on your mobile site. Maps and driving directions can make it easier to find you leading a searching consumer to your door over the competition. Don’t forget to claim your business on sites like Google Places or Yelp and to make sure the information listed there is correct!

Pay attention to the details. The on-the-go consumer is looking for an answer right now. Make sure your website is mobile optimized, making it simple and easy to find information. If you are considering building a standalone mobile app or site, make it a priority to at least be optimized for mobile on your  standard website in the meantime. Then double-check the accuracy of all of that information since mobile users rely on the accuracy of the content they consume.

Have a presence on Apps. The uses of apps have grown by 26% on mobile phones and 19% on tablets. As this market continues to grow, ignoring the presence of potential customers through apps would be a mistake. Investigate what apps would be appropriate for you to use like location based coupons through Roximity. If there aren’t any apps that make sense for your business right now, keep an eye out on the market for new opportunities to consider.

Be Yourself. When consumers find you on their mobile devices you’re essentially reaching into their personal lives. Project your personality into your mobile site and all social media profiles where consumers might be interacting with you. Think branding: make your mobile presence memorable and share-worthy.

Investing in and mastering a new channel like mobile or text marketing can feel daunting, but because of the increasingly interactive nature of the sales process, from social media recommendations to the sheer volume of information available at your fingertips, business owners really are living in “the year of the customer”.  We know how important it is to keep up with trends, so hopefully these tips will help you get started!

How have you incorporated mobile opportunities into your marketing mix?

Direct mail is no exception to that rule. I know it can be tough for first time advertisers, so I want to share some insights I’ve gathered over the years.

First up? Time to clue you in on some of the direct mail questions you may not know you need to ask.

1. Is the company name featured? I know what you’re thinking, how could I forget my business name? Believe me, it’s all too easy to focus on the offer or the image so much that you end up putting the name of your business in small print or off to the side.
   • Best Practice: A clearly stated and easy to read business name helps keep your brand top of mind for consumers as they consider the offer. If the consumer has trouble finding or reading the name, they may ignore the offer all together.
2. Are the company’s details included? At first glance, this seems like another obvious question. But when you start crafting the information about the offer or event you may find yourself with little to no space to put something like a website URL.
   • Best Practice: Establish credibility by including the number of years you’ve been in business, make it easy for consumers by adding the store’s hours of operation, and make sure to highlight all relevant details about your offer.

All of this information helps the consumer evaluate your direct mail piece, which is especially important if they’re not familiar with your business.

• Best Practice: As a word of caution, you don’t want this information to appear overwhelming. Include only the relevant information that can be reduced to a simple, easy to read section of the direct mail piece.
3. Are the expiration dates appropriate?  It goes without saying that no offer should be limitless, so carefully analyze the offer timeframe you choose. If it’s too short, the consumer may feel pressured to go to your store immediately, which can be a turn off, especially if it conflicts with a busy schedule. If the expiration date is too far away, consumers often ‘put it on a shelf’ to use later and end up forgetting about it.
   • Best Practice: Craft offers that work by evaluating your business needs to determine the appropriate amount of time for an offer to be valid. You should also consider the restrictions and limitations on your offers. You’ll want to avoid any that can be considered “excessive” like this drastic example.
4. Does the image correspond with the offer/message? Visual content can be powerful in your business advertising.
   • Best Practice: Enhance the effectiveness of your direct mail’s image by making sure it reinforces the offer or message you’re trying to deliver. Does the image clearly convey the benefit or the expected experience of the product or service being featured?
5. Is it easy for consumers to take immediate action? Few things are more frustrating for consumers than an offer or piece of marketing with no real call to action or clear ‘next step’.
   • Best Practice: Make sure there is no guesswork involved about what they should do with your direct mail advertisement. Whether it’s a visit to your store or your site, make it as easy as possible for consumers to follow up and you will see more results.
6. Does the offer have wide consumer appeal? There is something to be said for a message targeted towards your ideal consumer, however even prospective customers within a target market have a variety of interests, personalities, needs and stresses.
   • Best Practice: Whatever the objective of your offer or message, broaden the appeal to bring in as many consumers as possible by keeping the discounts as general as possible. Your discounts should also apply to popular items or your main services.
7. Is the dollar value specific? Consumers look for the value they receive on your direct mail piece.
   • Best Practice: Give them a specific value for what you’re offering so they know exactly what the benefit of redeeming it will be. This will help them to justify their purchase rationally.

Navigating the world of direct mail advertising can be tricky but you can create a successful ad that consumers will love with these questions to guide you through the process. And remember, direct marketing is about consistency, so keep track of your promotion frequency to ensure you’re reaching your target market on a regular basis to keep your business top of mind.

What questions do you still have about direct mail advertising’s best practices?