At Grow Communications, we work with organizations of all shapes and sizes to help them understand their objectives, their data assets, and how to turn data into dollars. Your database is not just a bunch of names, addresses and transactions. It is one of the most dynamic, insightful, and profitable elements of your business.
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If you're in business, there's no doubt you feel the need to grow your business and drive sales. Traditional advertising tactics such as TV, radio and print ads will do a great job at building your brand and raising awareness for your company. But how do you convert that interest into sales? One simple way is to use direct marketing tactics to leverage your contact information and build a meaningful relationship with your prospects or customers that maximizes the ROI potential of your mass campaign. We call this the long-tail effect, which you can read more about here.
If you know your customer's average order size, congratulations! You must be using data to understand your business opportunities (and hopefully drive your strategies too!). Increasing order size requires a keen understanding of your current clients and their buying habits. To attract and retain high-value customers, you must first identify what makes someone desire your product and what these people look like. To encourage high value repeat purchases, you need to identify trends in buying habits and adjust your offers to match. And both of these require the help of your almighty DATABASE! This is the essence of data-mining for offer optimization; and something we help our clients understand. Read more about it in the Rider's case study.
It takes a lot of time, money and resources to attract new customers. As such, they should be treated like GOLD! As we all know, it's much easier and more cost-effective to retain current customers than to generate new ones. Direct communication is often the key to staying top of mind and relevant. We have been helping clients create data-driven retention campaigns for years and would love to show you how it works. Learn more about customer retention.
Do you have a database but have no idea what's in it or how to use it effectively? You are not alone. Many companies collect and store information from transactions and campaigns, but do not maximize the data's full potential in creating personalized offers and communication that are relevant and motivating. Sometimes companies just need a little direction and education on how to turn boring old data into a money-making data asset. A simple data audit will reveal trends and insights you never even imagined! Learn more about our data audit services.
They always say, if you want something in life you have to ask for it. No focus groups required, go straight to the source and ask your customers what new products they want to see, or offers they are most likely to respond to. Remember, knowledge is power, and we think knowing is always better than guessing. To learn more about our database profiling services click here.
We will never discount the value of mass advertising tactics because they are vital in building a brand and raising a company's awareness. But we also realize that many companies are feeling increased pressure to show a positive ROI on each campaign. Our answer is the long-tail effect: the elusive effect that still pulls results for your campaign even after your mass campaign is over. This is the result of strategically incorporating direct marketing tactics within the campaign to convert interest into sales. It's not enough to put your message out there and expect people to come running - a multi-touch campaign will help increase the value of your campaign, even after it has ended. Read more about the long-tail effect here.
Sometimes it's about impressing a superior to secure a raise or promotion; other times it's about keeping your job or justifying a strategy. Whatever the reason, you need to be accountable to those around you. Data can be your best friend, or super hero, some might say - it can back up your decisions and strategies, strengthen your position in your company and help your campaigns do more for less. Gain the clarity and transparency only real data can provide. Learn how to become a direct marketing powerhouse by downloading our free eGuide Turning Data into Dollars.
It can be pretty difficult to measure results from a mass campaign, especially when many mass campaigns are about awareness and brand building and less about directly driving sales. By integrating direct marketing tactics into your campaign you will be able to attribute leads and sales back to your mass campaign (unique urls, coupon codes, referral sources, etc) while also measuring the conversion and ROI of your efforts. Direct marketing tactics have performance metrics built in, so they're easier to track and tend to shine in the post-campaign results report! Check out a few of our case studies to see the results from some of our recent campaigns.
The focus and investment in social media presence has evolved as savvy marketers have started asking, “How do I convert my followers to paying customers and measure the true value of these campaigns?” There are ways to leverage your social media fan base to build your database, and in turn drive sales. Contact us today to learn more about the services we offer in this area
There are still many marketing professionals who view direct marketing as the ugly step-child of advertising. In the new era of direct marketing, direct communications no longer have to be ugly and annoying. By leveraging the power of data and a brand-aligned creative approach, direct marketing has evolved into the super hero of the traditional mass campaign. You can build upon the awareness and equity built into a standard campaign and utilize data to reach the right people with the right message at the right time in a creatively impactful way. Creativity can live in the design and visual appeal as well as the technology used to break through the clutter. Contact us today to learn how to make your brand shine while driving sales for your organization.