Why Use Social Media?

Posted by Summer Gould on Tue, Feb 20, 2018 @ 07:00 AM

San Diego Social Media Marketing

So many times businesses under estimate the power of social media, do not be one of them! In 2018, you better be on social media. It now creeps into all aspects of our lives. Our customers and prospects are using social media on a daily basis so we need to be there too. Social media is all about engagement. 

The more you are able to engage with your customers and prospects the more connected they feel to your business and the more they buy. Not only that, but they tell their friends about you by sharing posts and information.

One thing we hear the most is that I don’t want everyone to see my offer, it is special. Well, targeting your social media ads are now really easy, you get to pick who you want to see your ad. This is no longer a good excuse. The next most common excuse is, I do not know what to say. Social media should be treated as marketing and customer service. You can answer questions, solve problems and create a buzz about new products or services with your social media and don’t forget to have fun.

Still wondering why you should use social media? It is a great way to connect directly with your prospects and customers. You can engage in a conversation with them. This opens up an opportunity to connect on a personal level, remember people do business with people they like. You can learn a ton on information about who your customers are and then use that to better target your prospects. One more thing that social media does for you, it allows your followers to market for you. When people share your messages with friends they are marketing for you and they do a better job too. Recommendations from friends increase the probability of a purchase.

How To Integrate  Direct Mail & Social Media

As you can see if you are not actively using social media as a marketing tool for your business you are missing out on some great benefits. Start your 2018 off right by carving out a little time each day for social media, you will reap the benefits. Have questions? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media Marketing

Use Direct Mail To Win Your Election

Posted by Summer Gould on Mon, Feb 12, 2018 @ 07:00 AM

San Diego Political Direct Mail

Target your voters with political direct mail to win their votes. Unlike other marketing channels direct mail is considered to be trustworthy by recipients. Even millennials like to get mail. You can refine your audience to high propensity voters; you can select party affiliation, geography and much more. The better you target your list to your message the more effective it is. Take the time to create messaging that is meaningful to voters.

The key factor in winning your election is to show people why electing you is good for them. This may mean that you need to change the message a little depending on the group of people. You can easily do this with variable data printing and still get the postal discounts. What do we mean? In a specific area of a district there may be a problem that really needs to be addressed, but in another area the problem is different. You need to be able to offer solutions for all the problems without having to list them all out for everyone. Group your list based on your problem message so that it is most relevant to those voters.

To win the election, you need to get voters to know you and what you stand for. In person meetings are the best, but a great alternative is direct mail, since it is the most trusted form of marketing. Modern technology can give your mail pieces an even greater impact by prolonging your connection with each voter. To do so, you link to videos where they get to know you better. You can also use augmented reality that allows them to select from a list of important issues to find out how you feel about them. These can be very powerful and persuasive.

Winning direct mail pieces clearly define the benefits to voters. As a candidate it can be tempting to talk about yourself too much. Make sure that there are more “you” statements than “I” statements in your copy. Show them what is possible if they vote for you. If you are fundraising, show them how their donation makes a difference in their community.

Increase Direct Mail  Response With Psychology 

Many studies have shown that printed pieces are easier for our brains to understand and to remember. Relying on a digital only strategy is not going to win you the election, adding direct mail is your best bet! Drive voters to vote for you and tell friends about you too through the power of direct mail. Are you ready to get started? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail, Direct mail marketing

Email Marketing for 2018

Posted by Summer Gould on Mon, Feb 05, 2018 @ 07:30 AM

San Diego Email Marketing

Over flowing in boxes and spam filters have many email marketers struggling with open and click rates. So how can you turn your emails around for 2018? We have a few ideas for you.

5 Tips for 2018:

  1. Mobile – You must design all your emails to be mobile friendly. Almost all email is read on mobile devices now. Make sure to test on multiple devices just to be sure they look correctly.
  2. Targeting – Take a good long look at your list. Make sure everything you know about your customers is in there. That way you and strategically target the right people for each offer you send. When you send people an offer that resonates they will open your email.
  3. Fun – Make your emails fun to click on and read. People open emails they like, so add a little humor, quizzes or something else to make your emails enjoyable. Engagement is powerful.
  4. Text – Plain text emails get read more often, so use them. Yes this means your copy needs to be better. You cannot rely on images to get people to respond.
  5. Triggers – Create emails based on what your customers are doing. Auto triggers help you stay in contact with them through the journey with relevant content.

Email marketing is still going to be a powerful tool to encourage your customers to engage you’re your content and to help nurture leads along the way. Email marketing will continue to be a challenge throughout the year so your constant vigilance will be needed. Knowing who is clicking on what and when are the most important things to help you continue to tweak your emails going forward. Segmenting like people together will help you to get the right message to the right people at the right time. Then all you have to do is get creative and fun with your copy. Are you ready to get started?

15 Effective Email  Marketing Tips

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing

Is Direct Mail Worth My Money?

Posted by Summer Gould on Mon, Jan 29, 2018 @ 08:31 AM


San Diego Direct Mail

Yes! Direct mail is an excellent way to reach targeted prospects and customers even with the current postage rate increase on January 21, 2018. Why does direct mail work in 2018? The easy answer is that people like it. When you send a targeted direct mail offer to people they will respond, yes even millennials! These two stats alone should show that if you mail to millennials they will respond: 75% of Millennials find that the mail they receive is valuable and 92% of Millennials are influenced by direct mail to make purchase.

The best part about direct mail is the versatility in targeting a piece type. What do we mean by that?

  • Targeting – You can target your audience based on information you have on your customers. Even if you want to mail to a prospect list that you purchase you can select the type of people who best match your customer so that they are more likely to respond to your offer.
  • Piece – There are many different types of mail you can send. Such as postcards, folded mailers and letters. These can be many different sizes too. Then you can add special coatings to give your mail piece a special textured feel. Only direct mail can provide a tactile experience, so take advantage of that and add texture. The more creative you get the more time people will spend with your mail piece. Many times they will share really unique pieces with friends and family.

With direct mail you want to create a memorable experience with your mail piece. You have about 5 seconds to grab attention so make the most of the mail moment with a great mail piece. Direct mail is not what it used to be, technology has grown leaps and bounds in the last 5 years which allows us to do so many more things with mail pieces than we ever have been able to do before. If you are not sure what options there are call us, we have many ideas to give you.

How To Integrate  Direct Mail & Social Media

Don’t miss out on a great marketing opportunity by not using direct mail. You don’t have to be afraid of all the regulations, that is what we are here for.  You can get started on your direct mail campaign today and we can help you. Call us today in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

Social Media Marketing For 2018

Posted by Summer Gould on Mon, Jan 08, 2018 @ 07:00 AM

San Diego Social Media Marketing

Over the years social media marketing has really changed. Marketers need to prepare a plan ahead of time to address the needs of customers and prospects. 2018 will be no different, change is coming. So how can you change with the times and prepare your social media?

Top 4 things you should do for 2018:

  1. Interaction: It will be very important to entice follower participation across your social media channels. You can do this with contests, discussions and other fun activities that engage your audience. The more participation you have the more effective your social media will be.
  2. Ads: You need to be using social media ads to enhance your organic outreach. Yes, this means spending some of your marketing budget on social media. Keep in mind the better targeted the ad the better your results are going to be. Use all the tools at your disposal to target the right people for your product or service.
  3. Video: You need to provide video content for your customers and prospects. Video is extremely popular and is consumed at an excessive rate. You can have fun with videos and use them as helpful how to’s or behind the scenes footage.
  4. Exclusivity: Your prospects and customers will now expect content and special offers that are exclusive to your social media. They want to feel extraordinary. So make sure that special offers on social media are different than offers you have through other marketing channels.

These 4 areas are good places to focus your attention to get the most bang for your buck in 2018. Remember to keep your posts fresh and fun, the more fun they are the more participation you will get. Social media marketing is a vital component in your marketing strategy. Please take the time to plan out your strategy before you execute. The better prepared you are, the more effective you will be.

How To Integrate  Direct Mail & Social Media

Need help? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!


Topics: Social Media Marketing

Create fun Direct Mail

Posted by Summer Gould on Tue, Jan 02, 2018 @ 07:00 AM

San Diego Direct Mail Marketing

Stand out and be unique in order to drive response. We all know that if your mail piece does not get looked at, it is not going to be effective. Create a fun and entertaining mail piece by taking a normal folded piece and creating a whole new look with endless folds. These go beyond visual stimulation by requiring recipients to touch and manipulate the piece. It creates a sense of curiosity on what they will find after each fold is turned. By endless fold we mean that your customers or prospects open the first set of folds that leads them to the nest set and the next and so on. This can be a hard concept to visualize so check out this video: https://www.youtube.com/watch?v=z3U27719hSE

As you can see, you have the opportunity to showcase your product or service in a very unique way. Endless folds are not commonly done, so your piece will stand out and be remembered as well as shared with others. In most cases people will go through the entire set of folds multiple times because it is such a fun and curious experience. This type of physical interaction is not possible with other marketing channels. When you add endless folds to your direct mail in conjunction with other marketing channel efforts you are able to more effectively communicate your message.

Don’t let your direct mail pieces be overlooked. Adding special features like endless folds enhances the appeal to your prospects and customers. This increases your response rates. These are cheaper to produce and mail than dimensional pieces so they can be a great cost effective alternative. The best part about using endless folds is that it allows you to incorporate more information about your product or service in a fun way. Get creative with your messaging so that you generate interest as well as enjoyment.

Increase Direct Mail  Response With Psychology 

Not sure you are ready for endless folds, but still want to change up the way you fold your pieces? Check out these examples of what you can try: http://foldfactory.com/shop/direct-mail#cp=1&cph=2487  There are really a lot more folding options available to you that many marketers are either not aware of or have not had time to consider using. Do something different on your next direct mail campaign and see what results you get. Talk with us for some ideas and what layout will work best. Don’t be afraid to try something new, it may end up being the best thing you ever did. Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Direct Mail

What Will Mobile Marketing Be Like In 2018?

Posted by Summer Gould on Mon, Dec 18, 2017 @ 07:00 AM

San Diego Mobile Marketing

True, 2018 is not far away, but you need to consider the rate of change now and what that means for customer and prospect expectations. If your mobile marketing does not meet expectations your results will be dismal. Mobile has become essential to your marketing. So, in order to make 2018 a successful marketing year you need to start planning for it now. So let’s look as some of the key areas you should focus on.

  1. Geo/Hyperlocal: You need to be aware that the most popular mobile searches include the words “near me”. Are you prepared to be a part of those search results? Consider using mobile ads in this area. If you have a store front are you currently using beacon technology or something similar to send over Bluetooth special offers to entice people in? If not, check it out, there are a ton of great ways to use it.
  2. SMS: Text messages are a great way to keep in touch with customers. Use them for alerts, coupons and other information relevant to them. Don’t forget you can also use them for text to donate campaigns.
  3. Website: You need to have a responsive website that is set up for quick loading on a mobile device. The longer it takes to load the lower ranking you get on Google and the more people bounce to a website that loads faster. Do you know how fast your site loads right now? Check it here: https://developers.google.com/speed/pagespeed/insights
  4. Video: Video has grown extremely quickly as a great way to grab attention on mobile devices. Not only should you create and share your own videos but you should also be using ads to increase your marketing reach.

There are many more we can discuss but these are the top 4. Mobile apps are great too, but they are not for everyone. The 4 listed above can be used by all. Mobile marketing is underused by companies, but your customers and prospects are constantly on mobile devices. You need to create your 2018 mobile plan now to take advantage of this powerful channel. Ready to get started?

3 Quick Tips To  Start Mobile Marketing

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Mobile Marketing

How Does Your Direct Mail Feel?

Posted by Summer Gould on Mon, Dec 11, 2017 @ 07:56 AM

San Diego Direct Mail

Our sense of touch is powerful. It can drive us to open a mailer just because it feels good. So how does your direct mail feel to your prospects and customers? From the paper you choose to the ink and coatings, are you generating curiosity and a desire to touch your mailer? There are many ways to appeal to a person’s sense of touch and many of them are not expensive. Have you considered using texture? Coatings do more than just protect the print from scratching damage in the mail. They can capture interest for your direct mail piece. When you create a unique textured feel, your response rate will increase.

Some fun coatings for you to consider:

  • MiraFoil: Create metallic effects in a precise fashion.
  • Raised: Gives the embossed look without actual embossing.
  • Pearlescent: Gives an elegant shimmer look.
  • Sandpaper: Gives a rough sand paper like feel.
  • Soft touch: Creates a velvet texture for a nice soft feel.
  • Glitter: A large glitter flake that is available in a variety of colors.
  • Metal Flake: Fine metal flakes similar to car paint.
  • Thermochronic: Temperature activated, changes color when heated.
  • Photochromic: This coating is activated by sunlight to change color.
  • Glow in the dark: This is a high gloss coating that will glow in the dark.
  • Scratch off: Available in gold or silver provides a non-see thru coat

Now that you have selected your coating, imagine how creative you can get with your design. You want to have the feel of bricks? No problem. 3D raised steps? No problem. It’s like the old “Pat the Bunny” books; you can have so many textures at your fingertips to choose from. Don’t go overboard and put several on one mailer, but mix a couple to really get people to want to feel your mailer. Show your prospects and customers how your product or service feels; grab that sensory emotion to increase your response.

Standard coatings to choose from are:

  • Varnish: This is basically like a colorless ink and can be applied in gloss, dull or satin forms as the piece is printed. This is not environmentally friendly.
  • Aqueous: A water based coating applied as the piece is printed. It protects better than varnish and is more environmentally friendly.
  • UV: This provides superior protection and comes in glossy or dull.
  • Laminates: This is best for protection from water as it seals in the paper. This is not usually needed for direct mail pieces.

With any of the above coatings it is a good idea to check with us to make sure we can inkjet over the coating. You do have a couple of choices if the coating is not inkjet compatible. You can knockout the mail panel when coating to leave it unfinished for inkjet. Or you can use and envelope/poly bag as a cover. Just one more thing to consider is that a paper envelope can be inkjeted, but a poly bag will require labels. Make sure to consider all your options and costs before proceeding.

Get Your 2018  Postage Rate Chart Now!

Direct mail is about engagement, pulling the recipient into your mailing by creating interest. The more interesting it is, the better response you are going to get. You will also find that when you create a direct mailer that people really enjoy, they show it to others. The more people who see your mailer, talk about it, and share it, the better your response will be. Sensory input leaves a lasting impression on the recipient. Are you ready to get started?

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org we are glad to help!

Topics: Direct Mail

6 Second Ads And Their Impact On The Future Of Marketing

Posted by Scotty Mason on Thu, Dec 07, 2017 @ 11:35 AM


6-second ads have recently captured the attention of some of the largest marketing and advertising agencies in the country, as well as some of the nation’s largest marketing and brand executives, business owners, and entrepreneurs. With the growth of social media and the way people view ads, came the development of a variety of different modes of advertising, media clips, media platforms and more. This led to an influx of 15 – 30 second videos (and sometimes longer) that appear on multiple social media platforms. However, now the way people view ads, is changing.

Decisions made by ad executives, who are the driving force behind ad content selections, have taken somewhat of a turn in a different direction. That’s because now, certain demographics command shorter ad clips to accommodate their short attention span. Demographics such as the millennials and generation Z are causing these well-seasoned marketers, ad executives and business owners to take a second look at how they present ads.

Along with many other changes to how businesses are strategizing their growth, marketers are noticing that the 15 to 30-second videos are barely holding the attention of this demanding demographic. They are now positioning themselves to create savvy, 6-second ads, that reach this younger group in the manner that they like to be communicated to – as quickly as possible! This has caused quite a stir in the marketing industry and thus new changes are now underway. If you want to learn more about this growing trend, below is some information on how 6-second ads are finding their way into the marketplace and how it's impacting the future.

Put on Your Seat Belts as Top Ad Executives Make the Shift to 6 Second Ads

As many top ad executives have taken notice to the impact that 6-second ads are having on the younger generation, now during 2017's fourth quarter, steps are being made to soon follow suit in the effort to reach this generation with shorter, more focused ads. In fact, the 4th Qtr. of 2017 is now what's considered the incubation phase for 6-second video ads - with 2018 being the target period for many top ad and marketing agencies. Now is the time to buckle up as they prepare to hit the ground running when the 2018 rolls in.

Also referred to as snackable content, snack-sized clips, or bumper ads, giants such as Fox, Facebook, Google and others have expressed their interest in jumping on board with the 6-second ads. These industrial giants, as well as others, are seemingly forced to adjust their ad formats for 2018. They are now focussed on developing more savvy, direct, and to the point advertising strategies to reach the millennials and generation Z as this new ad trend continues to grow.

The Impact 6-Second Ads Have on Media Outlets

There has been quite a buzz built around this newly developing 6-second ad era. This new format also comes the question of “what are the best media platforms to use when launching these 6-second ads?” The question to ask is “Where do most millennials and generation Z consumers go to watch videos?” Of course, there are platforms such as Snapchat, Instagram and more, but there's also the consideration of using these ads as commercials during popular shows or online movies that are watched on platforms such as YouTube. There’s also your own website and your own social media platforms that you could consider as well. Whichever platform you decide to go with should be based on whether or not your target market could be influenced by a shorter advertisement. This plays a huge role in how you reach and capture the attention of your demographic as well.

Whichever ad strategy you decide to use, you should take steps towards shifting gears towards shorter video ads. That way you will be able to hit the ground running for the beginning of the new year with plans to launch more 6-second ads as this audience increases their demand for them.

Shorter ads come with the need to be creative and get their attention - but make it count. Your ads have to not only capture the attention of your potential customer, but also have a clear call to action that converts them into a visitor or lead to your website, app, or product page.

Topics: Marketing

Create Email Marketing that Works

Posted by Summer Gould on Mon, Dec 04, 2017 @ 07:00 AM

San Diego Email Marketing

Email marketing is still a great channel however, many times marketers are doing it wrong. It is time to look at your 2017 email marketing results and make some changes. What is your biggest challenge, open rates or click rates? We stipulate that it is most likely both. It’s hard to get your email opened and once opened get people to click.

So here are some tips to empower your email marketing.

  • Want: Give your customers and prospects what they want, when they want it and need it. Be the first to email them important information or tips. Be brief and be actionable!
  • Promise: Give people a reason to open your email with a promise of value when they do. You must also deliver on that promise in the email.
  • No hard sell: Talk about the benefits to them. You want to be authentic and genuine not just another sales pitch.
  • Connect: Personalize your email. When you speak to your customer/prospects' interests, pain points or problems you will get your email opened and clicked. Grab your customer/prospects' attention by adding value.

When you work up your next email campaign, incorporate all four of the above ideas to maximize your email results. The better you are able to match your offer to your customer or prospect the more opens and clicks you will get. Take a hard look at how often you are sending email too. Once a week is too often when you are selling a high price product or service, so look at how often people buy from you before you schedule email campaigns to them. If they just made a purchase hold off on another solicitation for a while, or you could send a thank you email as a follow up.

You should not be sending to your whole database, you should be segmenting them based on purchase history and offers best suited to them. There is such a thing as too much email. Be considerate of people’s time, if you are not, you will end up being ignored or sent to the trash. Also consider adding other marketing channels. When you send your marketing through multiple channels you increase your response rates. Are you ready to get started?

Why Use  Multi-Channel Marketing

Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Email Marketing