We recently attended and exhibited at a retail trade show in Las Vegas. It was a large, multi-day event with over 14,000 attendees and tons of booths on the show floor – a daunting experience if you don’t exhibit at trade shows regularly or can’t afford a huge, flashy booth.
With that, here are three ways you and your business can break through the noise at any trade show and make sure you come home a success:
1. Personality Counts
The very nature of trade shows demands that you have personality. From the look and feel of your booth to the people who are working at it – does your booth blend in or stand out? Do you use the same cookie cutter booth for every show, or do you target your booth to the type of show you’re attending? Even though it might require more time, energy and money, targeting your booth to the type of show you’re at can really help.
For instance, if you’re at a show about visual merchandising, you want your booth to be visually captivating. If you go with a standard 10-foot-by-10-foot booth with little-to-no visuals, you might be hurting for leads no matter how compelling your product or service.
You also really want to think about who you send to work in your booth. Often this is delegated to entry-level sales folks or junior members of the team. But I challenge you to think about your end goal. What do you hope to accomplish at the trade show? Do you want more leads? Do you want potential partner deals? Your end goal will help you determine who will best deliver that result.
For example, at the show we just attended there was a locker company directly across from our booth. The guy in the booth asked people as they walked by, “Interested in lockers?” I was dying as I watched it happen, because he was breaking the cardinal rule of sales. He was asking a closed-ended question. Also, he had a pretty specific product, so not every person walking by was going to take his line. But in his defense he said, “You gotta keep trying because eventually, someone says ‘yes.’” He earned points for persistence! On the other side of our booth was a group of guys who designed booths and could manufacture just about anything. Their booth was hoppin’ all day long. And their main guy would approach folks who walked up with the question, “What do you do?” He started a conversation, made it about them and was then able to assess how the product would be a fit for the person and quickly tailor his pitch that direction. Guess whose booth got more leads?
2. Be Novel
In the sea of booths at a trade show, a lot can be said for having some novelty to attract folks to your front door. As an attendee, it’s easy to get caught in the tangle of people and not want to break away for yet another sales pitch from a desperate and bored exhibitor. Shake things up in your booth with something unexpected, fun and, yes, interactive, to get folks involved and engaged. Ditch the usual swag of free pens and stress balls and give away something memorable. The same booth with the great staff also had a 7-foot-tall gumball machine. When they talked to folks, they encouraged them to turn the crank and out would pop a mini gorilla. People ate it up.
Another example: We recently attended a show that was focused on dogs. (Lots of dog owners have small businesses that need email marketing!) We gave away dog brushes that flew off our table. People liked them so much they were offering to buy them. Nostalgia is also effective at eliciting response from a crowd. I’ve seen booths giveaway popcorn, cotton candy, cupcakes and good ol’ booze in this effort. How can you give away something cool, but also something that resonates and relates?
3. Stay Engaged
You never know what will happen even if you’re at a show that seems to miss the mark for your company, or that feels slow. Don’t fall into the trap of getting bored, doing other work or ignoring attendees. It’s easy to have happen during a multi-day show when the adrenaline and coffee run out, and the people in your booth lose their show mojo. A woman who sells vintage props had a booth next to us and it was super slow for her. She left her booth for a while and guess what? A huge client came to see her! Luckily the client waited for her (this would not usually happen), and she closed a deal on the spot. She got lucky.
I must admit, our product and service wasn’t a great fit for the show attendees, but we quickly realized it was a great fit for the other exhibitors. We talked to lots of them and ended up closing two deals during the show. Lesson? Seize the moment, stick with it and work it with everything you’ve got. Every show is different, and you never know when that next great lead or deal is going to appear. Will they stop or walk on by? That’s up to you, isn’t it?
What tips would you add to break through the noise at a trade show? Share them in the comments.
This article by VerticalResponse founder Janine Popick originally appeared on Inc.com.
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© 2014, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.
Great news for small business that have been waiting for Google to update the Penguin algorithm! We’re happy to report that Google has finally started releasing Penguin 3 and will continue to roll it out over the next few weeks. This Penguin update affects about one percent of search queries in US English according to Googler Pierre Far. This update is a data refresh, and not a complete rewrite of the algorithm. The last Penguin update was released back in October 2013 and webmasters have been working hard to make sure they benefit from this most recent Google update. As a reminder, the Penguin algorithm targets low quality and spammy backlinks pointing to your site.
If you notice unusually low traffic to your site in the upcoming weeks, you maybe have been hit by this newest release of Google Penguin. We would recommend doing a backlink audit to see if there are any lower quality links pointing to your site. You can get your most recent backlinks from Google Webmaster Tools. Once you’ve identified those links, use Google’s Disavow Tool, but a word of caution, it’s a very powerful tool. We’ve got lots of actionable tips about Google Penalties for you.
Stay on top of all things Google with our What’s New With Google YouTube Series. This episode features talk about Google’s Penguin 3 algorithm, rankings boost to sites using HTTPS and the end of Google Page Rank toolbar. If you have any questions about Penguin 3, share them in the comments!
© 2014, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.
The evolution of online review sites over the past few years has been a boon to both small businesses and consumers. As a small business, review sites give you a greater online presence. Sites like Yelp, Google, Yahoo! Local, Angie’s List and a myriad of others give a small business the opportunity to shine online. For consumers, review sites give them the opportunity to research and gain insight on a product or business – whether it be a restaurant, dry cleaner, or salon – before they even step foot inside the door.
Why are review sites are so important to small businesses?
Not surprisingly, online review sites and their impact on consumer decision making continues to rise at an exponential rate. Here are a few recent stats from various consumer surveys:
Source: 2013 BrightLocal Local Consumer Review Survey and 2013 Dimensional Research survey.
Your potential customers are forming an opinion of your business before they ever even enter your store, restaurant, or visit your website. Knowing how to handle the feedback you receive on review sites is also crucial to managing your online reputation. Here are some dos and don’ts you should abide by when it comes to review sites:
Hope these tips help you in managing your online reputation on review sites. Have any other ideas that may help? Leave them in the comments below.
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© 2014, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.
When someone signs up for your email list, it’s important to roll out the email red carpet and welcome them. Statistics show these new subscribers are most engaged within the first 48 hours. An automated welcome email (which is a type of autoresponder) can help you reach out to your new subscribers within that crucial window of time. Luckily, at the end of this month, we’ll be launching automated welcome emails in our newest version of VerticalResponse.
Why is an automated welcome email so important to have in your email tool belt? We’ve identified seven reasons why your business should take advantage of a welcome email:
1. Save time
What small business owner isn’t looking for ways to save time? We know you’re busy. With an automated welcome email, every time a new name is added to your list, your pre-made welcome email is delivered straight to their inbox. It’s that simple.
You don’t have to create and send a welcome email every time a new contact signs up, which means you’ll spend less time creating individual emails and managing your list. You create the welcome email once and it’s automatically sent to new subscribers.
2. Provide immediate value
New subscribers have high expectations. When they sign up for your emails, they expect high quality content in return. A welcome email sets the tone, instantly showing customers what kind of communication and information they’ll receive as a member of your email list. A welcome email is your time to shine. A sleek, well thought out welcome email shows subscribers your company can be counted on to deliver valuable content.
3. Tailor your welcome email with ease
Like many small businesses, your email lists may be divided into different groups. As an option, you can customize a welcome email to meet the needs of each group. For example, if your lists are divided by location (San Francisco or New York) you can create welcome emails that are tailored to a particular city or area. Each group receives a targeted look and message.
4. Make a great first impression
One of the biggest reasons to send a welcome email is to make a good first impression. A welcome email is like a digital handshake between two new people. It’s the first step to forming a relationship.
A welcome email gives you the chance to knock your first meeting out of the park. You only get one shot at a first impression, and delivering a professional email that extends a friendly greeting as soon as they sign up for your list can make your new subscriber feel welcome.
Plus, a welcome email can provide information about your company or offer a new-subscriber discount. All of these aspects add to the subscriber’s overall impression of your business.
5. Generate some buzz
Who doesn’t want to create a positive buzz around their business or product? Well, a welcome email does just that. As part of a welcome email, you can get prospective customers excited about what’s to come. Tell new subscribers why your email list will rock their world. For example, in the welcome email below Crate and Barrel tells subscribers they’ll get special offers, a look at new items, design tips and access to store events. That quick list gets subscribers pumped up about their new email relationship.
6. Take advantage of a potential sales opportunity
When a new subscriber joins your list, it means they want to know more about your product or business. Since the welcome email lands in their inbox while their curiosity is still piqued, subscribers may be more likely to make a purchase from your business. To provide a little extra incentive, consider adding a promotional deal to your welcome email.
Take a look at the email below. It not only welcomes the subscriber, but it also offers 20% off. The customer sees it as a nice gesture, and it opens up a sale opportunity for your business.
7. Increase email response rates
Every small business wants to see impressive email response rates. When you send an email, you want subscribers to open it, read it and take action. Statistics show welcome emails have impressive response rates.
The Epsilon Email Marketing Research Center says triggered emails – which include welcome emails, shopping cart reminder emails and anniversary emails – have an open rate of 46-53% and clickthrough rates between 9-11%. Other non-automated emails have an open rate of 26-32% and clickthrough rates that hover around 4 percent.
Simply put, subscribers pay attention to welcome emails.
Welcome emails are just the first of many exciting new features that we’ll be rolling out in our newest version of VerticalResponse. Stay tuned for more features to help your small business send emails with ease. VerticalResponse Classic users, you can sign up for the new VerticalResponse with a different email address than your Classic account.
The post 7 Reasons Your Business Needs an Automated Welcome Email appeared first on VerticalResponse Blog.
If I told you an Ohio traffic reporter had over a million views of his video on YouTube, you would probably be surprised.
When was the last time your content or videos got that many views (and that’s in one week)?
Bob Herzog is a traffic reporter for WKRC – Channel 12 in Cleveland, Ohio. He brings a rare musical flair to his job by giving popular songs a weather-related twist. As part of Dance Party Fridays at the station (obviously not your typical news station), he has done everything from Elton John’s “Rocket Man” (changed to “Traffic Man”), Tom Petty’s “Free Falling” (changed to “Tree Falling”), and Barry Manilow’s “Copacabana” (changed to “Drive Indiana”).
His latest parody is “Let It Go” from the Disney movie Frozen. Herzog sings “Just Don’t Go” while trudging through snow and attempting to climb a set of icy stairs, reinforcing how dreadful the weather has been and why it’s a good idea not to venture out on the roads.
Pretty darn catchy for a news station in Cleveland. What I found interesting is that instead of leveraging these videos to generate traffic to a YouTube channel for the station, the videos are posted under Herzog’s name. The station could be generating a lot of additional traffic this way (most of the videos have over 50,000 views).
Another recent example of using pop culture and humor occurred when Durham Academy announced school would be closed due to inclement weather by rapping the announcement to the Vanilla Ice tune, “Ice Ice Baby.” Lyrics included:
All right stop, collaborate and listen
Ice is back and the roads will glisten
Polar vortex has a hold of us tightly
Wind like a harpoon daily and nightly
This video had over 4 million views and was tweeted or posted by CNN, Time.com, BuzzFeed, Gawker, and Deadspin. Not your usual coverage for a school closing due to weather. Plus, I bet a lot of kids now think their school administrators are a lot cooler than they suspected.
Think of some creative ways you can incorporate this approach into your own efforts (we did this a number of years ago when we launched on the Salesforce AppExchange, and the video still gets views today).
Imagine announcing a new product this way, or an event you’re having. The possibilities are endless, so rev up your sense of fun and let it go.
This article by VerticalResponse founder Janine Popick originally appeared on Inc.com.
The post Creating Viral Content Comes Down to Just Letting Go appeared first on VerticalResponse Blog.
Halloween is nearly here and our inboxes are being haunted by some scary good emails. Take a look at these spooktacular examples for inspiration, if you dare:
Subject line: Put Some Boo in Your Next Book Order
Chronicle Books does a hauntingly good job with their holiday themed subject line and carries it through to the copy, the image and even the Halloween promo code.
The Market Fresno
The Market Fresno gets their customers ready for Halloween by promoting their festive pumpkin patch. Their subject line is direct, to the point, and they also tout their email exclusive offers, which provide the value of being a subscriber.
Subject line: You deserve a treat, too.
Teavana serves us a subject line that promises a treat – enticing! Inside the email, they follow up with, “No Tricks, Just Treats” and serve up their new assortment of fall dessert teas.
Subject line: Halloween treats have arrived!
Modcloth tempts their subscribers with new products in their Halloween shop, and their email imagery backs it up. Notice this email does not contain an offer.
The Travel Channel
Subject line: Travel’s Best Halloween Attractions 2014
The Travel Channel reveals their list of some of the scariest Halloween attractions in this ghoulish email. From the top haunted cities in the US, to ghastly gargoyles around the globe, this email aims to get subscribers traveling in ghostly style for Halloween.
California Academy of Sciences
Subject line: Get Excited! SuperNatural Halloween is Around the Corner at the Academy
The Academy sent out this creepy good email as an invitation to their SuperNatural Halloween event. The Academy makes sure to send out their invitation almost two weeks before their party, allowing enough time to follow up with any non-responders (folks who didn’t open the first email).
Martha Stewart Living
Subject line: Scary Simple Party Costumes + Free, Downloadable Halloween Clip-Art
Martha Stewart, the queen of all things holiday, sent this email with a video of a day-to-night party costume and free Halloween clip art (could be good for your email marketing, too).
Now that you’ve seen some scary good email examples, it’s time to send your own Halloween emails. Use VerticalResponse for free today and keep your customers coming back again and again.
The post 7 Spine-Tingling Good Halloween Emails That Are Haunting Our Inboxes appeared first on VerticalResponse Blog.
Social logins – You see them often, and you’ve probably used them several times to log on to various web sites. They use existing login information from your various social networks, such as Facebook or Twitter to create a single sign-on experience. Yes, they’re increasingly common and fast, but should you be using them for your own business? Read on for a crash course on social logins and why you may want to consider using them.
What are the benefits of using a social login?
A social login allows users to avoid a website’s lengthy registration process by authenticating their identities using one of their existing social network accounts. Most importantly, the faster you let people into your website, the sooner they can start purchasing or using your product. Here are 10 more benefits:
Do many businesses use social logins?
Yes, in fact, social logins are now the most popular way to create accounts on the Internet. Of the nearly 90 percent of people who have run across social media logins, more than half use them, according to a 2014 U.S. research report on “Social Login and Personalization” from Janrain.
Which social sites are most important?
For the second quarter of 2014, the numbers weren’t much of a surprise. Facebook led the pack with about 55 percent of the social login share, with Google trailing behind at 27 percent. Yahoo (11 percent) and Twitter (5 percent) were third and fourth, with LinkedIn, Pinterest and Amazon and others sharing the remaining 2 percent.
Should you offer social logins?
As you can see from the stats in this post, if you have a website in which people are logging in to make a purchase, register, or try out a service, it’s certainly worth a try. It could be a game-changer for your business.
Do you use social logins? Tell us why or why not in the comment section below.
This post contributed by Wendy Burt-Thomas, a full-time freelance writer with four books and thousands of published articles to her credit.
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Did the headline grab your attention? You’ve probably come across similar headlines or subject lines in your inbox – they’re emotionally responsive. And while you might be more familiar with the straightforward, value-driven email subject lines such as, “get 10% off,” sticking to a cut-and-dry approach may wear out your readers.
Appealing to your readers’ practical side is a proven strategy. But for the sake of variety, mixing things up and connecting with your subscribers on an emotional, rather than just an intellectual level can leave a lasting impression. Here’s how to appeal to your readers’ emotions:
There are two basic types of emotionally responsive subject lines: negative and positive. While the former is used more often, both types can be used to resonate with customers on an emotional level:
There are a variety of ways in which negative emotional responses can be used, but these effective ones convince your subscribers that they shouldn’t ignore your email:
Nobody likes a downer, so don’t rely too heavily on negative emotionally responsive subject lines. Sometimes, it’s more appropriate to focus on the positives:
Make sure the content of your emails, blog posts and landing pages back up your emotionally responsive subject lines. Not only is maintaining consistent messaging from subject line to content required by the CAN-SPAM act here in the U.S., but failing to do so may lead your subscribers to feel misled, which will result in an increased unsubscribe rate.
If you’re new to writing emotionally responsive subject lines, try an split test to measure engagement. Send an email with an emotionally responsive subject line to half your list, and a regular subject line to the rest. You may be surprised by the results!
Have you come across some successful emotionally responsive subject lines in your own inbox? Share ‘em with us!
Create and send your own emails for free using VerticalResponse.
The post Psst! Want to Know How to Write Irresistible Subject Lines? appeared first on VerticalResponse Blog.
Words have power. We all know that. So which marketing words encourage subscribers to act, customers to buy, or donors to give? We read through dozens upon dozens of emails and compiled a list of “sales-boosting” marketing words and a list of “sales-deflating” terms. Keep these lists handy the next to you craft an email or social post.
Boost Sales with These Powerful Marketing Words:
1. Sale – It’s the old faithful of marketing words. While a lot of businesses use the word “sale,” it has the power to motivate customers. Who doesn’t love a good deal?
2. Off – If you can offer your audience an incentive like 50% off, or $25 off your next $75 purchase, you’ll pique interest quickly and give customers added incentive to buy. Take a look at the Coach offer below.
3. Now – This handy word encourages people to act. It creates a sense of urgency. Usually “now” is used as part of a call to action. Examples include: Shop now, Act now, Subscribe now.
4. New – Customers are intrigued by the newest gadget, product or offer. It’s an attention-grabbing word that’s effective in emails.
5. Best sellers – People like knowing what items or services are popular, so creating a list of best-selling products is a great way to capture additional sales. Here’s an example from home goods store, Wayfair. The subject line reads: Best-selling accent furniture to find that missing piece. The body of the email also uses the word “best sellers.”
6. Be the first – Customers like exclusive access. Give your audience a sneak peak at new products, upcoming offers and high-quality content.
7. Your – Words like “your” or “you” show customers that you’re thinking about them. It’s a simple personalized touch that can go a long way to increase sales. Take a look at the three subject lines below. Each one includes the word “your” or “you.”
8. Thank you – Show your customers a little love by showing your appreciation once in a while. When you reach a new goal, thank your customers with a new deal, host a customer appreciation event or send a kind email thanking new subscribers for signing up.
9. Remember– Your customers are busy, so it’s always a good idea to send reminder emails. Maybe you want to remind customers about an event or to use the reward points that they’ve accumulated. An example is, “Remember, you have three hours left to redeem your offer!”
10. Tips – Everyone can use a little help once in a while. Send emails that are full of tips to help your customers use your product or improve their business in some way.
10 Words that can Deflate Your Sales:
1. Hurry – Yes, you want to encourage customers to act fast, but this word is overused and doesn’t pack as much punch as “Act now” or “Limited-time offer.”
2. Look inside – These two words are commonly used in subject lines. You’re stating the obvious. Of course, the recipient has to look inside to read the content or claim the deal. Skip these two words, and just get to the point.
3. Groundbreaking – While “groundbreaking” sounds impressive, it’s not helpful, says Eric Fischgrund, founder of marketing and public relations company FischTank. “Everyone says this,” he says. “To your readers, it’s an instant turn off.”
4. Guaranteed – Nothing in life is guaranteed, Fischgrund reminds us; so it’s best to stay away from this word. You can still back your product or service, just refrain from using the word “guaranteed.”
5. Huge – Every sale and event is huge. Think of alternatives to use. For instance, “Our Biggest Sale of the Year.” It’s more descriptive.
6. Cyberspace – It’s not 1980. If you refer to the Internet in any way, avoid outdated terms like “cyberspace” or “information superhighway,” unless you’re being ironic.
7. Hassle-free – Sure, the phrase seems positive, but you’re still associating the word “hassle” with your business or brand. Not a good idea. Go with “easy” instead.
8. Once in a lifetime – Cliché, and typically untrue phrases like this don’t help your sales. Be original.
9. Final days to save – This phrase is vague. How many days are left in the sale? Give your customers a specific time frame on all deals.
10. SAVE UP TO 25% RIGHT NOW!!!! – There are two red flags in this statement. For starters, don’t use all caps; it makes people feel like you’re screaming at them. Keep your punctuation to a minimum, too. The sale isn’t any more enticing with three exclamation points.
Do you have a go-to marketing word that stimulates sales through email? Or do you have a list of marketing words that are pet peeves? If so, feel free to share them in our comment section below. Be sure to check out our most overused words in PR and Marketing, and the worst email subject lines, ever, as well!
Send winning emails that sell with VerticalResponse.
The post 20 Powerful Marketing Words & Phrases That Sell or Repel appeared first on VerticalResponse Blog.
Pinterest drives more traffic than Twitter, LinkedIn and Reddit combined, but do you know how much traffic you’re getting from it? In this short video, we show you how to use UTM (Urchin Tracker Module) codes so you can easily see exactly how much traffic you get from the image-centric social site.
Learn how you can boost sales via Pinterest in this post, Saucy Tips to Boost Sales via Pinterest.
The post Find out How Much Traffic Pinterest Drives to Your Site [VIDEO] appeared first on VerticalResponse Blog.
A Webhook provides a way for a developer or a client application to subscribe to certain events in a web application, such as a new list sign up, by providing a uniform resource identifier (URI). When the event occurs, the web application makes an HTTP callback to this URI letting them know that the event they subscribed to has occurred and provides details about the event, eliminating the need for any polling.
VerticalResponse has created API Webhooks for three events:
Say a client application has subscribed to “contact create” through the Webhook. When a VerticalResponse user associated with the client application creates a new contact in their account, the client application will get a notification from VerticalResponse. If the client application subscribed to “uploading a list of contacts,” VerticalResponse will make a callback to the client application letting them know of this new development whenever the VerticalResponse user uploads a list of contacts.
If you’re creating a solution that will keep VerticalResponse and another system in sync with respect to contacts, Webhooks can save you time and effort by letting you know whenever a new contact has been created in VerticalResponse for your users. This way you only have to react to changes when they happen, rather than polling VerticalResponse at regular intervals to check if there’s a new contact.
Similarly, if you want to know about unsubscribed contacts and also make sure that another system, for example a CRM, knows of this change, you can use the Webhooks to alert you whenever a user unsubscribes from VerticalResponse. This way, the data in the two systems is always consistent with minimal effort.
Learn how you can integrate email marketing and social media into your app with the VerticalResponse API.
Founded in 2005, booj is a Colorado-based company specializing in Web design and complex development. The firm has rapidly become an industry leader that powers the technology behind large business platforms.Problem
After gaining its first real estate client in 2006, booj realized how far behind the real estate industry was in Web technology. The company decided to build The Enterprise Network, a union of independent brokerages across the country that share information, strategy and a unified real estate technology platform. Through this network, agents would have the tools and buying power of larger real estate corporations without sacrificing their independence and personal voice.
A key selling feature of The Enterprise Network was its CRM (customer relationship management) system – a unified technology platform used by all the agents in the Network to manage their customer communications. booj needed to partner with an email marketing service provider that offered a robust API, so that agents can quickly and efficiently manage their email campaigns from the CRM systemDiscovery
“When conducting our research, we were looking for a company that had great reporting features and would handle delivery, email list management, bounces and more,” said John Sable, Managing Partner. “We were especially looking for a vendor that was CAN-SPAM compliant and could keep our clients whitelisted. We found VerticalResponse to be the best fit for our needs.”Solution
Once booj decided to partner with VerticalResponse, it took only three weeks to get the integration up and running. These days, approximately 10,000 agents are supported by The Enterprise Network; some of the larger companies using the system include Baird & Warner in Chicago; Ebby Halliday Realtors in Dallas, Texas; and NP Dodge Real Estate in Omaha, Neb.
“We love the customer experience this integration offers our customers,” says Brad Yeager, Director of Development.
Check out our partner program to learn how you can integrate with VerticalResponse!Category: Email Marketing Case Studies
The food and beverage business is a huge industry that includes agriculture, food processing, wholesale and distribution, retail, technology, and even marketing. If you’re in the food and beverage business, here are 10 must-attend conferences and networking opportunities that cover everything from wine, natural products to restaurant technology.
PMA Fresh Summit
Anaheim Convention Center – Anaheim,CA
October 17-19, 2014
Why they say you should attend: “Fresh Summit is the must-attend event for you and your colleagues. It’s where produce and floral industry leaders from around the world converge to share ideas, breakthroughs and inspiration.”
Direct to Consumer Wine Symposium
Hilton Concord Hotel - Concord, CA
January 14-15, 2015
Why they say you should attend: “This is the national wine industry’s only annual conference on direct marketing and sales — a must-attend event for every level in the company, and the only summit organized by vintners, for vintners.”
RFMA 2015 Annual Conference
San Diego Convention Center – San Diego, CA
February 1-3, 2015
Why they say you should attend: “The RFMA 2015 Annual Conference is your next big chance to network with the largest gathering of restaurant facility professionals and vendors. It’s the one place where you can share insights and learn about the newest products and services needed to succeed. We will have all of the information you need to help you buckle up for a successful 2015!”
Natural Products Expo West
Anaheim Convention Center – Anaheim, CA
March 5-8, 2015
Why they say you should attend: “Natural Products Expo West continues to be the leading trade show in the natural, organic and healthy products industry, attracting over 67,000 industry professionals and 3,000 exhibits to the Anaheim Convention Center. Rated as one of the top 200 trade shows in the US by Tradeshow Week, Natural Products Expo West continues to help attendees reach their business goals.”
International Restaurant & Foodservice Show of New York
Javits Center – New York, NY
March 8-10, 2014
Why they say you should attend: “The International Restaurant & Foodservice Show of New York is the only all-encompassing event in New York for the restaurant and foodservice industry, making it THE one-stop source for everything you need to succeed in today’s market.”
New England Food Show
Boston Convention Center – Boston, MA
March 15-17, 2015
Why they say you should attend: “The New England Food Show is the region’s largest event focused on the retail and foodservice markets. NEFS is THE place in New England to get inspired and source wicked good foods, beverages and equipment ideas you can use to establish, build and grow your business.”
MURTEC: Multi-Unit Restaurant Technology Conference
Caesars Palace – Las Vegas, NV
March 17-19, 2015
Why they say you should attend: “As the must-attend event to learn about the latest innovations and get up-to-speed on how to leverage new technologies, MURTEC® is lauded as the ‘gold standard’ for restaurant technology insight offering both compelling sessions and top-notch networking opportunities.”
National Restaurant Association Restaurant (NRA) & International Wine, Spirits & Beer Event at NRA Show® (IWSB)
McCormick Place - Chicago, IL
May 16-19, 2015
Why they say you should attend: “Join your industry and arm yourself for another year with the latest products, services and insights from more then 2,000 exhibitors and hundreds of industry leaders.”
Sweets and Snacks Expo
McCormick Place – Chicago, IL
May 19-21, 2015
Why they say you should attend: “After the sold out, record-setting show in May of 2014, the Sweets & Snacks Expo proves to once again be the global power-house event for the industry, and the 2015 show is poised for even more exceptional growth! With 16,000 attendees and 650 exhibiting companies in 2014, the Expo offers the best opportunity to buy, shop, learn and discover!”
Institute of Food Technologists Annual Meeting & Food Expo
July 11-14, 2015
Why they say you should attend: “At the IFT Food Expo, you’ll find the industry’s largest collection of food ingredients, equipment, processing, and packaging suppliers, all under one roof. It’s the only place where the latest global food trends—and the products designed to meet them—are on display.”
Have you been to any of these conferences? Have any others you’d add to the list? Share in the comments.
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So you’ve got some subscribers on your mailing list who haven’t opened your emails or clicked on any links in a long time. How do you get them re-engaged? We recommend eight simple steps to help you re-connect with non-responders.
Figure out who the non-responders on your email list are, and segment them out. You can do this easily with most Email Service Providers, including VerticalResponse and create a separate email list with your non-responders – those who haven’t opened or clicked on any links in your email in while. This step is important because it allows you to experiment with changes for people who aren’t opening or interacting with your emails, but not with the ones who are engaged and responsive.
2. Don’t throw the baby out with the bathwater
Jill Bastian, our Training and Education Manager, warns against simply removing anybody who’s not responsive on your list. There are many reasons why someone may not be engaging, and the next series of steps can help pinpoint what those are.
3. Create an engaging subject line for this segment
What’s in the body of your email doesn’t make much difference if people aren’t opening it. Experiment with an engaging topic in your subject line, such as something that solves a problem for your subscriber, or an offer of a discount or free trial of a product. You can also ask people whether or not they’d like to remain on your list with a subject line saying something like, “We’ve missed you!”
4. Highlight list benefits
When creating a highly engaging subject line for your segmented list of non-responders, it’s important to highlight the benefits of being on your email newsletter in the body of the message. Since your readers haven’t been interacting with the email, a reminder of the value of what they get by reading these emails can be helpful.
5. Send a survey
Kim Stiglitz, our Director of Content Marketing & Organic Customer Acquisition, recommends asking subscribers and if the content you provide meets their expectations via a short survey. “If you find a disconnect between what you’re providing and what your subscribers expect, it’s time for a change,” she writes. This survey data can help you modify your content so that it meets the needs of your readers.
6. Play with timing
Try sending an email at a different time of day, or on a different day of the week. “A lot of times, people tend to send emails on a certain day or at a certain time. If you send an email to non-responders at a different time, they may be more interested or it may be a better time for them to look at it,” Bastian says. Check out our post on the best time to send your emails. It might surprise you.
She also points out that different target audiences respond better to different times of day. There is no one-size-fits-all approach to finding the best time, since each list is different. For example, she gave a presentation recently at a children’s clothing company that chose to send emails around 2:30 p.m. and 3 p.m., when parents are picking their kids up from school and have time to check a quick email on their smartphones or mobile devices, or in the late evening when kids are asleep or doing homework and parents have more time for themselves. “There are specific times and days where more emails are sent, but that doesn’t necessarily mean that it’s going to fit every audience,” Bastian explains.
7. Take a look at your send frequency
It’s possible that too-frequent emails are causing your readers to lose interest, particularly if your frequency is different than what you promised when they signed up for your list. It’s important to make sure that you’re sticking to what you promised in your sign-up form. If your email list subscribers signed up for an email once a week, for example, they may feel overwhelmed with emails sent more often than that.
8. Look at your own expectations
Although there are benchmarks for each industry, Bastian recommends coming up with your own open rate goals based on your own list performance. If you’re getting a 12 percent open rate, for example, try shooting for small increases over time. Creating incremental goals is often more realistic than trying to hit a benchmark based on an entire industry, and small gains can add up over time.
What approaches have been successful for you in helping to re-engage non-responders? Share with us about in the comments section.
SAN FRANCISCO – October 7, 2014 – VerticalResponse®, a provider of online marketing tools for small businesses and a business unit of Deluxe Corporation (NYSE: DLX), today introduced a pay-as-you-go pricing option for email marketing, enabling customers to purchase credits that work like stamps for email.
The company also announced several new features within its small business marketing platform: advanced image editing, customizable background colors and spell checking in the email editor. Additionally, signup forms to capture new subscribers can now be embedded on a website.Pay-As-You-Go Offers Flexibility
The pay-as-you-go option is ideal for businesses that want more flexibility around their seasonal email needs, send email campaigns less frequently, or want to pre-pay for a specific use. Businesses pay only when they need email services, without long-term contracts or subscriptions that automatically renew. With volume discounts, the more credits they purchase, the more they save.
“Every company has a busy time of the year, from the holiday shopping season to Valentine’s Day to summer resort season. Pay-as-you-go is a fantastic option for companies with fluctuating email marketing needs,” said Dave Shiba, General Manager of VerticalResponse. “Customers can access our intuitive and powerful email editor, social media integration and award-winning customer support, but without committing to a long-term recurring subscription.”
With pay-as-you-go, customers have the flexibility to select the pricing that’s just right for their business. Customers who need a short-term email volume increase can select pay-as-you-go, while others who have a more constant email interaction may select monthly subscription plans starting as low as $8.80 per month. VerticalResponse also offers a free option for users with up to 1,000 email contacts, along with other discount plans for longer-term subscriptions and for non-profits.
The pay-as-you-go plan offers extreme flexibility, so that when customers need to send more emails than available credits, the additional emails are automatically charged at the end of the month at the same per-credit rate.
“When launching a new marketing campaign, our customers don’t want to buy more credits or change plans. Pay-as-you-go gives them peace of mind because there are no roadblocks or ‘punitive’ overage charges,” explained David Williams, Senior Vice President of Customer Experience for VerticalResponse.
Pay-as-you-go email credits are available in tiered packages starting at 300 credits for $7.50 (at a cost per credit of $0.025; per-credit pricing decreases for larger packages). Visit the VerticalResponse pricing page for more information on package tiers and costs.Design Emails Like a Pro With Advanced Editor Features
To help businesses create the most polished, professional-looking email possible, VerticalResponse also launched a new image editor with intuitive features to manipulate photos, logos and graphics. In addition to basic features such as cropping, resizing and flipping, users can now change the focus, brightness, contrast, saturation and sharpness of their photos. They also can add fun effects such as filters, picture frames and “stickers” that can be placed on top of an image. Customers may also now choose a background color so that their email matches their website, brand or personal taste. Lastly, an integrated spell checker helps deliver messages that are error-free.Build an Audience With Embeddable Signup Forms
With embeddable signup forms, businesses can easily collect email addresses and grow their subscribers directly from their own websites. Customers select from 18 fields to collect information from their subscribers, so that they can better personalize emails to different audience segments in the future. The VerticalResponse application generates HTML to embed the form into a website, where it can be left neutral or styled to match the site’s look.
After a contact submits the form, a confirmation email is automatically sent to each new subscriber, helping businesses obtain express consent as they build their email database. The VerticalResponse platform also allows contacts to manage their email preferences, if the sender offers multiple lists.
These new email editor features, snappier performance and embeddable signup forms are available now with all free and paid plans.Additional Resources
For additional information on pay-as-you-go pricing, editor enhancements and embeddable signup forms, visit the VerticalResponse Product Blog.About VerticalResponse
VerticalResponse Inc., a subsidiary of Deluxe Corporation, provides a full suite of online marketing tools to help small businesses connect with their customers on email, social media, mobile and more. Users worldwide rely on the VerticalResponse platform to easily create, manage and analyze their own marketing campaigns, all from a single account. VerticalResponse is headquartered in San Francisco, Calif. For more information visit www.verticalresponse.com, and connect on Twitter at www.twitter.com/VR4SmallBiz and Facebook at www.facebook.com/verticalresponse.About Deluxe Corporation
Deluxe is a growth engine for small businesses and financial institutions. More than 4.5 million small business customers access Deluxe's wide range of products and services, including customized checks and forms, as well as website development and hosting, email marketing, search engine optimization and logo design. For our 5,500 financial institution customers, Deluxe offers industry-leading programs in checks, customer acquisition, fraud prevention and profitability. Deluxe is also a leading provider of checks and accessories sold directly to consumers. For more information, visit us at www.deluxe.com, www.facebook.com/deluxecorp or www.twitter.com/deluxecorp.Category: Press Releases
In Facebook’s decade-long quest for market saturation, the social networking behemoth has many users questioning the site’s validity. Privacy concerns and experiments have users complaining. Some feel inundated with advertising. Facebook’s continuous algorithm updates and the necessity to pay for boosted posts and ads in order to garner page engagement also has many businesses groaning. Is a new social networking site the solution to the seemingly-growing list of Facebook concerns? Let’s find out:
Ello is a new social networking site, now in beta, which apparently sees the growing discontent with Facebook as a marketing opportunity. In its manifesto, Ello promises not to sell user data to advertisers or allow advertisements. In addition, pseudonyms are permitted.
Ello was founded by Paul Budnitz and Todd Berger. Budnitz, who is also CEO, describes himself as an artist, designer, author, filmmaker and serial entrepreneur. According to Ello’s “About” page, the site was originally created by seven artists and programmers as a private social network, and then made public because so many people wanted to use it.
Demand is high
It’s not been easy to get on Ello, as it’s been inundated with tens of thousands of requests each hour. Those interested in joining may request an invite on the site, but those invitations are slow in coming. With tens of thousands on the wait list and Ello only inviting small batches of users at a time, an invitation may take weeks or months. The quickest way to gain access to the site is to procure an invitation from a new user, but users can only invite five friends.
People are flocking to Ello in droves, but it’s worth noting that many new social networks often had a large initial surge, but later fizzled and died. Diaspora, Path, and app.net are chief among them, and even Google+ never materialized in the way expected. Whether Ello will become a viable alternative to Facebook remains to be seen. However, it has tapped into negative public sentiment towards advertising.
Ello is not advertiser-friendly
Because the primary selling feature of Ello is to keep advertisers out, it may not be the best bet for small businesses. “We built Ello because virtually all the other social networks were cluttered, ugly, and full of ads,” the site reads. “We began to feel manipulated by the networks themselves – many of our posts were never seen by our friends at all, because ads had taken priority. We came to realize that a social network that has ads is a social network created for advertisers, not for people. Every move we made was tracked and recorded, and every post we made was read and sold to other companies so they could show us more ads. It wasn’t fun any more [stet].”
In its FAQ section (which they call WTF), Ello points out they key difference between it and Facebook loud and clear. It reads:
“Virtually every other social network is run by and for advertisers. Behind the scenes, armies of ad salesmen and data miners track and record every move you make. Data about you is auctioned off to advertisers and data brokers. Under the guise of offering a free service, users of other social networks pay a high price in lack of privacy and intrusive advertising.
You’re the product that’s being bought and sold.
Collecting and selling your personal information, reading your posts, and mapping your social connections for profit is [stet] unethical. Every new feature on an ad-driven network is either a new way to gather more data about you (which can be sold), or show you more ads (which are auctioned), or both.
Ello is totally ad-free. Ello does not sell data about you to third parties, including advertisers and data brokers.”
Ello points out that many social networks started out as ad-free, but then switched gears, modifying privacy policies and selling user information to advertisers. Ello insists it will never do this. However, the site has raised considerable cash in venture capital, and venture capitalists typically want an exit. Ello insists it will stick to a freemium model, making its money off of new features.
However, as designer and social entrepreneur Aral Balkan pointed out in a skeptical post, Ello has raised $435,000 in venture capital, and it’s hard to say whether the type of return investors are looking for will be possible through a freemium model. However, Ello’s founders still own more than 80 percent of the company, so it’s unclear how much impact Vermont-based FreshTracks Capital will have.
Since Ello is still in beta, features are still being built and rolled out. Right now, Ello is fairly minimalist. You can comment on posts, see how many views each post received, and get email notifications and in-stream notifications. Features coming soon include ways to block users, flag inappropriate content, integrate audio and video, create private accounts, and message privately.
Ello does collect some user data anonymously, including location, language, time spent on the site, and the referring website. This shows what people in general do on Ello, but does not trace the behavior back to individuals. Users who are still uncomfortable with sharing anonymous information can turn off analytics completely, or use DNT (do not track) settings on web browsers.
Similar to Twitter’s mute feature, Ello allows users to friend people and then segment them into “friends” or “noise.” But since only a few people are on the network compared to Facebook, being inundated with messages isn’t yet a problem. Still, being able to curate one’s own content rather than being subjected to an algorithm is appealing.
It’s too early to say whether people’s frustration with Facebook and disdain for ads, coupled with Ello’s new features, will create a shift in the social networking landscape. For now, small businesses wishing to reach out to potential users still have plenty of options.
What are your thoughts on Ello? Have you signed up for the new site?
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The post Hello Ello: What You Need to Know About This New Social Networking Site appeared first on VerticalResponse Blog.
To help plan your holiday email and social media marketing before the holiday frenzy begins, we’ve launched our annual Everything Holiday site. With actionable holiday email tips and helpful resources like an automatic holiday subject line generator, a planning calendar, an infographic with the Top 20 Most Effective Holiday Subject Lines, plus special holiday promotions (including custom holiday logos, cards and other goodies), there’s a gift for everyone. Check it out it out now:
The post Holiday Email Marketing Made Easy – Our “Everything Holiday” Site is Here! appeared first on VerticalResponse Blog.
You may have read our posts praising the virtues of creating engaging content, and heard us extol the importance of responding to reader or customer feedback and making appropriate adjustments. You may also know a bit about quality backlinks and using the correct header tags, sourcing images legally, and creating compelling headlines. Today we’re going to take a look at five thing your business should stop doing if you want to make sure you have killer Search Engine Optimization (SEO). Take a look at our list of faux pas and make sure to steer clear of these big mistakes.
1. Stop keyword stuffing
While it’s still important to include relevant search terms whenever it makes sense, remember that you’re writing for people, not just search engines. If your writing is filled with keywords just to attract search engines, will most likely turn off any real readers that make it to that content hoping for something of value. Make sure to avoid throwing in a phrase over and over again when it’s unnecessary, even if it’s a phrase you want to rank for. Google can penalize sites that have an inappropriately high number of keywords.
2. Don’t let your SEO expert run amok
If you have an agency, SEO expert or someone else, work closely with them on your SEO goals. Research SEO best practices, and make sure your expert is accountable.
Just as Google sometimes penalizes keyword stuffing, having too many low-quality backlinks get you in trouble with the search engine. Don’t outsource your SEO work without knowing what they are up to. A smaller amount of relevant, high-quality links leading to your site is better than many low-quality, irrelevant ones, so make sure your entire team is aware of what you’re looking for.
(And if you do end up with a Google penalty, check out our post on that topic to figure out how to bounce back).
3. Don’t steal content
Don’t scrape content, and use it word-for-word on your site or blog. Reposting other people’s information is tempting, but it’s important to both get permission and give source credit. And you’ll want to go beyond simply giving credit where credit is due. Add extra value to the information by adding your own angle to the information or sharing another point of view that provides context for your audience.
One shining example is the Muck Rack Daily, which includes masterful curation of trending topics among journalists, including tweet-worthy stories and what others are saying about them. The editors clearly put a ton of thought into creating a daily email that’s timely, relevant, crisp, and with a great narrative flow.
4. Don’t use clickbait headlines
It may be tempting to ask cliffhanger questions in headlines in hopes that people will click through, or to even write misleading headlines that may draw more attention to your content. But although these types of headlines may work in the short term, they don’t build long-term trust with your readers, who are less likely to return if they don’t get value from what you post.
5. Stop being complacent
With all of the information on SEO best practices and strategies, updates and changes, it’s easy to feel a bit overwhelmed. Still, the worst move you can make is to become too complacent and do nothing. If you’re feeling overwhelmed, just take a look at our step-by-step beginner’s guide to SEO to get started.
Have you engaged in any of the practices listed above and learned a hard lesson? What business success have you found as a result of newfound practices? Share your thoughts in the comments.
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Before you plan out your holiday marketing campaigns, first decide which products, services, or calls to action (for service-based companies) you plan to highlight, promote or sell during the holiday season. Then, decide how and where you’d like to promote your products, services and sales: Email, social media, postcards, etc.
Next, determine what images, email templates, landing pages, postcards, or email, blog and social media copy you plan to use in your campaigns. This will give you an idea as to how much time you should set aside for each tactic.
Last, schedule all your marketing on a calendar as seen below:Planning to send a holiday postcard? Here are some important “send by” dates you’ll want to remember for U.S. delivery: Postcard Deadline Dates
Halloween…………….. mail by: Oct. 17th
Thanksgiving………… mail by: Nov. 14th
Hanukkah……………… mail by: Dec. 3rd
Christmas…………….. mail by: Dec. 15th
Boxing Day…………… mail by: Dec. 15th
Kwanzaa………………. mail by: Dec. 15th
New Years……………. mail by: Dec. 19th
In October, snag early-bird shoppers and prime your customers for even more holiday emails to come. If you plan to change your mailing frequency over the holidays, now is the time to let your email subscribers know and inform them of what value they’ll get from increased mailing frequency.Veterans Day, a federal holiday to honor veterans of the U.S. military, has also become a big retail sale day, and an early start to the holiday shopping frenzy. Celebrate the day by sending special deals, especially for those who may have served.
11/27: Thanksgiving Day (U.S.) – Thanksgiving, a national holiday and tradition in the United States which began in Plymouth, Massachusetts in 1681 by English pilgrims who celebrated an especially good harvest following a terrible winter. Today, Thanksgiving is reminiscent of time with family, thankfulness, and of course, bargains and football. Be sure to send promo emails at least a week prior to this holiday, but also take this day as an opportunity to reach out one last time before Black Friday (the day after Thanksgiving). Or, start a new tradition and send an email or a postcard by thanking your customers for being just that, customers.
11/28: Black Friday – Thanks to deep discounts from retailers, Black Friday is one of the busiest shopping days of the year, officially kicking off the holiday shopping season. Whether you go the traditional discount route or try alternative promotions, be prepared because the competition for shoppers’ attention will be fierce.
Small Business Saturday started in 2010 by American Express. This small business focused holiday is all about encouraging people to support small businesses and keep it local during the holiday season. In 2011, 100 million customers decided to “shop small,” so don’t snooze on this great marketing opportunity. Learn more.
Cyber Monday, which was coined in 2005 by Shop.org is the first Monday after Thanksgiving and is geared towards online sales and shoppers. Last year Cyber Monday had more total sales than Black Friday! Send emails specifically for your online shoppers.
Green Monday, the second Monday in December, is yet another large shopping date for online retailers. Green Monday represents a fantastic opportunity to remind your customers that the holidays are rapidly approaching. Send emails about sales you’re offering, special deals like free gift-wrapping, or any events you have coming up soon.
Hannukah, an 8-day observance known as the “Festival of Lights,” honors the rededication of the Holy Temple in Jerusalem. Get your customers in the Hanukkah spirit (and a shopping mood) with eight different gift ideas to their inbox or on your business’ social pages.
This is a one-day event that allows merchants to offer free shipping with delivery in time for Christmas Eve. The event was started a few years ago and has grown in popularity so that it’s now on par with Cyber Monday for generating sales. You can find more information at FreeShippingDay.com.
There are plenty of procrastinators out there. Try targeting them with time-sensitive subject lines like “last chance,” “order by x date for December 23 delivery,” or “offer ends in 3 days.”
Festivus, popularized by the popular sitcom Seinfeld, is a fun alternative holiday tradition protesting the increasing commercialization of Christmas. As an alternative to a promotion, engage customers on your business’ social pages by asking them to share their family holiday traditions.
Christmas & Boxing Day – Christmas shopping is big – so big that two-thirds of all annual seasonal spending is for this one day.
While the December 25th may be all about giving and receiving, the day after Christmas is when customers make exchanges and redeem gift cards – a great opportunity to clear your inventory with specials!
Kwanzaa is a week long festival that celebrates African-American culture and heritage. Like other great festivals, it ends with gifts and a feast! Connect with African-American customers during this time with Kwanzaa-themed promotions and celebratory emails, tweets, pins, and Facebook posts.
The impending closure of another year is often used to give thanks, self-reflect, and of course, celebrate! Stay engaged with customers and host an early New Year’s Eve celebration and swap resolutions.
A new year, another opportunity to begin anew. With that in mind, try a little self-reflection on how you’ve communicated with customers up until now. Could your newsletters or marketing promos use a fresh start as well? If so, now’s your chance to try something new in 2015.
While Black Friday (November 28) and Cyber Monday (December 1) mark the traditional start of the holiday season, a successful email marketing plan starts long before then. Now is the time to review past holiday marketing efforts to determine what worked and to decide what products or services you want to promote this season.
As the holidays approach, we’ve created some tips will help your business have a happy – and successful – holiday season:
1. Check your list twice. Early fall is the ideal time to get your email lists in tip top shape. Purge inactive subscribers, or better yet, create a re-activation campaign. Segment your email lists based on recipient interests, purchase history, age, or other demographics if you have the information, to help better target holiday emails.
2. Go mobile. Make sure your website is mobile friendly. According to Nielsen’s Digital Consumer Report, 87% of smartphone and tablet owners use their devices for shopping. Don’t miss out on holiday sales because your site is not optimized for mobile devices. Check out our blog post for more tips: How to Optimize Your Business Website for the Mobile Era.
3. Check your reputation. Data from Nielson’s Digital Consumer Report also finds that up to 55% of mobile users check out reviews on their smartphones, and another 23% write reviews after their purchase. If you don’t know what your online reviews say about you, now is the time to check them out. Sites like Yelp, TripAdvisor and Zagat can drive customers to your business or send them scurrying away.
Encourage satisfied customers to leave reviews. Monitor your reviews at least weekly. If there is a negative review and a site allows for a response, write a non-argumentative response that thanks the customer for the feedback, apologizes for any inconvenience and offers any brief explanation that might be necessary. And, if the option is available, be sure to claim your page, add business information, pictures and coupons.
4. Make sure you’re ready. Check your inventory levels, and place orders early to ensure product is on hand so there is no delay in fulfilling customer orders. Plan staffing and make sure your customer support staff is ready to handle increased phone calls and online orders.
5. Get ahead start with pre-holiday marketing. Even in October, you can and should send emails, write social posts, send postcards, and include flyers with every purchases including teasers about upcoming holiday specials. The example below shows a pre-holiday tweet from chef Jamie Oliver.
You might even plan a pre-holiday sale to catch early bird shoppers. Sweeten the deal by offering a “Black Friday Match” that promises to match the price if customers find a better deal on Black Friday.
6. Reward loyalty. Look for ways to generate repeat holiday business from existing customers. Offer special previews, secret sales, members-only pricing, or returning customer holiday discounts.
7. Get social. Use social media posts to highlight sales, encourage phone calls, or offer coupons and specials. Make posts shareable and fun. Consider sharing a short holiday video, a cute cartoon or a great offer. Post how-tos for your products or services, and include holiday season survival tips. If your business lends itself to images, consider some Pinterest posts. Create boards such as “Perfect Gifts for Dad’ or “Holiday Decorating” or “Ways to Celebrate the Season.” Tag pictures with a dollar amount and the pin will be automatically added to a gifts category.
This post contributed by Tonya McMurray, a freelance writer with more than 25 years of experience. Her work includes news and feature articles for publications and websites in a variety of industries, including energy, education, marketing, healthcare and technology.