Focus On: Personalized URLS

In the first two posts for our "Focus On" series, we discussed direct mail letters and postcards.  We also discussed how to take your direct mail marketing to the next level by incorporating more than one marketing strategy.  Tools such as a PURL and QR Code engage those who may be less inclined to pick up the phone and call you.  

Here at Synergy, we love PURLS.  Did you know that a mail campaign that uses a PURL is likely to see a 30-60% increase in response? 

A PURL or Personalized URL is a unique website that is personalized for each recipient of a direct mail or email marketing campaign.  The PURL literally contains the name of the recipient in the web address.  When a direct mail or email recipient goes to the website listed, it will be personalized with their name.    Personalized URLS help you engage your audience, not talk at them.    

If you are a business that has access to a database, you should be including PURLS in your marketing campaign.  Here's why:

• According to the DMA, 42% of direct mail respondents prefer to respond online.  
• 81% of Marketing Executives agree that target direct marketing campaigns outperform mass-market campaigns
• Well executed multi-channel marketing campaigns generate a sales lift of 7-37% versus traditional marketing approaches.
• According to MindFire, Inc., studies have shown that more than 42% of direct mail recipients prefer to respond online.  Personalized URLs provide a convenient response option.  

One of the most common ways that people use PURLS is for lead nurturing.  Your business can use a landing page to collect specific information about a prospective client.  A questionnaire style survey will help you identify:

• demographics
• budget
• authority
• timeline/need
• behaviors

Another great way to use a PURL is to drive current clients or customers to renew a membership, contract, or subscription.  A PURL should mimic your marketing materials.  Consistency is a big factor in making sure that your prospect does not get confused by your offer.  Don't let your prospect arrive at your PURL and think, "Why am I here?"  If you present your message that you gave in your direct mail piece, the prospect will know he is in the right place.  

One of the other benefits of a PURL is the built-in testing possibilities.  Feedback from your tests can be available immediately.  Make two separate templates and then segment your list in half.  Send one template to the first half of your list and the second template to the other half.  These segmented lists allow you to view which template had better respond rates over any given period of time.  Target Marketing magazine said it best.  "Once you start exploring the possibilities of a PURL, which can be personalized to any degree that your budget can bear, you'll come to see them as an invaluable tool."

Ready to get started on your next Personalized direct mail campaign?  Let Synergy help you!  

Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives.  Or you can get a free quote by visiting http://www.synergyvxpromotions.com

November 2012 Newsletter

Synergy Says: It's the Season of Greetings!

So Be Personal!

One of the best ways to say “Thank You” this holiday season is with a custom greeting card. With a 99% open rate, greeting cards are guaranteed to increase the ROI on your next marketing campaign.

This holiday season, thank long-time customers for their continued business to maintain retention. Use a greeting card as a unique way to make yourself memorable to potential clients.

Holidays, birthdays, and meeting follow-ups are easily recognized through a seasonal greeting card. During the time of year where we are encouraged to give thanks, remind your customers that you are thankful for their business.”

Custom greetings cards do wonders with:
-A 99% open rate
-Guaranteed to increase the ROI
-Show your customers you care

Maintain your long-time customers and help welcome new ones with these personalized cards and you’ll make yourself memorable to your client base. The Holiday’s are the season of giving and thanks so remind your customers you are thankful for their business. 


Did You Know? Consumers who have used a social networking site in the past 12 months are 29% more likely to be heavy responders to direct mail over any other media channel.

Die-Cutting is a great way to be festive this holiday season and stand out amongst the competition.  We can make your mailer shaped like anything from you logo to a product to the front of your building!  At Synergy, our goal is to create a dynamic direct marketing campaign that is sure to generate leads for your business.

Give Synergy a Call at 714-824-3780

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Focus On: Direct Mail Postcards

According to the October issue of Deliver Magazine, 54% of mailed postcards are likely to be read by recipients.  Creating effective direct mail postcards is a great way to gain new customers and increase revenue to existing customers.  By developing a strategy for your postcard, you can maximize your ROI and get great results.  

In our first "Focus On:" post we discussed standard direct mail letters.  Many times, a postcard is used in place of a letter due to the size and "stand-out" quality.  At times a postcard acts as a double edged sword.  Due to their size, they can easily get lost in mail.  But if done properly, a postcard is cost effective and economical.  Another factor that contributes to the success of postcards is that they are effective for most products or services.  What makes them especially unique?  They do not have to be opened.  Unlike a letter or brochure your offer is visible to a prospect immediately.  There is no sifting through buckslips, inserts, or envelopes.  Prospects don't need to read a letter five times just to understand your offer.  With a postcard, it's simple and clear.

One of the key ideas behind any effective direct mail campaign (aside from your list) is to understand your customers.  The best way to figure out your customer demographics is through research.  Understand where they are coming from and their motives for being interested in your product.  Remember when we said that you should continually test your direct mail?  Well, that's not the only thing you should continually do. You should continually gather information about your customers so that you can mail things they will be interested in.         

Since space is limited on postcards, it's crucial that you make your offer stand out.  Maintain simplicity but be bold.  Avoid too many font types or colors but use bright colors or headlines that catch the eye.  Use a good brand image to stand out from the rest of the mail.  

With your limited space make sure that you are not forcing the prospect to search for your information.  The call to action should be clear.  Specifically state how to get in contact with you whether it be through an email, website link, or phone number.  The last thing you want to do is risk losing a potential client because they couldn't find your contact information.  

When you want to get your message out to a large amount of people, a high-quality postcard will do the job.  Use one for advertising your latest product or promotion, announce new office information, or keep in touch.  The opportunities are endless!  

Ready to get started on your next postcardcampaign?  Let Synergy help you!  

Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives.  Or you can get a free quote by visiting http://www.synergyvxpromotions.com.

Focus on: Direct Mail Letters

If you want to print a direct mail piece, the possibilities are endless.  There are direct mail letters, personalized pieces, self mailers, coupon mailers, and postcards (to name a few).  If you really want to maximize your campaign and increase ROI, don't just choose the first type of mail piece you see.  Do your research to find what will complement your campaign effectively.

This month we are going to highlight the pros and cons of various direct mail pieces.  While we love all direct mail, your campaign may benefit more from using a letter over a postcard - or vice versa.  

Focus On: Direct Mail Letters

Overview
Direct mail letters are a cost effective way to reach your current and prospective customers. When using a printing company that specializes in direct mail, they will offer you every thing you need. You will be working with an experienced direct mail professional who can help you cover all your bases. Direct mail companies are familiar with letter/envelope size and weight, postage, data lists, templates, and copywriting.  Of course you have the option to send your direct mail letter on your own.  However, make sure that you compile a credible data list and check postage and weight before mailing.

Writing effective copy
One of the most important aspects of your direct mail piece is the copy.  If you want a high response rate, you will want to work with a specialist that is familiar with your industry or type of business.  Good copy will give the prospect a reason to reply immediately - usually by stating that the offer is "limited time only".  Another incentive to guarantee early response is to offer something to prospects that respond within a certain time frame.  For example, anyone who responds within twenty-four hours may receive something free.  Also, let prospects know that there is a limited number of your offer available to encourage them to respond quickly.


Buying a list
Direct marketing experts agree that the direct mail list - who you are mailing to - is the most important factor in the success of your direct mail campaign.  Experts claim that the direct mail list accounts for about 50% of the success of your mail.  If you search Google for a "direct mail list" you'll get more than ten million results.  If it's your first time mailing, you will probably be a bit overwhelmed.  Even if you decide to print your own letter, it's probably best that you use a data company to provide details on who to mail to.  If you do this without going through a direct mail company, read reviews and spend a lot of time researching companies so that you do not get scammed.

Size and weight
The U.S. Postal Service is very specific when it comes to acceptable format sizes for mail.  Luckily, when you work with a professional service, they are familiar with how the USPS works and most likely even know some of the associates locally by name.  Instead of making your already busy schedule more stressful, your direct mail coordinator will be the middle man.  To view more details on the USPS standards for mail, click here.

Other tips for your direct mail letter

• Make the letter friendly and conversational
• Remember who the letter is written by.  If it's coming from one person, use "I" and "you"
• Make key parts of your letter stand out by using bold text, underlined words and different font sizes.
• Don't write too much: keep your paragraphs short so that they don't overwhelm the reader
• Get to your point.  Start off your letter with a question to spark interest.
• Give your reader a call to action!  Tell them what to do.  Calling a certain number, send in a reply card, go to a website, etc...
• Include a "PS:".  Studies have shown that readers tend to look at the PS comment before anything else.

Ready to get started on your next direct mail campaign?  Let Synergy help you!  

Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives.  Or get a free quote by visiting http://www.synergyvxpromotions.com

INTRODUCING...

3 Ways to Give Your Direct Mail a Spooky Twist

Nowadays, most people associate Halloween with ghosts, vampires, witches, and candy corn. What you may not know is that Halloween actually dates back to Celtic rituals thousands of years ago. In 2001, over 160 million people celebrated Halloween. Why not take advantage of this popular holiday with your direct mail campaigns?

Propose a treat
Send out brochures, postcards, or greeting cards with a holiday treat. Coupons for discounts, free promotions, or buy one get one deals stand out to consumers. Make sure that along with your promotion you write attention-grabbing copy to keep their focus on the piece.

Pei Wei

Tell a story
People like stories. Make your themed mail pieces fun and interesting! Include legends of different stories or history relating to the holiday. Turn your headlines into spooky titles so that they stand out.

Give away tips
When I was little, I remember coming home from trick-or-treating and having to wait while my parents sorted through my candy. They made sure that nothing was open or suspicious looking. Parents love safety tips and ideas. If you are an agency that works with children or parents, send out direct mail promoting safety tips specifically for that holiday.

We Want To Know: Have you ever sent holiday-themed direct mail? As a consumer, would a themed mail piece with a special offer catch your attention?

Our creative and experienced team at Synergy knows how to get readers to open your mail with attention-grabbing colors,copy, and promotions. Give us a call today at 714-824-3780 to speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions!

Why You NEED To Test Your Direct Mail

"Never stop testing, and your advertising will never stop improving."
David Ogilvy

Have you ever thought about the difference between real world knowledge and book smart knowledge? Reading a book about how to garden and actually spending your time working in a garden are two very different things.

As a direct marketer, one of the best ways to improve your mail campaigns is to test them. If a marketer wanted to grow some flowers in his hypothetical garden he could read a book about how to do it or he could go outside and start planting seeds in his yard. By actually getting his hands dirty (pun intended) he would figure out what flowers grow better in the summer and what flowers require more/less water than others.

The first thing to do before a test is identify the 5 W's:

Who am I testing?
What am I testing?
Where am I testing?
When am I testing?
Why am I testing?

Also identify the most important variables and how many restrictions you have. Restrictions can be anything from location to budget to time frame.

Do you know what you are testing now? If you are working on a new marketing program, focus on big issues. This includes the actual product or service you are promoting, the list you are sending to, prices, and offers. If you are testing an already established campaign, look at the format of your piece. Are there any new creative outlets you can incorporate into the mail to make it stand out more? Are you using color effectively? To make the most impact with an already existing piece, keep it simple and focus on enhancing the basics.

As with anything you do, it's important to recognize your ultimate goal. This helps your overall focus. When testing a campaign your goal should be to boost response rates and increase your ROI. Every market is unique. When testing the basics, your mail piece should be just that. Basic. Use simple and straightforward copy. Stick to copy and formatting that has been successful in the past. It is important to feel confident in your mail piece when testing new lists, offers, prices, or products.

When is the best time to test your mail? With every mailing, there is an opportunity to learn and boost your ROI. Don't miss out on valuable opportunities to make each mail piece more successful than the last. You also don't want to test too many variables at once. Stick to one variable at a time so that your results are focused. If you test five different variables at five separate times, you are going to have a very strong mail piece in the end.

We want to know: How often do you test your mail? What variables, in your opinion, are the most important for you to test?

Let Synergy help you create the most effective direct mail campaign possible. Get a free quote online today!

Synergy University: Color 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

One of the main goals behind direct mail marketing is to get customers to respond to a call to action.  The next goal is to close a sale. 

In past blog posts, we have discussed some of the ways that you can create effective direct mail.  Have you ever considered the fact that the colors used in your direct mail could create higher or lower response rates?

Color is a form of nonverbal communication that expresses an idea, emotion, feeling, or thought.  Research has shown that color "increases brand identity, assists in memory, increases a reader's participation in ads, and improves readership, learning, and comprehension."  This idea is called Color Psychology.  According to an article by Kendra Cherry, “certain colors can raise blood pressure, increase metabolism, or cause eyestrain.”

URGENT: OPEN IMMEDIATELY

Think about the analytic aspect of designing mail.  Focus on the outcome that you desire from your direct mail campaign and think about how to complement you copy with specific color choices.  Look at the text above and below this paragraph.  Which one catches your attention?  The color red is known for evoking a sense of importance, urgency, and danger.  Stay away from using your favorite colors on a mail piece.  Just because you love them and want to use them doesn't mean that they are going to be effective.

URGENT: OPEN IMMEDIATELY

Here are some direct mail pieces that use color to complement their copy:

Green: luxurious

Purple: wisdom

Orange: joy

Blue: peace

Black: elegance

We want to know: Do you pay attention to colors?  What color catches your eye in a pile of mail?

Our creative and experienced team at Synergy knows how to get readers to open your mail with attention-grabbing colors and copy.  Give us a call today at 714-824-3780 to speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions!

Synergy University: Direct Mail & The Environment

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

We are keepin' it short and sweet today.

Let's debunk some direct mail myths.

Myth: Trees are being destroyed to produce direct mail.

Truth: North America practices sustainable forestry.  Trees are harvested and replanted continually.  Plus, the marketplace is now able to produce paper with a logo that certifies it is from sustainable, forested lands.

Myth: People don't recycle their direct mail.

Truth: In 2007, the federal fair trade commission gave direct marketing businesses and organizations clearance to include “recycle please” messaging on catalogs and direct mail, encouraging readers to recycle.

Myth: Americans throw away ALL their direct mail, without even opening it.

Fact: The average United States household receives less than three pieces of direct mail advertising per day.  According to the United States Postal Service Household Diary Study, sixteen percent of households choose not to read their mail while 81% of people read their mail.

Interested in more information on Synergy and how we can help your business? Maybe you're ready to take your marketing up a notch with direct mail. Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions.

#How #Do #You #Hashtag?

Am I the only one who cringes when I see people hashtag their Facebook statuses?Something about it just really sits wrong with me and I could rant about it for days on end. But I am not going to do that.

In a previous post I discussed how to use a twitter search for online networking but did not go into detail on hashtags or twitter searches. So let's chat. What is a hashtag anyway? The hashtag is designated by the number sign (#). When you put the hashtag in front of a word or phrase it allows Twitter (and Pinterest and Instagram) users to search categorically.

In a targeted Twitter search, using a hashtag such as #newrelease improves the chance that other users will find your tweet. Hashtags are also a great way to streamline things for your own business purposes. Asking participants in a contest or campaign to use a specific hashtag keeps tweets "filed". Gina Harney, a popular health and fitness blogger, encourages readers to use specific hashtags to identify when they do one of her workouts. Her October workout is specified with the hashtag #HereComesHallowLEAN.

Here are three ways to use hashtags to YOUR benefit:

1. Create your own. Use a specific, unique hashtag to identify posts about your business, company, organization, or latest campaign/project.

2. Don't get crazy. It is highly unnecessary to hashtag #every #single #word #in #a #tweet. It also looks like a cross between desperation and spam.

3. Do your research. Use the Twitter search bar to see how people are hashtagging various topics. What ones have the most discussion? Taylor Swift's highly anticipated album "RED" was released today. Hollywood Records strategically used the #RED hashtag to identify that one of their artists had music releasing today as well. Smart move, Hollywood Records. You caught my attention.

Let's talk: What brands use hashtags well? Any hashtag pet peeves like me?

-Marysa Miller
You can follow me on Twitter @marysa_miller

How To: Have Patience While Marketing

You know those people that have absolutely zero patience for anything? Sitting in traffic, slow service at a restaurant on a busy night, waiting for a text message, too many commercials during a playoff game...

I'm not a naturally patient person. At all. After working as a nanny throughout college, I learned that it was a trait I really needed to master. Here are some of my thoughts on having patience while implementing a media or marketing program.

After implementing a marketing campaign the last thing anyone wants to do is wait. The whole idea behind direct response marketing is that you get a direct, immediate response. Let's be real here. As a society we crave instant gratification. We know what we want and when we want it.

The first step is to look at your brand. Do you have one? Who are you? What do you represent? How are consumers going to remember you? This is all key information that needs to be figured out. Get creative and create a brand that people will remember you by.

It's not a quick and painless process. Once you create your brand or marketing program the waiting game begins - and if you are like me, it will be brutal. So what do you do? Keep working. Make a list of your short term and long term goals and focus on them. Rather than getting frustrated over waiting for leads, prospects, campaign participation or what whatever else it is, work on carrying out your goals. Don't stray your focus.

The economy isn't what it used to be. Even if funds are limited I encourage you to stay in the game by finding innovative ways to manage your efforts. In the long run it will pay off. I promise.

Talk to me: Are you patient? How do you stay patient when it comes to any sort of media/marketing project?

-Marysa Miller
You can follow me on Twitter @marysa_miller

Red Bull Takes Marketing to Sky High Levels

My desire to go skydiving, bungee-jumping, or deep sea scuba diving is pretty much nonexistent. You won't see me holding up the line to go rock climbing on the edge of a mountain any time soon. But I know plenty of people that like to jump out of airplanes for fun. Usually their lack of fear is impressive. Not anymore. Now if you want to impress me, I expect a free fall from space okay?

I panicked a little when Felix Baumgartner plunged from his capsule. I also learned a few things that I will keep in mind during my next marketing plan. The powerful success of this event is due to the fact that Red Bull's existing marketing message is consistent with the events they sponsor. Now, Red Bull really does give you wings. Or in Felix Baumgartner's case - a capsule that will elevate you nearly 24 miles above ground.

1. Identify roadblocks & manage them. Baumgartner prepared for this jump for seven years, giving him plenty of time to back out. Once realizing he suffered from severe claustrophobia in his pressurized suit, he learned how to manage it. Over 100,000 feet above New Mexico, in open space, Baumgartner felt claustrophic. Go figure.

2. It’s okay to ask for help: Baumgartner's jump wouldn't have been successful without the support from NASA. They helped guide him from start to finish. When his face shield started fogging up, they worked through it. When he didn't respond quickly to checklist items, they reminded him to communicate. It's all about teamwork.

3. Take chances: Saying that Red Bull took a chance as the Stratos Jump sponsor is an understatement. "His blood could boil. His lungs could over inflate. The vessels in his brain could burst. His eyes could hemorrhage. And, yes, he could break his neck while jumping from a mind-boggling altitude of 23 miles," the Associated Press reported. Imagine the PR Crisis that Red Bull would be in if something went wrong? It would be horrific. Regardless, Red Bull took that chance and everything went off without a hitch.

4. I still have no desire to jump from an airplane.

Were you one of the 8 million people that watched the jump? What did you think?

- Marysa Miller
You can follow me on Twitter @marysa_miller

The Role of Election Mail

If you have been on Facebook, Twitter, or any other social media platform recently you may have seen a post or two (or three thousand depending on your friends and followers) related to the 2012 Presidential Election.  The Obama and Romney campaigns have fully embraced social media in this election.  As a voter, you are just two clicks away from getting your hands dirty in the debates and issues.  In this election, The Democratic Party has streamed prime-time speeches live on the Internet and the Republican Party has a full-time digital communications manager on staff.

While your news feeds and timelines become inundated with election-related information, your mailbox (your REAL mailbox that is connected to a street – not the one connected to G-Mail) is also filling up.  Both campaigns are spending a pretty penny on traditional direct mail pieces to capture voters’ attention.  The Republican National Committee has spent about $102 million on mail costs.  The Obama Campaign has spent about $73 million.  Polling has showed that supporters of Romney skew older; making direct mail especially crucial.  The older generations of voters that Romney is aiming to reach are generally more comfortable with traditional direct mail rather than online communication.

Two very different direct mail pieces have been sent out to targeted micro groups from each campaign.  A targeted Romney mail piece to seniors in Florida features an older couple, highlighting his desire to preserve Medicare.  On the other side of the spectrum, targeted mail from the Obama Campaign is being sent to women voters, highlighting his healthcare plan. 

These are just two examples of targeted direct mail pieces that the election has seen this year.  Both candidates are also using email marketing, television and radio ads, and phone banks to break through to voters.  Messaging nowadays is fast and confusing.  To succeed, candidates have to maintain presence on all available mediums and stay consistent in their outreach. 

There are only 23 days left until the 2012 Election.  Not that we are counting or anything.

Synergy University: Social Media Around the World 2012

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

InSites Consulting have just released a new study to show how people are using social media this year. There are some really interesting figures presented in the report and we want to share a few of our favorites with you.  This study looked at 7,827 people’s social media usage across 19 countries and contains over 2,000 facts and figures.

Social Media around the World 2012 (by InSites Consulting) from InSites Consulting

Social is stable!

One of the interesting statements from the report is that users are happy with their online lives and have no intention of quitting social media.  More than seven out of ten internet users belong to at least one social network.   Six out of ten users use at least one platform daily.

What do people like?

Not surprisingly, the top brands online were Dove, Coca Cola, Samsung, H&M, Apple and Nike.  Why are they so successful?  They connect personally.  The sectors that are most followed are fashion, food, retail, and entertainment.   

Negativity is low, and that’s a good thing.

InSites reports that only 10% of social interactions with brands are negative.  Talk about excellent crisis control.  The three online conversation starters are as experience, promotions, service and competitions.

We want to know: What's your favorite brand online?

Do vs. Don't: Direct Mail

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  "#SynergyUniversity"!

The DMA annual report in 2011 stated that on average, each dollar spent on direct marketing yields an ROI of $11.65.  Non-direct marketing advertising yields an ROI of $5.29.  Many companies have started backing out of direct mail.   In return, other companies have started using it more aggressively. 

Here are a few tips to create a successful direct mail campaign!

DON’T overwhelm readers by printing mail that addresses a variety of unrelated, cluttered topics

DO focus your mail on one important, current issue

DON’T let your mail blend in

DO get your mail noticed so that it is not thought of as “junk mail”

This will definitely catch your attention!

DON’T leave out information for customers to act on if they are interested in your product/service

DO tell the customer the benefits of using your service with clear instructions on how to connect with your company

DON’T mail once and then never again

DO practice consistency in your mailing techniques to maintain presence with your customers



Interested in more information on Synergy and how we can help your business? Give us a call today at 714-824-3780 and speak with one of our friendly, knowledgeable Sales Representatives who can answer all your questions.

Synergy University: Online Networking 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

Networking used to involve meeting with people face to face, exchanging business cards, and having a (hopefully) memorable and productive conversation.  Whether you realize it or not, we are constantly networking.  Using Social Media to network is now more important than ever before.  The platforms you are actively using are essentially virtual business cards.  Are you using Social Media to network to your full potential?  Here are our top three tips to successfully network online.

LinkedIn is your new BFF: Is your profile updated and complete?  Join groups and discussions to share content that you find relevant and interesting to your industry.  Did you know that on the right hand side of your LinkedIn homepage you can see who has viewed your profile? This means that industry professionals are giving you open access to their interest in YOU.  Would you go to a networking event looking like you just rolled out of bed?  We hope not.  Your LinkedIn profile should be detailed, updated and professional.  When you see that “so –and-so” executive from your dream company views your profile, send them a message.  Ask to set up an informational interview with someone at the company to learn more about internship or job opportunities.

Join twitter chats: Twitter chats are another excellent way to expand your online network.  Share knowledge or learn about a particular topic by engaging in these chats regularly.  Here is a fantastic online resource to find these chats.  The chats are easily accessible through organized hash-tags, like the ones you see.

Start your own blog! What is your passion?  What industry do you want to work in?  Blogs share experience, desires, expertise, and knowledge.  You know those LinkedIn groups you joined?  Share your blog with the members of those groups!  Let people know about your blog using specific twitter keywords.  Make a Facebook page to promote it.  A blog is essentially an online portfolio.  If you are passionate about Graphic Design, share blog posts with tutorials, tips, and personal work. 

We want to know: Do you have any success stories from networking online?

Synergy University: The Power of Instagram

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

Did you know?

• Instagram gains one new user every second
• One billion photos have been taken with the app
• There are roughly 58 photos uploaded each second

Basically, don’t mess with Instagram.  It packs a punch and makes branding through photos easier than ever.  On Wednesday this past week, Ryan Seacrest was doing his morning radio show on Kiis FM.  He told listeners that he had just posted a photo of himself to his Instagram account with the tag “#morningface”.  Ryan then asked listeners to (safely) upload their own "#morningface" photos while on their way to school or work.  

• Within 4 hours, over 13,000 Instagram users had uploaded photos to Instagram with the morning face hashtag 
• The photo that Ryan Seacrest uploaded had nearly 400 likes
• Over 40 users left comments on Ryan's photo

Hate to break it to you but the average person does not have the same reach as Ryan Seacrest.  Luckily, any brand or small business can use the same tactics to increase interaction with fans or customers.  When trying to promote a contest, campaign, or promotion incorporate your plan into Instagram.  

Create unique hashtags for your campaigns, but use them only on applicable platforms.  Encourage participation on Instagram by making it part of your campaign or contest.  Let people know that following you or participating by using a specific hashtag, they can be entered into contests or promotions.  

We want to know: What companies have you seen use Instagram effectively?

Synergy University: Facebook Promotions 101

This post is part of a series called Synergy University. Think of it like a 4 week course you take in school except that we will not be assigning homework or exams and we promise not to put you to sleep.  Follow our posts on Twitter with the hashtag  #SynergyUniversity!

Facebook recently started rolling out promoted posts.  If you are new to the social media game or want to encourage fans to participate in these promotions, we have compiled a few tips to help you get started.

Remember why people are on Facebook: Facebook has not become the go-to destination for online shopping.  A person will “like” your page because they had some interest or connection to your brand. Use your page to promote offers and discounts specific to people that are Facebook fans.

            ENGAGE!  If you want fans to engage with you, you have to be engaging.  Ask questions.  Ask people to “like” or “share” something if they agree or disagree.  A little bit of encouragement goes a long way.  Include links to outside sites such as blogs or a website to help drive traffic to one location.

  
   Analytics are important.  Track ad results to ensure that the money you spent is being used well.  With promoted posts, you can hover over the number of people reached to see further statistics.  If your promotion is doing well, consider expanding your reach with a higher amount on future promotions.

We want to know: Would you be encouraged to purchase something from a brand you trust through Facebook?

The USPS Holiday Mobile Shopping Promotion

The Postal Service provides an opportunity to add value to Direct Mail and increase Sales.

Understanding changes in consumer behavior will help marketers remain relevant and improve ROI.  To maximize reach, invest in a mobile-optimized web experience and look beyond a single marketing channel.

The Demand Exists

1. Smartphone ownership in the USA is 46%.
2. Smartphone adoption is on the rise in nearly every corner of the globe.
3. Since Christmas 2011, the tablet market has grown 19%.
4. Smartphone users are more likely to buy from retailers with mobile- optimized sites.
5. When faced with mobile site difficulty, 40% of consumers said they will go to a competitor’s website, and 19% said that a negative mobile site experience leaves the user with a very unfavorable impression of the company.
6. 62.4 million Americans access Facebook via their mobile device each month, with 38.2 million of these respondents stating that they use their phones to connect to social media almost every day.
7. Nearly 60% of respondents use Facebook via their mobile device to read updates of organizations, brands or events.

USPS Holiday Mobile Shopping Promotion

Recently, the Postal Regulatory Commission (PRC)  approved the 2012 Holiday Mobile Shopping Promotion scheduled to run November 7 – 21, 2012, with registration beginning in September.   The  holiday promotion is designed to spur mobile purchasing by putting mobile-optimized promotional offers, coupons and catalogs into their customers’ hands in time for Black Friday-Cyber Monday shopping sprees.
As technology changes the marketing landscape, the Postal Service must ensure that direct mail continues to be a relevant part of the marketing mix. This promotion is intended to show how direct mail combined with mobile technology can be a convenient method for consumers to do their holiday shopping. 

Discount and Rebate Amounts
The Holiday Mobile Shopping Promotion will provide business mailers with an upfront two-percent postage discount on Standard Mail® and First-Class Mail® letters, flats and cards (presort and automation) that include a mobile barcode or print/mobile technology that can be read or scanned by a mobile device and leads the recipient to a mobile optimized shopping website.  The technology must lead the recipient to a website that allows the recipient to purchase an advertised product on the mobile device (the sale of services will not qualify). 
Mailers may also qualify for an additional one-percent rebate on the postage of their qualifying mailings if a portion of their orders are fulfilled via Priority Mail® between November 9, 2012 and December 31, 2012. 

Use a Scientific Approach in Your Marketing

While there is no magic formula to advertising your business, if you want to be successful you must at least follow the science behind it. Consumer behavior is based on 4 components; communication (what you say and how you say it), identity (who the consumer is - you are what you buy), social status (among peers and potential mates), and overall well-being (why will this product make my life better). 

 

The effectiveness of most marketing campaigns roughly breaks down as follows. It's 20% about what your offering, 20% about how you say it, and 60% about who your saying it to. Of course you want an enticing offer, but not everyone thinks the same things are enticing, so before you design a promotion figure out who your trying to design it for. 

Make sure your data is accurate and up to date, take the time to clean your lists and confirm its quality. Finally, Make sure what your saying is well written for whoever your marketing too. An advertisement targeted at college kids should sound very different than one targeted at AARP members.

When you take a scientific approach to your advertising, you will undoubtedly see the results.


By: Will Pearlman