THE "GO TO" PLACE FOR ANYONE INTERESTED IN SPECIALTY FOOD MARKETING.
Do You Rely Too Much on Cyber Marketing?
One thing I learned from old timers when I began promoting my copywriting services–is NOT to rely on only one marketing medium.
“If you think you’re going to get more business by running adwords–and not promote yourself in other ways–you’re going to struggle forever,” one experienced curmudgeon told me.
I tucked that useful piece of advice behind my ear…and proceeded to do nothing but run an adwords campaign.
It wasn’t that I didn’t believe him…it was just that I had a tight budget, little time–and I was hoping to be the one exception to the rule.
Turns out he was right. And I paid the price.
What old timers were trying to tell me is to mix up my marketing.
At some point I started taking their advice.
In fact, some people reading this blog learned about me through good old fashioned snail mail.
The need to mix up marketing is not just true for my profession. It’s the same story for all industries
It’s particularly relevant in specialty food selling–which we all know is a robust and increasingly competitive industry.
One method of marketing that seems to have fallen under the radar–probably because of perceived cost–is direct mailing.
Direct mail marketing has always been a staple for companies with a dedicated marketing budget.
The reason being that it pays off.
Let’s take an obvious example that all of us have seen in one way or another…Gevalia Coffee.
I still have the free thermal coffee maker I received from them after signing up for a monthly coffee delivery program.
Granted–I signed up knowing full well I would only stay on the program a couple of months. Let’s face it–I wanted the coffee maker–not the coffee.
They knew little rascals like me would pull something like that.
It didn’t matter.
How come? Because a sizeable number of customers stay with the continuity program.
What’s more–campaigns like that pay for themselves several times over. It’s an unbeatable return on investment.
And…whether I’m on the continuity program or not–Gevalia is a name I know for life. I’ll buy their coffee. Maybe not through continuity–but I’ll still buy it.
I should point out direct mailings don’t have to be that extravagant.
You don’t need to give away Danske dinnerware (although the offer ideally beats the heck out of your competitors).
This is simply another (highly effective) way to get on people’s radar. Both for courting a cold list–or mixing up your means of selling to existing customers.
Next time you have a unique offer–whether for a continuity program–or a packaged deal–try sending it in an envelope.
No guarantees here…but you may end up a convert.
Suzanne Ryan
The Gourmet Copywriter
“If you think you’re going to get more business by running adwords–and not promote yourself in other ways–you’re going to struggle forever,” one experienced curmudgeon told me.
I tucked that useful piece of advice behind my ear…and proceeded to do nothing but run an adwords campaign.
It wasn’t that I didn’t believe him…it was just that I had a tight budget, little time–and I was hoping to be the one exception to the rule.
Turns out he was right. And I paid the price.
What old timers were trying to tell me is to mix up my marketing.
At some point I started taking their advice.
In fact, some people reading this blog learned about me through good old fashioned snail mail.
The need to mix up marketing is not just true for my profession. It’s the same story for all industries
It’s particularly relevant in specialty food selling–which we all know is a robust and increasingly competitive industry.
One method of marketing that seems to have fallen under the radar–probably because of perceived cost–is direct mailing.
Direct mail marketing has always been a staple for companies with a dedicated marketing budget.
The reason being that it pays off.
Let’s take an obvious example that all of us have seen in one way or another…Gevalia Coffee.
I still have the free thermal coffee maker I received from them after signing up for a monthly coffee delivery program.
Granted–I signed up knowing full well I would only stay on the program a couple of months. Let’s face it–I wanted the coffee maker–not the coffee.
They knew little rascals like me would pull something like that.
It didn’t matter.
How come? Because a sizeable number of customers stay with the continuity program.
What’s more–campaigns like that pay for themselves several times over. It’s an unbeatable return on investment.
And…whether I’m on the continuity program or not–Gevalia is a name I know for life. I’ll buy their coffee. Maybe not through continuity–but I’ll still buy it.
I should point out direct mailings don’t have to be that extravagant.
You don’t need to give away Danske dinnerware (although the offer ideally beats the heck out of your competitors).
This is simply another (highly effective) way to get on people’s radar. Both for courting a cold list–or mixing up your means of selling to existing customers.
Next time you have a unique offer–whether for a continuity program–or a packaged deal–try sending it in an envelope.
No guarantees here…but you may end up a convert.
Suzanne Ryan
The Gourmet Copywriter
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