Drill Bits

You’re not still doing hard-copy clip books for clients, are you?  We’re well aware that some clients still prefer them, but here’s some ammo for counseling them on alternatives that move the ROI needle in the right direction:

For the past two weeks, I’ve been researching media monitoring services in search of the ‘best’ tool. With a budget and must-haves in hand, I participated in a series of WebExs, email exchanges and conference calls with some very convincing sales reps to find the perfect service for my client.  There are several very reputable technologies available with sophisticated tools and services, especially when it comes to monitoring social media. However, choosing the right service can be tough when all of them have a competitive edge and are prepared to throw in some extras in line with these economic times.

The real differentiator is to evaluate each vendor’s ability to help you translate basic numbers into actual business impact.

With the advancement in technology and the ‘on demand’ marketplace we live in, you’d think measurement would be an easy thing to do, but it’s trickier than it sounds. From my research and experience, I’ve developed a brief list of tips that will help any PR pro identify and implement a media monitoring and ROI measurement plan.

1. Define your goals. Whether it is quantitative or qualitative, determine how your client likes to see results. If it is quantitative, choose a media monitoring, reporting and electronic clipping service.  Finding the right service depends on two things: the amount of media coverage the company receives and the type of reporting the company does internally.  A B2C company usually gets more media coverage, especially if it is a tangible product or service that consumers are engaging in, and a B2B company gets more trade press exposure, so a less expansive media monitoring service is needed.  To gather qualitative data, choose a media monitoring service that offers an analytics package. The service will track the tone and rate the readership of the coverage. Some services even qualify social media exchanges. Ask yourself this question:   “Does my client present a report with impressions per quarter or expect detailed graphs showing spikes in coverage by month?”
2. Be prepared. Have a rough outline of services you’ve already researched and are specifically interested in. For example, is your client receiving mostly online press? Do they need to be ready to build and share a report at any time? There are media monitoring services that only track online, broadcast or print coverage.  Keep in mind that approximately 75% of print coverage ends up online so a need for a print clipping service can be eliminated. For on demand reporting, opt for a service that offers reporting features through a password protected Web site (or online portal). That way you can run a media impressions report or build a comparison chart quickly.
3. Say goodbye to lost and irrelevant media clips. A solid ‘test drive’ of a service is usually the best way to go but ask a media service sales rep to track a less mainstream outlet that is a key target for your client. Keep some of your recent media coverage on hand and see if a service picks them up.  When presenting a test drive, most services show a back log of coverage from the past 90 days.  Check to see if the service picked up your client’s recent media hits. If they locate the coverage, you’re golden; if not, consider another service. Ask about media monitoring search terms and filters. You don’t want a service to pick up articles in German if your client  is interested in only US press. Be as specific as possible as to what you do and don’t need. Most services include five search terms in a basic media monitoring package, which is enough for most companies. Beware that adding more search terms and filters jack up the monthly service cost.
4. Avoid overly fancy media monitoring tools. As is true for most industries, the companies that supply media monitoring services compete for consumers, and are familiar with their competitors’ products and prices.  Sometimes, a hyped-up service is just the same as another (less expensive) service.  Keep your costs low by making  a pros and cons matrix of each service and cross compare it with your must haves list.
5. Check out the fine print. If you go with a print monitoring service, double check the scan per page charge and make sure it is a charge for the overall clip and not a per page charge. This can easily charge up the bill.

- Bonnie Berkes

Given the proliferation of email and sexy new social media tools as today’s preferred marketing vehicles, you might think good, old-fashioned direct mail is extinct. Guess again.

Eighty-five percent of consumers say they continue to open, sort, process and read select pieces from their mail every day, according to a Print Council and DM-News/Piney Bowes 2008 Direct Mail Survey.

Jim Palmer, the Newsletter Guru, recently polled his readers and 75 percent say they have examined their mail more closely in recent months for coupons and special offers that save them money.  A trip to the mail box, it seems, is a welcome consumer diversion from the online data deluge.

Recent economic trends have also begun to chip away at the cost-benefit ratio that has favored interactive over print media.  Over the last two to three years, print costs in most cases have remained flat or even fallen while web designers, HTML programmers and email distribution services have jacked up their prices.  Spam filters and white list legalities have further complicated web-based communication.

Whether you are after new business or want to reconnect with someone who’s stopped patronizing you, direct mail might just be the new old-fashioned way to cut through the online clutter of email, tweets, texts and e-newsletters.

That said, poorly done direct mail won’t make it from the mailbox to the house, let alone drive profits to your business.  If you decide that there’s a place for direct mail in your marketing mix, take these Dos and Don’ts to heart.  And for those of you too young to remember this particular golden oldie technique – well, consider this a primer.
Do: Make your direct mail easy to read and brand your content. Whether you send a postcard or fancy gift box, get to the point quickly and concisely, but make sure that your graphics reflect your brand’s image. Your mailer should have the same look and feel as your website or storefront, all three should look connected – like they came from the same place.

Do: Make an offer or include promotional items. 60 percent of successful direct mail campaigns include a “Buy one, get one free” or substantial percentage discount offer.  If you’re attaching a refrigerator magnet or another small item, make sure that it’s a relevant reminder of when the customer may need your services.  Fridge magnets for a home appliance repair shop, hair barrettes for a salon.

Don’t: Use crazy paper textures and non-standard sizes.  You might think they make you more noticeable, but more likely they skyrocket your costs and add days to delivery time.

Do: Validate your list. Ensure you reach a real recipient by keeping your client list up to date, and if purchasing a list, purchase the most recent list available from reliable sources.

Do: Open dialogue.  You can also use direct mail to update your mailing list or conduct a simple customer survey with a 2-sided postcard and first class postage, and plan to follow up with a telemarketing campaign.  You can reach your audience twice with the same message, while adding a personal touch to your outreach.

Don’t: Use heavy graphics. Make it “glance-able.” Put your key message or special offer front and center and only highlight what’s pertinent to soliciting a response, your telephone number, email and/or web address, or store location.
Do: Get personal. Use a stamp, not a postage meter and customize your mailing to your audience’s needs.  For example, don’t send home repair coupons to renters. Or, mention their recent purchase or visit. The extra attention can bring you dividends.  Make sure to include a postage-paid mailer, too, or you can forget about getting back any responses.

Do: Use your imagination.  Get creative, and plan and produce all elements of your campaign (direct mail, website, in-store event) at the same time. You’ll save a bundle in printing and other logistics costs.

Though it may feel like a hassle when there are so many electronic conveniences available, producing something tangible that your consumers can hold can go a long way toward a customer conversion.  Postcards are a flexible and inexpensive way to stay in touch with current customers and new prospects.

Try to keep it cost-effective.  Place your branding on one side and leave the second side blank.  Then, you can reprint in smaller batches for a multitude of purposes.  Send them out seasonally when your services and products are most relevant to your customers, use them as a ‘thank you’ post-purchase, or announce new services or products, special offers, relaunch your web site, even as a save the date card for a special event.  Whatever the occasion, direct mail done effectively still makes sense and is part of any smart business’ marketing mix.

Yes, we know all the pros and cons of going digital – and, in fact, that’s the right solution for many Brandware clients.  However, as our online channels become as crowded as our mail boxes used to be, the time may be right to consider a marketing trip down memory lane.

- Lisa Aloisio