Text2Give – The giving is simple. Getting them there is the tricky part.   Leave a comment

Acquiring new donors can be very expensive for Non-Profit Organizations (NPO). Text2Give offers a simple way for NPOs to collect a small amount of money ($5 or $10) from a large number of donors. Users simply text a keyword (ex LIBRARY) to a short code (20222) to donate. The money is instantly charged to their mobile phone bill. So the giving couldn’t be simpler. The tough part is getting them to give. You have to use traditional and digital marketing to build awareness about your campaign.

Best places to promote your campaign:

  • Live Events: Live events are the perfect venue for Text2Give. We have found that you will not see great success with signage alone. Anytime you have a live audience becomes the perfect time to make the ask. Taking advantage of the spontaneous donation is the key.
  • Social Media: Create a customized Facebook application to build awareness. Donors can enter their mobile phone number into the app and automatically get a text to their phone to complete the donation. Twitter is also a great way to get the word out about your campaign.
  • Partners: Engage corporate partners to share the word about your campaign. Text2Give donation amounts are small. It is all about building as much awareness about your campaign as possible.
  • Print: At live events, make sure the keyword and short code are available via signage, in the program and in targeted direct mail promoting the event so donors can easily access it and learn more about the cause.

Keys to getting your campaign noticed:

1. Clearly state where donations are going: People want to know what their money is going towards and they need to care about it. If they have just been educated on a troubling issue they are more likely to make that connection that their $5 will go towards fixing that issue vs. a general ask for a donation.  http://customer.givebycell.com/gbc/marketing/gautemalanTextBooks

2. Make people feel something: Using images and compelling headlines that immediately evoke emotion will help you drive donations. People need to immediately connect with the cause and feel compelled to donate. Here are a couple examples of how to do it. SAD: http://hua.org/blog/view-our-new-commercial-about-puppy-mills/ FUNNY http://ihateballs.com/

3. Create a sense of urgency: Even if there is no said “disaster” you can still evoke a quick action from your audience by creating a timeline or goal that needs to be reached by a certain date.  At live events you can even use the real time reporting to keep people updated about how the campaign is doing. Ex. We’re half way there. Please donate before the end of the show to help us reach our goal of $10,000.

 4. Connect with people when they are most receptive: At one organization they found by simply moving the sign to the front entrance as people are waiting in line to buy tickets for an event was more successful than the sign at the exit or even within event. They found that people in line were bored and were more likely to read the sign and do something about it.

5. Celebrity Influenced: Society responds when their favorite celebrity is supporting what they too feel is a great cause. Examples include Alicia Keys at American Idol: http://www.dosomething.org/blog/celebsgonegood/idols-give-back-15-million

Text2Give campaigns can be a cost effective solutions for acquisition, but without the right approach to drive awareness, you won’t see the results.

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Posted July 16, 2012 by Amy Blum in Mobile

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Be Remarkable and Be Remembered   Leave a comment

How do you get customers to become loyalists when they’re barraged with marketing messages from companies vying for their attention? We could list the many “how to’s” but here’s the bottom line — you have to Be Remarkable. Recently I was on the receiving end of “remarkable” from the most unlikely of sources.

Story #1:

Heard any stories lately about phone companies and their amazing customer service that goes the extra mile? More than likely, your answer is a big NO!  Phone companies aren’t known for exceeding expectations; they’re more often the source of frustration and gripes for lousy service.

Imagine then my surprise and delight when I received a handwritten note card from a Sprint employee thanking me for my business and offering a 25% discount on my next in-store purchase.  Seems Sprint has decided my loyalty is appreciated. And I appreciate them taking the time to tell me so. It seemed so, well, personal.

What happens when you feel appreciated? For starters, you feel good.  And you feel good about your decision to use this company, their product or service. You feel more emotionally connected to them and their brand and you become more passionate and engaged. And chances are, you will tell your friends, family, and colleagues. So by exceeding your expectations and showing appreciating, this company has turned you the customer into a fan who will tell others this remarkable story.

Story #2:

Here’s a story about another type company you’re unlikely to get excited about – an auto body shop.  I became a fan recently of Caliber Collision Centers when they surprised me with their excellent customer service. I dropped my car off some for repairs recently. The staff was so attentive and caring I was taken aback.  They asked about the accident (not our fault), empathized over the inconvenience and offered me copious amounts of coffee and water.  The service agent followed through on his promise to call every Tuesday and Thursday with an update. And the repairs took 3 days less than anticipated.  In short, they exceeded my expectations and generated a level of loyalty in me I didn’t know possible.

When I complimented the office manager on their great service, she told me she tries to treat customers the way she’d like to be treated.

I hope I don’t get in another accident soon but if I do, I know where I’m headed.

How are you working to be remarkable and remembered? We’d love to hear your story.

Posted May 31, 2012 by Amy Blum in Branding

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Objective Judgment   Leave a comment

What marketers do is often judged on a client’s perception of “whether it worked”.  But how do you know if it worked?  Without a reply vehicle it is nearly impossible to tell. Including a reply card, an online portal, or custom coupon code for point of sale gives you a tangible account of the campaign’s performance.

Quantitative response information gives marketers the opportunity to analyze the respondents by geographic, demographic and psychographic factors. Without this information, targeting future campaign is done blindly. With response information, revisions to the targeting strategy can be made to improve the response of the next campaign.

I was thinking about this issue and naturally came to the analogy of education. Without testing, how can we tell “whether it worked”? It would be unwise to base a student’s progress in a subject area only on gut feel. We have to be able to assess the student’s learning so we can adjust what is being taught and place that student appropriately in the future.

Please don’t judge a campaign based only on subjective information. Make the commitment to bettering your marketing plan by always including a response vehicle…and then committing to using that information for your future campaigns.

Posted April 9, 2012 by Dee Dern in Database Analysis, Direct Mail

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Is Gen-Y Tuning You Out?   Leave a comment

Generation-Y or Millennials are the 79 million US consumers born between 1980 and 2000*. These tweens, teens, collegians and young adults are tech savvy, cost conscience, cultural diverse and accustomed to on-demand access to entertainment, continual stimulation and extreme multitasking. With purchasing power of over $170B/year they can’t be ignored. However they have grown up to be suspicious of mass media. So how do you get them to become loyal listeners and viewers? Would you be surprised if I said direct mail?

  • Millennials say 75% of the mail they receive is valuable, and 73% of them have used direct mail coupons. (Source:Deliver Magazine-Jan. 2012)
  • According to the DMA Statistical Fact Book 2011, More than 18% of 22 – 24 year olds say they will respond to mail. This is actual a 13% increase over the 2010 results, showing that mail is actually growing in popularity with many younger consumers.

 “We tend to move a lot, so we don’t get as much mail as older people,”

says Matt Crandell, 24, owner-founder of a web design and computer services firm.

“So when we do get mail, it tends to be a bigger deal.”

(Source: Deliver Magazine-Jan. 2012)

Today, direct mail is morphing into “cross-media marketing,” a term that reflects the integration of data with digital print and online technologies.  Here are some things to consider when creating direct mail for Millennials:

  • Be authenticity:  The voice of the piece needs to focus on their situation and need. They don’t want to be sold.
  • Appeal to their love of technology: Don’t include large blocks of text. Instead add a QR code or directions to a digital experience like a video, personalized URL, mobile or social website for a richer experience.
  • Be creative, edgy and entertaining: Use compelling graphics, candid shots of teens and young adults, and clear, concise messaging.
  • Create a buzz: Get them talking to their peers about your station, campaign or offer.

Done right, direct mail can be a powerful tool to start building a relationship with this audience. Targeted, personalized and somewhat novel for an audience so digitally connected.  Tie in a well developed digital experience and they’ll be tuning in.

*Source: comScore – January 2012

Posted March 12, 2012 by Amy Blum in Direct Mail

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Direct Mail: Old School Cool   Leave a comment

As the Promobabe, I see value in most forms of marketing. I’m all for the Internet. I love a creative print ad campaign. And as a 20 plus year vet of broadcast promotion, I’m a big fan of advertising on radio and TV.

Problem is, so does everyone else.  Resulting in way too much “mass” communication.

So how do you zig when everyone’s zagging?  By going old school.  With  a beautiful piece of direct mail.

Unlike the mind-boggling frenzy of info on the web, or the blather of too many broadcast messages, direct mail can be your own personal playground of effective promotion.

Because, Dear Marketer, that 6 x 9 card is your turf. With an attention-getting design, clean layout and clear, engaging copy, direct mail can rise above the average ad — and become an opportunity to begin a customer conversation.  Even better, it allows you to target your prospects like a Jedi Master — so you can hone in on exactly the folks you most want to reach.

The other really great thing about direct mail? These days, it’s too often overlooked in favor of its high-tech brothers and sisters. Which means fewer of your competitors are likely to be there.

So, while everyone else is shouting themselves hoarse — trying to be heard over the other guy’s ads, questionable web “content,” or jammed into a broadcast break most people skip — direct mail puts you on your own island of advertising.  With your message literally in your customer’s hands.

Now how cool is that?

Need more convincing? A recent study showed that 50% of consumers prefer direct mail to email marketing.

Check out some of our other blogs addressing successful direct mail strategies:

1) Targeting

2) Compelling creative

3) Personalized messaging

4) Enticing call-to-action

Or contact Eagle Marketing today at 619.223.1273  or letsconnect@eaglemarketing.com to learn more.

Posted February 8, 2012 by promobabe in Direct Mail

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Isn’t It Time to Add Mobile to Your Marketing Mix?   1 comment

I just read an article titled “Amazing Mobile Marketing Stats Every Marketer Should Know”. With a title like that how could I resist? Out of the nine stats in the article, two stood out to me. The first noted that it take 90 minutes for the average person to respond to an email, but about 90 seconds to respond to a text message (Source: CTIA). It talks to the urgency in which people feel they need to act on text messages. When these messages come from marketers they better be relevant or consumers will opt out. Text message marketing isn’t about brand awareness. It is about providing this audience relevant, fun or useful information they can use on-the-go.

The second stat noted that mobile coupons get 10 times the redemption rate of traditional coupons (Source: Borrell Associates). This stat has been around for a while, but does really speak to a successful tactic for mobile marketers. Mobile coupons are convenient and therefore more likely to be acted on.

Most of the other stats talk about how many people have mobile phones. Having a mobile device is certainly required for mobile marketing, but hardly earth shattering. Once my 90 year old grandmother got one and I have conversations with friends who are trying to decide if their second grader should get one, it is pretty clear we’ve reached mass adoption.

Marketers should strongly consider integrating mobile into their overall marketing strategy because the campaigns work. Adding a mobile call to action like a QR code or text campaign to print or TV ads allows you to track responses and provide more targeted information beyond the piece. Offering a text2win or text2vote campaign in outdoor advertising is a great way to engage a lot of people and quickly build your mobile database. Once opted in you can then provide them additional information about your offerings.

In a world of Do Not Call, Spam blockers and DVRs that allow you wiz right through the ads it can be challenging to determine how to reach your audience. Consumers are in love with their mobile devices. Isn’t it time to connect via mobile?

Posted January 17, 2012 by Amy Blum in Mobile

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What’s in Store for Direct Mail   Leave a comment

I am often asked about the future direct mail. People wonder if electronic media will replace it in the long run. My response is always “direct mail isn’t going away”. I firmly believe this and encourage people to continue to use direct mail as a key element in their marketing plans for several reasons.

  1. Direct mail has a long shelf life. If the creative or offer is strong, people will hang on to the piece—even if they don’t make a purchasing decision right away. They may handle it multiple times, reading portions of the offer over and over.
  2. Human beings like to touch things. We like fluffy things, soft things, squishy things. We like to see how the structure of an item changes when we press, fold or crumple it. Direct mail’s structure can reach people like no other medium.
  3. Integrating a mobile call-to-action into a direct mail piece makes it actionable and trackable. Whether you ask people to scan a QR code or opt into a text campaign to get a coupon, enter a sweepstakes or learn more, you can now provide them updated info and continued engagement.
  4. Most of us like to get mail that isn’t a bill. I remember so clearly, amidst the loneliness and homesickness of my freshman year of college, how a simple letter from home or from another friend who was away at school would brighten my day—or even my week!
  5. Your message with direct mail can be consistent and variable for all of your targets. Clear messages, consistent branding and a vibrant look and feel make direct mail appealing. Utilizing personalization and variable data can make your message personal and meaningful.

And, there are companies that are using direct mail to reach our other senses…even taste and smell! Imagine a direct mail piece that can not only sing, but one you can taste or even smell freshly cut grass. It’s already happening. Yes, my friend, direct mail will continue to evolve and is here to stay.

Posted December 12, 2011 by Dee Dern in Direct Mail

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