Sadly, it’s true. And here’s just a few examples.
You hit a link on some online ‘sponsored’ message, and your phone rings in 3 seconds #$%^$#, or … you get a text immediately. Immediately #$%^$#!!! What? … #$%^$# … I only wanted to get some info emailed to me and, I really don’t want your salesman/woman calling or texting me at 10:00p on a Friday night. Seriously, I don’t. Stop it #$%^$#.
You try to find a phone number on a website, only to find they have no phone number, and ONLY an option to email them a request. Uhhhh #$%^$#, did your customer ‘service’ team all get fired, or sent on vacation? Really, now I do want to talk to a human, and I’m a paying customer; can’t find a human to answer a question RE my account, to save my life.
Oh, back to the first one. And now, you stalk the #$%^$# out of me, with dozens of emails, calls and/or texts, and it’s barely been 24 hours. Really? … #$%^$# … and you think I want to be your customer now? No, I don’t. I’ll find another to give my hard-earned dollars!!
Or often, I’m not looking to buy now, unless it’s shampoo, and I’ll order that online and, it’ll be at my door in a day or two. I’m just interested in learning more about this insurance option, on my own time, or home refinancing, on my own time. In the meantime, I’ll just go grocery shopping at my favorite #HEB, or #Randalls, and I’ll find what I want, in person, like a human – and me still shopping for my own groceries, and choosing my own apples.
Get this. Go to your local branch of your ‘major’ bank and ask to speak to a customer service rep who’s sitting there to answer customer’s questions. So you ask your question. They pick up the phone, and call the same 800# you could call, and they ask the question of their ‘rep’ online, with a code word at the front so they know it’s an internal inbound ‘branch’ call. Uhhh, really, this is how you do it now? #$%^$# – What happened to your customer service, did they all get fired, or you forgot to train them to help me with even basic questions, in person? I’m paying you – I’ll find another bank to do business. Today.
And let’s not forget now, the robo dial calls and texts, even though you’re on the DO NOT CALL list, and it’s been checked and verified. Did you forget to check that, any of you? I spent time listing myself there to avoid these antagonists frustrations, and you maybe ‘forgot’ to purge that list, so you can email me instead. One email would be nice, not 30 in a week.
One big time client has 180,000+ emails in his work email inbox. He’s shared, he can’t get the first email answered before there’s another 10 follow-up emails and now, many scold you for not answering the first email, or say “I’m sure you’ve been busy, did you forget to answer my prior email?”
Really? #$%^$# … uhhh no, you’re stalking the #$%^$# out of me, so I’ll just BLOCK you. How’s that for cutting off your robotic marketing? … now what, you’ll camp at my house or office, and catch me heading to the grocery store? Seriously?
Marketing, this is not. Sales, this is not. Yes, there’s a powerful benefit to online targeting and yet, there must be a limit to stalking #$%^$# that’s going on today. It’s insane. Insane.
Get the point? It’s not that difficult – it’s basic human psychology. Very basic, i.e. it’s not that difficult to understand and, even yourself as an example, you don’t want it either. Yes.
And to think, we stalk #$%^$# them to frustration and agony then, we wonder why they don’t buy. Hold on while I finish LMAO, OMG – what the hell? Is this for real? Someone must be punking me, right? Where’s Ashton Kutcher when you need him? Yikes.
In our business, we speak with marketers every single day – EVERY.SINGLE.DAY of the week. And guess what, they’re all mostly very frustrated. Their sales teams are frustrated, and no one’s much answering the phone any more, rarely responding to emails (unless it’s a known contact), and uhhhh … getting a H2H or F2F meeting these days is near impossible anymore. It’s an epidemic we call ‘bunkering’ and it’s a sad result of a shameful practice.
Read the articles, there are many on these topics, and it’ll only get worse, except for those marketers and sales managers who want to give their customers a more bona fide and productive experience. Honestly, these days, it’s not that difficult to set yourself (your company) apart and above the competition. To start, stop stalking people – it’s not working to produce the result you want and, IN FACT, it’s producing the opposite affect.
If you want to reach people, i.e. your customers, how about sending them a little gift, or a nice gesture of goodwill, or offering them an advantage to doing business with you? Or, what about NOT stalking #$%^$# them? Simple steps cause big results, and this ‘marketing’ madness must come to a halt or, you’ll soon find yourself with fewer customers.
Company after company (large and small) are denoting the reality of this situation and, luckily, some are taking prompt action/s to reverse the saga/mess and, building valued relationships with their customers and prospects. It’s not that difficult but first, you must stop the insanity.
Shared in truth and a bit of humor, and happy to chat any time. These topics are important, and apply mostly equally to both B2B and B2C targeting. Some products/services do well with the online-only options, yet many do not. Think carefully how you’re cultivated a relationship the customer WANTS to have with you and your company.
Try being a customer of your company, and see how it goes. I’ve personally coached many CMO’s to do this, and create a fake profile for a test and, 95% of the time, they call back crying and/or screaming. Yes, they found the truth, the reality of overwhelm on their own, firsthand, and they wouldn’t want to be a customer of their own company.
Sadly, that’s both humorous, and horrifying. It’s time we take smarter/better action, and caring for our customers better, more intuitively, and giving them an experience they’ll want to repeat. Now that’s marketing, and that’s sales – like time-tested and proven over and over.
It’s really simple human psychology, the answer to why/how offline drip campaigns are working so well today and, they’re driving online interaction and sales results too?
First, humans aren’t one dimensional (yet) – at least we hope. What that means is, seriously, people react to (and engage with) all kinds of touch points. Some touch points are online, and some are offline – and, it’s the mix of both that’s driving the highest customer interaction today, depending on product and/or action desired.
Offline touch points engage your targets differently – it’s not online vs. offline; it’s more about online PLUS offline. Think: events, posters, direct mail, post cards, outdoor boards, signage, in-hand interactions, tv/cable, sales meetings, radio, podcasts, etc. … all different kinds of customer touch points, and each has their priority, and their customer-engaging role.
We think of it as “connect-the-dots” multi-channel, but even that word is so over-used these days, it’s almost cliche. What it means is touch points that are both online, and offline. People are often overwhelmed with online ‘content’ these days. Too much email. Too many Linked posts to even see them all, even if they’re re-targeted – it’s overwhelming, and hard to keep up with it all these days. As a result, many companies are using multi-platform today – OFFLINE+ONLINE– to engage their most vital targets, and it’s working, and diving results for sales and, sales teams to interact and engage their best customers.
Online, many companies are swim in a sea of fragmentation and overwhelm, and it’s a daunting objective to rise above that clutter, unless you have millions of $$$ for budget and, even then … is a banner really gonna move a multi-million-dollar purchase decision to close, or a CFO to purchase?
And yet, although online touch points have their value and benefit, they need to be kept in perspective and, prioritized with other ‘drips’ and coordinated, i.e. sequenced as we call it. If humans were robots it might be different but, we’re not robots (yet) and thus, we interact with different touch points in different context and, we have a different emotional response for each type of touch point interaction. Unless you’re selling shampoo, or ketchup, i.e. the one-click-to-buy purchase, the combination of online+offline is what’s working best today.
RESULTS UP; COSTS DOWN: What’s working best for our clients, specifically, is online plus a series of sequenced tangible touch points. We overlay their online strategy with timed touch points of magazine cover wraps and, it’s all coordinated with their online platforms, and focused ONLY on those who matter most. For both B2B targets, and affluent B2C targets, the tactic is highly effective and, it’s producing even better results than ever before. Likely because the overwhelm online is so great, and direct marketing tactics are producing amplified results, even for your most difficult-to-reach target audiences.
With the ‘magazine’ per se, consider it your valued content partner and, the media brand itself lifts your company’s brand by association, i.e. Forbes, Fortune, Wired, Fast Company, Inc., ESPN, Good Housekeeping, and 400+ more content options. Consider, the magazine is a ‘Trojan horse’ that delivers your message and, maybe oddly, it’s not about the magazine; it’s only the delivery device that gets your valued message directly into the hands of your most valued targets and, only those you want to reach, 100% of them – that’s 100% reach.
And as a result, your targets appreciate your gesture of goodwill and, they interact with and respond to your messaging, even driving them back to your sales team, and/or online channels. It’s the combination that’s working, online+offline, and simple sequenced messaging that’s driving customer education, thought leadership, product demos, and more.
If you’d like to know more about our platforms, and if they’ll work well with your targets, please reach out to me personally, and I’ll coordinate a time to chat, learn more about your targets, and how best our platforms works for your specific category, and target type.
Please feel free to visit our website, or listen to our newest podcast regarding “What’s working? CEO Interview” – or email me direct to discuss your most vital targets, and our recommendation based on nearly 30 years experience, and 600+ client’s campaigns. We look forward to it, and to sharing ideas how best to amplify your targeted interactions. email@example.com – Office: 888.241.6634,719
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In my experience, the combination of online and offline marketing are essential to cutting through the clutter, achieving higher ROI, and attracting top B2B targets. I’ve seen as high as a 50% increase in sales ready leads when we layer online and offline with our vital targets.”
Amazon gets it, for example, that offline channels work. Many companies still are trying to ‘go digital’ so much they’ve put blinders on. Guaranteed, some people would be shocked to learn that many companies, like Amazon, are going direct mail big time. May sound shocking, but not so oddly, it’s working well for them.”
It’s a tangible touch point of value, and there are many options to heighten the impact, vs. the ‘mass’ impersonal approach of many channels, both online and offline. Humans respond to appreciation.”
Let the user specify how they want to be contacted (and contracted). Instead of pushing a channel on them, let your online and offline channels form naturally. For example, American Airlines lets you choose text, voice or e-mail, plus apps and more.
However way THEY connect, that’s the way you want to reach them. This establishes a more powerful channel with amplified interest and, more effective retention both online and offline.”
As a result, the balance of ‘layered media’ is returning full swing today, embraced by many, even while cultivating online channels. Many have already added new expressions of layered offline channels and, they are now garnering even better results with both, specifically by adding tangible touch points. May seem old-school, but it’s working.
When are we going to understand that people do not ‘spend time’ online? They exist in a world where reality blends the two. Digital stuff is just another channel how we live. It’s not a choice. It’s not a behavior.
We don’t ‘go to the power grid’ to boil a kettle, we just make tea. In the same way, we don’t do digital banking, online dating or ecommerce, we just send money, go on dates and buy stuff in 2018.
This isn’t semantics, it’s the outlook and mindset we have to have for the modern age, we have to build for this reality not adapt what we have to just about work in it by bolting things on the side.”
At the end of the day, regardless of whether you’re in marketing for a business-to-business (B2B) or business-to-consumer (B2C) organization, it’s about creating human-to-human (H2H) connections.
With H2H marketing, it’s about creating a compelling narrative, a story that people will actually care about. It’s extremely rare to get people to care about your brand unless you already have a certain amount of prestige associated with your company.” Human value.
You’ve got lotsa itty bitty online carrots ‘floating around’ your targets online all day every day, attempting to entice them to engage an interaction with your company. It’s the combination of both online and offline channels that most effectively engage your most vital targets, unless you have a click-and-buy product/service you’re selling.”
They’ll know your interest as soon as they receive your first tangible touch point and, they’ll have an amplified response increasing over time, including their greater appreciation for the recognition you have given. They’ll take note, whether the phone rings or not (yet); it’s a heightened reciprocity that’s positively lodged in their brain.”
The crescendo is your sales force, which is your biggest and most powerful of all marketing carrots – the biggest, when supported properly. It’s all about driving purchase, one carrot-nudge at a time.”
We’re using valued offline channels more now, simply because we’re drowning in the ‘always everywhere’ overwhelm of online channels that are cluttered, and fragmented. So, why would we not also be where we are seen bigger, bolder, and without drowning over here? Specifically, we deploy a simple ‘be where they’re not’ plan – it’s smart layered targeting working best.”
We build impactful story-telling touch point platforms that amplify highly-valued customer connection. It’s a sales-minded valued asset.
OFFICE: 888.241.6634,719 – firstname.lastname@example.org
Though it may seem a bit counter-intuitive, it’s rather easy – the targeting tactics work well, and better than ever before.
Adept marketers frequently use our solutions for many targets, and this spans everything from thought leadership platforms, sales assets, multi-touch prospecting platforms, affluent marketing, trade shows and conventions, pharma point-of-care, and more precise databases.
Yes, it may seem a bit obtuse – people will often put so much emphasis on the magazine (like inside book advertising), they forget it’s really direct marketing. Thus, it’s never about the magazine – it’s always about the target, exactly precise targets.
The magazine is only a simple delivery device, the envelope that gets vital messages in your target’s hands. And, for good reason, the magazine is also why your ‘envelope’ is warmly received, appreciated. People like to be recognized – it’s very basic Psychology 101 – human psychology works.
It’s a Trojan horse, and very reliable marketing … a valued tactic that delivers ongoing messages directly into the hands of the exact customers and prospects (targets) you care about reaching the most, those you want to cultivate most.
It’s not a ‘mass’ medium – it’s all about the exact placement, any niche target, and content that matters, i.e. appreciating relationships you value in business, for acquisition and retention, both short-term and long-term growth goals.
Yes, for any target you can fathom, you literally deliver your custom messages placed on the covers of high-value magazines and, then deliver your call-to-action content, even for direct-to-digital platforms. And, you do so reaching them in-home, in-office, or in any collection of geo/demo retail locations or doctor’s offices. It’s precise, and compelling.
These campaigns deliver reliable results, and sales teams who’ve used cover wrap assets LOVE their campaigns, always.
Our best prospect is a Sales Director, as he/she understands the pain-points of reaching vital targets, which is very difficult these days. It delivers valued touch points.
Q: How often do your customers say ‘thank you’ for blasting them on social media? … A: Uhhh, likely never. Never.
With value-added precise database targeting, our client’s targets appreciate them for including them, and they say thank you – thank you – THANK YOU!!
And in waiting areas, customers appreciate the info shared in close proximity to their dentist, veterinarian, doctor, barber, hair stylist, i.e. any secondary influencers for the products or services you’re promoting – geo/demo targets, and local targets.
It may sound complex yet, essentially, it’s a very simple process … we deliver it for you turnkey, and do the heavy-lifting for our client, and agency and magazine partners – it’s a well-constructed and sequenced plan.
For smartest messaging, we recommend a human ‘message’ be included, a personal ‘letter’ from one of your key executives, your CEO or other leaders, influencers – it’s the human ‘voice’ of the company, i.e. a human-to-human connection, which is even more powerful today, especially amidst digital fatigue. It cuts through the clutter.
Your custom cover wrap content is also consumed more consciously, and for longer periods of time (vs. digital), for example. It’s the gift that keeps on giving … and it’s why people appreciate it so much, chosen for VIP customer status.
The value of ‘co-branded’ content cannot be underestimated – it literally lifts your brand via the association, and your multi-page cover units are visually stimulating. Thus, they cause a natural inclination to engage the info shared. They feel special, and 80% readership is a expected, proven with many audience types – consumer and business.
You can now digitally ‘tag’ cover wraps with devices like NFC, Digimarc, video, buzz cards, and creative units like gatefolds, textured printing, variable printing, and pullouts too. It’s kinda like, what’s old-is-new-again, but with the newest interactive innovations added as well.
Those who receive your special issues are first notified via an announcement letter or card, i.e. “please enjoy receiving Fast Company magazine” … for example. Your gesture stands out, gets noticed, and delivers an ongoing series of productive touch points, which builds interest, loyalty, reciprocity and sales.
As an example, a tech client recently targeted 2,000+ high-level CIOs, all of whom were enterprise or channel targets. Within only 6 months of this campaign starting, the client reported a 56% engagement, compared with their digital engagement stats, which was considerably less potent and more costly per event.
Their sales force was elated, got the bounce they needed and, they renewed their next year six months earlier than needed, simply to lock inventory with magazine partner.
We also build retail platforms in any footprint of geo/demo targeting, i.e. spas, hair and nail salons, auto dealers, tattoo parlors, country clubs, athletic facilities, coffee shops, and any of 200+ location types – each chosen by exact geo/demo radius, demos, address, zips, etc.
When the targeting objectives fit, there’s nothing like the precision of magazine coverwrap campaigns to deliver smart results. It’s a direct marketing tactic that’s often misunderstood and, we hope to assist your biggest ideas – 888.241.6634,719.
If you’d like to learn by phone, we promise – your time will be valued and, at least, you’ll know more about effective direct targeted marketing tactics, and options.
Understanding the full potential of these options is smart, for all marketers today (even digital marketers) and, especially when used tactically as shared above.
When engaged for proper targets, with powerful messaging sequenced over time – that’s how we deliver the valued client results we deliver consistently over time.
Please reach out if you’d like more info, new ideas, or to chat with one of our 40 client leaders. They are adept with the most-valued and productive targeting. We’ll first want to understand your targets better, and goals, and will provide options (unless it’s not a fit, and we’ll let you know that too).
The reason our clients use our B2B magazine cover wrap campaigns is simple: it works. Maybe oddly, yes, but campaign results measured against any exact target is producing direct impact and measured response, and the numbers are FAR-BETTER than other options. I'll show you direct client example results, closest to your target and industry, to prove the point.
Cultivating customer relationships hasn’t been an easy task in 2017 and will even become more challenging heading into 2018. B2B clients across all industries experienced the conundrum of the ‘bunkered’ customer relationship dynamic. Over the last several months, we interviewed the leading sales ...
Here’s the question we should be asking: Is digital printing -- the technology that is already creating magazines that are personalized from front cover to back cover -- relevant to our business? The answer is yes. Let me explain: Most of us don’t need a “solution” that quadruples (or worse) our production costs, ...
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